RESEARCH TRIANGLE PARK, N.C.--(BUSINESS WIRE)--Although medical science liaisons (MSLs) do not directly impact commercial goals, a new study by Cutting Edge Information found that surveyed companies’ MSLs still spend approximately 10% of their time providing support to the commercial team.
This small but significant amount of interaction provides MSLs and sales reps the perfect opportunity to coordinate their visits to thought leaders. It is not uncommon for both teams to target the same physicians to drive their separate goals. But, without careful planning, too many field representatives can easily overwhelm key opinion leaders (KOLs).
KOL development has been the major responsibility of medical science liaisons since the function first appeared in the 1960s. However, MSLs are not the only field-based employees that have contact with influential physicians. Sales representatives must also visit and work with physicians to promote their product.
Cutting Edge Information’s newly published study, “MSL Activities and Performance Measurement: Harnessing KOL Relationships for Optimal Clinical Support,” suggests MSLs and sales teams cannot be entirely separated, despite compliance-conscious firewalls that may be in place. Though MSLs and sales reps have different objectives – scientific education versus product promotion—these teams are often accustomed to inter-functional cooperation.
“Inter-team coordination prevents key opinion leaders from receiving visits from both field forces too closely together,” said Elio Evangelista, Director of Operations at Cutting Edge Information. “By collaborating, sales reps and MSLs can time their visits to ensure that KOLs see someone from the company at regular and acceptable intervals. This strategy ensures the company and its brands remain in the forefront of physicians’ practices without harassing KOLs.”
Coordination also goes a long way to defusing the friction between the seemingly opposing field forces. When MSL and commercial teams to work together in a way that each role complements the other, both teams can improve their thought leader interactions and jointly move their brand forward.
“MSL Activities and Performance Measurement: Harnessing KOL Relationships for Optimal Clinical Support” examines MSL teams at top pharmaceutical, biotechnology and medical device companies. The study is available at http://www.cuttingedgeinfo.com/research/medical-affairs/msl-medical-science-liaisons/.
For more information about MSLs, contact Elio Evangelista at 919-403-6583.