ABSTRACT
The number of factors influencing physician prescribing decisions and his/her communication with patients continues to grow, including clinical experience, journal articles, CME activity, managed care, detailing, events, journal advertising, patient requests, online information seeking, etc. However, one of the most impactful influences on physicians has remained consistent: national, regional and/or local key opinion leaders (KOL). In this chapter we will explore how to accurately identify online/offline key opinion leaders to successfully promote digital health tools, initiatives, and projects aiming at empowering patients.
