In this episode of Inside Intrepid, Jacob Lang, OD, FAAO, president of the Intrepid Eye Society is joined by Sophia Leung, OD, FAAO, and Vin Dang, OD, FAAO, to discuss what it means to be a key opinion leader (KOL) in eyecare, how clinicians can build meaningful relationships with industry, and the expanding role of optometrists in medical affairs.
Dr. Leung practices in a surgical and medical cornea setting in Calgary, Alberta, Canada, and Dr. Dang practices at an OD/MD anterior segment referral center in Bakersfield, California.
What defines a KOL in today's eyecare landscape
A KOL's credibility is built on demonstrated clinical outcomes and consistent patient care—not self-promotion. Dr. Dang's path into industry illustrates this well. After becoming one of the top LipiFlow providers in the nation, his clinical results drew industry attention from industry organically, opening the door to collaboration.
As the discussion made clear, this role requires deep clinical expertise built through years of focused practice. KOLs function as clinical translators, bringing frontline experience into industry conversations that shape product development, trial design, and educational messaging.
KOL versus influencer: Clarifying the distinction
A recurring theme in the discussion was the growing overlap—and confusion—between "influencer" and "KOL." Dr. Leung was direct: a large following does not equate to expertise or clinical authority.
KOLs are expected to:
- Provide evidence-based insights grounded in clinical data.
- Critically evaluate and, when necessary, challenge industry messaging.
- Prioritize patient outcomes over product promotion.
Dr. Dang shared advice he received early in his career: maintain a balance between commercial speaking and evidence-based education. Leaning too heavily into promotional work without scientific grounding risks undermining credibility as a peer educator.
Ethics and authenticity in industry collaboration
Ethical KOL engagement starts with alignment between what is presented and what is practiced clinically. Dr. Lang emphasized that KOLs should only represent products they actively use with their own patients. That lived experience, he added, is what makes peer-to-peer education meaningful.
The discussion also highlighted the structural separation between commercial and medical divisions within industry. The commercial side—sales representatives, sponsored programs, and promotional materials—is what most clinicians encounter.
The medical side includes medical science liaisons (MSLs), clinical trials, and research-focused collaboration. MSLs can discuss the science behind therapies in ways commercial representatives cannot, including off-label considerations and insights from emerging or unpublished research.
Dr. Leung shared an example from her own practice, where she observed unexpected neovascular complications associated with intraoperative medication use. By engaging directly with MSLs, she gained real-time, science-based insights not yet available in the published literature.
Importantly, access to MSLs is available to any physician—not just recognized KOLs. Clinicians with science-driven questions can and should engage directly with medical affairs teams.
Optometry's expanding role in industry
Optometrists are increasingly stepping into MSL positions and broader industry leadership roles, contributing to the scientific and strategic direction of eyecare innovation. Dr. Lang noted that ODs are well-positioned for these roles given their clinical training and patient care expertise.
For clinicians curious about where to start, the panelists offered one consistent piece of advice: build relationships with your industry representatives. They serve as connectors within the broader ecosystem and can facilitate introductions to medical affairs and leadership teams—making them a natural first step toward meaningful industry collaboration.
According to the Eyes On Eyecare 2025 Optometrist Report, ODs are increasingly focused on growth and innovation, making industry collaboration a timely and relevant avenue for those looking to expand their impact beyond the exam room.
KOL fast facts
- A KOL is a clinician who bridges the gap between industry and real-world patient care by offering clinical expertise to guide product development and education.
- Industry in eyecare includes pharmaceutical, device, and contact lens companies, with two distinct divisions: the commercial side (marketing, representatives, and promotional programs) and the medical side (medical science liaisons, clinical trials, and medical affairs).
- Medical science liaisons (MSLs) are science-focused professionals (sometimes optometrists) who connect clinicians to emerging data, pipeline research, and clinical trial opportunities.
- KOLs are not defined by social media presence; clinical expertise and evidence-based practice—not follower count—determine credibility.
- Any licensed doctor can reach out to a company's MSL team directly; access is not limited to KOLs.
Conclusion
For clinicians at any stage of their career, engaging with industry with clinical integrity and a genuine commitment to patient outcomes can be a meaningful extension of practice rather than a departure from it.
As the Intrepid Eye Society continues to foster these conversations, the message is clear: the strongest KOLs are clinicians who never stopped leading with the science.
