In Evidenze, we have been exploring the relationship between Digital Opinion Leaders (DOLs) and the Pharmaceutical Industry in a strictly regulated environment. That's why we organized an event with the aim of bringing together companies in the sector and influencers such as Lucía Mi Pediatra, Boticaria García, or Farmacéutico Fernández, among others.

When it comes to promoting medical advancements, raising awareness about rare diseases, creating awareness, or addressing social health concerns, influencers, for us, Digital Opinion Leaders, are essential actors in pharmaceutical industry communication strategies. Their role as humanizing elements to strengthen connections with patients, the need to combat fake news with scientific rigor on digital platforms, and the exponential reach these platforms offer were some of the conclusions of the "Influyentes en Farma" event that took place on September 28th simultaneously through a live streaming connection between the Madrid and Barcelona venues, with a total of 300 attendees, including representation from over 74 laboratories.

The meeting, attended by professionals and influencers such as Lucía mi pediatra, Boticaria García, Rosa Molina, Clotilde Vázquez, Pep Alcaraz, and Farmacéutico Fernández, aimed to highlight the common ground where both worlds converge.

What is the potential of DOLs?

Where there is a product or service category, there is an influencer, and the pharmaceutical sector is no exception. This concept formed the basis of the event, presenting DOLs as highly valuable assets in the field of health due to their ability to amplify messages, raise awareness, and establish connections with patients.

Marián García, known as Boticaria García, opened the event by emphasizing the importance of humanization in communication, highlighting that the audience prefers to see real people rather than intangible institutions. Collaboration with institutions is essential, but personal authenticity is what creates closeness, and this connection becomes the cornerstone for building strong and reliable relationships that the pharmaceutical industry should leverage.

Adaptation to format as the key to success.

"Content is no longer king; now, the format is king," García emphasized, also noting the need to condense complex messages into more concise formats for campaign success, recognizing that adaptability to format is the key to reaching diverse and heterogeneous audiences.

Álvaro Fernández, who started as a blogger under the name Farmacéutico Fernández and now has thousands of followers on Instagram, revealed the challenges of reaching such a diverse and varied audience. He emphasized the importance of actively listening to the community and being attentive to their interactions to adapt the message to the needs and expectations of the audience.

Lucía Galán, a doctor and author of books under the pseudonym Lucía Mi Pediatra, expressed a similar sentiment, stating that active listening is essential. "Patients are also on social media and deserve to be heard and understood in an increasingly digital and connected world." Galán emphasized closeness, without sacrificing scientific rigor, professional experience, and sensitivity in discussing children's health, turning her presence on Instagram into an authentic extension of her medical practice.

Boticaria García also considers her followers as active protagonists of her channel, stating that she consults them on topics that interest them, fostering a sense of belonging and community in her audience. The influencer uses her influence responsibly, not to promote unnecessary products but to convey the right messages to her audience, backed by her professional expertise. This close interaction has allowed her platform to be a space where people's concerns and needs are heard and addressed.

The exponential reach of digital platforms.

"In my office, I can help 20 people in one morning, but in a video, I can help millions of people," Lucia Mi Pediatra highlighted the exponential reach of digital platforms compared to the limited reach of medical consultations. In the digital age, social media has become a fundamental source of information for millions of people, transforming the way we access and share medical knowledge. However, the credibility of this information varies widely depending on who transmits it. During the event, discussions explored how healthcare professionals can effectively use these channels to provide accurate and reliable medical information.

Combatting misinformation with scientific rigor.

Collaboration between influencers and pharmaceutical companies is also crucial in combating misinformation circulating on these channels without a solid foundation and scientific backing. In response to this emerging need, Lucía Mi Pediatra emphasized the importance of speaking from experience and deep understanding, as more expert voices can emerge in a matter of minutes. For Lucía, honesty and scientific rigor are unwavering principles, as her dedication as a pediatrician is constant, from the moment she wakes up until she goes to bed.

Dr. Rosa Molina, on the other hand, viewed the role of debunking myths and misinformation on social media as a responsibility that DOLs must address from day one. Aware that the public is exposed to false and misleading information, the importance of conducting accurate information campaigns lies in advising the public on valid treatments and encouraging them to seek help from qualified professionals. In a digital environment flooded with pseudo-professionals, it is imperative that opinion leaders actively intervene to protect the integrity of information and guide the audience toward reliable sources and qualified experts.

Furthermore, Dr. Clotilde Vázquez emphasized the importance of providing solid information, which elevates the reputation of any professional in a world saturated with misinformation. In this context, DOLs play a fundamental role in dispelling misconceptions and providing reliable, evidence-based information. Their contribution promotes transparency in the digital chaos, providing clarity and guidance to the audience.

Josep Alcaraz, Global Director of Evidenze, highlighted that influence, far from being an exclusive gift, is an intrinsic characteristic of the communication process and the ability to modify behaviors. Both individuals and industries have the ability to exert influence, guiding perceptions in directions that interest them. Authenticity and connection with the audience are key in this process, generating a significant impact. While some academic professionals may believe that influence is not related to their field, any medical professional, through the simple act of communicating, inevitably wields influence over their audience.

Do we want to discuss how DOLs can add value to your strategies?

Contact your Evidenze Account Executive or send your inquiry to corporate@evidenze.com.