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Digital opinion influencers are an untapped market for pharma

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An article from two researchers says that HCP digital opinion influencers (DOIs) are distinct from traditional KOLs:

Based on our analyses for a range of pharma clients, we have found that DOIs and KOLs often exist in largely different universes, with little overlap. Typically, fewer than 20 percent of KOLs will also have a social media presence and just a handful will rank alongside DOIs in terms of online reach. In the patient world, this is to be expected as many DOIs are individuals as opposed to patient advocacy groups that would already be on a pharmaceutical company’s radar.

Also, these DOIs are concentrated with a small group of active individuals at the core:Marketers may want to take a look at the social channel for evidence of DOIs in their market and see how they map with known KOLs.

Source: PharmExec

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