In the intricate realm of pharmaceutical launches, the significance of medical science liaisons (MSLs) and robust medical affairs operations cannot be overstated. These entities serve as linchpins, guiding strategic engagement and navigating scientific complexities while optimizing the communication of key medical insights to target internal marketing development strategies.
There are countless examples of MSLs positively impacting the trajectory of newly launched products. While it is most beneficial to incorporate MSLs into a launch strategy as early as possible, even when utilized later in the process, MSLs have been proven to catapult assets quickly and efficiently to increased levels of success. According to Veeva data, prelaunch MSL engagement with key opinion leaders (KOLs) either live or virtually results in 1.5 times greater treatment adoption across healthcare organizations within the first six months of launch, compared to healthcare organizations whose KOLs did not engage in scientific exchange with MSLs
One such example is laid out in the following case study from EVERSANA, which illustrates how establishing a robust medical affairs operation and MSL team helped a strategic partnership to overcome industry challenges.
Case Study: A Strategic Approach Reshapes Biotech Company’s Medical Deployment Landscape
Background: An emerging biotech company anticipating a Q4 2023 launch of a stem cell mobilizing agent sought to swiftly establish a comprehensive medical affairs infrastructure. The company partnered with EVERSANA to create a strategy, develop tools, staff a team and prepare for an international congress in just three months.
Solution: Leveraging our Oncology Center of Excellence, our Vice President of Field Medical Deployment worked with internal colleagues and the client to assure a timely, organized and strategic approach to a realistic and successful medical launch plan. Key initiatives included the development of a comprehensive medical strategy; the creation of subject matter-relevant medical affairs tools for medical, legal and regulatory (MLR) review and approval; collaborating with the Medical Information and Pharmacovigilance teams to assure there were standard response letters to address frequently asked questions; and recruiting, empowering and educating an MSL team to introduce the company to the KOL clinical community and confidently serve as the face of the company in the field. EVERSANA’ s commitment to mobilizing the strategy rather than simply staffing the field ensured seamless integration and strategic alignment with the biotech company’s objectives.
Result: This collaboration culminated in the establishment of a fully functioning medical affairs pillar within the company’s United States operations, which contributed to the success of its asset launch. Additional notable achievements included heightened product awareness through publications and conferences, significant advocacy with priority KOLs and practical line of sight on go-to-market readiness.
Three Must-Haves to Deploy Top-Performing Medical Affairs and MSL Teams
Effectively utilizing MSLs and Medical Affairs teams is a cornerstone of launch success. However, harnessing their full potential requires more than just assembling teams; it demands a strategic orchestration of resources, partnerships and expertise. Here are three key elements necessary to establish high-impact Medical Affairs and MSL teams:
- Strategic Partnership: To excel in the competitive pharmaceutical arena, manufacturers need a commercialization ally that is neither a staffing agency nor a traditional contract sales organization (CSO), one that transcends the conventional model. Look for a partner with proven subject matter expertise that not only provides bodies, but also offers the ability to create and mobilize strategies tailored to your specific needs. Seek out a partner that has a proven track record of success and is armed with a deep bench of industry expertise. This kind of partnership ensures the alignment of your company’s overarching goals and unlocks the full potential of your Medical Affairs and MSL teams.
- Cross-Collaboration: To unleash the maximum impact of Medical Affairs and MSL teams, a strong culture of cross-collaboration within your organization is imperative. Forge a synergistic relationship with internal teams such as Health Economics and Outcomes Research (HEOR), Value and Evidence, and Market Access. By maximizing people, data and resources, a company can formidably navigate the complex terrain of launching a new product in an efficient and expedient manner. Your cross-collaboration efforts should break down silos and cultivate insights that enhance the impact of your strategic initiatives.
- Business Acumen: While scientific expertise is fundamental in medical deployment, complementing it with strong business acumen is essential for driving favorable outcomes. Equip your MSL teams with a nuanced understanding of business dynamics, enabling them to effectively communicate value propositions and align their efforts with strategic objectives. Empower your teams to speak the language of stakeholders across the healthcare spectrum, bridging the gap between scientific innovation and commercial success.
The successful optimization of Medical Affairs and MSL teams necessitates a strategic integration of various elements. Establishing robust strategic partnerships, fostering cross-collaboration and cultivating business acumen among team members are essential components of achieving advantageous outcomes. By embracing these principles, manufacturers can effectively navigate the complexities of product launches, foster innovation and ultimately drive success in delivering value to both patients and stakeholders.
EVERSANA Pioneers Launch Success Through Innovative Medical Deployment Solutions
In navigating the complexities of pharmaceutical launches, EVERSANA has emerged as a leader of innovation and excellence. Through our Medical Deployment solutions, which are strategically designed to cater to our clients’ immediate and ongoing needs, we empower manufacturers to surmount industry challenges and achieve unparalleled success. With a rich legacy of building high-performing Medical Scientific teams that are recognized as some of the highest-performing in the industry, EVERSANA drives transformative outcomes in the pharmaceutical landscape.
About the author:
Susan Giacalone, MSN, MSL-BC
Susan Giacalone, MSN, MSL-BC is the Vice President of Medical Deployment at EVERSANA and has built, led, and re-invented numerous regional and national field medical teams to raise Scientific Share of Voice for over two decades.
During her career, she has garnered great industry success building successful field medical teams as a field-based MSL, regional director, and National Director at Schering Plough, Novartis, Lexicon, Tersera, and MacroGenics. Susan is skilled in building and developing top-performing field medical teams across both domestic and international markets, Her CV includes 10 Peer Reviewed Medical Publications, 1 book chapter, and multiple Field Medical invited presentations.
She has been an award winner for strategy, innovation, scientific acumen, and clinical trials support and was honored as the MSL Society U.S. Manager of the Year in 2019.
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