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The Pharma Marketing Glossary
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Patient Opinion Leader (POL)

Similar or Alternative Terms Meaning the Same Thing Online Patient Opinion Leader
Related Term(s) Key Opinion Leader (KOL)

Definitions

Patient Opinion Leaders are patients who have an influence over other patients, especially in online venues such as social media.

The pharmaceutical industry has a long tradition of working with individual patients and patient organizations. Sometimes the goal is to promote a specific product, but more often the goal is to raise awareness about a disease or medical condition for which the company has a specific Rx treatment.

Pharma companies have hired patients as spokespeople (see "Behrman Wasn't the First Patient Spokesperson Paid Big Bucks By BMS"), given grants to patient advocacy groups (see "Pharma Dollars (Pounds, Euros) are Grassroots Seeds"), recruited individual patients to participate in market research focus groups (see "Levitra Market Research: The Interview"), and now may be hiring individual patients to monitor, moderate, or participate in online patient forums (see "J&J Agents Trolling for Adverse Events on the Internet").

See survey: Should Pharma Hire Online "Patient Opinion Leaders"?


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