Medical device marketing department reaches key opinion leaders faster

Medical device marketing department reaches key opinion leaders faster

Problem
The marketing department for a medical device company needed help finding as many key opinion leaders (KOLs) as possible from across three countries to champion the company’s products. The KOLs were needed for regional sales and marketing teams to maximize sales quickly.

The challenge in this case was that the company had no support and a limited budget to identify and locate these KOLs. Moreover, patent protection time constraints and annual sales targets placed a great deal of pressure on the sales teams to successfully sell as quickly as possible. Finally, the information needed to find these KOLs across three different countries was in different languages. Given the budgetary and time constraints of this company, the medical device marketing team needed to choose a vendor with an alternative approach.

Analysis of alternatives
Ideally, an international directory of highly influential doctors, organized by disease area or specialization, would be used to contact KOLs. However, the standard approach is to simply have a marketing agency track down each KOL and organize an interview for approximately $250 per contact.

When budget is a concern, a company can elect to have its own regional teams generate these leads themselves. However, this is burdensome and creates an extremely high opportunity cost since it forces employees to put their own tasks and goals on hold, creating a work backlog.

Given the budgetary and time constraints of this company, the client needed to choose a vendor with an alternative approach. The company came to BURG Translations to perform secondary research and find KOLs without incurring high costs.

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