By Carolyn Stephenson and Kathy Moriarty
There’s no doubt that humans are influenceable. The rise in popularity of social media influencers across platforms like TikTok have proved this, with 49% of consumers making daily, weekly, or monthly purchases because of an influencer post. Humans are inherently social beings, influenced by the people and information sources around them, and this is no different for rare disease specialists.
Armed with data from our Mindset Engine, we can take a closer look at the groups that highly influence rare disease specialists. This gives us clues as to how to engage these groups to drive rare disease specialists towards taking an action.
The Power of Peer Influence
Data tells us that disease specialists thrive on collaboration with their peers. Many actively recommend new medications within their professional network, highlighting their dedication to sharing knowledge about the latest treatments. This peer-driven approach is vital in the rare disease field, where innovations can dramatically improve patient care. Rare disease specialists also maintain regular contact with a larger network of peers compared to other healthcare providers, and an increasing number report greater reliance on their peers than they did before. What can this information tell us? Rare disease specialists understand that they need to rely on each other to maintain quality care. This also reflects an evolving treatment landscape that values collaborative knowledge-sharing more than ever.
Key Opinion Leaders and Expert Guidance
Rare disease specialists are also highly influenced by Key Opinion Leaders (KOLs), with over 60% relying on their expert guidance and validation. Similarly, community opinion leaders, particularly those active on social media, provide valuable insights that these specialists trust and follow. This reliance on authoritative sources ensures that treatment decisions are well-informed and grounded in the latest scientific advancements.
Patient Influence and Collaborative Care
Patients with rare diseases often have a deep understanding of their conditions, making their expert input invaluable. Rare disease specialists frequently consider patient reports and testimonials when making treatment decisions. They also pay close attention to requests from patients or their caregivers, reflecting a patient-centric approach that values informed preferences.
Leveraging Influence to Engage Rare Disease Specialists
To effectively communicate with rare disease specialists and motivate them to prescribe a therapy, we would consider initiatives like these to align with their key influences:
1. Facilitate Peer Discussions: Organize small group meetings or virtual roundtables where rare disease specialists can share experiences and recommendations about the therapy. Create a platform for open dialogue to foster trust and credibility.
2.Webinars and Workshops: Host webinars and workshops led by KOLs to discuss the therapy's benefits, clinical data, and case studies. Ensure these sessions are interactive to allow RD specialists to ask questions and engage directly with experts.
3.Develop Patient Testimonials: Create compelling patient testimonials and case studies that showcase the therapy's impact on quality of life and clinical outcomes. Use these stories in marketing materials and presentations.
4.Social Media Engagement: Actively engage with community opinion leaders on social media platforms to amplify key messages about the therapy. Use targeted campaigns to reach specialists with relevant content.
5.Online Communities: Support the development of online communities or forums where RD specialists can discuss the therapy, share insights, and receive support from their peers.
This knowledge allows us to more effectively support rare disease specialists in their critical work. Emphasizing peer collaboration, patient engagement, and expert validation will not only enhance the treatment landscape for rare diseases but also foster a more informed and proactive healthcare community, ultimately benefiting the patients who rely on their expertise and care.
