Want to level up your collaboration with DOLs? Read on!
After our post on 3 ways to use social media for pre-call planning, some of you asked how to work with digital opinion leaders. Today, we’ll cover strategies and tips for effective collaboration.
Let’s get into it.
First, keep in mind you can work with your DOLs just like KOLs. This means ad boards, clinical studies, speaker programs, etc. And if it’s appropriate, your DOLs may share the results on social media.
Also, here are 2 new ways to work with DOLs:
Co-create content for social media
Provide feedback on your social media strategy
Co-create content for social media
Collaborating with digital opinion leaders to create content is a great way to build your audience and influence on social media.
DOLs are always looking for engaging content to share with their audience. Content preferences include:
Disease state education
Patient education and support
Industry-sponsored CME
When sharing on social media, DOLs are looking for engagement. This means Replies, Retweets and Likes, in that order. The goal is to create a vibrant conversation with their peers.
For a DOL, the worst-case scenario is they share content and no one reacts (crickets).
When collaborating with a DOL, ask for their advice on content-sharing trends in your disease category. Choose content that will spark a lively response.
"In some cases, the ROI we’re seeing for influencer marketing is 5:1. It just can’t be ignored anymore." -- Amanda Power Han, Greater Than One
Provide feedback on your social media strategy
Digital opinion leaders are expert content creators. They know how to drive engagement on social media. They also know which types of content work well on certain platforms. Ask them to help you figure out which social media platforms to prioritize.
Also, ask for feedback on all of your social media posts — old and new — to improve your efforts. If you have a good relationship, ask if you can plug into their network of engaged followers.
Ready to get started? Let’s go!
Helpful tips
When working with digital opinion leaders, avoid brand-building projects. DOLs can be sensitive about the appearance of bias and are typically less interested in these projects.
When sharing content online, remember to watch the conversation in real time. See which HCPs do (and don’t) engage in the conversation.
When you find a DOL, ask him or her for suggestions on others to follow. DOLs love to recommend their friends, colleagues and rising stars.
Want more on DOLs? See this article: An evolving opinion landscape: new paths and synergies for pharma KOLs & DOLs.
Need help identifying DOLs? See our post on 3 ways to find digital opinion leaders.