Montag, 24. Mrz 2014, 17:00 - 18:30 iCal
Choreographing the pharmaceutical two-step:
Creating key opinion leaders
Department of Science and Technology Studies, 'seminar room STS' (C0602)
Universitätsstraße 7 / II / 6th floor, 1010 Wien
Vortrag
The pharmaceutical industry uses some physicians, called key opinion leaders or KOLs, as intermediaries to influence prescribing physicians. One marketing firm says, for example, that “KOL” is “a convenient shorthand for those people – usually eminent, usually physicians – who we co-opt into our development and marketing strategies.” I describe the recruitment and deployment of KOLs, as presented by marketers and others. The KOL concept is owed in part to the work of sociologist Paul Lazarsfeld and his students, studying the influence of mass media on voting behaviour. In this presentation, I introduce that history in order to show how the pharmaceutical industry has successfully established a structure of influence it can use.
Zur Webseite der Veranstaltung
Veranstalter
Sergio Sismondo
Kontakt
Karin Neumann
Institut für Wissenschafts- und Technikforschung
01-4277-49601
sec.sts@univie.ac.at
Erstellt am Donnerstag, 13. Mrz 2014, 10:58
Letzte Änderung am Freitag, 21. Mrz 2014, 10:14