The strategic value MSLs offer to therapeutic areas is without question. Yet, tapping that value is dependent on how effective MSLs are in reaching, educating, and satisfying their physician targets. These efforts can offer a significant challenge considering the time constraints on today’s HCPs/KOLs. It is, therefore, not surprising that a recent global survey by First Word Pharma across several therapeutic areas, found that overall, physicians would like their MSL interactions to occur only when there is some new scientific or medical information to share, and 46% of them would prefer the information shared be aligned to their specific needs.1
In addition to having strong interpersonal skills, MSLs must be extremely efficient to properly address these high impact activities in balance with administrative territorial demands and internal collaboration with cross-functional teams. However, what has been an enormous burden, potentially undermining the effectiveness of the MSL, is now much more manageable when supported by AI. This MSL AI connection is offering MSLs the opportunity to harness technology to deliver targeted, complex scientific information, quickly delivering impact and enhancing their value.
AI training for MSL Interaction with KOLs
Hitting the ground running is important to the success of any MSL. However, traditionally, it can take a year for MSLs to feel fully comfortable in their role, and even longer for them to be totally confident. One of the biggest challenges MSLs face during that first year is gaining enough experience with scientific exchange and KOL interactions to achieve the necessary readiness and confidence they need to be effective. Enter AI.
In using an AI-based simulation training tool that mimics MSL/KOL interaction in real time, you can help shorten that learning curve by allowing new MSLs to practice their conversations in a reassuring, AI-driven environment. Instead of waiting to accumulate thousands of hours through live KOL engagements, MSLs can build those foundational skills more efficiently by rehearsing with an AI KOL, learning how to ask the right open-ended questions to garner better medical insights, and gaining confidence. Such interaction leads to earlier field readiness, more effective scientific exchange, and leaves a stronger impression with key stakeholders – all ultimately increasing the value MSLs can deliver in a shorter timeframe.
AI accelerating engagement
The key to MSL success is the ability to deliver timely scientific engagement and do so, addressing the specific needs of the KOL target. AI can be instrumental in both. AI systems are now being utilized in pre-call planning, helping the MSL understand an HCP/KOL’s background, research interests, and influence so that the scientific exchange can be tailored to that particular HCP/KOL.
MSLs can use generative AI chatbots to assist them in literature review, using it to summarize peer-reviewed articles quickly, and compare and contrast studies, such as examining two publications across patient population, study design, safety, efficacy, secondary outcomes, etc. Other AI tools can efficiently uncover insights, monitor competitive landscapes, and find high-value publications. AI can also help Medical Affairs create flashcards to study new information. What used to take valuable time out of the field for locating new literature can now be done quickly, thereby allowing the MSL more time to build trust with HCP/KOL targets by presenting the latest literature on a disease state.
In addition to this direct use of AI tools by Medical Affairs, AI is also playing a significant role in the generation of medical content used by Medical Affairs. Based on the tracking of inquiries and insights to identify trends and prioritize the creation of materials to meet emerging needs, and working with RWE, sub-analyses, or investigator-initiated studies, AI can accelerate the creation of critical content by medical communications. This ensures high-quality, compliant, impactful content at scale that can be used in the field. Since timely content development is often a rate-limiting step for MSLs, this tool has significant potential to support sustained KOL engagement and relationship-building.
AI reducing the administrative burden
The industry has long recognized that MSLs spend too much time with administrative tasks, time that would be much better spent in scientific engagement. Items such as scheduling, expense reporting, CRM entry updates, email summaries, and even slide curation by medical communications can be addressed by AI tools. AI is also being used currently to analyze medical insights and generate field-activity reports and emails, providing leadership with important updates on what is occurring in the medical community. Such reports/outputs include:
- Quantitative metrics – illustrating total KOL engagements, new vs. existing contacts, and territory coverage.
- Qualitative summaries – elucidate the top three emerging themes/insights from the territory, recommended actions, and provide competitive intelligence.
- Visuals – provide maps and dashboards showing engagement volumes, insight density, and sentiment by region or therapeutic area.
- Next steps – AI-generated prioritized action items and follow-up plans based on call results.
This ability to lessen the administrative load on the MSL is critical to the role’s future. In drawing upon AI tools, the end results to be gained are:
- Efficiency – AI reduces time spent drafting routine reports so the MSL can invest more in high-impact activities.
- Consistency – The use of AI in report generation leads to standardized, data-driven reporting across the team against which team members’ efforts can be measured and evaluated.
- Early detection – AI enables real-time insight generation, which helps to identify trends or gaps faster and allow for appropriate course correction.
Where do we go from here?
Everyone is talking about the possibilities that AI represents and how it can improve the value of MSLs by creating efficiencies in their day-to-day workload. It is already proving to be quite effective in supporting many tasks. As the industry continues to learn about how to best use this powerful technology, one thing is certain. AI can assist MSLs, but it cannot replace them. HCPs and KOLs still look for, and respond to, that personal engagement that an MSL offers in discussion of complex scientific and medical information. AI, rather, can perform the role of a silent partner to augment MSL performance and productivity, helping to support tasks and accelerate impact.
1First Word Pharma, “Physician Views Results: What doctors really want from MSLs — and what could be Improved”, Published May 8, 2025, https://firstwordpharma.com/story/5957643, accessed June 3, 2025.
About the authors:
Jeffery Vaughan, PharmD
Jeff, a seasoned professional with 20+ years in healthcare and pharmaceuticals, leads Medical Affairs at Inizio Engage, focusing on Medical Science Liaisons. With over 18 years in the field and director-level MSL roles, he supports initiatives in Immunology, Infectious Disease, and more. Jeff’s expertise has led to authoring articles and podcasts, solidifying his status as an influential thought leader in the industry.
Tiffanie Stewart, PhD, MSL Field Director, Inizio Engage Medical Affairs
Tiffanie, with nearly 14+ years in clinical research and medical affairs, excels in simplifying complex healthcare issues with data-driven solutions. Her expertise spans various therapeutic areas and industries, including FDA-regulated drugs and laboratory-developed tests. Leading MSL and Medical Affairs teams, she pioneers innovative solutions for enhanced MSL excellence at Inizio Engage.
Have an opinion on this article? Send a message to the editor.