LiveWorld, Inc., a prominent social-first digital agency, in collaboration with Sermo—a rapid, efficient platform for physician interaction and a leader in healthcare insights—has released critical findings from a recent survey highlighting the substantial influence of Key Opinion Leaders (KOLs) and Digital Opinion Leaders (DOLs) on the prescribing habits of Healthcare Providers (HCPs). The survey encompassed responses from 317 physicians across ten therapeutic categories, offering compelling data that underscores the role of social media influencers in the healthcare sector.
Key Findings of the Study:
Perception Shift: 60% of HCPs indicated that their views on medications were altered due to content shared by influencers on social media.
Prescription Changes: Half of the respondents admitted to modifying their prescriptions based on the social media content from influencers.
Daily Engagement: An impressive 69% of HCPs engage with influencer content on social media platforms on a daily basis.
Highlights from the Survey:
Influencer Engagement Patterns: Daily interaction with influencer content varies by specialty, with Oncologists participating the most and Endocrinologists the least.
Impact on Perception and Prescriptions: A significant 60% of respondents acknowledged changes in their medication perceptions due to influencer posts, while 50% reported altering prescriptions based on similar content.
Trust in Social Media: About 70% of HCPs consider social media content to be either very or moderately effective, especially when shared by reliable influencers.
Preferred Platforms: Physicians utilize platforms such as Sermo, Instagram, Doximity, LinkedIn, YouTube, and Facebook for engaging with influencer and professional content.
Types of Engaging Content: The most engaging forms of content include online Q&A sessions, case studies, comments on posts, and direct messaging among peers. Content in high demand consists of clinical trial information, treatment guidelines, and highlights from medical congresses.
Credibility Factors: The credibility of influencers is bolstered by their professional credentials, endorsements from peers, evidence-based information, and transparency regarding pharmaceutical affiliations.
Demographic Insights:
Boomers: Prefer private platforms like Sermo and engage with short videos, online articles, and case studies.
Millennials: Favor professional content on X, Instagram, Reddit, and TikTok, leaning towards infographics and long-form videos.
Dermatologists: Actively use Instagram, X, TikTok, and Reddit, focusing on short videos, online articles, and patient narratives.
Gastroenterologists: Frequently engage on X, often changing their views and prescriptions due to social media influence.
Ophthalmologists: Prefer Reddit for consuming short videos and webinars.
OBGYNs: Tend to be skeptical about social media, using it primarily for patient support resources.
General Family Practitioners: Access a variety of platforms, engaging with podcasts, infographics, and live chats.
Erin Fitzgerald, CMO at Sermo, remarked, “The data underscores the shift in how medical information is disseminated in today’s digital-first world. Most HCPs trust and regularly utilize information from KOLs and DOLs, which significantly influences their perceptions and prescriptions of new medications.”
These survey results provide compelling evidence that KOLs and DOLs play a crucial role in shaping HCP perceptions and prescribing behaviors. Pharmaceutical companies are encouraged to leverage influencer marketing strategies to effectively impact prescribing practices within the healthcare sector.
You Might Be Interested In
