Medical Affairs and Digital Opinion Leaders: DOL Identification & Engagement

STUDY OVERVIEW
BENCHMARK CLASS
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STUDY OVERVIEW

The wave of digital disruption in the healthcare industry has transformed the way Medical Affairs can identify and engage with a new breed of stakeholders called Digital Opinion Leaders (DOLs). Since DOL engagement is a fairly new concept for most Medical Affairs leaders, they need to consider a host of factors while developing a DOL engagement program for the organization.

Best Practices, LLC undertook this benchmarking research to probe how Medical Affairs teams at biopharma companies can successfully identify, engage, and collaborate with Digital Online Influencers. The study benchmarks key aspects of DOL identification and engagement, including DOL profiling, institutional engagement, high-impact communication channels and activities, valuable content types, and DOL impact assessment.

Benchmark data in this study is broken down into three different segments to provide deeper insights. Segmentations used in this study are as follows:

TBC (Total Benchmark Class) (includes all 40 survey respondents)
DOL Program Leaders (11 respondents)
DOL Program Majority (16 respondents)
DOL Program New-to-Space (13 respondents)

KEY TOPICS

Unique Benefits of DOL Engagement
Identification of Right DOLs to Target
Mapping of Online Communities for DOL Influence
Strategies and Tactics for Maximizing Medical Affairs Impact through DOL Engagement

KEY METRICS

Please indicate how effective each of the listed factors is in identifying the right DOLs to target
Approximately how many followers does a typical DOL in your target therapeutic area(s) have on Twitter?
Approximately how many publication credits does a typical DOL in your target therapeutic area(s) have on PubMed?
How do you manage highly influential online accounts or “handles” representing major institutions (e.g. Mayo Clinic, Cleveland Clinic, etc.)?
Approximately how many total DOLs does your organization target for engagement in each of the therapeutic area(s) you serve?
Which of the listed channels used by your DOLs create the highest impact across the treatment community you are targeting?
How impactful are each of the listed types of interactions and collaborations?
What kinds of content are valued by the DOLs you interact with?
On average, approximately how many DOLs does each external engagement staff member (e.g., MSL) collaborate regularly with online?
Approximately what percentage of your organization’s total number of interactions with DOLs are proactively initiated by your own staff?
What metrics work best for assessing the impact of your DOL engagement efforts?

SAMPLE KEY FINDINGS

Identifying online influencers: Medical teams identify and select DOLs to target based on a mix of social media metrics, traditional opinion leader markers, and subjective “fit and alignment” indicators.

METHODOLOGY

Best Practices, LLC engaged 40 executives from 30 leading life sciences companies in this study through a benchmarking survey. Directors and upper management executives represent 60% of the benchmark participants.

Industries Profiled:
Biopharmaceutical; Pharmaceutical; Manufacturing; Biotech; Consumer Products; Diagnostic; Medical Device; Consulting; Health Care; Communications

Companies Profiled:
Alkermes; AstraZeneca; Bayer; Baxter International; Biogen; Biolink Marketing LLC; bioMerieux; Biosplice Therapeutics; Boehringer Ingelheim; Cara Therapeutics; Cipla; Eisai; Ipsen; Johnson & Johnson; Kartos Therapeutics; Kyowa Kirin; MEDiSTRAVA; Merck; Mitsubishi Tanabe Pharma; NexGen Healthcare Communications; Novartis; Novo Nordisk; Pfizer; Purdue Pharma; Roche; Sanofi Genzyme; Santen; Sandoz; Terumo BCT: Terumo Blood and Cell Technologies; UCB Pharma

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.

Medical Affairs and Digital Opinion Leaders: Identifying and Engaging DOLs

ID: 5713

Features:

Pages/Slides: 40

Published: 2022

Delivery Format: Online PDF Document

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