Before the pandemic, medical science liaisons (MSLs) had plenty of opportunities to get to know thought leaders (TLs). Even a brief conversation could yield insights into a thought leader’s practice and priorities. Whether during a conference or outside office hours, lengthier discussions provided even more value in helping MSLs build knowledge and strengthen relationships.
In the face of COVID-19 shutdowns, MSLs had to shift quickly from in-person interactions to virtual sessions with TLs. They rose to the challenge admirably, and their adaptability and resiliency deserve kudos. But as the industry continues navigating a “new normal,” MSLs need more than gratitude; they need a higher level of enablement to succeed with largely digital engagement.
Some TL relationships are well established. For those, MSLs can supplement formal video conferencing meetings with sidebar conversations to understand providers’ needs and preferences. To nurture nascent relationships, MSLs need other ways to gather and digest detailed information. They need help understanding which aspects of the scientific story are most likely to resonate for each TL. They need support in connecting each provider’s preferences and priorities to the available scientific and medical affairs resources.
The good news? Even as ongoing restrictions reduce everyone’s time and ability to engage face to face, TLs see tremendous value in their relationships with MSLs. To maximize that value, medical affairs teams can start rethinking deployment strategies – including how strategic and tactical context is delivered to MSL teams.
These three investments are great places to start:
Above all, remember that providers overwhelmingly want to engage with MSLs, and they value the scientific knowledge and expertise that MSLs bring to the table. When enabled with greater context, MSLs can focus where they bring the most value: building and strengthening relationships with thought leaders; telling personalized, compelling scientific stories; and providing medical insights for the organization.