Pharma Brands Impact HCP Prescribing Behavior With Influencer Programs
CAMPBELL, Calif. & NEW YORK — LiveWorld, Inc. (OTC Markets: LVWD), a leading social-first digital agency in partnership with Sermo, a fast, frictionless physician social platform and leader in healthcare insights, announces key findings from a recent survey has validated that Key Opinion Leaders (KOLs) and Digital Opinion Leaders (DOLs) significantly influence the prescribing behavior of Healthcare Providers (HCPs). The survey, which included 317 US physicians across ten therapeutic categories, provides concrete data supporting the impact of influencers in the healthcare industry.
Key Study Findings:
– 60% of HCPs report changing perceptions of medications based on influencer social media content.
– 50% of HCPs have changed prescriptions based on influencer social media content.
– 69% of HCPs engage with influencer content on social media daily.
Survey Highlights:
- 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, and 50% 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 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.
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 Campbell, California, with an additional office in New York City. Learn more at www.liveworld.com and @LiveWorld.
