The Key Online Influencer (KOI) is an upcoming type of Healthcare influencer which otherwise has been dominated by the Key Opinion Leader (KOL). Both types are by definition united by their influence on opinions and decisions with the Healthcare system, but their background, interests, competencies, relationships, etc., vary significantly. These 2 types are increasingly going to overlap where a KOI also is a KOL and reversely. However, to understand and dissect the trend as regards influencers in Healthcare, we have have isolated their personality traits and behaviors into 2 distinct archetypes, which may be described as per the below table.
Healthcare companies have a interest in developing relationships with KOIs due to the influence they have across the Healthcare system. However, this can be perceived as daunting task by the Healthcare company as experience in relationship building is limited to KOLs.
Read more about how to identify Key Online Influencers and the process of Key Online Influencer Engagement.
For a case example, read how Eli Lilly worked with KOLs and KOIs in the context of entering a new Therapeutic Area.
Opportunities and challenges as regards marketing of an establish product in pharma