Redefining Opinion Leadership

For decades, Key Opinion Leaders (KOLs) shaped scientific discourse through peer-reviewed publications, conference presentations, and recognized expertise within their specialty. While KOLs remain indispensable, the panel emphasized the rise of Digital Opinion Leaders (DOLs)—HCPs, patient advocates, and allied professionals who exert significant influence in online spaces. These individuals maintain active social media channels, and other platforms that frequently attract targeted audiences.

DOLs often hold dual roles as clinicians and content creators. According to data cited in the document discussed at the roundtable, 60% of adult internet users in the United States search for health information online[1]. Further, 70% of online health seekers report that the information they found online influenced their decision about how to treat an illness or condition[2]. This underscores how powerful digital footprints have become in informing medical decisions.

DOLs, therefore, serve as key conduits for HCP audiences, providing digestible content on complex topics such as new treatment guidelines, clinical trial outcomes, or novel therapeutic modalities.

Best Practices for DOL Collaboration

Collaboration models might include co-developing educational webinars, contributing to patient Q&A sessions, or providing educational content for digital conferences. Ultimately, Digital Opinion Leaders amplify the reach of credible medical information, building mutually beneficial relationships which foster improved patient outcomes as well as ongoing professional development.

Roundtable participants emphasized that therapeutic areas may require varying approaches. For example, in a disease with an already existing high-level of online educational activity the approach focuses on finding, ranking and engaging the right DOLs. In a less active or more rare disease, the approach begins with DOL formation.  DOL formation is the process of collaborating with potential DOLs to investigate their willingness to take a leadership role in online disease education. This task could be compliantly accomplished with a DOL Advisory Board meeting, as well as individual outreach to explore collaborating on online disease education.

[1] Center for Disease Control, Health Information Technology Use Among Adults: United States, July-December 2022. https://www.cdc.gov/nchs/products/databriefs/db482.htm

[2] Pew Research Center, The Online Healthcare Revolution, November 2000. https://www.pewresearch.org/internet/2000/11/26/the-online-health-care-revolution/