How to engage with Digital Opinion Leaders
The word Key Opinion Leader is used widely in the healthcare industry, however, there are new emerging thought leaders called Digital Opinion Leaders (DOLs) that are becoming increasingly known in the healthcare world. DOLs have mastered how to share and access information in the digital world through the use of social media, so how exactly do you engage with a digital opinion leader?
In a world where information is shared and accessed digitally, you want to make sure you are at the forefront of harnessing this resource and use it to your business's advantage.
What are DOLs?
The term Digital Opinion Leader or DOL is used widely throughout the healthcare sector, it is a way to describe Key Opinion Leaders who have a great presence and influence online - similar to your traditional social media influencers.
With the sudden outbreak of COVID-19 in 2020 forcing businesses to adapt to a digital world, the rise of DOLs has become more apparent in the healthcare industry and changing how healthcare professionals (HCPs) are networking with one another and sharing sources of information within their related fields.
The difference between DOLs and KOLs
You’re probably wondering what (if any) is the difference between a Digital Opinion Leader and a Key Opinion Leader? Well there is a slight overlap between the two, as both DOLs and KOLs are considered to be influential within their specialisms.
That being said, the biggest difference between a DOL and KOL is the way in which they engage with their audience and who they’re speaking to - all of which can have different impacts for your business.
With DOLs presence on digital platforms such as; social media, podcasts and vodcasts, they have a very different reach, engagement and possibly audience type, meaning the way they use their channels and how they communicate differs to traditional KOLs. Traditionally, Key Opinion Leaders communicate with HCPs (healthcare professionals) at conferences / events and can be found within professional bodies or advisory boards, as well as writing for top media publications.
One of the more powerful outcomes of having a digital presence in healthcare is the speed in which information is shared and accessed by the public, however this could pose some questions about how you control what information is shared and how.
Depending on your goals and objectives, how you map and engage with KOLs and DOLs can differ depending on your desired outcome of your business strategy. Although the beginning steps on mapping your KOLs/DOLs remain the same, you need to bear in mind that DOLs will have different influences and communicate differently to KOLs, therefore your engagement strategy with them will need to consider this.
Five steps to engaging with your DOLs
Engaging with your DOLs will inevitably be different to how you engage with KOLs because the way they communicate is different, so once you have identified the DOLs you want to target, how exactly do you engage with them?
Know their preferred platforms
Become a follower
Do competitor analysis
Speak their digital language
Collaborate with online events
1. Know their preferred platform
Before you begin engaging with your DOL, make sure you know which platforms they are using, which ones they are most active on and how many followers they have on each of them. Having the full picture of how a certain DOL interacts with their audience will allow you to pinpoint who would work best for your goals and objectives.
As part of your strategy, you may have certain platforms that work best for your company, you can then use this information to target the DOLs who complement your business plan.
2. Become a follower
This may sound obvious but it’s important that you follow DOLs that you’re interested in across all the platforms they have a presence on. Once you become their follower, you’ll be able to see how they engage with their audience, how often they release content and what information they are sharing.
3. Do competitor analysis
Once you’re following a DOL, this allows you to do some competitor analysis - who are your DOLs working with? What is the information they are sharing? How can you leverage this for your business?
By understanding who is working with who, you can target your list further to ensure you partner with the best DOL for your business.
4. Speak their digital language
DOLs digest and share information differently to KOLs, so when you’re engaging with them make sure you’re speaking their digital language. By this we mean, changing up how you present your material to them e.g. think about pre-recorded video content, carousels or short snippets that they can share over a duration of time.
By providing them with information in their preferred format, you’ll be able to create a rapport and have some control over how you present your findings and business.
5. Collaborate with online events
Don’t be afraid to collaborate with DOLs through online webinars, conferences or even ‘live’ Q&A sessions done through social media such as; Twitter, Instagram or LinkedIn. Make sure your brand is digitally present and involved with your DOLs as well - having your own presence online is just as important as tapping into someone else's resource.
What platforms do they use?
Probably the biggest platform that is used amongst DOLs is Twitter, a platform that allows professionals to share their thoughts with their followers, expand on their network and engage with other professionals in real time. Alongside this, other platforms that are used are Instagram and WhatsApp.
Notably, there are a number of podcasts that HCP’s feature on, all of which focus on everything from healthcare policies to the latest developments and trends in the industry, all of which will have a diverse audience based listening to them.
Final Thoughts
DOLs have created a new space in the healthcare industry challenging how organisations network and share information. Although traditional KOLs are still highly regarded amongst their peers, the emergence and advancement of new technologies will only continue to grow the presence and reputation of DOLs, therefore, it’s important to be aware and at the forefront of this new rising voice.
Contact our consulting team to see how they can help with your DOL and KOL needs hello@rare.consulting
