The DOLFIN Effect: How Scientific Exchange has Moved from Paternalism to Participation

Social media has transformed the way new scientific knowledge is diffused, debated and assimilated into clinical practice. More than 50 million HCPs worldwide are using social media, with a majority reporting they use it as a source of medical news.

The time is now for pharma companies to reassess why, when, how, and in partnership with whom they play a role in shaping modern scientific discourse on social media.

1. Twitter and other social media platforms have radically reshaped the speed and scale at which scientific knowledge is cascaded, curated and consumed

2. The roles of “influencer” and “educator” have been democratized, led by a new breed of Digital Opinion Leaders (DOLs) capable of reaching large audiences of self-selected followers beyond those reached by traditional key

3. Amid growing regulatory scrutiny of traditional sponsored live educational events such as Speaker Bureaus, audio social media channels and other innovative formats are opening up new opportunities for synchronous and asynchronous peer-to-peer engagement among healthcare professionals (HCPs)

4. The potential of social media as a platform for driving credible, year-round scientific exchange in partnership with key influencers remains largely untapped by biopharma, including under-recognition of the role DOLs can play alongside traditional KOL-focussed engagement

5. Breaking-down traditional channel—and internal function—defined boundaries—including the need for closer collaboration between medical affairs and marketing—is critical in realizing the potential of social media