Topic: key opinion leaders
GlaxoSmithKline is rolling back its strict no-payments-to-doctors policy to allow some exceptions for select products and countries.
Pharma is stuck with key opinion leaders—as a term that is—because it's still the most accurate and appropriate way to describe influential doctors.
Influencing the influencers is getting tougher these days, now that pharma opinion leaders are as likely to be digital docs as patient-side social media mavens. And drugmakers are scrambling to keep up.