With the digital marketing revolution reaching pharma, there’s a noticeable corresponding shift on stakeholder’s base. Considering the grounded opinion that that by 2020, the patient will be the ultimate customer, the MSL’s functions are more than crucial in establishing a sustainable pharma—patient connection. And, all these educational activities give healthcare a real opportunity to gain its reputation back through the MSL bridge. Is this a chance to stop feeding industry’s condemnation of often noted correlations between levels of sales reps—doctors relationship and amounts of drug prescriptions? MSLs are truly a perspective for reliable, credible, balanced sources of drug information, which is, in the end, good for physicians and their patients alike.
Assess the value by asking the right questions
MSL’s are a much needed complementation responding to the rising needs of the industry in general and stakeholders in particular. Taking into account the conclusion that the main asset Medical Science Liaisons bring for pharma is understanding of customers’ needs and expectations, the question of assessing this asset arises. Seriously, what is the ultimate KPI of the MSL/CTL – KOL relationship? That might have been a little bit too many abbreviations per sentence to digest, but bear with us.
The easiest way to assess value MSLs deliver is by asking questions – in KOL surveys. Customer’s / stakeholder’s feedback is of paramount importance in MSL’s activities and by using surveys to get this feedback one can connect external customers to internal teams. In search for answers, there are lots of nuances to account for, such as how complicated the survey should be, which KOLs should it inquire or even whether the KOL has time and enthusiasm to fill in those blanks.
The art of asking the right questions will give you not only the glimpse into the MSL’s success on this particular project or launch, but also an overlook of what else your organization can do to satisfy needs of physicians, and ultimately, the patients. There is a handful of tools and methods of constructing surveys, and our team of experts can help your MSL team with those, should you wish to contact us.