Key opinion leaders (KOLs) have long been central to medtech marketing strategies. But as traditional marketing methods lose their impact and digital engagement becomes the norm, it’s time to redefine how KOLs drive value among healthcare decision makers.
The Traditional Role of Key Opinion Leaders at Conferences
For decades, KOLs served as the backbone of medtech marketing, with the industry particularly feeling their influence at major conference podium presentations. These appearances shaped attendees’ opinions about a variety of products and technologies across the industry. Seen as a guarantee of commercial success, the endorsement of a top-tier KOL held tremendous value as it catapulted adoption of the product among colleagues and peers. However, a conference speech usually has a limited shelf life, especially if not recorded.
A Shift in Trade Show Dynamics
Due in large part to the pandemic, budget cuts and a shift toward digital engagement have changed the conference game. Attendance has dropped and remains 35% below pre-pandemic levels, and the industry has had to find alternatives to maintain the impact of KOLs with fewer in-person connections.
But with the search for alternatives comes new opportunities for reaching key audiences. And as American basketball coach John Wooden said, “If we fail to adapt, we fail to move forward.”
3 Tactics For Leveraging KOLs Through Digital Channels
To adapt, medtech marketers are turning to digital tactics that maximize KOL contributions. Here are three examples:
- Creating Evergreen Content
Recording long-form video testimonials or interviews with KOLs is a solution that pays dividends. By slicing these into short, compelling clips, companies can create a library of valuable content suited for ongoing use across a variety of channels. Whereas a conference speech usually has a limited shelf life, long-form video provides an opportunity to keep messaging fresh, relevant, and available to your audience at any time, outside the four walls of a conference venue. - Utilizing Social Media
Social media offers a powerful distribution platform for KOL content. Channels like LinkedIn enable medtech companies to target healthcare professionals where they engage most often. Bite-sized, actionable KOL insights posted consistently can drive greater credibility and foster ongoing relationships. By utilizing innovative micro-targeting techniques, it is possible to push KOL content directly to prospects or others a company is seeking to influence. While tying social content to a conference could be worthwhile for a moment in time, posting outside the confines of a conference puts the control in your hands. - Expanding Email Campaigns
Email remains a reliable channel for nurturing potential customers. Integrating KOL-driven content into newsletters or nurturing campaigns strengthens trust with audiences over time, positioning the company as a credible authority in the space. Rather than engaging with your audience a handful of times a year at conferences, you can build the relationship over time with strategically executed email campaigns.
Advantages of Digital KOL Engagement
Digital-first KOL strategies bring clear advantages. They are more cost-effective than in-person events and allow broader reach across geographies. KOL-driven content campaigns create consistent opportunities to engage audiences year-round rather than being limited to the event calendar.
Digital assets also provide medtech marketers with a chance to “test and learn,” continually measuring engagement, refining approach, and tailoring future campaigns for even stronger performance.
Case Study
One medtech company successfully adapted its KOL strategy by leveraging video testimonials from early adopters. The company recorded 30-minute video testimonials from these advocates, showcasing their experiences with the product and its impact on their workflows.
The team then edited the footage into short, 30-second clips highlighting key points. The clips were deployed across social media through retargeting campaigns, aimed at prospects who had already interacted with the brand.
By hearing from trusted physicians treating patients similar to theirs, prospects gained confidence in the product. This approach reactivated previously disengaged leads and drove meaningful new sales opportunities.
The results included increased lead generation and higher-quality interactions compared to traditional marketing methods.
Best Practices for Evolving KOL Strategies
To stay ahead, medtech companies should prioritize these best practices when working with KOLs:
- Collaborate closely with KOLs to identify the most impactful messages for target audiences.
- Invest in creating high-quality digital content, such as professional video production. While some media do well with user-created content, for ongoing campaigns, high production quality helps with credibility and impact.
- Regularly analyze campaign performance to optimize strategies, watching for engagement metrics like video watch times and click-through rates.
Looking Ahead
The role of KOLs in medtech will continue to evolve as digital marketing grows more sophisticated. Companies that integrate KOLs into omnichannel campaigns and leverage emerging technologies like AI will be well-positioned to maintain a competitive edge.
To stay competitive, medtech companies must act now by integrating KOLs into omnichannel campaigns and leveraging digital to maintain industry leadership. Forward-thinking medtech marketers are already adapting, securing trust in their brands while navigating an increasingly digital healthcare landscape.
The question is, are you ready to adapt?
If the answer is yes, and you are ready to reimagine your KOL strategy, schedule a call here.
