In the healthcare industry, influencers and opinion leaders play a crucial role in shaping the opinions of their peers and influencing the decisions of patients. However, with the rise of digital media, the traditional concept of influencers and opinion leaders has evolved. Here are some ways in which digital opinion leaders and influencers differ from traditional healthcare influencers:
1. Reach and Engagement: Digital opinion leaders (DOLs) have a wider reach and engagement than traditional influencers in healthcare. DOLs publish content on health topics with a high degree of regularity on platforms like Twitter, Facebook, Instagram, or even TikTok and YouTube. They have the ability to reach audiences far and wide, making them a valuable asset for Medical Affairs teams.
2. Influence: DOLs have a significant influence on their audience, which is different from traditional influencers in healthcare. They are considered in the context of their online influence, which does not necessarily reflect the level of professional seniority. In contrast, traditional influencers in healthcare are often chosen based on their Medical Conference celebrity status or Academic profile.
3. Reporting: DOLs function as reporters, sharing what they learn with the medical community online. They have a specific lifestyle and direct approach when talking about products related to their medical specialty. They often engage with other DOLs in real time at Medical Meetings, providing instant feedback to their audiences on perceptions of breaking research.
In contrast, traditional influencers in healthcare often promote products via formal formal discussions from the stage. This discussions are often presented in a very balanced approach with some occasional subtle spin favoring the clinical trial sponsor, or the promoter of the event. Every Blue Moon, a traditional influencer may send a formal letter to the editor of a major medical journal. These examples are rare compared to the play by play analysis that DOLs provide to their followers.
4. Interaction: Medical Affairs professionals need to engage with DOLs differently than traditional influencers in healthcare. They must monitor Digital Key Opinion Leader social feeds constantly, staying on top of the conversations they are leading online. In contrast, traditional influencers in healthcare are often engaged through face to face Medical Meetings and Corporate activities.
In conclusion, digital opinion leaders and influencers differ from traditional healthcare influencers in terms of their reach and engagement, influence, reporting, and interaction. Identifying and engaging with DOLs is essential for pharmaceutical and medical device companies to stay ahead of the competition. Ignore the Digital Opinion Leader at your own risk!