Introduction
Medical Science Liaisons (MSLs) have established themselves as trusted partners to healthcare professionals (HCPs), with 58% of HCPs rating MSL interactions as more valuable than those with sales representatives—and an additional 18% rating them as much more valuable.
However, trust in itself is insufficient as MSLs encounter growing demands to provide high-impact scientific engagement amidst increasingly complex therapeutic landscapes and evolving HCP expectations. These challenges are compounded by constraints on time and resources, as well as the difficulty of quantifying impact.
The question is: How can MSLs teams achieve medical engagement with HCPs and brands that is both personalized and precise—while also delivering measurable impact?
Integrate AI into Field Medical Via Augmented Intelligence Engagement Augmented Intelligent Medical Engagement serves as the foundation for transforming Medical Affairs. This approach integrates AI tools and modular content systems to support MSLs in delivering personalized, efficient and measurable scientific engagement. It also enables a seamless transition to digital-first strategies, aligns field medical efforts with strategic goals, and empowers teams to process complex data, generate actionable insights, and engage HCPs with precision. Ultimately, it positions MSLs to thrive in a data-driven healthcare landscape by modernizing workflows, expanding reach and demonstrating clear ROI for the internal stakeholders. It also delivers relevant and valued scientific content to the HCPs.
Generate Timely and Meaningful Scientific Insights
In a data-rich healthcare environment, the ability to generate meaningful insights is essential for MSLs. Not all data points are created equal—while observations like meeting notes or HCP comments provide context, true insights require interpretation and strategic relevance. By applying structured processes such as reporting, targeting, forecasting, and impact analysis, teams can transform raw information into actionable guidance. Evaluating whether new data fills knowledge gaps, prompts action or enhances existing strategy ensures that insights are not only informative but also aligned with broader medical and business objectives.
Leverage Custom Measurable Metrics That Align with Brand Strategy and Scientific Goals
MSL deployment should start with influencer mapping—a comprehensive view of key opinion leaders (KOLs), payer influencers and provider decision-makers across therapeutic areas. This enables targeted engagement that reflects market-specific needs and strategic priorities. But mapping influence is just the beginning. To truly demonstrate value, MSLs must be equipped with custom metrics that track performance, execution and success. These include:
- KOL and HCP engagement rates
- Scientific Share of Voice (SSoV)
- Insight generation and strategic alignment
- Pre- and post-congress activity tracking
- Sentiment analysis via social listening
Conclusion
As the role of MSLs continues to evolve, staying ahead means embracing new tools, new metrics and new mindsets. A recent case study by EVERSANA demonstrated the value MSLs can bring to the clinical development team. A clinical trial was falling behind its projected accrual timelines, compromising potential NDA filing timelines. Midway through the trial, deploying an MSL team to engage with investigators significantly accelerated site activation and patient accrual— leading to early trial completion. This saved the company substantial time in filing and reduced drug development costs. This example underscores the power of strategic MSL engagement in accelerating clinical outcomes and effecting corporate strategy and financial stability.
To build on that momentum, trust from HCPs must be matched with measurable, data-driven engagement. By integrating augmented intelligence, generating timely insights and aligning field efforts with custom metrics, MSLs can not only meet rising expectations but lead the way in shaping the future of scientific exchange.
Disclaimer: This article includes content developed with AI support.
About the author:
Susan Giacalone, MSN, MSL-BC
Susan leads field medical efforts for EVERSANA. As a leader in the life sciences industry, she brings more than 20 years of medical affairs experience across multiple therapeutic areas, including oncology, hepatology and rare diseases, and she has successfully commercialized products in all market phases. Susan’s career has included numerous senior-level positions, and she earned the MSL Society’s U.S. Manager of the Year award in 2020. Susan holds a bachelor’s degree in nursing from West Chester University in Pennsylvania and a Master of Science in nursing from Wayne State University.
Have an opinion on this article? Send a message to the editor.