ARE DOLs REALLY KOLs?

[2-minute read] About 10 years ago a UK-based company seeking to distinguish itself from its competitors coined the term Digital Opinion Leader (DOL) as way of summarising digital influencers they had identified in different disease conditions. Today there are many data aggregators, artificial intelligence operations, and communications agencies all focused on identifying and engaging DOLs. They make big claims:

• “DOLs are the new KOLs.”
• “Choose DOLs over KOLs.”

Who or what is a KOL?

KOLs (Key Opinion Leaders) are the credible individuals who possess deep expertise and experience in specific therapeutic conditions. Think diabetologists, or PTSD specialist. During the early stages of an innovative product’s life, KOLs play an invaluable role in terms of R&D advice: they can offer valuable insights, guidance and critical assessment of an innovation's scientific validity, clinical applicability and potential impact. Their expert opinion carries real weight and can often influence the strategic direction of an innovation. KOLs' acceptance, adoption, and endorsement of an innovation lend it credibility and legitimacy. Their reputation and trustworthiness can sway other healthcare professionals, including peers and institutions, to adopt and integrate the innovation into their practices, helping to overcome uncertainty, doubts or even mistrust of new ideas or thinking. KOLs' advocacy for an innovation can reach well beyond initial adoption. They can actively promote the innovation within their professional networks, champion its benefits and share real-world experiences, creating a ripple effect that extends far beyond their direct circle of contacts. KOLs are recognised experts with a history of credible contributions to their field, and their endorsement is usually grounded in scientific knowledge and practical experience. Some KOLs, due to their progressive nature and character, will also be DOLs – what is important is to recognise the differences in general profile and influence.

What is a DOL?

In terms of experience in the field, peer recognition, and their body of work in the therapeutic condition, DOLs do not rank very highly – it is usually not their forté. However, they can play an important role in helping to get an innovation off the ground by amplifying the messaging established by KOLs. DOLs are comfortable with and leverage digital platforms and social media to broadcast the benefits, relevance, and successes of an innovation to a wider, usually global audience. Their rapid dissemination of information facilitates widespread awareness and supports potential trialling of a new idea or innovation. DOLs often represent a younger, digitally savvy demographic that can resonate with tech-savvy healthcare professionals and patients. DOLs can usually pivot quickly to respond to trends, engage in real-time conversations and help to address questions or concerns in a timely manner. DOLs form an important part of an innovation’s launch strategy – but for real initial traction the KOLs need to be on board and onside.