Payments to key opinion leader physicians and drug sales of top pharmaceutical companies during the COVID-19 pandemic

Background: The unprecedented context of the COVID-19 pandemic poses the opportunity to study several questions in circumstances that would probably not otherwise occur. We sought to determine the dynamics of pharmaceutical company drug sales revenue, market capitalization and payments to physicians during the pandemic, focusing on payments to so-called key opinion leaders (KOLs). Methods: We analyzed the CMS Open Payments data of 15 top pharmaceutical company general payments to US physicians. We calculated total payments per year for all physicians, KOLs and 2018 KOLs in subsequent years. Drug-related fold changes in payments, drug revenues and company market capitation were calculated using Q1-2018 as reference. Yearly differences in payments, drug sales revenue and market capitalization were tested using generalized estimation equations (GEE). A double-sided p<0.05 was considered significant. Results: The analyzed dataset comprised 8,563,872 payments to 382,779 physicians. In 2020, we observed a reduction in payments to physicians and KOLs compared to prior years. The total amount per KOL physician per company also decreased for each year for KOLs and the 2018 KOLs in the subsequent years. Payments per drug, but neither drug revenues nor pharmaceutical company market capitalization, followed a downward trend in 2020 compared to prior years. GEE analysis confirmed that, compared to 2018, the decrease in payments to KOLs overall and for the top drugs of each company was statistically significant. Yet, no significant differences in drug sales revenue and market capitalization was observed. Conclusions: A substantial and significant reduction in payments to KOLs during the first fiscal year of the COVID-19 pandemic was not associated with a reduction in drug sales revenue of blockbuster drug products and the market capitalization of 15 top pharmaceutical companies. Overall, these findings suggest that a substantial part of pharmaceutical payments to KOLs do not appear to impact top drug sales revenues.

How KOLs Influence Consumer Purchase Intention in Short Video Platforms——Mediating Effects of Emotional Response and Virtual Touch

In recent years, Key Opinion Leader (KOL) marketing opens up a new mode of social commerce by effectively integrating social networking and marketing since it has been successfully taking advantage of KOL’s high popularity to promote products. This study expands the stimulus-organism-response (S-O-R) model by combining the communication persuasion theory with the flow experience theory. Our model considers the characteristics of KOLs and published content features as independent variables, consumer perception as the mediating variable and consumer purchase intention as the dependent variable. This study also refines the measurement dimensions of each variable and analyzes KOL impacts on consumer purchase intention on short video platforms. After analyzing 357 valid questionnaires, we find that the variables –reputation, perceived fit, aesthetic quality and content richness have significant impacts on consumer purchase intention where virtual touch and emotional response play intermediary roles. This study provides insights into KOL marketing.

Remote prescribing and becoming a key opinion leader

Sharon Bennett details her recent meeting with the Nursing and Midwifery Council and discusses the work that goes into being a key opinion leader

AKTIVITAS PEMASARAN ZALORA INDONESIA MENGHADAPI #LEBARANDIRUMAHAJA 2021

Artikel ini menggunakan metode analisis deskriptif dari data internal Zalora Indonesia, studi literatur, dan studi mandiri terhadap influencer dan brand. Ada 8 bentuk kampanye yang dilakukan pada masa Lebaran, yaitu pemasaran online, in-app exposure, e-event dan jumpa pers, media sosial dan KOL (Key Opinion Leader), fitur sosial, partnership, gamification dan engagement, dan pemasaran offline. Aktivasi media sosial dan influencer tetap menjadi kampanye utama yang dipilih Zalora untuk menggaungkan momen Lebaran ini. Kombinasi lebih dari 50 selebriti, influencer makro, mikro, dan hijab dipilih untuk memastikan Lebaran Zalora mendapatkan awareness yang seluas-luasnya. Zalora juga lebih mengedepankan influencer wanita, berhubung sebagian besar penjualan Zalora berasal dari kategori produk wanita.

The Effect of Caregiver Key Opinion Leaders on Increasing Caregiver Demand for Evidence-Based Practices to Treat Youth Anxiety: Protocol for a Randomized Control Trial

Background:Research has identified cognitive behavioral therapy with exposures (CBT) as an effective treatment for youth anxiety. Despite implementation efforts, few anxious youth receive CBT. Direct-to-consumer marketing offers a different approach to address the unmet need for youth receiving effective treatments. Involving a local caregiver key opinion leader in direct-to-consumer initiatives may be an effective strategy to increase caregiver demand for CBT. Research indicates that key opinion leaders improve health promotion campaigns, but key opinion leaders have not been studied in the context of increasing caregiver demand for evidence-based treatments.Method:Project CHAT (Caregivers Hearing about Anxiety Treatments) will test the role of key opinion leader participation in conducting outreach presentations to increase caregiver desire to seek CBT for their youth’s anxiety. Caregiver attendees (N = 180) will be cluster-randomized by school to receive one of two different approaches for presentations on CBT for youth anxiety. Both approaches will involve community outreach presentations providing information on recognizing youth anxiety, strategies caregivers can use to decrease youth anxiety, and how to seek CBT for youth anxiety. The researcher-only condition will be co-facilitated by two researchers. In the key opinion leader condition, a caregiver key opinion leader from each local community will be involved in tailoring the content of the presentation to the context of the community, co-facilitating the presentation with a researcher, and endorsing strategies in the presentation that they have found to be helpful. In line with the theory of planned behavior, caregiver attendees will complete measures assessing their knowledge of, attitudes towards, perceived subjective norms about, and intention to seek CBT pre- and post-presentation; they will indicate whether they sought CBT for their youth at three-month follow-up. Results will be analyzed using a mixed method approach to assess the effectiveness of a key opinion leader to increase caregiver demand for CBT.Discussion:This study will be the first to examine the potential of key opinion leaders to increase caregiver demand for CBT. If proven effective, the use of key opinion leaders could serve as a scalable dissemination strategy to increase the reach of evidence-based treatments.Trial registration:This trial was registered on clinicaltrials.gov (NCT04929262) on June 18, 2021. At the time of trial registration, pre/post presentation data had been collected from 17 participants; thus, it was retrospectively registered.

The effect of caregiver key opinion leaders on increasing caregiver demand for evidence-based practices to treat youth anxiety: protocol for a randomized control trial

Background Research has identified cognitive behavioral therapy with exposures (CBT) as an effective treatment for youth anxiety. Despite implementation efforts, few anxious youth receive CBT. Direct-to-consumer marketing offers a different approach to address the unmet need for youth receiving effective treatments. Involving a local caregiver key opinion leader in direct-to-consumer initiatives may be an effective strategy to increase caregiver demand for CBT. Research indicates that key opinion leaders improve health promotion campaigns, but key opinion leaders have not been studied in the context of increasing caregiver demand for evidence-based treatments. Method Project CHAT (Caregivers Hearing about Anxiety Treatments) will test the role of key opinion leader participation in conducting outreach presentations to increase caregiver desire to seek CBT for their youth’s anxiety. Caregiver attendees (N = 180) will be cluster randomized by school to receive one of two different approaches for presentations on CBT for youth anxiety. Both approaches will involve community outreach presentations providing information on recognizing youth anxiety, strategies caregivers can use to decrease youth anxiety, and how to seek CBT for youth anxiety. The researcher-only condition will be co-facilitated by two researchers. In the key opinion leader condition, a caregiver key opinion leader from each local community will be involved in tailoring the content of the presentation to the context of the community, co-facilitating the presentation with a researcher, and endorsing strategies in the presentation that they have found to be helpful. In line with the theory of planned behavior, caregiver attendees will complete measures assessing their knowledge of, attitudes towards, perceived subjective norms about, and intention to seek CBT pre- and post-presentation; they will indicate whether they sought CBT for their youth at 3-month follow-up. Results will be analyzed using a mixed method approach to assess the effectiveness of a key opinion leader to increase caregiver demand for CBT. Discussion This study will be the first to examine the potential of key opinion leaders to increase caregiver demand for CBT. If proven effective, the use of key opinion leaders could serve as a scalable dissemination strategy to increase the reach of evidence-based treatments. Trial registration This trial was registered on clinicaltrials.gov (NCT04929262) on June 18, 2021. At the time of trial registration, pre/post-presentation data had been collected from 17 participants; thus, it was retrospectively registered.

The Effect of Caregiver Key Opinion Leaders on Increasing Caregiver Demand for Evidence-Based Practices to Treat Youth Anxiety: Protocol for A Randomized Control Trial

Background: Research has identified cognitive behavioral therapy with exposures (CBT) as an effective treatment for youth anxiety. However, despite implementation efforts, few anxious youth receive CBT. Direct-to-consumer marketing offers a different approach to address unmet need for effective. Involving a local caregiver key opinion leader to direct-to-consumer initiatives may be an effective strategy to increase caregiver demand for CBT. Research indicates that key opinion leaders improve health promotion campaigns, but key opinion leaders have not been studied in the context of increasing caregiver demand for evidence-based treatments.Method: Project CHAT (Caregivers Hearing about Anxiety Treatments) will test the role of key opinion leader participation in conducting outreach presentations to increase caregiver desire to seek EBPs for their youth’s anxiety. Caregiver attendees (N = 180) will be cluster-randomized by school to receive one of two different approaches for presentations on EBPs for youth anxiety. Both approaches will involve community outreach presentations providing information about (a) youth anxiety, (b) effective treatments for youth anxiety, and (c) seeking CBT for youth anxiety. The researcher-only condition will be co-facilitated by two researchers. In the key opinion leader condition, a caregiver key opinion leader from each local community will be involved in tailoring the content of the presentation to the context of the community, co-facilitating the presentation with a researcher, and endorsing strategies in the presentation that they have found to be helpful. In line with the theory of planned behavior, caregiver attendees will complete measures assessing their knowledge of, attitudes towards, perceived subjective norms about, and intention to seek CBT pre- and post-presentation; they will indicate whether they sought CBT for their youth at a three-month follow-up. Results will be analyzed using a mixed method approach to assess the effectiveness of a key opinion leader to increase caregiver demand for CBT.Discussion: This study will be the first to examine the potential of key opinion leaders to increase caregiver demand for CBT. If proven effective, the use of key opinion leaders could serve as a scalable dissemination strategy to increase the reach of evidence-based treatments. Trial registration: This trial was registered on clinicaltrials.gov (NCT04929262) on June 18, 2021. At the time of trial registration, pre/post presentation data had been collected from 17 participants; thus, it was retrospectively registered.

Analysis and Research on the Effect of Online Celebrities Carrying Goods in Live Broadcast

Since 2020, live broadcasting with goods has become a hot topic, and the Internet’s popular KOL (key opinion leader) has emerged in an endless stream. From the perspective of marketing and consumer behavior, this paper takes KOL as an example to explore the reasons for the success of Internet celebrity live broadcasting, and analyzes the current situation and pattern of live broadcasting, so as to provide reference and suggestions for enterprises and individuals who want to make profits through live broadcasting.

Identification of Key Opinion Leaders in Pharmaceutics Using Network Analysis

The term Key Opinion Leader in marketing is not new. Key Opinion Leaders (KOLs) commonly known as thought leaders who play a crucial role in the life science industry. We through this project intend to implement the concept of identifying key opinion leaders using weighted Social Network Analysis (SNA). We intend to use European PubMed Central dataset for creating a weighted social Network of authors who have healthcare and medicine related publications and apply different centrality measures on it. In order to collect the data, we will be using one of the web scraping methods and predefined libraries like scrapy. After fetching and processing the data we intend to form a network of authors using python’s NetworkX library. This network will then be subjected to various centrality measures which in turn will give prominent opinion leaders as the output.