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Products & Services Medical Affairs Thought Leader Services

Medical Affairs and Digital Opinion Leaders: Identifying, Engaging and Succeeding with Online Influencers

ID: POP-347


Features:

16 Info Graphics

49 Data Graphics

1720+ Metrics

18 Narratives


Pages: 77


Published: 2021


Delivery Format: Shipped


 

License Options:


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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
In this new digital era, Medical Affairs teams are now tasked with identifying and engaging with a new breed of thought leaders called Digital Opinion Leaders (DOLs) who influence physicians and other HCPs through online platforms. Since DOL engagement is relatively new for most Medical Affairs leaders, there isn't a deep history of how to identify, engage and collaborate with this emerging type of influencer.

Best Practices, LLC undertook this research to probe how Medical Affairs teams at biopharma companies can successfully identify, engage, and collaborate with Digital Online Influencers. The report benchmarks key aspects of a DOL engagement program, including DOL identification and engagement, DOL program structure and staffing, vendor management, and ensuring compliant DOL engagement.

The report also outlines key strategies, success stories, and lessons learned in the realm of DOL engagement.

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

Study Snapshot

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.

Benchmark data is also 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 covered in this report include:

  • 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
  • Structure, staffing and DOL outreach in Medical groups

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

  • 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.
  • Formal partnerships with DOLs: Many companies use the same contracting model for DOLs as used for KOLs, but 38% have no formal relationship in place with any DOLs as yet. On average, companies have established a formal contracting relationship with an average of 19% of all the DOLs they target for engagement. Two-thirds of immature companies have yet to formally contract with any DOLs so far.

Table of Contents

Sr. No.
Topic
Slide No.
I.
Executive SummaryPg. 4
II.
One-Page Executive BriefPg. 5
III.
Segmentation CriteriaPg. 10
IV.
State of the Industry: Medical Affairs & Digital Opinion LeadersPg. 11
V.
Identifying DOLsPg. 18
VI.
Engaging DOLsPg. 24
VII.
DOL Team & Program StructurePg. 36
VIII.
Partnering with Vendors & Ensuring CompliancePg. 46
IX.
Field Voices: Strategies, Success Stories and Lessons LearnedPg. 54
X.
Appendix A: Participant Demographics Pg. 58
XI.
Appendix B: Detailed Benchmark Survey Response DataPg. 62
XII.
About Best Practices, LLCPg. 77

    List of Charts & Exhibits

    I. State of the Industry: Medical Affairs & Digital Opinion Leaders

    • Present stage of development of benchmark organizations’ medical DOL program or initiatives
    • Percentage of DOLs belonging to each of the listed categories
    • Top-ranked DOL program objectives
    • Maturity level of DOL programs within benchmark companies
    • Value of the DOL program to organizations – Total benchmark class
    • Value of the DOL program to organizations – DOL Leaders vs. DOL Majority vs. New-to-Space segment

    II. Identifying DOLs

    • Three-step approach to success in the digital opinion leader space
    • Effectiveness of listed factors in identifying the right DOLs to target – Total benchmark class
    • Effectiveness of listed factors in identifying the right DOLs to target – DOL Leaders vs. DOL Majority vs. New-to-Space segment
    • DOL influence, publication credits and DOL count per therapeutic area
    • Management of highly influential online accounts or “handles” representing major institutions

    III. Engaging DOLs

    • High impact communication channels used by digital opinion leaders – Total benchmark class
    • High impact communication channels used by digital opinion leaders – DOL Leaders vs. DOL Majority vs. New-to-Space segment
    • Case example of a superstar DOL
    • High-impact DOL engagement activities – Total benchmark class
    • High-impact DOL engagement activities – DOL Leaders vs. DOL Majority vs. New-to-Space segment
    • Types of content valued by DOLs – Total benchmark class
    • Types of content valued by DOLs – DOL Leaders vs. DOL Majority vs. New-to-Space segment
    • Average number of DOLs engaged online by staff member; Percentage of proactive and reactive DOL interactions – Total benchmark class
    • Average number of DOLs engaged online by staff member; Percentage of proactive and reactive DOL interactions – DOL Leaders vs. DOL Majority vs. New-to-Space segment
    • Highly effective metrics for assessing the impact of DOL engagement efforts – Total benchmark class
    • Highly effective metrics for assessing the impact of DOL engagement efforts – DOL Leaders vs. DOL Majority vs. New-to-Space segment

    IV. DOL Team & Program Structure

    • Role played by each of the listed groups in managing the DOL engagement program and executing key activities – Total benchmark class
    • Lead role played by each of the listed groups in managing the DOL engagement program and executing key activities – DOL Leaders vs. DOL Majority vs. New-to-Space segment
    • Frequency of medical DOL program team’s collaboration with other functions – Total benchmark class
    • Frequency of medical DOL program team’s collaboration with other functions – DOL Leaders vs. DOL Majority vs. New-to-Space segment
    • Total number of internal FTEs supporting DOL program
    • Staff members typically responsible for external engagement of DOLs – Total benchmark class
    • Staff members typically responsible for external engagement of DOLs – DOL Leaders vs. DOL Majority vs. New-to-Space segment
    • Focus of internal staff responsible for DOL engagement – Total benchmark class
    • Focus of internal staff responsible for DOL engagement – DOL Leaders vs. DOL Majority vs. New-to-Space segment

    V. Partnering with Vendors & Ensuring Compliance

    • Group primarily responsible for each of the listed core DOL program areas and activities – Total benchmark class
    • Group primarily responsible for each of the listed core DOL program areas and activities – DOL Leaders vs. DOL Majority vs. New-to-Space segment
    • Effective approaches for managing Adverse Events monitoring across the platforms where DOL program is active – Total benchmark class
    • Effective approaches for managing Adverse Events monitoring across the platforms where DOL program is active – DOL Leaders vs. DOL Majority vs. New-to-Space segment
    • Ensuring medical team has compliant engagement with DOLs that the organization is seeking to partner with – Total benchmark class
    • Ensuring medical team has compliant engagement with DOLs that the organization is seeking to partner with – DOL Leaders vs. DOL Majority vs. New-to-Space segment
    • Percentage of targeted DOLs who are contracted

    VI. Field Voices: Strategies, Success Stories and Lessons Learned

    • Distinct strategies and tactics necessary for successfully engaging DOLs in respective therapeutic area(s)
    • Greatest success stories of benchmark organizations in the realm of DOL engagement
    • Top lessons learned around DOL engagement

    VII. Appendix A: Participant Demographics

    • Geographic responsibility covered by of benchmark participants in their current role
    • Therapeutic area responsibility of benchmark participants and their Medical Affairs organization
    • Job titles of benchmark participants