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In the highly regulated and technologically complex field of life sciences, B2B marketing strategies face unique challenges. This thesis examines the strategic role of Key Opinion Leader (KOL) marketing in this context, focusing on Trasis, a leading company in the manufacturing of devices in the radiopharmaceutical industry. By leveraging the influence of recognized experts, KOL marketing aims to enhance the credibility and market adoption of innovative products.
The study begins with a literature review, analyzing current KOL marketing practices and identifying specific gaps in the B2B and life sciences sectors. Using qualitative data collected from interviews with industry professionals, the research examines preferred methods for initial contact, influence, and ongoing engagement with KOLs. It also addresses ethical considerations regarding compensation and the integration of digital tools.

KOL --- KOL marketing --- B2B --- life sciences --- influence marketing --- opinion leader --- Sciences économiques & de gestion > Marketing