Machine Learning And KOL Networks: The Future Of Medical Affairs

By Karol Weyman

Building a strong KOL influencer network takes time, especially when encouraging the adoption of new forms of care. A list of essential KOLs serving as medical science liaisons (MSLs) could include doctors, university professors, and top researchers. Rafael Schwarz, executive director of sales and marketing at influencer marketing agency Territory Influence, distinguishes among experts, influencers, and KOLs in this way:

• Experts know their subject areas intimately. Yet they tend to focus on that subject area rather than on sharing knowledge. They may not engage unless MSLs reach out first.
• Influencers focus on building their own audiences. They may or may not have the expertise but have a passion for sharing information and speaking to interested members of the public.
• Key opinion leaders balance an expert's authority with an influencer's audience. Their full-time work may be in their field of expertise, but they’re known for how they express that work to their audiences.

Despite seemingly having a pool of MSLs, the challenge arises with the constantly changing networks as various opinion leaders change jobs, adopt new research topics, and refine their knowledge through study and publications.

Read one author’s take on how machine learning is offering a way for medical affairs teams to stay on top of changing patterns and improve focus on building mutually beneficial relationships with key opinion leaders.