Solutions to the 10 Most Common Challenges Gathering Insights from KOLs: A Comparison of USA and Asia MSL Teams

Introduction

Medical Science Liaisons (MSLs) are the primary source for pharmaceutical companies to gather actionable insights from Key Opinion Leaders (KOLs), which are utilized for shaping the medical strategy and improving patient outcomes. Yet, MSLs encounter numerous challenges in gathering, analyzing, and utilizing these insights effectively as the demands and expectations placed upon them continue to grow. In fact, according to a recent survey (1), 95% of MSLs revealed that there has been significantly increased pressure on MSLs to gather actionable insights from KOLs/HCPs.

The MSL Society has conducted Insights training programs for over 75 companies in multiple countries. Over a recent 7-week period, I facilitated and led multiple insights-gathering training programs across Asia. These sessions were conducted in Singapore, Taipei (Taiwan), Kyoto and Tokyo (Japan), Shanghai, and Beijing (China), marking the first time I conducted training programs in each of these countries. The programs brought together diverse teams representing various countries, therapeutic areas, and organizational structures. This diversity provided a unique perspective into both the universal challenges faced by MSLs and the cultural nuances that influence insight gathering.

While cultural differences can influence how insights are gathered, one undeniable observation emerged: the challenges MSLs encounter in gathering actionable insights are remarkably consistent across regions, transcending both geographical and cultural boundaries. This realization highlighted an invaluable opportunity to explore these common obstacles and identify effective strategies to overcome them. By addressing these challenges, MSLs can enhance their ability to identify and report impactful, actionable insights that drive strategic decisions.

This article is a result of those training programs and subsequent analysis. By comparing teams in the USA and Asia, I identified 10 common challenges that MSLs encounter, as revealed by multiple surveys and observations during each training session. These challenges, ranging from unclear definitions of actionable insights to the lack of standardized processes, are remarkably similar despite regional differences. The goal of this article is to provide practical, actionable solutions to help MSL teams overcome these challenges and enhance their strategic impact.

1. Lack of a Clearly Defined Definition of an Actionable Insight
   • Challenge: Without a clear definition, MSLs often rely on their own interpretations, leading to inconsistencies and inefficiencies.
   • Solution: Collaborate with leadership to create an agreed-upon definition that aligns with the medical strategy. For example, an actionable insight could be defined as “specific, relevant, and strategic information that directly influences the medical strategy.”
   • Solution: Conduct training sessions featuring real-world examples to reinforce the definition among MSLs.
2. Not Knowing the Difference Between an Actionable Insight and General Feedback
   • Challenge: MSLs often confuse actionable insights with general observations or feedback from KOLs.
   • Solution: Develop a checklist or decision-making framework to help MSLs distinguish between general observations and actionable insights.
   • Solution: Provide scenario-based role-playing exercises to simulate real-world interactions and reinforce the distinction.
3. Lack of Understanding of the Medical Strategy
   • Challenge: MSLs who are unclear about the medical strategy for the products they support may collect insights that lack strategic relevance.
   • Solution: Medical Affairs leadership should schedule regular strategy briefings with all MSLs to ensure they are updated and informed of the latest priorities.
   • Solution: Include discussions of the medical strategy in all team meetings and provide frequent updates to the MSL team.
4. Low Frequency of Actionable Insights During KOL Engagements
   • Challenge: MSLs report obtaining actionable insights during only a small percentage of their engagements with KOLs.
   • Solution: Use pre-engagement planning tools to set clear objectives and prepare targeted questions for each interaction.
   • Solution: Train MSLs on active listening techniques to uncover insights that may not be immediately obvious during conversations.
5. Lack of Clear Direction on What Information to Gather
   • Challenge: Without clear guidance, MSLs may collect irrelevant information during KOL engagements that do not meet the criteria for actionable insight.
   • Solution: Create “Insight guides” that detail specific topics and data aligned with the product supported and the medical strategy.
   • Solution: Provide coaching/training to support team members in gathering the most relevant information.
6. Lack of Understanding How KOL Insights Relate to the Product(s) Supported
   • Challenge: MSLs may fail to understand the connection between KOL insights and how insights may impact product strategy.
   • Solution: Conduct product training sessions that explain how insights directly contribute to the product strategy.
   • Solution: Use case studies to illustrate how past insights have impacted strategic decisions.
7. Lack of a Clear Process for Recording Insights
   • Challenge: Inconsistent documentation practices hinder the ability to track and act on insights effectively.
   • Solution: Standardize recording and reporting processes across the team.
   • Solution: Provide periodic reviews to monitor compliance and quality in documentation.
8. Lack of Clear Direction for Tracking Tool Expectations
   • Challenge: Unclear expectations for what information should be included in the insight tracking tool may result in inconsistent entries.
   • Solution: Provide guidelines and examples for recording data in the insight tracking tool.
   • Solution: Periodically review entries in the insight tracking tool to ensure compliance and address inconsistencies in documentation.
9. Lack of Proficiency in Using Open-Ended Questions to Uncover Insights
   • Challenge: MSLs may not effectively use open-ended questioning techniques, which can limit the depth and quality of insights obtained during KOL engagements.
   • Solution: Train MSLs on how to craft and use open-ended questions that encourage KOLs to share detailed and meaningful insights.
   • Solution: Practice open-ended questioning techniques in role-playing sessions, followed by real-time feedback to improve confidence and execution.
10. Inability to Adapt Engagement Approaches to Different KOL Communication Styles
    • Challenge: MSLs may struggle to tailor their approach to KOLs with varying communication preferences, leading to missed opportunities to uncover valuable insights.
    • Solution: Train MSLs on identifying and adapting to different communication styles, such as directive, reflective, or collaborative approaches.
    • Solution: Provide tools or guides to help MSLs adjust their engagement techniques based on real-time feedback during conversations.

Conclusion

After seven weeks of intensive training across multiple Asian countries and comparing past training programs conducted with teams in the USA, it is clear that MSLs face similar challenges in gathering actionable insights. Addressing these challenges—such as unclear definitions, insufficient training, and inconsistent processes—requires a cohesive approach that combines clear guidelines, comprehensive training, and advanced tools.

By implementing these solutions, companies can empower their MSL teams to identify, collect, and report actionable insights more effectively. This not only enhances the strategic value of MSLs but ensures that insights drive meaningful, data-driven decisions that ultimately benefit patients.

References:

1. MSL Society. (2024). Perception of gathering actionable insights: A survey of MSLs. Medical Science Liaison Society.

About the author:

Samuel Dyer, MD, PhD

Dr. Samuel Dyer is the CEO of the Medical Science Liaison Society and has over 25 years of international MSL experience. During his career, he has managed MSL teams and operations in over sixty countries across the United States, Canada, Europe, Africa, the Middle East, Australia, and New Zealand. He has facilitated the successful launch of pharmaceutical and medical device products for both Fortune 500 pharmaceutical companies and small biotechnology companies.

Dr. Dyer has coached, interviewed, and reviewed the CVs of countless aspiring MSLs. His insights and guidance have resulted in hundreds of aspiring MSLs successfully breaking into their first roles.

While leading the MSL Society, he has conducted MSL training programs for over 75 pharmaceutical, biotechnology, and medical device companies in more than 15 countries. Dr. Dyer has also written extensively on the Medical Science Liaison profession, including numerous published articles, benchmark studies, and reports. He has been the keynote speaker and moderated numerous international conferences on various MSL–related topics, including creating teams, management, MSL training, proper utilization of MSLs, global trends, and the KPIs and metrics used to measure MSL performance. Dr. Dyer has also served as a resource and consultant on several MSL–related projects for several organizations, including McKinsey & Company and Bain & Company.

Dr. Dyer has an MD from Washington University (Health & Science) School of Medicine, a PhD in Health Sciences from Touro University, a Master’s degree in Tropical Biology (where he studied in the Amazon) from Southern Illinois University Edwardsville, and a Bachelor’s degree in Biology from the University of the State of New York. 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 multi-award-winning and Amazon #1 Best Seller, The Medical Science Liaison Career Guide: How to Break into Your First Role (https://amzn.to/4aoYcZp). The book is the first and only step-by-step guide on how to break into the MSL profession and it has received multiple prestigious awards, including:

• 2024 Winner of the American Legacy Book Awards in the Business: Careers category.
• 2024 “Gold Award” Winner – Literary Titan Book Awards in the Career category.
• 2023 “Best Book” Winner – Pinnacle Book Achievement Award in the Career Development category.

He is also the author of the Medical Science Liaison Job Application Tracking & Interview Self-Evaluation Journal (https://amzn.to/49n6MGR).