In today’s digital age, the influence of social media on various industries, including healthcare, cannot be underestimated. LiveWorld, Inc. and Sermo recently conducted a survey that sheds light on the significant impact of Key Opinion Leaders (KOLs) and Digital Opinion Leaders (DOLs) on the prescribing behavior of Healthcare Providers (HCPs). The survey, which included 317 US physicians across ten therapeutic categories, revealed some key findings that validate the influence of influencers in the healthcare industry.
One of the most striking findings from the survey is that 60% of HCPs reported changing their perceptions of medications based on influencer social media content. Additionally, 50% of HCPs admitted to changing their prescriptions based on influencer social media content. These numbers clearly indicate the power that influencers hold in shaping the decisions of healthcare professionals.
The survey also highlighted that 69% of HCPs engage with influencer content on social media daily. This engagement varies by specialty, with Oncologists being the most frequent users and Endocrinologists the least. The data suggests that influencers play a crucial role in providing valuable information to HCPs across different medical fields.
Moreover, the survey revealed that 70% of HCPs believe that the content found on social media is very or moderately effective, especially when delivered by trusted influencers. This underscores the importance of credibility and trustworthiness in influencer marketing within the healthcare industry.
When it comes to preferred platforms, HCPs engage with influencer and professional content on platforms like Sermo, Instagram, Doximity, LinkedIn, YouTube, and Facebook. Different specialties have varying preferences when it comes to content types and platforms, indicating the need for tailored influencer strategies to effectively reach different segments of healthcare professionals.
The survey also provided directional demographic insights, showing how different generations and medical specialties engage with influencer content on social media. Understanding these preferences can help pharmaceutical companies and healthcare marketers effectively leverage influencers to reach their target audience and drive desired outcomes.
Erin Fitzgerald, CMO at Sermo, emphasized the importance of the survey findings, stating that they underscore the shift in how medical information is disseminated in today’s digital-first world. The data clearly shows that HCPs trust and regularly use information from KOL/DOL influencers, which influences their perceptions and prescribing behaviors.
In conclusion, the survey findings validate the influence of KOLs and DOLs on HCPs, providing concrete evidence to support the effectiveness of influencer marketing in the pharmaceutical industry. Pharmaceutical companies should consider incorporating influencer strategies into their marketing efforts to effectively impact prescribing behaviors and stay ahead in the rapidly evolving digital landscape.
