Medical Science Liaisons (MSLs) serve as pivotal links between healthcare companies (i.e., pharma, biotech, medical device, etc.) and Key Opinion Leaders (KOLs), translating scientific conversations into strategic insights. Gathering actionable insights from KOLs has increasingly become a critical activity for MSLs, with many companies measuring the success of their MSL teams partly based on their MSLs effectiveness in this critical activity. The art of asking questions is critical to the success and impact of an MSL. In the following sections, I share observations based on my experience conducting MSL training programs with more than 75 companies across 20 countries, providing practical guidance on enhancing this essential skill. MSLs must develop their questioning skills, aligning them closely with their organization’s medical strategy. Improving this skill can significantly increase the strategic impact of MSL teams. Continuous refinement of questioning techniques is essential for long-term professional growth and effectiveness.
Defining an Actionable Insight
Actionable insights are specific, relevant, and practical findings derived from interactions that are directly applicable and aligned with the medical strategy for the product, Key Insight Topics (KITs), or Key Insight Questions (KIQs). These insights facilitate informed decision-making, address unmet medical needs, and improve clinical practices, ultimately improving patient outcomes. Actionable insights differ from general KOL observations because they require specificity and are clearly applicable to the medical strategy. Actionable insights also clearly outline potential actions or strategic responses that the organization can implement to address specific challenges or opportunities.
Alignment with Medical Strategy, KITs, and KIQs
All insights collected by MSLs must be strategically aligned. Before engaging with a KOL, it is essential MSLs clearly understand the organization’s medical strategy and if applicable relevant Key Insight Topics (KITs) and/or Key Insight Questions (KIQs). This ensures that each interaction delivers targeted, impactful, and actionable outcomes relevant to organizational objectives. Misalignment or vague understanding of these strategic elements can lead to wasted effort and missed opportunities for significant insights. A clearly defined and communicated medical strategy from Medical Affairs leadership for the product and relevant KITs and KIQs provide a roadmap that guides MSL-KOL engagements, ensuring clarity and precision in insight collection.
The Art and Science of Asking Questions
Effective questioning is both an art and a science (like so many other aspects of the MSL profession), combining thorough preparation, strategy, emotional intelligence, and adaptability. This process involves carefully crafting thoughtful, open-ended questions, actively listening, and adjusting the dialogue dynamically based on KOL responses. The ability to pivot effectively, during a conversation with a KOL, is an advanced skill critical for gaining meaningful insights. Practicing this dynamic approach through role-play (two of the most dreaded words to MSLs) scenarios and feedback-driven exercises helps refine questioning skills and adaptability.
The Importance of Prepared Effective Questions
Successful MSLs approach each engagement armed with a carefully curated list of targeted and relevant questions tailored to the KOL’s expertise and interests. Prepared effective questions guide the conversation strategically, ensuring discussions remain productive and aligned with the organization’s priorities. In addition, they demonstrate professionalism and respect for the KOL’s time, enhancing the likelihood of meaningful and insightful interactions. Prepared effective questions also help MSLs remain focused and organized, especially during complex or challenging interactions. Regularly updating and refining these questions based on previous interactions ensures continued relevance and efficacy. Table 1, provides some examples of both ineffective and effective question examples.
Table 1. Ineffective vs. Effective Questions
| Ineffective Question Example | Effective Question Example |
| “Do you find the data interesting?” | “How do you see the recent clinical data impacting patient management in your practice?” |
| “Anything new in ___(disease state)?” | “What recent developments in ___(disease state) do you think will significantly impact patient outcomes?” |
| “Is adherence still an issue?” | “What specific challenges have you observed regarding patient adherence, and what strategies have you found effective?” |
| “Do you think other physicians will prescribe this drug?” | “Based on your experience, what might influence clinicians to consider this treatment option for their patients?” |
| “Was this study helpful?” | “In what ways do you think the findings from this study could impact clinical decision-making or patient care?” |
Building on these examples, it is essential for MSLs to have a structured approach that guides them in formulating and adapting their questions during KOL engagements. Table 2 provides an example of an effective questioning process matrix, outlining a clear framework for developing strategically aligned questions that encourage meaningful discussions with KOLs to uncover actionable insights.
Table 2. Effective Questioning Process Matrix
| Step | Objective | Example |
| Preparation | Align questions with KITs/KIQs and the medical strategy | “How do you see emerging treatments impacting your practice and the challenges your patients face?” |
| Rapport Building | Establish trust and authenticity | “Given your expertise, I’m particularly interested in your perspective on patient adherence challenges.” |
| Strategic Alignment | Focus dialogue on strategic objectives | “Considering our shared goal to improve patient outcomes, how can our resources best support your clinical challenges?” |
| Active Listening & Adaptation | Dynamically respond to KOL input | “You mentioned a gap in patient education: what specific interventions could address this effectively?” |
| Insight Confirmation | Clarify and deepen understanding | “To ensure clarity, you’re suggesting that enhanced training materials might help address current knowledge gaps among clinicians?” |
Leading with Emotional Intelligence and Authenticity
Emotional intelligence and authenticity are essential elements in successful insight-gathering. When MSLs approach KOL conversations with genuine curiosity and empathy, they establish a foundation of trust and mutual respect. Authenticity communicates that the MSL values the KOL’s expertise, perspectives, and patient advocacy efforts. KOLs are more inclined to share valuable insights openly when they sense sincerity and genuine intent from the MSL. Conversely, superficial or transactional questioning can limit openness and result in superficial interactions lacking strategic depth. Furthermore, demonstrating authenticity helps build lasting relationships with KOLs, fostering long-term engagement and collaboration. Emotional intelligence enhances the MSL’s ability to recognize subtle cues, further deepening the quality of interactions and insights.
Realistic Expectations and Preparation
While actionable insights are the goal, it is important to recognize that gaining such insights during every engagement is unrealistic. According to a global survey, the majority of MSLs gather actionable insights in less than one-third of engagements with KOLs.(Table 3). MSLs should be prepared for every KOL engagement and ensure conversations are strategically aligned, but realistically expect that not all conversations will result in gathering actionable insight. Preparation ensures that when the opportunity arises, the MSL is well-equipped to capitalize on the moment effectively. This realistic approach reduces potential frustration and encourages a consistent, methodical approach to engagement. It also allows for meaningful reflection and continuous improvement after each interaction.
Table 3. On average, what percentage of the time do you (or each of the MSLs on your team) obtain an actionable insight during a typical KOL engagement (in-person or virtual)?
MSL Society. (2024). Gathering Actionable Insights: Global survey of MSLs, Sr. MSLs, and Medical Advisors (or equivalent titles) (n = 344) [Survey data].
Common Challenges and Solutions
The most common challenges that I have observed related to gathering actionable insights include asking superficial or closed-ended questions, insufficient probing on important responses, and poor strategic alignment. To address these, MSLs should prioritize developing effective, open-ended questions that are aligned with strategic goals (see examples in Table 1). They should also consistently practice deeper probing techniques, asking follow-up questions like, “Could you elaborate further?” or “Can you provide a specific example of this challenge?” Furthermore, MSLs should regularly review their questioning strategies in relation to the KITs and KIQs to ensure strategic alignment. Dedicated training sessions focusing on specific questioning techniques and regular review of past engagements can significantly mitigate these common challenges. Utilizing structured templates or checklists during preparation can ensure strategic and effective questioning. In addition, working with leadership and fellow MSLs to review and refine questions ensures they align with the medical strategy for the product they support, as well as relevant KITs and KIQs. This collaborative approach strengthens consistency across the team and ensures insights gathered are highly relevant and strategically impactful.
Conclusion
Effective questioning is foundational to the MSL role. Combining structured preparation, strategic alignment to the medical strategy for the product, KITs and KIQs, emotional intelligence, authenticity, and dynamic conversation management empowers MSLs to elevate the value and impact of insights gathered during KOL engagements. By effectively applying strategic questioning, MSLs can impact the medical strategy for the product they support, build value-added relationships with KOLs, and contribute to organizational efforts aimed at ultimately improving patient outcomes.
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).
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