Medical science liaisons (MSLs) are the bridge between life science organizations and healthcare providers (HCPs), creating an essential communication channel for an organization to understand the patients they serve. Traditionally, HCPs and MSLs engaged in a one-way dialogue with the provider requesting information from the MSL or medical affairs team. Today, MSLs and HCPs form a collaborative relationship where scientific exchange occurs, facilitating a life science organization’s strategies.3
In particular, developing relationships with key opinion leaders (KOLs) is integral to the MSL’s role. KOLs are generally HCPs who are experts in a therapeutic area, as demonstrated through publications or conferences. However, COVID-19 has created obstacles for MSLs to build enduring relationships with KOLs.1 MSLs must adapt to omnichannel digital communication and identify digital opinion leaders (DOLs) who are HCPS with online expertise but may not have traditional attributes such as a publication history.
Cultivating genuine online relationships is challenging for MSLs, especially since digital interactions are shorter than face-to-face ones. As a result, MSLs need to establish trust efficiently when engaged in scientific exchange online, ensuring the KOL or DOL considers the MSL a reliable source of data-driven medical information. Following these principles will help you build a reputation as a trustworthy MSL:
1. Practice Active Listening
Active listening, otherwise known as empathic listening or reflected listening, consists of paraphrasing the speaker’s message, asking questions when necessary, and engaging in nonverbal communication.4 Studies indicate active listening communicates empathy, builds trust by indicating respect, and confirms the speaker’s experience. The key elements of active listening include:
- Listen for total meaning: When you listen to someone, recognize both the message’s content and feeling. Active listeners pay attention to what is communicated and the sentiment behind the words.
- Respond to feelings: always respond to feelings expressed by the speaker.
- Observe all nonverbal cues: Tone of voice, facial expressions, and speed of speech.
In the past, MSLs focused on medical and scientific knowledge. However, MSLs must develop soft skills to leverage communication and create connections, enhancing trust. Some KOLs want to build a relationship with more personal communication, while others prefer to strictly discuss professional matters. An essential skill for MSLs is “reading people” and respecting their boundaries.
2. Remain Unbiased
MSLs must ensure data presented to HCPs and KOLs is free of bias and compliant with regulatory guidelines. By disseminating unbiased scientific information, MSLs foster scientific credibility within their organizations and external experts. Maintaining independence from commercial and marketing enables MSLs to establish integrity and trust with HCPs.3
According to the PhRMA code, medical science liaisons must abide by the following guidelines when engaging with HCPs:
- Providing accurate, scientific information
- Using FDA-approved labeling as the primary source of information.
- Sharing information outside FDA-approved labeling requires additional unbiased data to prove its validity.
- Tailoring communications to the knowledge level of the target audience.
3. Demonstrate Consistency
The foundation of a relationship is built upon trust, as demonstrated through actions consistently promoting a positive relationship. Similarly, MSLs must maintain their promises to internal and external stakeholders to cultivate trust. When engaging with stakeholders, systematically communicating based on the stakeholder’s knowledge level and objectives encourage meaningful exchanges.2
4. Establish Expertise
Establishing expertise is one of the most critical aspects of building trust as an MSL. Consequently, MSLs must convey extensive therapeutic area knowledge during scientific engagements and presentations. Despite years of education and training, MSLs must remain current with the latest scientific literature in their therapeutic area and maintain a growth mindset.
5. Alway Follow-up
Cultivating enduring relationships takes time and effort. As a result, MSLs must remain in ongoing contact with KOLs by adopting omnichannel engagement opportunities such as webinars and group discussions.1 Due to the virtual work environment, the ability to contact KOLs has never been more effortless, but it is crucial to do so strategically without being aggressive. Predictive analytics can help MSLs identify KOLs and HCPs more receptive to interactions.
While MSLs are scientific experts, soft skills play an essential role for the MSL since these skills facilitate trust-based relationships. Active listening, providing unbiased information, remaining consistent, demonstrating expertise, and following through with commitments are just a few ways to cultivate a meaningful relationship with KOLs.To learn more about the soft skills and competencies required to become an MSL, visit the Accreditation Council for Medical Affairs.
Medical Science Liaison Career Resources
- Understand the rules of engagement for medical science liaisons.
- Learn why board certification is the future of medical affairs.
- Earn certificates and gain new skills.
- Read why board certification is the new standard in the life sciences.
- Become a Board Certified Medical Affairs Specialist (BCMAS).
References
1. Ghosh R, Mohanasundaram S, Shetty S, Menon S. Preparing for the Next Normal: Transformation in the Role of Medical Affairs Following the COVID-19 Pandemic. Pharmaceut Med. 2021;35(4):197-202. doi:10.1007/s40290-021-00392-x.
2. Fulford-Smith A, Leah E, Azroyan A, De Abadal M, Loew D, Hildemann S. Medical Affairs Transformation in Specialty Pharma: Next-Level Collaboration at the Core. Pharmaceut Med. 2022;36(2):63-69. doi:10.1007/s40290-022-00419-x
3. Theron P, Britland M, Holder D, Ikeda Y, Rewers RF, Tiku A. Promoting Best Practices for Medical Science Liaisons Position Statement from the APPA, IFAPP, MAPS, and MSLS. Ther Innov Regul Sci. 2021;55(6):1139-1144. doi:10.1007/s43441-021-00310-y.
4. Weger H, Castle Bell G, Minei EM, Robinson MC. The Relative Effectiveness of Active Listening in Initial Interactions. International Journal of Listening. 2014;28(1):13-31. doi:10.1080/10904018.2013.813234.