For years, the MSL role has been described as a bridge between clinical data and real-world practice, between biopharma and physicians, between innovation and patient care.
But what if the real opportunity isn’t being the bridge — it’s becoming the architect?
The most successful interactions in the field rarely start with a presentation. They start with curiosity, discernment, and a well-placed question. Not to inform, but to unlock. Not to prove, but to provoke deeper thinking — because when conversations shift from scripted delivery to strategic inquiry, the result isn’t just insight. Its influence.
Questions That Position, Not Just Probe
In the launch phase of a new therapy, the field often leads with MOA distinctions, safety highlights, or trial superiority. But prescribing behavior isn’t shaped by data alone. It’s shaped by trust, relevance, and the mental shortcuts HCPs rely on.
- What would need to shift for this to become your first-line choice?
This does more than uncover resistance. It reveals the mental framework guiding clinical decisions. And that’s where real positioning begins. - Which of your patients would make this feel like the obvious choice, and which one would make you pause?
This sharpens the perceived clinical fit while illuminating hesitation. It separates theoretical agreement from real-world application - If you didn’t use this option, what would the deciding factor be?
This invites a risk-benefit reflection that the clinician may not have voiced aloud. It’s not about changing the answer. It’s about uncovering what’s influencing it.
These questions don’t seek alignment. They seek underlying logic. And once that’s visible, so is the path to influence.
Because in the end, knowledge informs — but belief transforms. And that’s where influence begins.
Clinical Trial Engagement: Revealing the Real Barriers
Site readiness is often measured in numbers: patient volumes, resources, and timelines. But trial success is often determined by the unspoken team mindset, internal friction, and buried bottlenecks.
- Is there anything in the protocol that looks manageable on paper but could create friction in practice?
It moves the conversation from feasibility to predictability. This helps uncover pain points before they stall the trial. - How does your site decide whether a trial is worth the internal effort?
This question uncovers cultural context. Trials don’t fail just because of design. They fail when no one’s personally invested in them. - Where do good trials lose momentum at your site, and what would prevent that here?
It acknowledges the reality that clinical trials are systems, not spreadsheets. The answer may reveal operational vulnerabilities that sponsors can address early.
These aren’t operational questions. They’re alignment questions. And alignment is what sustains performance.
Scientific Exchange: From Monologue to Strategic Discovery
KOLs don’t remember who presented the cleanest data. They remember who made them think. A great scientific exchange isn’t about delivering information. It’s about unlocking new perspectives.
- What are your patients asking that the current data still doesn’t answer?
This reframes the discussion from evidence about patients to insights from them. It often reveals overlooked endpoints and unmet needs. - What would make this go from promising to practice-changing in your eyes?
This prompts clarity on the clinician’s internal threshold for action. It transforms a passive conversation into one grounded in decision-making. - If your peers resist this therapy, what’s the argument they’ll use, and will it hold?
This surfaces the expected counter-narratives. And more importantly, it often reveals whether the speaker has already wrestled with them.
The goal here isn’t just engagement. It’s cognitive alignment. When the right question is asked, people stop listening passively and start thinking critically.
Inside the Organization: Asking What Moves Strategy
Strategic internal impact isn’t about how many insights are shared. It’s about whether the right ones are being heard, understood, and acted upon.
- What’s the one field insight that keeps showing up but still isn’t reflected in our strategy?
This forces internal teams to confront cognitive dissonance between perception and reality. - What are our teams assuming HCPs understand but keep getting asked about in the field?
This highlights messaging gaps that may not appear in dashboards but show up in real-time decision-making friction. - What’s the question we keep hearing but haven’t answered well yet?
This identifies soft spots in the medical narrative where hesitancy lives and clarity is overdue.
These aren’t just insight prompts. They’re pressure tests. And they push Medical Affairs to lead, not just support.
Final Thought:
The next evolution of the MSL role isn’t about knowing more. It’s about seeing earlier, hearing deeper, and asking better.
Great questions do more than gather feedback. They shape perception. They disarm, they spark, they guide. And in the right hands, they shift how people think, not just what they know.
Because sometimes, the most powerful contribution in the room isn’t the answer. It’s the question no one else thought to ask.
About the author:
Aya Selim
Aya Selim is a Pharmacist and Senior Medical Science Liaison with over five years of global Medical Affairs experience, specializing in oncology, hematology, and immunology. She has supported the development of innovative therapies, including cell and gene therapies, and led clinical trial engagement across the U.S. and Europe.
Having lived in multiple countries, Aya brings a global perspective, a deep appreciation for diversity, and a passion for continuous learning. Her expertise spans key opinion leader engagement, clinical trial strategy, and the design of compelling, field-informed medical content.
Aya has collaborated with leading organizations, including Syneos Health, Bristol Myers Squibb, IQVIA, Novartis, and Johnson & Johnson. She is known for her ability to distill complex science into clear, actionable insight and for bringing creativity into how data is communicated and strategy is executed.
Fueled by curiosity and a love for innovation, Aya blends science, storytelling, and technology to shape smarter, more impactful medical engagement. Her ultimate goal is to advance the future of medicine and bring lasting value to the patients behind every conversation.
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