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Case Study: Digital Opinion Leader (DOL) Map – Finding the right online thought leaders

SITUATION

As HCPs increasingly engage in online medical events and activities, pharmaceutical companies must nurture relationships with the online thought leaders these HCPs turn to for expertise. Having recently acquired an existing brand, our client didn’t know the therapeutic landscape or the established opinion leaders. Millions of relevant discussions were taking place across social media platforms—and they weren’t even in the conversation.

NEED

Our client needed to assess the digital landscape, identify the most impactful Digital Opinion Leaders (DOLs), then establish an engagement plan for building relationships with these important experts. There was no time to waste.

SOLUTION

Our proprietary DOL Map platform allowed our client to truly understand which experts were making the biggest impact in online discussions related to their brand—and why. The platform monitors discussions in real time across social channels and analyzes the reach, relevance, and impact of each online thought leader. To aid in engagement planning, DOL Map automatically segments each expert into categories such as “Content Creator,” “Conference-focused,” and “Networker.”

RESULT

Our client has been able to effectively engage the DOLs who sway the opinions of the HCPs that matter to their brand. Using the platform, the team has captured more than 150,000 relevant online discussions involving the top 100 DOLs over the past 5 years. The resulting insights are helping them achieve true scientific leadership in their field.

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