Key Opinions Abound

While KOLs have been present in healthcare marketing for some time, DOLs are now emerging.
KOLs are nothing new to healthcare marketing—they are resources pharma has turned to for years. But DOLs have emerged in recent years as online platforms have become more relevant.
How to talk to each group of opinion leaders differs. The information they need and the method of communication vary. For example, DOLs may be more technologically savvy than KOLs, and they may not be HCPs. In addition, sometimes KOLs (physicians) are also DOLs in that they have a social media presence online. But many KOLs do not have such presence.
Key Opinions Abound (pharmexec.com)