KOLs / DOLs: how leaders shape the future of healthcare

The Ukrainian pharmaceutical market demonstrates one of the highest dynamics in Europe. Dozens of new drugs are registered in Ukraine every year, and pharmaceutical companies are actively competing for the attention of doctors and pharmacists.

In this environment, it is critical to identify key players in the healthcare industry. These experts, known as Key Opinion Leaders (KOLs) and Digital Opinion Leaders (DOLs), play a crucial role in shaping medical recommendations and influencing patient choice. Earlier on our website, we covered this topic in the article “KOLs/DOLs Rating: how pharmaceutical companies can understand healthcare professionals“.

The importance of KOLs and DOLs in the pharmaceutical industry

To help pharmaceutical companies better understand the key persons in the Ukrainian healthcare sector, Proxima Research has created the KOLs/DOLs rating. This ranking is based on the regular PromoTest survey of promotional activity.

The study covers doctors and pharmacists in 28 cities of Ukraine. Respondents were asked who they consider to be the leading healthcare professionals whose opinion is important to them.

The results are presented in the form of a rating that shows the top opinion leaders in each medical specialty.

KOLs / DOLs – what does it mean?

• KOLs: are recognized experts in their fields who have a high level of trust among doctors and patients. Their influence is based on deep knowledge and authority in the medical community.
• DOLs: Thanks to the development of digital platforms, DOLs are becoming the new “stars” of the industry. They actively interact with a wide audience through social media, webinars and online forums, providing recommendations based on their professional experience.

Influence of opinion leaders on the pharmaceutical market

1. Building trust. Opinion leaders help to strengthen the reputation of brands by increasing the level of trust in the company’s products.
2. Educational function. They provide professional communication by explaining complex medical topics in an accessible language.
3. Support for innovation. KOLs and DOLs help spread the word about new drugs and treatments, supporting their adaptation in the market.

How to work effectively with KOLs and DOLs?

• Focus on experts whose specialization matches the goals of your campaign.
• Define expectations and results from cooperation.
• Build strong partnerships with opinion leaders to ensure consistent market influence.
• Regularly analyze the results of the KOLs/DOLs ranking to keep abreast of the latest trends in the healthcare industry.
• Consider the rating data when developing marketing campaigns to make them more effective.
• Communicate with opinion leaders to better understand their needs and interests.

Geographical coverage of the project

The project is being implemented in 3 countries:

• Ukraine
• Kazakhstan
• Uzbekistan

The data covers 28 cities in Ukraine and 15 in Kazakhstan. This allows us to evaluate the influence of regional opinion leaders, providing a deeper analysis for pharmaceutical companies.

Opinion leaders, both traditional and digital, are an integral part of the modern pharmaceutical market. Their influence on shaping public opinion, adapting innovations and promoting brands cannot be overestimated. Effective cooperation with KOLs and DOLs is becoming a key to success for pharmaceutical companies.

We are pleased to announce that we have recently released updated KOLs/DOLs Healthcare Professionals Rating data, which allows pharmaceutical companies to obtain even more accurate and up-to-date analysis of the market situation.

For more information, please contact your Proxima Research manager.

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