In the rapidly evolving landscape of Medical Affairs, Medical Science Liaisons (MSLs) are at the forefront of engaging with healthcare professionals (HCPs) and Key Opinion Leaders (KOLs). Digital transformation in this space is accelerating, requiring MSLs to adopt new skills and strategies to stay ahead. In our recent webinar, “The Digital Ready MSL” four key skills were highlighted as essential for MSLs to master to thrive in the future: Trigger-Based Engagement, Multi-Channel Curation, Sequence Thinking, and Asking the Right Questions. This article explores each of these skills, providing strategies on how MSLs can enhance their impact.
The Importance of Digital Readiness
As digital tools and platforms become more integrated into Medical Affairs, MSLs must prepare to leverage these technologies effectively. Our webinar hosted by Acceleration Point Co-CEO Scott Thompson emphasized that while many organizations are still in the early stages of digital adoption, MSLs can begin developing these critical skills now, ensuring they are ready when these tools become fully operational and are being used in their organization.
Trigger-Based Engagement: Responding in Real-Time
One of the fundamental shifts in engagements with KOLs and HCPs is moving from a pre-planned, static approach to a more dynamic, trigger-based engagement model. Traditionally, MSLs have relied on structured territory planning and scheduled interactions with HCPs. However, MSLs must become adept at responding to real-time triggers.
Trigger-based engagement involves reacting to specific events or changes in data that signal a need for immediate action. For example, if an HCP engages with certain content online or if a new study relevant to their field is published, a trigger-based system could alert the MSL to initiate contact. This approach allows MSLs to be more agile and responsive, ensuring that their interactions are timely and relevant. By engaging with HCPs in the moment, MSLs can significantly enhance the impact of their interactions.
MSLs should start by familiarizing themselves with the types of data and events that could serve as triggers. This might include setting up alerts for new publications in key therapeutic areas or monitoring social media for relevant discussions. Over time, as digital tools become more sophisticated, these triggers can be automated, allowing MSLs to focus on high-value engagements.
“Trigger-based engagement is all about moving from a static, planned approach to a dynamic, real-time response. “It’s about being in the right place at the right time, delivering value when it’s most needed.” – Scott Thompson
Multi-Channel Curation: Managing Diverse Communication Channels
In today’s world, communication is no longer limited to face-to-face meetings or phone calls. MSLs have access to a wide array of channels, including email, social media, webinars, and much more. The challenge lies in effectively managing these channels to maintain consistent and meaningful interactions with HCPs.
A multi-channel curator is an MSL who skillfully navigates and integrates multiple communication platforms to reach their audience. This role involves selecting the most appropriate channel for each interaction, ensuring that the message is delivered effectively and creates significant impact. Communication is not one size fits all, HCPs will prefer different channels for communication. By curating and optimizing the use of these channels, MSLs can enhance their reach and effectiveness.
To become a multi-channel curator, MSLs should start by mapping out the channels most used by their KOLs and HCPs. They should then develop a strategy for each channel, considering factors like tone, frequency, and content type. To make the most out of engagements with KOLs it’s critical for MSLs to deliver the right content and the right time during an interaction.
“Becoming a multi-channel curator is essential for MSLs. It’s about understanding where your HCPs are and meeting them there with the right message on the right platform.” – Scott Thompson
Sequence Thinking: Moving Beyond Single Interactions
Traditionally, MSLs have often viewed their engagements with HCPs as isolated events. However, in a digital landscape, it is crucial to think in sequences rather than singular events, creating a continuous and cohesive narrative across all types of interactions. Sequence Thinking involves planning a series of interactions that build on each other, guiding the HCP through a journey of education and engagement. This approach ensures that each interaction adds value and drives the conversation forward.
In a world where attention spans are short and information overload is prevalent, Sequence Thinking helps MSLs maintain ongoing engagement with HCPs, allowing for a structured yet flexible plan that can adapt to the needs and interests of the HCP over time.
MSLs can begin by mapping out key messages they want to convey and planning how these messages can be delivered over multiple interactions. This might involve an initial touchpoint through a webinar, followed by a personalized email, and then a one-on-one meeting to discuss specific concerns. The key is to ensure that each step logically follows the previous one, creating a seamless experience for the HCP.
“Sequence thinking is about moving away from viewing engagements as one-off events. Instead, it’s about creating a narrative that unfolds over time, keeping the HCP engaged and informed.” – Scott Thompson
Asking Key Insight Questions
When information is abundant, the ability to ask the right questions is more important than ever. MSLs who ask insightful, open-ended questions that encourage dialogue will uncover deeper insights. This skill is particularly valuable in a digital environment, where face-to-face cues are often absent, and the quality of the conversation relies heavily on the questions asked.
By asking the right questions MSLs can tailor their communications more effectively, and ultimately build stronger relationships. It also demonstrates expertise and genuine interest in the HCPs work, which can enhance credibility and trust.
MSLs can develop this skill by practicing active listening and focusing on open-ended questions that encourage HCPs to share their thoughts and experiences. Following up with probing questions that dive deeper help uncover insights that might not be immediately apparent.
“Becoming a question expert is about digging deeper and understanding the true needs and concerns of your HCPs. It’s not just about gathering information, but about uncovering insights that can drive better decisions and outcomes.” – Scott Thompson
Kwello’s Support for Digital-Ready MSLs
As MSLs navigate the digital transformation in Medical Affairs, mastering these four skills— Trigger-Based Engagement, Multi-Channel Curation, Sequence Thinking, and Asking the Right Questions —will be essential. At Kwello, we understand the challenges and opportunities that come with this shift. Our innovative solutions, such as the Accelerated Insights Method™ and Kwello Insights and Kwello Social, are designed to support MSL teams in harnessing the power of digital tools, ensuring that they are not just ready for the future but leading the way.
By focusing on the overall process, not just technology, Kwello empowers Medical Affairs teams to turn insights into impactful actions, driving organizational success. Let us help you and your team become digital-ready, so you can continue to excel in an ever-changing landscape.
Click here to access the full recording of our webinar on The Digital Ready MSL.
