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The Four Questions For Better Insight Generation In Medical Affairs

Discover how asking the right questions can transform your engagements with KOLs and healthcare professionals (HCPs). In this webinar, Scott Thompson (Acceleration Point) and Anna Rathmell-Davey (Gilead Sciences) unpack the four essential types of questions that help uncover deeper insights, improve HCP relationships, and drive decision-making.

Whether you’re an MSL, insight lead, or field medical leader, this conversation delivers practical frameworks — from TED questions to belief probing — that you can apply immediately.

What You’ll Learn:

  • The 4 types of insight-generating questions
  • Why “too many things to listen for” is a common challenge — and how to overcome it
  • How to avoid sounding like you’re interrogating an HCP
  • Techniques to practice active listening and questioning with precision

AI Tool Anna discussed during the webinar: https://smartwinnr.com/

#MedicalAffairs

[0:00] Introduction & importance of powerful questions
[2:00] Common challenges in gathering insights
[5:00] Four types of questions that generate insight
[10:00] Practicing clarify, implication, and discrepancy questions
[21:00] Information questions: High-level, TED, and belief
[29:00] Building questioning skills through practice
[36:00] Leveraging AI & team exercises to improve
[42:00] Dos, don’ts, and final Q&A
[51:00] Key takeaways & next webinar preview