A 2021 survey revealed 49% of KOLs find scientific updates on new/existing drugs/updates as the most valuable data they acquire during engagements with MSLs (1).
KOL engagement is one of the primary activities of an MSL. MSLs form lasting relationships with KOLs and other HCPs (health care providers) through these interactions. The goal of these engagements is to gather relevant data, share knowledge, and gain actionable insights.
Given its essential role, a recent survey was conducted to better understand the current impact of these engagements (2).
SURVEY METHODOLOGY
The global survey was conducted from April 13th – May 6th, 2022, and only completed surveys were included in the data analysis. Respondents were only allowed to participate once, and duplicate surveys from a single email address were not accepted. The survey results were not weighted.
The survey included responses from 576 individuals from 48 countries. Only answers from individuals that identified their current role as an MSL, Sr. MSL, Medical Advisor (or equivalent title), or Manager/Director of MSLs (or equivalent titles) are included in the data presented in this article. These two combined roles resulted in 338 individuals from 42 countries, represented in the following tables.
PARTICIPANT DEMOGRAPHICS
The majority of global (82%) and US (73%) respondents were from pharmaceutical/biotechnology companies (large, medium, and small). The remaining respondents were from medical devices, diagnostic companies, contract research organizations, contract MSL organizations, and others. (Figures 1 & 2.)
Figure 1
Global Manager/Director of MSLs and MSL, Sr. MSL, Medical Advisor demographics based on Company type
Figure 2
U.S. Manager/Director of MSLs and MSL, Sr. MSL, Medical Advisor demographics based on Company type
YEARS OF MSL/MSL MANAGEMENT EXPERIENCE
The survey included a broad range of experience among MSL professionals. (Figures 3-4).
Figure 3
Global Manager/Director of MSLs and MSL, Sr. MSL, Medical Advisor years of experience
Figure 4
U.S. Manager/Director of MSLs and MSL, Sr. MSL, Medical Advisor years of experience
ANNUAL MEDICAL AFFAIRS PLANS THAT INCLUDE KOL ENGAGEMENT
Although an annual medical affairs plan is critical to successfully executing department goals, many plans counterintuitively do not include presenting or sharing the outcomes of KOL engagement. In fact, 84% of globally based MSLs and Managers revealed that their plans include KOL engagement, yet only 50% present the outcomes of MSL/KOL engagements once a year. In the U.S., only 49% of respondents present the outcomes of MSL/KOL engagements at least once a year. (Figures 5 & 6). Presenting and discussing the outcomes of KOL engagements may provide unique insights that can support and confirm the medical strategy/plan for a product.
Figure 5
Global Manager/Director of MSLs and MSL, Sr. MSL, Medical Advisor
Figure 6
U.S. Manager/Director of MSLs and MSL, Sr. MSL, Medical Advisor
CREATION OF AN ANNUAL ENGAGEMENT PLAN FOR EACH KOL
Most global and U.S.-based MSL professionals reported that an annual engagement plan for each KOL does help to ensure the engagements are impactful. More than 90% of MSLs and MSL leaders globally create individual yearly KOL engagement plans. (Figures 7-8). Although the percentages were slightly lower, most MSLs (89%) and MSL managers (88% ) in the U.S. also create individual yearly KOL engagement plans. (Figures 9-10).
Figure 7
Global Managers/Directors of MSLs
Figure 8
Global MSLs, Sr. MSLs, Medical Advisors
Figure 9
U.S. Managers/Directors of MSLs
Figure 10
U.S. MSLs, Sr. MSLs, and Medical Advisors
NUMBER OF MSL ENGAGEMENTS AS A PRIMARY MEASURE OF EFFECTIVENESS
Measuring the effectiveness of MSL/KOL engagements has always been difficult. One suggested way to measure the effectiveness of these engagements is the number of discussions over a specific time. However, global and U.S. data reveal that most MSLs and MSL leaders do not think this is an effective way to measure engagement effectiveness. (Figures 11-14).
Figure 11
Global Managers/Directors of MSLs
Figure 12
Global MSLs, Sr. MSLs, Medical Advisors
Figure 13
U.S. Managers/Directors of MSLs
Figure 14
U.S. MSLs, Sr. MSLs, and Medical Advisors
PRE, DURING, AND POST-KOL PLANNING
According to the survey results, 83% of MSL leaders and 78% of MSLs globally believe pre, during, and post-interaction planning is essential for every KOL engagement/discussion. U.S. respondents revealed similar results, with 81% of MSL leaders and 78% of MSLs agreeing. Interestingly, more than 20% of global and U.S. MSLs disagree that pre, during, and post-interaction planning should be an expected activity in every engagement/discussion with KOLs. (Figures 15-18).
Figure 15
Global Managers/Directors of MSLs
Figure 16
Global MSLs, Sr. MSLs, Medical Advisors
Figure 17
U.S. Managers/Directors of MSLs
Figure 18
U.S. MSLs, Sr. MSLs, and Medical Advisors
EFFECTIVENESS IN MEASURING THE IMPACT OF MSL/KOL ENGAGEMENTS
According to the survey results, only 45% of U.S.-based MSLs and 49% of global MSLs “strongly agree” or “somewhat agree” that their company effectively measures the impact of MSL/KOL engagements. Interestingly, the largest percentage of U.S.-based MSLs and managers responded “neutral” to this question, as did a large percentage of globally-based MSLs and managers. (Figures 19-22). Because time with KOLs is increasingly competitive and limited, measuring the impact of MSL/KOL engagements will become increasingly important.
Figure 19
Global Managers/Directors of MSLs
Figure 20
Global MSLs, Sr. MSLs, Medical Advisors
Figure 21
U.S. Managers/Directors of MSLs
Figure 22
U.S. MSLs, Sr. MSLs, and Medical Advisors
CONCLUSION
KOL engagement allows for gathering relevant data, sharing knowledge, and gaining actionable insights. These engagements also enable MSLs to build value-added relationships with KOLs resulting in ideally mutually beneficial relationships. Because of its critical role, engagement with KOLs requires significant planning, strategizing, and management from MSL to ensure meetings are productive and provide value to the KOL and the pharma company. The information gathered from this survey reveals the current impact of KOL engagements from the perspectives of MSLs and managers. The insights gathered from this survey may be useful to MSL professionals and their companies regarding how to improve KOL engagements.
References:
- Key Opinion Leaders Reveal the Value of Medical Science Liaisons. 2021 MSL Society
- Measuring the Impact of KOL Engagement. 2022 MSL Society
Both references are among the more than 225 global surveys conducted and published by the MSL Society. All the surveys and corresponding reports are available to all professional-level members on the website (www.themsls.org).
Author:
Dr. Samuel Dyer
CEO and Chairman of the Board
Dr. Samuel Dyer has over 23 years of experience within the International MSL community while working for a number of top global companies. During his career, he has led MSL / Medical Teams in multiple TA’s in over 60 countries throughout the U.S., Canada, Europe, Africa, the Middle East, Australia, and Asia.
His management experience includes small (2+) to large (240+) MSL teams across multiple TA’s. Throughout his career, Dr. Dyer has worked on MSL and Medical Affairs strategy and has extensive experience in creating strategic MSL utilization and medical communication plans. He has designed and created global MSL training programs that have included: onboarding programs, KOL Medical communication plans, strategic assessments, planning, and execution in geographical locations with diverse cultures /languages. Dr. Dyer has successfully launched both pharmaceutical and medical device MSL teams both in the U.S. and internationally.
Dr. Dyer has also written extensively on the Medical Science Liaison role, including numerous published articles, benchmark studies, and reports. Dr. Dyer is well recognized within the global MSL community and has developed an extensive international network within the Pharmaceutical, CRO, Medical Device, and Biotechnology industries. He is the owner of the largest group on LinkedIn for MSLs and Medical Affairs with over 25,000 members. He has spoken and moderated several international conferences on various MSL topics including KOL management, creating MSL teams, MSL training, international MSL teams, and the value of the MSL role and Medical Affairs. Dr. Dyer is consistently sought out as a resource and consultant for MSL projects that have included diverse companies such as McKinsey Consulting, Bain and Co., and Philips Healthcare.
Dr. Dyer has a Ph.D. in Health Sciences and did medical training in Chicago. He has a Master’s Degree in Tropical Biology (where he studied in the Amazon) and a B.S. in Biology. Dr. Dyer also completed a certificate program for Executive Leadership and Strategy in Pharmaceuticals and Biotechnology at the Harvard Business School.
Dr. Dyer is the author of the Amazon #1 Best Seller “The Medical Science Liaison Career Guide: How to Break into Your First Role” (www.themslbook.com) which is the first book published on how to break into the MSL role.
Have an opinion on this article? Send a message to the editor.