Key Opinion Leader
 Key Opinion Leader(propagandist) ("expert, science")   | |
|---|---|
Key opinion leaders are trusted authority figures used to sell products. Unlike influencers[1], KOLs use their authority, credentials and "expertise" within a specific industry or field as to create the impression of trust and reliability, both towards the general public or towards niche audiences. The term is particularly associated with Big Pharma, where the industry as part of their recruiting and indoctrination process, go to some lengths to strongly influence the actions, habits, beliefs and loyalties of the physicians and researchers with whom they engage.[2]
History
The term originates from studies of influence in the 1940s by communications theorist Paul Lazarsfeld, who was skeptical about how much the mass media directly shaped the public's views. He and his students established that, in some areas, people changed their views and preferences more because of trusted figures in their networks — or "opinion leaders" - than because of forces such as advertising. Lazarsfeld’s group extended their argument to medicine in the mid-1950s through a study contracted by Pfizer about what influenced doctors in the United States to adopt a new drug.[2]
Use by the PR industry
PR agencies have KOLs ready to go for any product endorsement. One agency brags it has "deep, authentic relationships with leaders in integrative medicine, pharmacy, cardiology, nephrology, fertility and many more modalities."[3] Engaging esteemed experts, known as KOLs (Key Opinion Leaders) in the public relations initiatives is pivotal for building consumer trust, boosting credibility and reliability of the brand. These respected figures, known for their deep knowledge and influential status within the health community, play a significant role in shaping the perceptions and actions of consumers.[3]
Extent
KOLs are likely to be seen giving commentary on documentaries or being called into court as expert witnesses, or speaking at conferences, promoting books or showcasing their expertise in both corporate media or "independent" media.[4][5]
An example
| Page name | Description |
|---|---|
| Richard Doll | Lionized medical expert who received large consultancy fees from Monsanto and other chemical companies for more than 20 years while "investigating" cancer risks in the industry. |
References
- ↑ https://influencity.com/resources/guide/what-are-kols-and-what-sets-them-apart-from-influencers
- ↑ Jump up to: a b https://pmc.ncbi.nlm.nih.gov/articles/PMC4500705/
- ↑ Jump up to: a b https://www.the6amagency.com.au/services/key-opinion-leader-power
- ↑ https://www.the6amagency.com.au/services/key-opinion-leader-power
- ↑ https://kevinobrienorthoblog.com/pays-piper/
