{"id":1901,"date":"2023-01-13T15:04:49","date_gmt":"2023-01-13T15:04:49","guid":{"rendered":"https:\/\/phamax-digital.ch\/?p=1901"},"modified":"2023-10-20T14:02:55","modified_gmt":"2023-10-20T14:02:55","slug":"digital-opinion-leader","status":"publish","type":"post","link":"https:\/\/phamax-digital.ch\/academy\/digital-opinion-leader\/","title":{"rendered":"What Pharma Needs to Know About Digital Opinion Leaders"},"content":{"rendered":"\n

Digital opinion leaders in healthcare are a result of the natural progression towards digital marketing in pharma. But what exactly are DOLs? And how do they differ from your trusted KOLs?<\/p>\n\n\n\n

Also known as medfluencers, medical influencers and pharma influencers, these digital-savvy individuals could be the key to your future marketing efforts.<\/p>\n\n\n\n

But don\u2019t just take our word for it. The stats speak for themselves. 70% of millennials trust influencers more than traditional celebrities and 40% claim that some influencers understand them better than their friends.<\/p>\n\n\n\n

So, let\u2019s explore how to utilise DOLs to crack the digital sphere, building some much-needed trust in the industry along the way.<\/p>\n\n\n

\n\n

Key Takeaways<\/h3>\n\n\n\n
<\/path> <\/svg><\/span>DOLs’ influence is an excellent opportunity<\/span><\/strong><\/a> to leverage for building your brand reputation and developing trust<\/span><\/div>\n\n\n\n
<\/path> <\/path> <\/svg><\/span>DOLs and KOLs are generally different<\/span><\/strong><\/a> in several aspects including their profile, media presence and digital activity<\/span><\/div>\n\n\n\n
<\/path> <\/path> <\/path> <\/svg><\/span>Selecting suitable DOLs is critical<\/span><\/strong><\/a>. Their influence, relevance and the platforms they are active on have to be taken into consideration<\/span><\/div>\n\n\n\n
<\/path> <\/svg><\/span>There are several key reasons to work with DOLs<\/a><\/span><\/strong>, including fast disease education, open discussions generation and valuable insights<\/span><\/div>\n\n\n\n
<\/path> <\/path> <\/svg><\/span>DOLs bring your brand in front of their audience, but your campaign needs to be the driving force<\/a><\/span><\/strong> when it comes to engagement creation<\/span><\/div>\n\n\n\n
<\/path> <\/path> <\/svg><\/span>Be aware of the issues you could face<\/a><\/span><\/strong>. Clear guidelines need to be set and compliance should always be a priority<\/span><\/div>\n\n\n\n

<\/p>\n\n<\/div><\/div>\n\n\n

What is a Digital Opinion Leader?<\/strong><\/h2>\n\n\n\n

A digital opinion leader (DOL) is basically a social media influencer for the pharma industry. These leaders are individuals and organizations that have built a large and influential online presence, typically through social media.<\/p>\n\n\n\n

When working with pharma companies, DOLs can use their online presence to influence a wide range of people \u2013 physicians, HCPs, payors and even patients.<\/p>\n\n\n\n

This makes them an invaluable digital tool to present and promote your brand to the wider world or a targeted audience. DOLs are especially effective for building your reputation and developing trust.<\/p>\n\n\n\n

Are DOLs the same as KOLs?<\/strong><\/h2>\n\n\n\n

A digital opinion leader and a key opinion leader are subtly different.<\/p>\n\n\n\n

While DOLs are purely digital, and are frequently referred to as influencers, a KOL may not be digitally inclined at all. While both DOLs and KOLs have influence and pull within the healthcare industry, KOLs are \u201cold school\u201d while DOLs tend to operate primarily on social media.<\/p>\n\n\n\n

KOLs in pharma are often highly respected medical experts. Traditionally, they would focus on influencing peers and other experts that they know through a personal network.<\/p>\n\n\n\n

A DOL, on the other hand, can influence a much broader audience and target people they may not personally know. There are numerous other benefits to choosing Digital over Key Opinion Leaders\u2013 read about these below.<\/p>\n\n\n\n

<\/th>DOL<\/th>KOL<\/th><\/tr><\/thead>
Profile<\/strong><\/td>Generally younger, digital-savvy physicians<\/td>Generally older, more traditional physicians <\/td><\/tr>
Media presence<\/strong><\/td>Primarily social media<\/td>Mostly traditional media<\/td><\/tr>
Influence<\/strong><\/td>Based on online followers count, community engagement and respect from peers<\/td>Based on seniority, expertise and reputation<\/td><\/tr>
Digital presence<\/strong><\/td>Always<\/td>Sometimes <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Where to Find DOLs and KOLs in Healthcare<\/strong><\/h2>\n\n\n\n

You can find DOLs (as well as some KOLs that are going digital) in numerous places online:<\/p>\n\n\n\n

Twitter, Linkedin and YouTube<\/strong><\/td>Popular with DOLs targeting physicians and general HCPs<\/td><\/tr>
Instagram and TikTok<\/strong><\/td>DOLs are using these platforms to target patients<\/td><\/tr>
Medical social networks<\/strong>*<\/td>Perfect for using DOLs to target advanced conversations between medical professionals<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

* Learn more about medical social networks, including how to join them and use them, in our whitepaper<\/a><\/em><\/p>\n\n\n\n

Identifying DOLs in Your Area<\/strong><\/h3>\n\n\n\n

There are three metrics when identifying a suitable DOL:<\/p>\n\n\n\n