The Importance of a Harmonized KOL Engagement Strategy

At an oncology congress in Barcelona, a senior key opinion leader (KOL) is approached in person by a pharmaceutical company’s medical team and invited to join a clinical advisory board. The next day, an email arrives from a different brand within the same company, requesting that they speak at a disease-state education session. Soon after, another message hits their inbox: the clinical development team wants them to participate in a pipeline strategy roundtable. 

None of the teams were aware of the others’ outreach. To the KOL, the disjointed approach feels uncoordinated and unprofessional. Already near their engagement cap, they’re left frustrated and are forced to decline one request and rush through the other two. 

The next day, an email arrives from a different brand within the same company, requesting that they speak at a disease-state education session.

Meanwhile, two rising stars in the same therapeutic area, both eager to collaborate, were never contacted. 

This isn’t a fictional worst-case scenario. It’s a common outcome associated with any large business engaging KOLs at scale. And while the immediate fallout is logistical headache and reputational friction, the long-term consequences—missed insights, reduced scientific advocacy, and weaker field relationships—can be even more damaging. 

Why KOL Strategy Matters 

A robust KOL engagement strategy directly supports a brand’s ability to meet its strategic imperatives. Thoughtful KOL management can drive better trial design, foster a healthier variety of perspectives, strengthen external credibility, and ultimately accelerate market success. Yet too often, companies fall short due to: 

• Siloed coordination between Medical Affairs, Clinical Development, and Commercial teams 

• Limited visibility into engagement history, preferences, and priorities 

• Over-reliance on a small set of familiar names 

• Missed opportunities to partner with emerging experts 

  
  

Without a unified approach, companies risk inconsistent KOL experiences, diminished returns on effort, and inefficient use of internal resources. 

Engaging the New Class of Digital Opinion Leaders 

As the field becomes increasingly digital, a new type of KOL is gaining traction: Digital Opinion Leaders (DOLs). These are usually clinicians or researchers with substantial online followings, often active on podcasts, social platforms like X, LinkedIn, and Substack, or featured on specialty medical media outlets like Medscape and OncLive. They offer live commentary on data releases, conference proceedings, and regulatory decisions, helping shape real-time scientific conversation. 

DOLs can reach thousands of peers instantly, cutting across institutional and geographic boundaries. Their influence may not show up in traditional metrics like publications, but their impact is tangible—especially when speed, visibility, and accessibility matter. 

DOLs can reach thousands of peers instantly, cutting across institutional and geographic boundaries

DOLs are important to engage with because their commentary often sets the tone for how news is perceived in real time. When engaged meaningfully, they can help brands stay ahead of the narrative, reach broader audiences, and remain visible in moments that matter. 

Rethinking the Fundamentals of KOL Engagement 

To strengthen KOL relationships and improve strategic impact, organizations should anchor their efforts in a few core principles: 

• Streamline and coordinate outreach across teams to avoid redundancy and confusion 

• Broaden the lens to include emerging voices and varied perspectives 

• Enable visibility through tools and processes that support long-term planning 

  
  

A more intentional approach to KOL engagement helps experts feel like true partners, not overbooked resources. And for companies, it builds a platform for better insights and ultimately, better outcomes. 

The View from the Crow’s Nest 

KOL engagement isn’t just about the number of touchpoints, but the quality of the relationships. At Spinnaker, we’ve helped life sciences companies improve their KOL engagement strategies by identifying pain points, developing archetypes, and aligning cross-functional teams around a shared approach. Whether you're refining your internal processes or building from the ground up, our team is here to help you turn expert engagement into a strategic advantage. 

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If you are interested in learning more, get in touch at strategy@spinnakerLS.com. 

Spinnaker offers true partnership and comprehensive guidance to help leaders navigate the complexities of the Life Sciences industry and chart a path to success. From early-stage market assessment through commercial execution and ongoing lifecycle management, we deliver tailored solutions to ensure optimized practicable results.

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