New DOL partnerships
The challenge
To support the Global Medical Affairs team in understanding opinion leaders within the social media arena, inform the medical communications strategy and enable closer relationships with increasingly influential digital opinion leaders.
The approach
Our approach was driven by Real-World insights and data. Working with our client to define relevant therapy area topics of influence (specifically around asthma and COPD) we utilised our expertise in data analytics and social media strategy, as well as industry leading analytics tools to identify respiratory HCPs with significant influence online.
80 Digital Opinion Leaders (DOLs) were identified, profiled and categorised as:
- Top20
- Influencers
- Rising Stars
We ran an in-depth analysis of the specific clinical topics they influenced, their reach and level of engagement from peers and recommendations as to the role each might play in partnering with our client in the development of effective medical education programmes.
In conjunction with the identification initiative, an engagement strategy was developed, including next steps as to how to most effectively partner with each DOL based on their particular profile.
Results
Our client has now engaged with 15 of the identified DOLs, across international and national markets, involving each in a series of virtual medical education programmes, advisory boards and social media based clinical programmes.