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Enabling MSLs: Three Paths to Better Engagement, Greater Value
Sep 20, 2021
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:
- Develop TL “dossiers.” While customer relationship management systems store important provider and practice details, they often fall short in properly preparing MSLs for their interactions with TLs. MSLs need to know more than basic demographics; they need insights into a TL’s research interests and history, including the most recent publications.
With these details, MSLs can better anticipate the mindset and experience a TL brings to their discussions. That, in turn, helps MSLs tailor what they share and how they share it. It also prepares them to understand more about the “why” that shapes a TL’s point of view. - Illuminate TL networks. Providers practice as part of formal and informal networks that continually share information and act as trusted advisors to each other. Often these networks include TLs who are highly influential yet “hidden” when compared to the most prominent voices.
With access to comprehensive TL maps, MSLs can better understand how each TL fits within a local or regional network. These insights help in crafting more tailored messages and conducting more effective conversations.
What’s more, MSLs can tap into these networks as indirect yet effective channels for conveying scientific messages to hard-to-reach providers. That has become more important in the face of pandemic-related restrictions and added constraints on the healthcare system. These factors have reduced some providers’ access to their networks, positioning MSLs as even more sought-after conduits of scientific information. - Link strategy and science. Making an abundance of scientific and medical affairs resources available to MSLs is good. What’s better is distilling the information and being clear about how it aligns with the strategic mission, vision, and objectives. With that additional context, MSLs can be more precise about which resource to use, with whom, and when.
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.
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