The Evolving Role of MSLs in Supporting Sales Through Collaborative KOL Engagements

Corporate Medical Affairs Department, Zydus Lifesciences

In the current healthcare landscape, where scientific credibility and strategic field execution go hand in hand, the role of Medical Science Liaisons (MSLs) has grown tremendously. These professionals now serve as the vital link between scientific advancement and clinical practice. Although their function is distinctly non-promotional, MSLs work closely with sales teams to enhance healthcare professional (HCP) confidence and drive evidence-based adoption of therapies.

MSLs as Scientific Partners in the Field

MSLs are subject-matter experts with academic credentials such as MPT, PhD, PharmD, or MSc. Their responsibilities include:

Translating complex clinical data into meaningful insights for HCPs
Building collaborative relationships with researchers and KOLs
Supporting clinical research initiatives
Feeding back medical insights to shape internal strategies
Delivering scientific training to internal stakeholders, including commercial teams

From personal experience, I recall a meeting early in my career where I was invited to present phase III data on a biosimilar to a senior oncologist. The discussion extended far beyond efficacy data—he was keen to understand local pharmacovigilance findings and immunogenicity data. The trust I was able to build in that single interaction helped convert the meeting into a long-term scientific collaboration and further increase in getting a loyal customer for the sales team as well.

Distinct Roles, Shared Goals: MSLs and Sales Collaboration

While MSLs and sales teams serve different purposes, their goals are often aligned. Collaboration ensures streamlined communication with KOLs and avoids redundancy or confusion in engagements.

Sales professionals focus on operational access, distribution channels, and product positioning. MSLs complement this by offering a clinical perspective, responding to scientific queries, and facilitating ongoing medical dialogue.

During a recent prostate cancer biosimilar rollout, our aligned effort made a notable difference. A uro-oncologist was hesitant about switching to a biosimilar. My role was to present India-specific data, while the sales colleague addressed availability and formulary details. This collaborative yet distinct approach enabled an informed decision and an increase in sales thereafter for the molecule.

Real-Life Value of MSLs in Field Engagements

Establishing Trust through Objectivity
MSLs are recognised as independent scientific professionals, distinct from promotional roles. In one interaction with a senior clinician, I was told, “It’s refreshing to have a conversation that’s informative without any sales angle.” That distinction lays the foundation for credibility.During a discussion with an oncologist, I presented real-world data from Indian registries. He later remarked that he found the session “educational, not promotional”—a key marker of trust.A memorable example comes from working with an oncologist who was initially cautious about integrating a biosimilar into his treatment protocol. I approached the discussion by presenting real-world clinical evidence, with a particular focus on Indian patient outcomes. Rather than rushing the interaction, I focused on building trust over multiple scientific exchanges, each tailored to his specific queries around safety, immunogenicity, and therapeutic equivalence.

Eventually, the clinician felt confident enough to share de-identified patient outcomes from his own practice. I collaborated closely with him in analysing the data and drafting an abstract that was successfully accepted for presentation at a major international oncology conference. Later, I assisted in preparing a manuscript, ensuring scientific accuracy and compliance, which was subsequently published in a respected peer-reviewed journal.

This collaboration evolved into an ongoing professional relationship. The clinician now frequently reaches out for data updates, support with academic materials, or guidance on new trial evidence. As a result of this scientific engagement, there was a noticeable shift in his prescribing pattern—marked by greater confidence in the therapy—and increased awareness among his peers, contributing indirectly to stronger product uptake in his region.
Clarifying Complex Evidence
Explaining topics like study design limitations or biomarker relevance is a regular part of our role. In one interaction, a clinician was puzzled about diverging safety profiles between two biosimilars. My explanation on the role of excipients and immunogenicity shaped his confidence in prescribing our drug molecule.
Sustaining Engagements Post-Visit
Scientific engagement doesn’t stop at a field visit. Many of my relationships with KOLs began with one visit and grew through invitations to advisory boards, publication reviews, or training events.
Enabling Sales Team Capability
I’ve frequently conducted clinical training for the sales force, ensuring our field teams speak the same scientific language when discussing a product.
Capturing Insights That Matter
Field feedback collected during MSL interactions is gold for internal teams. For instance, several 0ncologists highlighted the need for data on Quality of life outcomes—not just clinical endpoints—which influenced our communication strategy for a new breast cancer therapy.

The Ripple Effect on Market Success

Though MSLs don’t promote products, their interactions often pave the way for:

Earlier adoption of breakthrough or biosimilar treatments
Informed decision-making by clinicians
Better market understanding during launches
Continuous improvement in strategic planning and positioning

In one region, I observed a marked increase in the adoption of a biologic after we held structured scientific sessions with key stakeholders. These were not sales pitches but evidence-based discussions led by the Medical team.

Ethics and Compliance: The Non-Negotiables

Maintaining scientific neutrality is essential. To preserve ethical standards:

MSLs steer clear of commercial conversations like pricing or rebates
Roles are clearly defined before joint meetings
All engagements are routed through compliant and approved processes

There was an instance when an HCP directed a pricing question to me. I politely redirected it to the sales colleague, later reinforcing the role boundary. This not only preserved compliance but also reinforced my credibility.

Choosing and Nurturing the Right KOLs

Identifying impactful KOLs is part art, part science. Ideal profiles often include:

Contributions to clinical trials or publications
Roles in guideline development
Influence within local or regional professional networks

In my early tenure, I was introduced by a sales representative to a KOL who had significant influence in a medical society. By offering value-driven discussions and timely updates, I eventually became his go-to for medical literature support. That relationship now anchors several scientific initiatives.

Sustaining the Relationship: A Long-Term Perspective

Strong, enduring KOL relationships are built on:

Providing new insights with every interaction
Timely, informed follow-ups
Constant upskilling by the MSL
Adherence to ethical standards

One senior clinician once told me, “It’s not just the data you bring—it’s the consistency and clarity that makes the difference.” That statement stayed with me and continues to guide how I approach every interaction.

Conclusion

In a data-intensive healthcare ecosystem, the need for trusted, science-led engagement has never been higher. MSLs, through their partnership with sales and their commitment to objective, evidence-based discussion, are increasingly central to driving the adoption of quality therapies.

Through my journey, I’ve learned that the most impactful MSLs are those who engage with humility, listen more than they speak, and never stop learning. When the MSL-sales partnership is built on mutual respect and scientific integrity, the benefits flow not just to the organisation—but ultimately to the patients we all serve.

About the author:

Priya Mehta, PhD, PGDHM

Dr. Priya Mehta is a medical affairs professional at Zydus Lifesciences with over a decade of experience in oncology, diagnostics, and clinical research. She has held roles across academia, research fellowships, and the pharmaceutical industry. With a Ph.D. in breast cancer biology and a postgraduate diploma in healthcare management, Dr. Mehta specialises in medical strategy, scientific communication, and real-world evidence (RWE) generation. At Zydus, she brings scientific rigour and strategic insight to support brand planning, KOL engagement, and evidence-based initiatives for biologics and biosimilars.

She has authored more than 20 publications and was a finalist for the MSL Rookie of the Year 2023 (Outside USA category), awarded by the MSL Society. Dr. Mehta continues to contribute to oncology discourse through freelance scientific writing and invited lectures as well.