Sermo and LiveWorld Survey: KOLs & DOLs Genuinely Influence HCPs on Social Channels
LiveWorld, Inc. (OTC Markets: LVWD) and Sermo have released findings from a survey of 317 US physicians across ten therapeutic categories, confirming the significant influence of Key Opinion Leaders (KOLs) and Digital Opinion Leaders (DOLs) on Healthcare Providers' (HCPs) prescribing behavior. Key findings include:
- 60% of HCPs changed perceptions of medications based on influencer social media content
- 50% changed prescriptions due to influencer content
- 69% engage with influencer content daily
The survey highlights preferences for platforms like Sermo, Instagram, and LinkedIn, with content types such as Q&A sessions and case studies being most engaging. Credibility factors for influencers include credentials, peer endorsements, and evidence-based content. The study also provides insights into generational and specialty-specific preferences, emphasizing the shift in medical information dissemination in the digital age.
LiveWorld, Inc. (OTC Markets: LVWD) e Sermo hanno pubblicato i risultati di un sondaggio condotto su 317 medici statunitensi in dieci categorie terapeutiche, confermando l'importante influenza dei Leader di Opinione Chiave (KOL) e dei Leader di Opinione Digitale (DOL) sul comportamento prescrittivo dei Fornitori di Assistenza Sanitaria (HCP). I risultati chiave includono:
- Il 60% degli HCP ha cambiato le proprie percezioni sui farmaci in base ai contenuti sui social media degli influencer
- Il 50% ha modificato le prescrizioni a causa dei contenuti degli influencer
- Il 69% interagisce quotidianamente con i contenuti degli influencer
Il sondaggio mette in evidenza la preferenza per piattaforme come Sermo, Instagram e LinkedIn, con tipi di contenuto come sessioni di domande e risposte e casi studio che risultano essere i più coinvolgenti. I fattori di credibilità per gli influencer includono credenziali, approvazioni da parte di coetanei e contenuti basati su evidenze. Lo studio fornisce inoltre approfondimenti sulle preferenze generazionali e specifiche di specialità, sottolineando il cambiamento nella diffusione delle informazioni mediche nell'era digitale.
LiveWorld, Inc. (OTC Markets: LVWD) y Sermo han publicado los resultados de una encuesta realizada a 317 médicos estadounidenses en diez categorías terapéuticas, confirmando la influencia significativa de los Líderes de Opinión Clave (KOL) y los Líderes de Opinión Digital (DOL) en el comportamiento de prescripción de los Proveedores de Atención Médica (HCP). Los hallazgos clave incluyen:
- El 60% de los HCP cambiaron su percepción sobre los medicamentos basándose en el contenido de las redes sociales de los influencers
- El 50% cambió las recetas debido al contenido de los influencers
- El 69% interactúa diariamente con el contenido de los influencers
La encuesta destaca las preferencias por plataformas como Sermo, Instagram y LinkedIn, siendo los tipos de contenido más atractivos las sesiones de preguntas y respuestas y los estudios de caso. Los factores de credibilidad para los influencers incluyen credenciales, respaldos de colegas y contenido basado en evidencia. El estudio también proporciona información sobre las preferencias generacionales y específicas de especialidad, enfatizando el cambio en la difusión de información médica en la era digital.
LiveWorld, Inc. (OTC Markets: LVWD)와 Sermo는 미국의 317명의 의사를 대상으로 한 설문조사의 결과를 발표하였습니다. 이 조사에서는 주요 의견 리더(KOL)와 디지털 의견 리더(DOL)가 의료 제공자(HCP)의 처방 행동에 미치는 중요한 영향을 확인하였습니다. 주요 결과는 다음과 같습니다:
- 60%의 HCP가 인플루언서의 소셜 미디어 콘텐츠를 바탕으로 약물에 대한 인식을 변경하였습니다
- 50%는 인플루언서 콘텐츠로 인해 처방전을 변경하였습니다
- 69%는 매일 인플루언서 콘텐츠에 참여하고 있습니다
이 설문조사는 Sermo, Instagram, LinkedIn과 같은 플랫폼에 대한 선호도를 강조하며, 가장 매력적인 콘텐츠 유형으로는 질문 및 답변 세션과 사례 연구가 있습니다. 인플루언서의 신뢰성 요인에는 자격증, 동료의 지지 및 근거 기반 콘텐츠가 포함됩니다. 이 연구는 또한 세대별 및 전문 분야별 선호에 대한 통찰력을 제공하며, 디지털 시대에 의학 정보 전달 방식의 변화를 강조합니다.
LiveWorld, Inc. (OTC Markets: LVWD) et Sermo ont publié les résultats d'une enquête menée auprès de 317 médecins américains dans dix catégories thérapeutiques, confirmant l'influence significative des Leaders d'Opinion Clés (KOL) et des Leaders d'Opinion Digitale (DOL) sur le comportement de prescription des Fournisseurs de Soins de Santé (HCP). Les résultats clés incluent:
- 60 % des HCP ont changé leur perception des médicaments en fonction du contenu des influenceurs sur les réseaux sociaux
- 50 % ont modifié leurs prescriptions en raison du contenu des influenceurs
- 69 % interagissent quotidiennement avec le contenu des influenceurs
L'enquête met en lumière les préférences pour des plateformes telles que Sermo, Instagram et LinkedIn, les types de contenu les plus engageants étant les sessions de questions-réponses et les études de cas. Les facteurs de crédibilité pour les influenceurs incluent les qualifications, les recommandations de pairs et le contenu basé sur des preuves. L'étude fournit également des informations sur les préférences générationnelles et spécifiques aux spécialités, soulignant le changement dans la diffusion des informations médicales à l'ère numérique.
LiveWorld, Inc. (OTC Markets: LVWD) und Sermo haben die Ergebnisse einer Umfrage unter 317 US-amerikanischen Ärzten aus zehn therapeutischen Kategorien veröffentlicht, die den signifikanten Einfluss von Key Opinion Leaders (KOLs) und Digital Opinion Leaders (DOLs) auf das Verschreibungsverhalten von Healthcare Providers (HCPs) bestätigen. Die wichtigsten Ergebnisse umfassen:
- 60% der HCPs haben ihre Wahrnehmungen von Medikamenten basierend auf Inhalten von Influencern in sozialen Medien geändert
- 50% haben aufgrund von Influencer-Inhalten ihre Verschreibungen geändert
- 69% interagieren täglich mit Inhalten von Influencern
Die Umfrage hebt die Vorlieben für Plattformen wie Sermo, Instagram und LinkedIn hervor, wobei die ansprechendsten Inhaltsarten Frage-und-Antwort-Sitzungen und Fallstudien sind. Glaubwürdigkeitsfaktoren für Influencer sind unter anderem Qualifikationen, Empfehlungen von Kollegen und evidenzbasierte Inhalte. Die Studie bietet auch Einblicke in generationsspezifische und fachliche Präferenzen und unterstreicht den Wandel in der Verbreitung medizinischer Informationen im digitalen Zeitalter.
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Pharma Brands Impact HCP Prescribing Behavior With Influencer Programs
Key Study Findings:
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Survey Highlights:
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Influencer Engagement:
69% of HCPs engage with influencer content on social media daily. This frequency varies by specialty, with Oncologists being the most frequent users and Endocrinologists the least. -
Perception and Prescription Changes:
60% of respondents report changing their perception of a medication based on influencer content found on social media, and50% report changing their prescriptions based on such content. -
Trust and Effectiveness:
70% of HCPs believe the content found on social media is very or moderately effective, particularly when delivered by trusted influencers. - Preferred Platforms: HCPs engage with influencer and professional content on platforms like Sermo, Instagram, Doximity, LinkedIn, YouTube, and Facebook.
- Content Types: The most engaging content includes online Q&A sessions, case studies, post comments, and direct messaging peers with specific questions. The most requested content includes clinical trial data, treatment guidelines, and congress highlights.
- Credibility Factors: Influencer credibility is established by citing credentials, peer endorsements, evidence-based content, and disclosing pharma affiliations.
Directional Demographic Insights: (N sizes range from 25 to 38 per specialization)
- Boomers: Prefer private social media like Sermo and consume short form videos, online articles, and case studies.
- Millennials: Favor professional content on X, Instagram, Reddit, and TikTok, preferring infographics and long form videos.
- Dermatologists: Active on Instagram, X, TikTok, and Reddit, engaging with short videos, online articles, and patient stories.
- Gastroenterologists: Engage on X, often changing perceptions and prescriptions based on social media content.
- Ophthalmologists: Favor Reddit, consuming short videos and webinars.
- OBGYNs: Skeptical about social media, rarely using it except for patient support materials.
- General Family Practitioners: Access multiple platforms, engaging with podcasts, infographics, and live chats.
“The data underscores the shift in how medical information is disseminated in today’s digital-first world. Most HCPs trust and regularly use information from KOL/DOL influencers, which drives changes in perception and prescribing of new medications,” according to Erin Fitzgerald, CMO at Sermo.
The findings from the survey provide substantial evidence that KOLs and DOLs are genuinely influential in shaping the perceptions and prescribing behaviors of HCPs. Pharmaceutical companies should seriously consider leveraging influencers to effectively impact prescribing behaviors.
The study findings validate the influence of KOLs and DOLs on HCPs, providing evidence to support the effectiveness of influencer marketing in the pharmaceutical industry.
Helpful links:
About LiveWorld:
LiveWorld is a social-first digital agency that unlocks the full potential of social media to transform customer relationships through integrated compliance, engagement, and insight solutions. We provide brand marketers bold creative rooted in strategy that captivates and resonates, social moderation and engagement that activates interactions, software that enriches customer experiences, and compliance that enables and accelerates digital programs.
With over 28 years of making connections, we leverage our social media DNA to deliver emotion-driven behavior change through digital campaigns with a human touch. LiveWorld clients include the number one brands in pharmaceuticals, healthcare, and financial-travel services. LiveWorld is headquartered in
About Sermo:
Sermo is a fast, frictionless physician-first platform providing the healthcare industry with real-time business insights and authentic physician engagements through our global community of 1.5M healthcare professionals and state-of-the-art technology. For over 20 years, Sermo has been turning physician experience, expertise, and observations into actionable insights that benefit pharmaceutical companies, healthcare partners, and the medical community at large. To learn more, visit www.sermo.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240926642414/en/
For media inquiries, please contact:
Matthew Hammer
mhammer@liveworld.com
(737) 212-9739
Source: LiveWorld, Inc.
FAQ
What percentage of HCPs changed their prescriptions based on influencer content according to the LVWD survey?
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