Medical Science Liaisons (MSLs) are under unprecedented pressure to gather actionable insights from Key Opinion Leaders (KOLs). This task has increasingly grown in importance over the last several years as pharmaceutical companies rely heavily on the nuanced expertise and perspectives that KOLs provide. These insights are vital in shaping drug development, uncovering new indications, informing market access strategies, and ultimately enhancing patient care. Reflecting this increased pressure, a 2024 global survey conducted by the Medical Science Liaison Society revealed that an astounding 91% of MSLs, MSL leaders, and executives, reported that there has been significantly increased pressure on MSLs to gather Actionable Insights from KOLs/HCPs. This not only highlights the escalating expectations placed on MSLs but also demonstrates the urgent need for a sophisticated, structured approach to insight gathering.
Responding to this need, A few years ago, the MSL Society developed the first and only comprehensive MSL training program for Gathering Insights, based on extensive research, including numerous surveys and an analysis of best practices derived from thousands of responses from MSLs and MSL leaders. This data-driven approach ensures a comprehensive understanding of what strategies are most effective. This program has garnered widespread recognition and has been utilized across the pharmaceutical, medical device, and biotechnology sectors, serving as a foundation for MSLs striving to meet the heightened pressure to gather actionable insights. Having facilitated this training for 61 companies across more than 15 countries, I’ve witnessed firsthand the benefits of a structured approach to insight gathering.
Given the increased emphasis on gathering valuable insights, it’s essential for MSLs to be provided a framework, empowering them to effectively meet this new demand. The following are 10 essential elements that should be included in a framework for MSLs to effectively gather and leverage actionable insights from KOLs:
- Insight Alignment: Insights must be framed within the broader medical strategy for the product, ensuring that they contribute directly to the strategic goals and drive therapeutic advancements.
- Company-Specific Insight Definition: It’s crucial for MSLs to understand how their company/team defines an actionable insight.
- Focus on Insight Quality: Prioritizing the quality of insights over quantity ensures the concentration of efforts on strategically valuable information.
- Insight Integration: A systematic approach to incorporating insights into the overall strategic plan is crucial for the development of actionable strategies.
- Clarification of Goals, Strategy, and Tactics: Clearly distinguishing between goals, strategies, and tactics in the insight-gathering process guides effective strategic planning.
- Insight Documentation: Effectively recording insights concisely and clearly into a tracking tool, ensuring they are readily interpretable, relevant, and actionable.
- Strategic Questioning: Skillful questioning techniques enable MSLs to transform basic KOL observations into actionable insights.
- Utilizing Technology: Leveraging technology to enhance the efficiency and accuracy of insight gathering.
- Actionable Insight Differentiation: Differentiating between general observations and actionable insights focuses efforts on information that can directly influence medical strategy.
- Customized MSL Training: Tailored training programs, based on real-world experiences and best practices, equipping MSLs to effectively gather and share KOL insights.
This structured approach ensures that MSLs will be able to meet the expectations of gathering actionable insights, turning the challenge of increased pressure into an opportunity for enhanced strategic contribution to their organizations.
Reference:
2024 Global MSL Society Survey, n = 195
About the author:
Samuel Dyer, MD, PhD
Dr. Samuel Dyer is the CEO of the Medical Science Liaison Society and has over 25 years of international MSL experience. During his career, he has managed MSL teams and operations in over sixty countries across the United States, Canada, Europe, Africa, the Middle East, Australia, and New Zealand. He has facilitated the successful launch of pharmaceutical and medical device products for both Fortune 500 pharmaceutical companies and small biotechnology companies.
Dr. Dyer has coached, interviewed, and reviewed the CVs of countless aspiring MSLs. His insights and guidance have resulted in hundreds of aspiring MSLs successfully breaking into their first roles.
While leading the MSL Society, he has conducted MSL training programs for over 75 pharmaceutical, biotechnology, and medical device companies in more than 15 countries. Dr. Dyer has also written extensively on the Medical Science Liaison profession, including numerous published articles, benchmark studies, and reports. He has been the keynote speaker and moderated numerous international conferences on various MSL–related topics, including creating teams, management, MSL training, proper utilization of MSLs, global trends, and the KPIs and metrics used to measure MSL performance. Dr. Dyer has also served as a resource and consultant on several MSL–related projects for several organizations, including McKinsey & Company and Bain & Company.
Dr. Dyer has an MD from Washington University (Health & Science) School of Medicine, a PhD in Health Sciences from Touro University, a Master’s degree in Tropical Biology (where he studied in the Amazon) from Southern Illinois University Edwardsville, and a Bachelor’s degree in Biology from the University of the State of New York. Dr. Dyer also completed a certificate program for Executive Leadership and Strategy in Pharmaceuticals and Biotechnology at the Harvard Business School.
Dr. Dyer is the author of the multi-award-winning and Amazon #1 Best Seller, The Medical Science Liaison Career Guide: How to Break into Your First Role (https://amzn.to/4aoYcZp). The book is the first and only step-by-step guide on how to break into the MSL profession and it has received multiple prestigious awards, including:
- 2024 Winner of the American Legacy Book Awards in the Business: Careers category.
- 2024 “Gold Award” Winner – Literary Titan Book Awards in the Career category.
- 2023 “Best Book” Winner – Pinnacle Book Achievement Award in the Career Development category.
He is also the author of the Medical Science Liaison Job Application Tracking & Interview Self-Evaluation Journal (https://amzn.to/49n6MGR).
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