phamax talks

Digital Opinion Leaders (DOLs)

With Amira Zerrouki, Medical Digital Lead at Sanofi

With a strong background in the implementation of global digital projects at Sanofi, Amira’s experience in both digital innovation and customer experience makes her an invaluable leader in the industry.

In this episode

The definition and role of DOLs in healthcare marketing.

Key differences between traditional Key Opinion Leaders (KOLs) and DOLs.

The impact of therapeutic areas on DOL engagement and collaboration strategies.

Best practices for adapting DOL strategies based on campaign goals and audience.

Also available on Spotify

Summary of this episode

Defining Digital Opinion Leaders (DOLs)

The interview begins with an introduction to the concept of DOLs. Amira defines DOLs as online content creators who build a following around topics like healthcare. Their influence is measured by reach, resonance, and relevance. In pharma, DOLs are often healthcare professionals, and working with them helps companies reach patients, HCPs, and authorities.

DOLs vs. KOLs

Amira and Lamia discuss the differences between Key Opinion Leaders (KOLs) and Digital Opinion Leaders (DOLs). Amira explains that KOLs are established experts in their fields, known for offline activities like conferences. While a KOL can become a DOL by gaining an online presence, DOLs generally lack the deep expertise of KOLs unless they have a professional background. For pharma companies, understanding these distinctions is essential to creating effective engagement strategies.

Adapting by Therapeutic Areas

Amira highlights the varying effectiveness of DOLs across different therapeutic areas. For example, dermatology topics get more online engagement due to their relevance to the general public, while oncology is more niche and requires expert-led discussions. Pharma companies need to tailor their DOL strategies based on the area and audience, such as using HCP as DOLs for disease awareness in oncology.

Strategic Adaptation in Pharma Marketing

The interview concludes with a discussion on how pharma companies should adapt their strategies based on campaign goals, therapeutic area, and target audience. Amira also touches on the importance of understanding the patient journey and leveraging appropriate influencers to address specific challenges and opportunities

If you liked this interview, make sure to check our previous interviews.