Medical oncologist Dr. Jack West has a modest online presence. He is followed by 13,000 people on Twitter, while his TEDx Talk, originally published in June 2011, has been viewed on YouTube just short of 5,600 times through late July 2018.

In the wider realm of digital influencer marketing, where a web celeb generally needs 100,000 or more followers to be taken seriously by brands, he barely registers.

But for drug companies looking to engage with doctors, West is an A-list influencer. Along with his fellow connected opinion leaders (COLs), he represents a burgeoning opportunity.

This content is repurposed from Medical Marketing & Media.