Introduction

In the evolving healthcare landscape, the role of Key Opinion Leaders (KOLs) has expanded significantly. Traditionally, KOLs were identified based on their credentials,  years of research, publications, and roles in clinical trials or professional organizations. However, with the rise of social media, the definition of a KOL has significantly evolved and reshaped to include a new category of influencers known as Digital Opinion Leaders (DOLs). As healthcare becomes more digital, understanding the interplay between KOLs and DOLs is essential for medical affairs, pharmaceutical companies, and healthcare organizations. [2]

The COVID-19 pandemic has dramatically accelerated digitalization in health care, development towards video consultations, e-prescriptions, and internet-based treatment options. Today, social media platforms such as Facebook, Twitter, Instagram, TikTok, and YouTube are used to promote information about health and patients' views. To date, very little scientific evidence exists; however, research suggests that social media can affect human behavior in the realm of health. Scientific experts are now recommending that new approaches to analyzing the benefits and drawbacks of digital health communication be developed and also targeted measures to integrate it into information campaigns for the population.[1]

Digital Opinion Leaders (DOLs) have a very important role as intermediaries in bringing this information to a very wide audience that is consuming digitally. That can be physicians, who we’ve seen consuming information increasingly via these digital channels. There are new audiences, which include both patients and disease experts. 

Another factor that is changing the way that opinion leaders interact with the modern life sciences industry is new, high-tech therapies. KOLs and/or DOLs who are focused on a disease may have to team up with an opinion leader who is focused on the technology being used. As an example, experts at MIT are working on algorithms to detect biomarkers in a patient’s voice that have been discovered by doctors that can indicate a COVID-19 infection. These algorithms could be used with phones to detect the virus through the sound of someone’s voice.[1] [2]

A significant benefit of using digital channels is the scope of data that they provide. Traditional KOLs would appear at conferences and speak with trade publications, which have proven to be effective ways to get a message out. The benefit of using digital platforms, however, is that they can provide a much more exact measurement of the reach.

The life sciences industry relies on the voices of experts. Whether these opinion leaders are educating doctors, shining a light on new therapies, or just bringing patient groups together, they are an essential part of the industry. Both KOLs and DOLs will likely continue to work in relationship with each other as more and more channels of communication open up.

When it comes to choosing between using a KOL or a DOL, it depends on what the company is looking for, If a company wants to do a KOL/DOL campaign, the first step is mapping out all of the doctors from that therapeutic area. Once that is done, it will depend on what work have they done, what publications have they been in, and what their social graph looks like. That’s the starting point, and then it’s time to figure out the different ways to utilize these doctors’ expertise to create content.[1] [2]

Let’s explore how social media is transforming the KOL definition and dive into some interactive examples of its impact.

1. From the Conference Room to the Virtual Stage

Most classic KOLs have gained their recognition through the strength of a conference presentation or publication in a peer-reviewed journal. It now takes only seconds for a single tweet or LinkedIn post to reach thousands of healthcare professionals patients and other stakeholders around the world.

For instance, a cardiologist finds new ways in the management of cholesterol and publishes the findings. Traditionally, they would have to wait until the annual cardiology conference to present those findings. The use of platforms like Twitter allows them to put it out there, engage with other cardiologists around the world, and get immediate feedback before even posting their research officially. Real-time engagement builds a digital reputation potentially faster than these traditional methods alone. [1] [2]

2. Building Trust and Accessibility

Social media also enables healthcare professionals to present themselves as more than just experts they become accessible thought leaders. Through consistent and transparent engagement, KOLs build trust with both the medical community and the public. For instance, a rheumatologist who creates short educational videos for patients on TikTok may gain significant followership due to their ability to explain complex conditions in simple terms. Though this rheumatologist may not have been a traditional KOL, their influence over patient education and treatment decisions highlights how social media has broadened the scope of what defines a KOL.

This transparency extends to digital platforms where KOLs interact directly with their audiences, responding to questions, sharing treatment updates, and engaging in patient advocacy all in a way that fosters a sense of trust and reliability. [1]

3. Ethical Considerations in the Digital Age

As the online influence of KOLs increases, they come to bear the increasing pressure of being transparent, particularly in their dealings with the pharmaceutical company. There might be severe reputational damage if a KOL does not practice transparency in disclosing sponsorships and conflicts of interest. A dermatologist who maintains trust and influence on Instagram by revealing financial relations with skincare brands has a greater chance than one who does not, at the risk of being discredited.

In such a scenario, regulatory compliance and certifications go a long way in proving their worth, especially for those seeking to bolster their credibility as trusted KOLs. For example, professionals who have achieved BCMAS (Board Certified Medical Affairs Specialist) can further commit to ethical standards and compliance. In this day and age of rising digital engagement, increased scrutiny on transparency leads to added credibility provided by the certifications, helping KOLs and DOLs better manage potential risks while building professional reputations with in-depth knowledge of best practices in the pharma industries.[4] [2]

4. Data-Driven Influence – Leveraging Analytics for Insights

Social media sites allow professionals to track engagement metrics that make it easier to find influential people. It is possible to enumerate influence data using metrics like follower count, post engagement, and reach. Data-based insight now influencing the way healthcare companies or organizations assess KOLs. 

For instance, a pharmaceutical company requires the identification of KOLs who can promote a newly developed diabetes treatment. Historically, they would have contacted endocrinologists with published work in first-tier journals. But with social media analytics tools such as ACMA's sentiment analysis tool [3], companies can now track not just engagement, but also the tone of the conversations. This allows them to identify healthcare professionals (HCPs) who regularly engage with relevant communities. This might be an HCP on LinkedIn who, for example, regularly responds to questions and posts updates on treatments for diabetics in general, with the potential to become a prominent Digital Opinion Leader or DOL. This system scores both positive and negative sentiments from the conversations and can enable organizations to identify people whose influence extends beyond their clinical expertise into real-world patient decision-making.[2]

The use of ACMA's sentiment analysis tool will enable the review of social influence amongst professionals and ensure engagement with trusted voices that resonate with the target population using quantifiable metrics and qualitative insights. The multi-dimensional review will identify a digital KOL or a DOL to connect potential brand champions aligned with patient needs and therapeutic goals. [3]

5. KOLs and Healthcare Advocacy on Social Media

Beyond clinical expertise, KOLs often engage in issues related to policy, advocacy, and patient rights on social media. This type of influence gives them more roles beyond practicing their clinical skills; it shapes public health narratives and policies.

For example, an oncologist begins tweeting about affordable cancer treatments, reflecting on personal experiences and examples of how current policies are impacting care for patients. Their calls to action and insights go viral, and they're invited to speak on panels sparking further discussions among policymakers. This oncologist is not only a traditional KOL in their field but also a DOL shaping the public dialogue around healthcare access and reform.[1] [2]

Conclusion

In conclusion, it can be said that social media, or rather the group of medical influencers have the potential to be the future KOLs in the medical field, as they are respected experts within a community due to their professional qualifications and can influence and possibly change opinions on health topics within this target group. In addition to the topic of patient opinions and health education, more professional areas such as research or medical education/training could also play a significant role. Moreover, social media in the medical field can offer the opportunity for healthcare professionals to find access to specialist target groups more quickly.

Using tools such as ACMA's sentiment analysis and MedaffairsAI, which offer essential support in this evolving space by helping organizations identify, assess, and engage these digital KOLs (DOLs). Through AI-driven insights, MedaffairsAI tracks not only the academic credentials of potential influencers but also their social media engagement, reach, and sentiment, offering a comprehensive view of their influence. This enables healthcare professionals to engage more meaningfully with specialist communities and drive impactful conversations on research, medical training, and healthcare advancements.[3] [4]

References 

1. Social Media - Key Opinion Leaders of the Future Kathrin Rothfischer 2021 Dec 10

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8667906/

2 . A New Era of Influence: Embracing the KOL-DOL Dynamic in Healthcare March 10, 2023, By Mike Hollan https://www.pharmexec.com/view/embracing-kol-dol-dynamic-healthcare

3. ACMA digital solutions 

https://acmalifesciences.org/acma-ai/medaffairs-ai

4. Official Board Certification for Medical Science Liaisons

https://medicalaffairsspecialist.org/