The pharmaceutical market is characterized by high dynamism. Every year, manufacturers register dozens of new drugs, and pharmaceutical companies actively compete for the attention of doctors and pharmacists.
2 years ago, Promo Test team launched new research “Key Opinion Leaders in Healthcare” in Uzbekistan. Today, the project is rapidly developing and is highly recognized, which testifies to its relevance and demand.
In Kazakhstan and Ukraine, the projects have been successfully functioning for several years already, confirming their importance for the medical community. Data is regularly updated and provided for each country, forming a rating of leading healthcare professionals.
In a highly competitive 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. We have previously covered this topic on our website in the article “Leaders of public opinion and influential figures”.
The importance of KOLs and DOLs in the pharmaceutical industry
To help pharmaceutical companies better understand key healthcare professionals, a ranking of KOLs / DOLs is generated based on Promo Test’s regular survey of promotional activity.
The study covers:
- in Kazakhstan – 16 specialties in 15 cities;
- in Uzbekistan – 11 specialties in 6 cities.
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 for each medical specialty.
KOLs / DOLs – what does it mean?
- KOLs: these are recognized experts in their fields who enjoy a high level of trust among physicians and patients. Their influence is based on their deep knowledge and credibility in the medical community.
- DOLs: thanks to the rise of digital platforms, DOLs are becoming the new “stars” of the industry. They actively engage with a wide audience through social media, webinars and online forums, providing recommendations based on their professional experience.
The influence of opinion leaders on the pharmaceutical market
- Building trust. Opinion leaders help to strengthen the reputation of brands by increasing the level of trust in the company’s products.
- Educational function. They provide professional communication by explaining complex medical topics in an accessible language.
- Support for innovation. KOLs and DOLs help spread the word about new drugs and treatments, supporting their adaptation in the market.
How to effectively partner with KOLs and DOLs
- Target experts whose specialization aligns with your campaign goals.
- Define expectations and deliverables from the collaboration.
- Build strong partnerships with opinion leaders, ensuring sustained market impact.
- Analyze KOLs / DOLs ranking results regularly to stay on top of the latest healthcare trends.
- Incorporate ranking data into your 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
This allows assessing the influence of regional opinion leaders, providing 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 overemphasized. Effective cooperation with KOLs and DOLs becomes the key to success for pharmaceutical companies.
For up-to-date ratings and additional information, please contact your manager at Proxima Research.
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