The pharmaceutical market is characterized by high dynamics. Every year, manufacturers register dozens of new drugs, and naturally, pharmaceutical companies actively compete for the attention of doctors and pharmacists.
Last year, Promo Test team launched a new study “Key Opinion Leaders in Healthcare” in Uzbekistan. Currently, the project is gaining momentum and is in high demand, indicating significant interest in it. The projects in Kazakhstan and Ukraine have been running for a few years, emphasising their importance and relevance to the medical community. Data are regularly provided for each country.
This study compiles a ranking of leading healthcare specialists in the country. The purpose of this study is to:
- Determine the ranking of key opinion leaders in various medical specialties – “KOLs“
- Determine the ranking of digital opinion leaders among medical professionals in Uzbekistan and Kazakhstan by specialty – “DOLs“
How to find key opinion leaders. Opinion leaders among doctors and pharmacists are identified based on regular monitoring of promotional activity in Promo Test. Respondents are asked an open-ended question, inviting them to indicate leading healthcare professionals whose opinions matter to them.
The data is presented in the form of a TOP ranking in healthcare for each specialty. Pharmacists and doctors participate in the survey: In Kazakhstan, there are 16 specialties in 15 cities. In Uzbekistan, there are 11 specialties in 6 cities.
The opinions of leaders have a significant influence on the formation of medical recommendations, as well as on patient behavior.
Expert rankings (KOLs/DOLs) provide pharmaceutical companies with the following benefits:
- An objective assessment of influential experts in the industry, based on the opinions of a wide range of doctors and pharmacists. This ensures a more objective understanding of opinion leaders
- The opinions of specialists are taken into account, considering regional peculiarities, thanks to a wide range of participants and rating in different cities of Uzbekistan and Kazakhstan
- Providing in-depth analysis by specialties and a more detailed understanding of the situation in each area of medicine
- The digital format of the ranking, emphasizing the innovative approach and relevance of experts in the field of digital technologies, provides convenient access to information about influencers for pharmaceutical companies
Regular studies of promotional activity and respondent surveys help to identify leading healthcare professionals whose opinions have a significant influence on medical recommendations and patient actions. This approach helps to better understand the dynamics of the medical market and formulate more effective strategies for engaging with it.
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