Digital Research in Healthcare: Identifying The Digital Opinion Leaders (DOLs)
In the ever-changing landscape of healthcare, the Fortune 100 pharma manufacturers are looking to stay ahead in the competition, most importantly listening and understanding of the influential voices in the digital world. In this case study on “Digital Research in Healthcare: Identifying The Digital Opinion Leaders” on this subject matter. We dive into the complex world of healthcare’s digital opinion leaders, revealing the healthcare professionals, caregivers and advocacy organizations who have the most impact on shaping online conversations in the healthcare industry. The goal is to find the thought leaders and trendsetters in healthcare’s online realm.
The client is a well known leading global company in the field of medical market research, renowned for their exceptional services that encompass comprehensive market research recruitment, top-notch data collection, and unparalleled support across both quantitative and qualitative methodologies. With a distinguished reputation as thought leaders in the global healthcare industry, they have established themselves as pioneers in their field. Their extensive reach extends across an impressive 248 markets, spanning a remarkable 70 countries worldwide. This extensive global presence enables them to connect with respondents from diverse backgrounds and regions, making them a trusted partner for healthcare insights on a truly international scale.
The primary goal of this engagement is to identify the top 25 Digital Opinion Leaders (DOLs) within each of the following categories for a rare ailment or disease:
Specialty Physicians: Identifying and mapping the leading specialists in the specific ailment who are digitally active. Assessing their Influence, online engagement, expertise and relevant & quality of the content. This includes profile analysis of the reach, relevance, and impact of each digital opinion leader.
Healthcare Professionals (HCPs): Similar to Physicians, Identifying and mapping the leading HCPs in the specific ailment who are digitally active. The analysis of the reach, relevance, and impact of each digital opinion leader across the social channels.
Caregivers: The caregivers of specific ailment patients who are digitally active, assessing their Influence, online engagement, expertise and relevant & quality of the content. This includes profile analysis of the reach, relevance, and impact of each digital opinion leader.
Advocacy Groups: Various advocacy groups that work for awareness and management of specific ailment, assessing their Influence, online engagement, expertise and relevant & quality of the content. This includes profile analysis of the reach, relevance, and impact of each digital opinion leader.
The requirement required a collaborative effort with the client’s in-house team. In the following sections, we will explore the strategies employed and the outcomes achieved through this engagement.
The DOL Mapping Process involves a systematic approach to identify and rank Digital Opinion Leaders within each category. It includes the following steps:
- Gather data from various online platforms, including social media, forums, blogs, and research websites.
- Utilize advanced tools and platforms for data collection.
- Assess the expertise by analyzing their content, publications, and contributions to the rare ailment or disease field.
- Analyze the level of engagement DOLs generate among their audience.
- Consider metrics such as followers, engagement metrics likes, shares, and comments
- Evaluate the reach, relevance and influence of potential DOLs within each category.
- Look for active discussions, responses to queries, and community participation.
Ranking and Selection:
- Based on the assessments, rank the top 25 DOLs in each category.
- Ensure diversity and representation within the selected DOLs.
After an extensive analysis of 5000+ profiles, we have successfully identified the top 25 Digital Opinion Leaders (DOLs) within each of the specified categories for the rare ailment or disease.
In regard to the Specialty Physicians, we figured out the leading specialists who are not only highly knowledgeable but also digitally active, effectively sharing their expertise to a wider audience. Their influence, online engagement, expertise, and the quality of their content set them apart as key figures in the field.
Among Healthcare Professionals, we ranked the top HCPs based on their professional backgrounds, strong online presence, and their ability to share valuable insights related to the specific ailment or disease. These professionals play a crucial role in bridging the gap between medical expertise and public understanding.
Within the Caregiver community, we identified the top caregivers who are dedicated to providing support and advocacy for individuals affected by the rare ailment or disease. Their advocacy efforts, the size of their support networks, and their influence in this space were instrumental in their selection.
Lastly, in the category of Advocacy Groups, our mapping techniques allowed us to assess and recognize the top groups committed to raising awareness and driving change regarding the specific ailment or disease. Their significant advocacy impact, high member engagement, and robust online presence make them formidable advocates for their cause.
These results not only serve as a valuable resource for our client’s digital marketing strategies but also shed light on the influential voices shaping the digital discourse around rare ailments or diseases. Leveraging these findings, our client can strategically engage with these DOLs to enhance their presence in the healthcare industry and build meaningful connections with their target audience.
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