Patient opinion leader

Patient opinion leaders (POL), also called patient advocates, are individuals who are well versed in a disease, either as patients themselves or as caretakers, and share their knowledge on the particular disease with others.

This term is gaining widespread popularity among patients, healthcare providers and even the pharmaceutical industry, either through print media or through online blogs and forums. Individuals who have tested all the options in a particular disease become leaders in providing information about the disease and the outcomes of the treatment options. Such POLs have significant influence on readers who are either suffering from a disease or taking care of a diseased individual.

Internet social groups and online forums are popular for gaining and spreading knowledge about various aspects of science, day-to-day activities, and medicine. The impact on the medical and pharmaceutical fields has been significant as more people look to online resources for solutions related to a wide variety of disorders. Opinions obtained from online resources impact medications chosen, the type of treatment opted for, the healthcare providers chosen and related aspects. People who suffer from chronic disorders and have undergone a variety of treatments often share their experiences over the Internet. Newly diagnosed patients tend to look to experienced others for advice on treatment options. There are innumerable websites and social communities on the Internet that allow people to discuss their symptoms and questions with others.

A systemic review by Doumit et al. in 2011 concluded that opinion leaders are individuals who are likeable and knowledgeable. Such POLs can have an influence on health care providers and may help persuade them to use evidence-based therapies or medications in the management of other patients.

A survey conducted by iCrossing, a digital marketing company in the US, in 2007 reported that digital media does play a role in many aspects of the healthcare industry. It was noted that healthcare consumers look to online social media to obtain information and share experiences with fellow patients on topics that directly affect their healthcare choices. The survey reported that 59% of adults used online resources to obtain health and wellness information at that time.

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