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Case study: How we uncovered a HCP Oncology digital understanding in Latin America

The challenge

Our client required a deep understanding of the HCP digital activity in oncology to feed into and create a strong communication strategy. The research needed to assess Oncologists' multi-channel usage and behaviour and identify Key Opinion Leaders (KOLs) and Key Online Influencers (KOIs). Key objectives needed to be met: quantity Oncologists channel usage and behaviour in Latin America and identify and profile oncology KOLs and KOIs.

Social media image 1
Social media image 1

The challenge

Our client required a deep understanding of the HCP digital activity in oncology to feed into and create a strong communication strategy. The research needed to assess Oncologists' multi-channel usage and behaviour and identify Key Opinion Leaders (KOLs) and Key Online Influencers (KOIs). Key objectives needed to be met: quantity Oncologists channel usage and behaviour in Latin America and identify and profile oncology KOLs and KOIs.

The solution
We conducted two phases of research. The first phase consisted of 383 online quantitative questionnaires with Clinical and Medical Oncologists in Argentina, Brazil, Columbia, and Mexico. The questionnaire was designed in order for physicians to reveal and nominate whom they believe the oncology KOLs are, who is most influential, what attributes or activities classify a physician as a KOL, and what social channels they generally use. 

In the second phase we conducted social media listening in order to identify individual Oncologists with significant presence, profile KOIs’ digital influence and activities (e.g. content created and impact) and map KOI network sphere of influence in order to see which KOIs have the greatest online/digital profile. Furthermore, to assess which markets the KOI is known in and why/how the KOI is influential.

In order to identify the KOIs we used specific parameters in order to rank according to influence. Each KOI was assessed across social media metrics, such as their influence, type of audience, frequency of engagement and how they interact with others. Each metric was scored, and a higher score denoted a superiority compared to other KOIs, we then calculated a total mean score to develop a KOI index rating. The data collected allowed us to subsequently profile each individual influencer. 

The outcomes
Our research revealed key insights around omnichannel and KOL engagement, a detailed understanding of what channels Oncologists are using for clinical information, the importance of KOL engagement, and how KOIs should be utilised. We provided our client with market-level reports containing findings including in-depth profiles of KOLs and KOIs.

Furthermore, we created a database that contained a list of all KOLs identified during the research, which included categories such as name, market, number of nominations as a KOL, sphere of influence, and channels used to share information. This database proved to be extremely useful to our client, as an ongoing tool to measure and track influencer profiles in order to continually enhance their communication strategy.

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