Medical MSLs and commercial teams play a critical role in educating healthcare professionals about the latest clinical research findings, disease management strategies, and treatment options. By collaborating and sharing insights, offering tailored solutions, providing education and training, building long-term relationships, and emphasizing patient outcomes, MSLs and commercial teams can build more meaningful experiences for healthcare professionals. This can result in better patient outcomes, an increased understanding of disease management, and ultimately, improved healthcare delivery. It’s important for MSLs and commercial teams to continuously evaluate and adjust their strategies to ensure they are meeting the evolving needs of healthcare professionals and patients.
Two years into the COVID-19 pandemic, engaging with healthcare professionals about treatment options has never been more difficult. Doctors and nurses are overworked, stressed and tired.
In a world where we are slowly loosening restrictions, omnichannel marketing offers a radical alternative. It’s about developing more meaningful, targeted and personalized messaging that integrates between online and in-person channels.
Healthcare professionals are looking for a great learning experience, nothing else matters. However, companies often fail to reconcile the need for learning with the experience provided. It’s not about technology—it’s about creating relevant experiences for your customers. It is important for boards and shareholders to drive organizational change. Getting your doctor’s attention won’t get easier in the future.
Medical MSLs and commercial teams can build more meaningful experiences for healthcare professionals by:
- Collaborating and sharing insights: The MSLs can share the latest clinical research insights and commercial team can share market insights with the HCPs to provide a holistic view.
- Offering tailored solutions: Based on the specific needs and preferences of the HCPs, MSL and commercial teams can offer customized solutions that align with their goals.
- Providing education and training: The MSLs can conduct educational and training sessions for the HCPs on the latest research findings, disease management strategies, and treatment options.
- Building long-term relationships: By regularly engaging with the HCPs and understanding their needs, MSLs and commercial teams can build long-term relationships that are based on mutual trust and respect.
- Emphasizing patient outcomes: By focusing on the impact of the treatment on the patient outcomes, MSLs and commercial teams can help HCPs make informed decisions that benefit the patients.
In the future, MSL and commercial teams will need to continue to adapt to the changing healthcare landscape to create more meaningful experiences for healthcare professionals. This may involve incorporating more digital communication methods, such as virtual events and social media, to engage with healthcare professionals who are increasingly adopting digital technology into their daily practices. Additionally, MSL and commercial teams may need to focus more on personalized solutions and outcomes-based approaches to better meet the specific needs of individual healthcare professionals and their patients. With the increasing emphasis on patient-centric care, MSL and commercial teams will need to continue to place a strong emphasis on patient outcomes and providing education and training around disease management strategies. Overall, the future of MSL and commercial teams creating a more meaningful experiences for healthcare professionals will involve staying ahead of the latest trends and being innovative in their approach to engagement and collaboration.
In Conclusion, Medical Science Liaisons (MSLs) are increasingly leveraging the benefits of artificial intelligence (AI) to inform their work. With AI, MSLs can access and organize vast amounts of scientific data more efficiently, identify emerging trends and insights, and collaborate with cross-functional teams. This co-living of MSLs and AI can improve the quality and speed of medical information dissemination, enabling them to better serve healthcare professionals and patients.
Amilcar Barreto, MSc
Amilcar Barreto is a visiting lecturer in Marketing Communication and strategy at the Universidade Católica Portuguesa (Instituto de Ciências da Saúde). Mr. Barreto’s main research interests are digital communication, namely the pharmaceutical digital communication, and consumer digital communication and omnichannel.
Amilcar shares his time working in global positions in a big Pharma company where he is responsible for multichannel & digital communication in neuroscience and rare disease and researcher in Universidade Católica Portuguesa, where he is finishing his PhD in Communication Sciences.
Mr. Barreto is a team leader and an active player in different teams creating integrated strategies. He has been working for almost two decades in different positions in marketing communications in the pharmaceutical industry and fast moving consumer goods, in companies such as J&J, Roche and Novartis.