From Key Opinion Leaders to Key Internal Experts: The Shift in Healthcare Expertise

For many years, Key Opinion Leaders (KOLs), Thought Leaders, and Key External Experts (KEEs) have been the clinicians, pharmacists, and healthcare professionals at the forefront of best practices within the healthcare system. Their influence on disease management and their ability to inspire their peers have made them essential figures in the medical community.

From a pharmaceutical perspective, if a KEE also happens to be an advocate for your medicines and brands, the relationship becomes mutually beneficial. However, this symbiotic relationship has not been without its controversies. Even when pharmaceutical companies and KEEs have acted with integrity, concerns have been raised about the potential for bias and the ethical implications of sponsored advocacy.

As a result, some companies have moved away from engaging external advocates and have shifted towards cultivating their own in-house Key Internal Experts (KIEs)—highly knowledgeable clinicians, pharmacists, or scientists employed by the company. These internal experts focus on understanding data, disease management trends, and are positioned as trustworthy, impartial voices within the industry.

But transforming a company expert into someone healthcare professionals will trust and engage with requires more than just technical knowledge. It demands the right combination of skills, attitude, and expertise.

The KIE as the New Standard in Expertise

The analogy of a library is often used to describe the role of a Key Internal Expert. Knowledge, like the content in a library, is essential, but it’s not enough on its own. For the KIE to be truly effective, that knowledge must be accessible—well-organised, easy to navigate, and presented in a way that healthcare professionals can understand and trust. Communication, much like the staff of a well-run library, must be clear, inviting, and foster an atmosphere of curiosity and trust.

How to Create a Key Internal Expert (KIE)

There are three pillars to successfully developing a KIE: Knowledge, Skills, and Attitude.

1. Knowledge

A KIE must have unparalleled knowledge in their field, particularly in the relevant therapy area, product data, and clinical research. This is often the most straightforward quality to develop, through reading, research, and attending symposia. Many companies recruit KIEs based on their expertise in these areas, but this is just the beginning.

2. Communication Skills

The real challenge lies in developing the communication skills necessary to unlock and share that wealth of knowledge effectively. There are three key communication abilities a KIE must master:

• Building Trusting Relationships: A KIE needs to foster trusting, one-on-one relationships with healthcare professionals. This allows them to discuss, debate, challenge, and inform in a meaningful way.

• Engaging in Group Settings: Whether participating in or leading Advisory Boards and disease management meetings, KIEs must confidently engage with peers. This ensures they contribute productively, chair meetings effectively, and share insights that drive better outcomes.

• Public Speaking: When presenting at conferences or other events, KIEs need to command the audience’s attention, making complex data both compelling and easy to understand. Their ability to deliver a convincing and authoritative message is critical to the success of any presentation.

3. Attitude

While knowledge and skills can be developed, attitude is often more challenging to instil. A successful KIE not only possesses the technical expertise but also has the right mindset to make an impact. To be truly effective, a KIE must:

• Believe in the Product and Brand: They must hold positive beliefs about the product, the therapeutic area, and their role in advancing healthcare.

• Exhibit Self-Belief: KIEs must have an empowering, internal confidence that allows them to engage with peers on equal footing, confidently challenging ideas and advocating for the best outcomes for patients. This peer-to-peer confidence is essential for fostering trust and respect.

Recruiting the Right KIEs: The Importance of Attitude

The key to creating an exceptional KIE lies in the recruitment process. While knowledge and skills can be trained, attitude must be inherent. Companies should focus on hiring individuals who already demonstrate a positive, enabling mindset, as well as a genuine passion for improving patient outcomes.

Once the right people are in place, Skills and Knowledge can be developed through targeted training and professional development.

Building Trust from Within

As the pharmaceutical industry moves away from relying on external advocates, the role of Key Internal Experts has never been more important. By focusing on cultivating knowledge, honing communication skills, and ensuring the right attitude, companies can create internal experts who are trusted, respected, and able to navigate complex healthcare landscapes effectively.

For any healthcare company, developing strong KIEs is not just a strategic decision—it’s a necessary step towards maintaining credibility, fostering meaningful relationships with healthcare professionals, and ultimately delivering better patient outcomes.

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