2 ways marketers can partner with DOLs

Want better social media collaborations? Here's how.

Some of you asked how to collaborate with digital opinion leaders like CancerGRACE, Oncology Brothers and others. Today, we'll share two ideas for partnering with DOLs.

Let's get to it.

First, digital opinion leaders love to share timely and engaging content with their audience.

When posting on social media, DOLs are looking for Replies, Reposts and Likes…lots of them! The goal is to create a lively conversation online.

This is not the response your DOLs are looking for

When partnering with pharma, they like to focus on these areas:

1. Disease education

2. Patient education and support
   

Disease education

One idea is to work with your digital opinion leaders to create disease education materials for HCPs. Sharing timely content can help HCPs to better diagnose and treat disease.

Here's an example from Oncology Brothers:

Oncology Brothers Twitter/X poll for a patient with breast cancer

Depending on the disease, consider making simple content that both PCPs and specialists can understand. This includes articles, infographics and videos.

Patient education and support

Another idea is to work with your digital opinion leaders to create disease education and support materials for patients. Sharing knowledge with patients can lead to better adherence and outcomes.

Here's an example from CancerGRACE:

CancerGRACE podcast with Dr. Aakash Desai on biomarker testing in NSCLC

Here, create simple content that patients and caregivers can easily understand. This includes downloadable e-books and pamphlets.

Remember your patients may have cognitive, visual or other impairments.

Helpful tips

• When sharing medical information, consider 3-4 minute videos. Videos are easy to share and can reach a wider audience. Try an AI video generator like Pika, Sora or others.
  

• When preparing patient materials, make sure your materials are easy to find on your social media profiles and website.

Want more suggestions? See our post on How to work with digital opinion leaders.

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What we're reading

• DHC Group PDF, "Why social media ROI, a POV with Liveworld and industry experts," November 3, 2023

• OptimizeRx post, "How technology improves the oncology HCP experience and engagement," October 13, 2023

• OptimizeRx post, "Insights on omnichannel, AI and next-best action in HCP engagement," September 29, 2023

• Sermo post, "The power of building a 1:1 relationship with your customers over time on social," May 12, 2023