Exploring Digital Opinion Leader Personas: The KOL
Life sciences companies are working with and monitoring the online activities of digital opinion leaders (DOLs), as they exchange scientific data with their colleagues online and shape disease state opinions on effective treatments.
There are many automated tools out there that will provide an adequate analysis of digital influence in the medical community. At TLS, we’re using a hybrid approach, coupling those technologies with the ability of our expert researchers to collect insights relevant to the digital applications of our clients.
One of the ways we segment DOLs, other than through geography or specialty, is through six personas created via commonalities we see across the influencer ecosystem.
Today, let’s look at the first persona, one that maps back to a long-time source of influence in the medical community, the key opinion leader (KOL).
What is a KOL?
To understand this first persona, you must first know the role of a KOL in the healthcare industry. KOLs are highly respected experts due to the frequency and impact of their scientific activities.
Traditionally, KOLs would conduct basic and clinical research, speak out about their findings at society conferences, and publish in reputable, peer-reviewed medical journals. Becoming a KOL takes many years of leadership in shaping medical opinion in a given disease state; thus, KOLs tend to be older than many of their less influential counterparts.
KOLs were influencers before the digital era. Now, companies are seeking KOLs who participate frequently in the digital exchange of information. This can be difficult; at TLS, we find that in many treatment areas, about 15-25 percent of KOLs are active in social media. Due to fact that many are Boomers or Gen Xers, that percentage represents those who have adopted digital, versus their younger colleagues who grew up with social media, blogs, and YouTube.
DOL Persona 1: the KOL
KOLs, from a digital perspective, can be diamonds in the rough. Often, if they are able to adopt digital tools, they will quickly garner the attention of their colleagues due to their reputations developed in the analog world. Even those who have fewer followers or post less frequently may be more impactful with their content.
The digital space is flooded with medical content creators who either lack or are still building their scientific bona fides. With KOL/DOLs, you’ll see a nice balance of expertise and digital accessibility, a way for these traditional leaders to transcend the ivory tower of influence and enter a more vast landscape to truly shape mass opinion through their work.
How to Apply the KOL Persona
Companies that work with KOLs should be monitoring their KOLs to see which ones are adopting digital tools to expand their influence. Even if they have a lower profile and don’t have as many followers, it’s important for them to have a digital outlet for sharing the scientific activity and leadership that they exhibit through their daily work. Your KOLs will not make up the majority of your digital presence, as this is only the first persona for you to consider, strategically. However, if you collaborate with KOLs on social media activity, their small streams may become large rivers.
While KOLs comprise a small sliver of digital participation among the medical community, they bring a lot of value to the table. Maintaining consistent digital engagement with your KOLs will be a key component of your company’s success, especially as generational turnover increases their participation rates naturally.
