Jul 1, 2025
As society becomes more digitally oriented, it should come as no surprise that healthcare professionals (HCPs) in 2025 are making use of digital channels, as well.
Clinical discourse is no longer confined to congresses and journals – HCPs are finding and engaging with medical content on X (formerly Twitter), LinkedIn, online forums, and more. But while this behavior signifies a notable shift, many pharma organizations are still relying on legacy tactics that don’t translate to the new environment.
Despite good intentions and growing investment in digital strategy, many marketing and medical affairs teams hit the same stumbling blocks when trying to identify and engage with influential voices in the digital space. And that’s costing them missed opportunities as well as lost relevance.
Let’s explore four of the most common pitfalls and how to avoid them, so your team can accelerate digital strategies and amplify online messaging.
1. Pitfall: Relying on KOL Lists Alone
Key Opinion Leaders (KOLs) have long been the backbone of pharma influence strategies. But digital is a different game, and KOLs don’t always equate to DOLs.
While KOLs are respected for their research, credentials, and speaking roles, Digital Opinion Leaders (DOLs) are trusted because they show up where the conversation is happening online and in real time. DOLs actively share peer-reviewed evidence, comment on emerging studies, and engage with their communities. They may not always have the biggest titles, but they often have the strongest impact in shaping real-world perceptions and behaviors.
When it comes to identifying influential voices to partner with your brand, it’s time to take a new course.
Rather than relying solely on KOL lists, supplement those lists by looking at who’s influencing clinical conversations in digital spaces. Take the time to identify experts who are active online, credible to peers, and sharing insights that move the needle with your audience. These are the voices you want as partners when it comes time to expand your digital reach.
2. Pitfall: Focusing on the Wrong Metrics
It’s easy to equate engagement with likes or impressions, but these aren’t always the best indicators of influence. In the medical community, a peer commenting with a clinical question or resharing a post to their own audience carries much more weight than a simple “thumbs up.” These are the types of behaviors that boost your online visibility in a tangible, effective way.
Redefine your engagement KPIs to track more meaningful interactions that include peer comments, in-depth replies, quote posts from other HCPs, or discussions that happen as a result of DOL content. These are the real signals of influence in action.
3. Pitfall: Chasing Vanity Metrics
When searching for an online partner, many brands default to the most visible profiles, typically those with thousands of followers or high post volume. But follower count and posting volume are only vanity metrics – they don’t necessarily indicate credibility or influence.
For a DOL to be effective, it’s not about how many followers they have, but whether those followers are active. A niche HCP with 800 highly engaged peers in a rare disease space can have far more impact than a generalist with 50,000 passive followers.
Similarly, even the most prolific DOL won’t be an ideal fit if their content isn’t impacting clinical behavior. Real leadership in digital spaces is evidenced by peer validation: Are other HCPs engaging thoughtfully, asking questions, or sharing their content? Are their posts grounded in science?
When vetting DOLs, use tools that can assess the quality of their audience, how often their content is reshared or cited, and whether they’re moving clinical conversations forward.
4. Pitfall: Ignoring a Strategic Fit
Not every credible DOL is the right fit for your brand. Even the most generally respected or influential DOL won’t result in an impactful partnership if they don’t align with your therapeutic area, communication style, or brand values. Worse, this type of alliance may come off as inauthentic or forced. Strategic alignment matters: Tone, therapeutic focus, and overlap of audience all shape the success of your engagement.
Prioritize fit over fame. The ideal DOL is already speaking the language your brand wants to amplify. Partner with those who naturally align with your goals, not just those who are available.
New Channels, New Rules
The digital shift isn’t coming—it’s here.
Today’s HCPs want credible, timely, relevant voices. To reach them, your brand needs a DOL strategy rooted in data, nuance, and strategic alignment.
Ready to rethink your approach? Explore the new rules of engagement and see how smarter DOL strategies are helping teams build meaningful, measurable impact.
Click here to download our free white paper:
The Digital Opinion Leader: Navigating Digital Influence