'Digital sleuthing' helps pharma connect with the right social media influencers

Long before the pandemic turned medical influencers like Dr. Noc and Dr. Don into TikTok sensations, pharma companies had already been looking to social media to strike up relationships with key opinion leaders, or KOLs.

The pandemic accelerated that trend, and, with more and more “digital docs” growing their presence on those platforms, it’s getting more challenging for pharma to tease out what’s relevant from the noise, said Read Roberts, director of KOL data solutions for health marketing firm PRECISIONscientia.