It is a pleasure to meet you! – First interaction
A physician is a human being, and behind every human, there is a different world, there is a story; therefore, when the MSL initiates communication with a KOL, they enter their story. The idea is to proceed steadily, but with rhythm and confidence, yet with reservation. Therefore, my first suggestion is to meet in the place where the KOL prefers. When the KOL is unfamiliar with the MSL, it is evident, like any human being, that they will feel more comfortable in their workspace or their favorite place, which will give them confidence and security. Moreover, it is precisely what we are looking for, as it is the perfect environment to observe the KOL’s behavior in their work environment and how they interact with their peers and/or team.
There is not a second first impression
At a certain point in my journey in the pharmaceutical industry, where you certainly meet a lot of people, a marketing colleague once told me, “Daniela, there is no second first impression, so do your best at the beginning.” I never forgot this phrase. So, my second suggestion is that if we are about to meet the KOL for the first time, let’s just focus on making a visit that I call “social.” This may sound very easy but is the most challenging part. The first impression is the most important and defines the acceptance of future visits or conversations. “Social” is a term I use to encourage the physician to talk about their background, what drives them, what led them to accept my conversation, what expectations they have of the company I represent, etc. Many open and reflective questions that could take the KOL out of their comfort zone. Likewise, it’s time to introduce myself with a brief overview and, above all, what is my purpose for approaching them.
Myth or Truth, Is the KOL also a speaker?
Often, we ask our colleagues, for example, ‘How is Dr. Jackson as a speaker?’ That’s not ideal. Indeed, I’ve asked it many times, but our own experiences are valuable. We are the experts in the scientific information we wish to disseminate and how we wish to do so. I recognize that this point may be subjective, but here comes my third suggestion. I have learned that it is you who must listen to the KOL, evaluate whether they have communication skills to disseminate a topic as you consider appropriate according to the feedback and insights from interactions and experiences in the field.
Another scenario is that we have never heard the KOL as a speaker. It is important to be clear that not all KOLs are effective speakers, and not all speakers are KOLs. We might assume they are closely related, but the reality is that they are independent of each other. A good strategy to assess whether the KOL has communication skills is to invite them to meetings such as Advisory Boards, Steering Committees, or even as an audience in a scientific talk. These spaces provide us with valuable information, such as how much the physician knows about the disease being discussed, if they are familiar with epidemiological data, if they have published on the topic, if they are aware of clinical practice guideline recommendations, if they cite experts in the field, and most importantly, their tone of voice, filler words, confidence when speaking, active listening, among others. There are always opportunities for improvement in all of us, and KOLs are no exception.
What should I supposedly speak about?
What types of interactions can I have with a KOL who is up to date on topics of my interest? My fourth suggestion is to turn them into your article review partner. Sit down to discuss an article in a pleasant and quiet place where the KOL prefers. Ask them what they think about the study’s conclusion? Would they have proposed a different study design? What do they think about the proposed therapeutic algorithm? What would they suggest instead? During our interactions, we must be 100% engaged in active listening, taking note of keywords to continue listening to everything the KOL shares. When they finish speaking, paraphrase to confirm that what we just heard is correct, and then formulate our question.
To summarize, when we have these kinds of interactions with a KOL, important connections are formed because two people share the same north, and as an MSL, you are aware that the physician shares your same purpose: “to change the course of a disease by offering more time and quality of life to patients and their families”. In these 7 years as an MSL and Medical Advisor within the pharmaceutical industry, what fulfills me the most as a human being, despite managing a different portfolio now, is the gratitude and recognition I receive from the physicians I used to visit and my current medical target.
About the author:
Daniela Mondoñedo, MD, MSc, MBA
Master of Science and a Master of Business Administration in Healthcare Management. Experienced as a Medical Science Liaison at pharmaceutical companies and been responsible for Immunology and Immuno Oncology portfolios. Currently responsible for Diabetes portfolio at Boehringer Ingelheim Peru.
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