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Medical science liaisons - A look to the future

June 2008
Journal of Medical Marketing 8:193-197

DOI:10.1057/jmm.2008.12

Authors:

Medical Science Liaison Institute

Medical science liaisons (MSLs) are the pharmaceutical company’s clinical representatives who interface with thought leaders and other key healthcare decision makers. The authors offer a description of the strategically important characteristics of tomorrow’s most valuable MSLs. Journal of Medical Marketing (2008) 8, 193–197. doi:10.1057

: Key responsibilities of medical science liaisons

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www.palgrave-journals.com/jmm

Peter Dumovic

Novartis Pharmaceuticals

Corporation,

One Health Plaza,

East Hanover,

NJ 07936, USA

Tel: + 1 862 778 8685

Fax: + 1 973 781 5209

e-mail: peter.dumovic@

novartis.com

INTRODUCTION

Field-based medical science liaison

(MSL) teams play a critical role in the

provision of accurate, balanced and timely

scientiﬁ c and medical information

to key healthcare practitioners.

1 These

highly trained scientiﬁ c professionals are

able to harvest clinical insights from

thought leaders throughout the entire

lifecycle of pharmaceutical and

biotechnology products.

2 This in turn

allows MSLs to foster compliant,

collaborative relationships with various

internal stakeholders.

In most companies, MSLs report into a

Medical Affairs Department, and MSLs

usually have advanced degrees in a

scientiﬁ c or medical discipline. While MSL

responsibilities can differ from company to

company,

4 a consistent focus is to build

scientiﬁ c excellence and help to advance

patient care.

1 MSLs interface with the

medical and scientiﬁ c communities to

engage in the exchange of scientiﬁ c

information. Activities typically include

supporting clinical trials and facilitating

knowledge exchange between the

company and medical thought leaders and

other key clinical decision makers.

5 As the

pharmaceutical industry has evolved, MSLs

have also engaged in other activities,

including the provision of relevant disease

state and pharmacoeconomic information,

as well as support of internal company

initiatives and training functions.

Furthermore, MSLs have increasingly

become involved in other aspects of the

pharmaceutical business, for example,

facilitating preclinical research and

supporting business development efforts.

Market Analysis

Marketing Masterclass

Medical science liaisons:

A look to the future

Received (in revised form): 1st May, 2008

Peter Dumovic

is Head of Medical Information & Communications at Novartis Pharmaceuticals Corporation, and is the North American Editor of

the Journal of Medical Marketing . He has an extensive breadth and depth of pharmaceutical industr y experience in Marketing,

Sales, Clinical Research and Development, Key Opinion Leader support and New Product Development.

Jane Chin

is President of Medical Science Liaison Institute, LLC and founder of the Medical Science Liaison Quarterly . She has

pharmaceutical industry experience in Analytical Research and Development, Sales and Key Opinion Leader support.

Keywords medical science liaisons , thought leaders , best practice , recommendations

Abstract Medical science liaisons (MSLs) are the pharmaceutical company ’ s clinical

representatives who interface with thought leaders and other key healthcare decision

makers. The authors offer a description of the strategically important characteristics of

tomorrow ’ s most valuable MSLs.

Journal of Medical Marketing (2008) 8, 193 – 197. doi: 10.1057/jmm.2008.12; published online 6 June 2008

194

Dumovic and Chin

Thus, as Table 1 illustrates, the

constellation of MSL responsibilities may

be generally categorised as: research,

education or other.

As MSL programmes have become a

staple in the pharmaceutical industry,

metrics appropriate to this ﬁ eld function

have also become increasingly important.

MSL programmes are often challenged

to demonstrate their value to their

company.

7,8 Quantitative metrics are

poorly reﬂ ective of true MSL contribution

to the organisation. Measures such as the

number and frequency of customer

contacts, or the number of clinical

presentations fail to capture how effective

the MSL is in building enduring and

productive relationships with key medical

thought leaders. The preponderance of an

MSL ’ s contributions are qualitative in

nature, and ultimately involve the MSLs ’

customers ’ determining the value of the

scientiﬁ c and medical information

provided by the MSL.

Varied resource materials and articles

relating to MSLs currently exist in trade

publications and the popular industry

press. In the interest of brevity and quality,

we have limited our citations to peer-

reviewed journal articles and commercially

published references.

THE FUTURE MSL: KEY

RECOMMENDATIONS FOR

SUCCESS

We believe ﬁ eld-based MSLs will

become increasingly important in the

pharmaceutical industry. While the precise

remit of MSLs may vary from company to

company, their chief role in establishing

scientiﬁ c relationships with medical

thought leaders and other healthcare

decision makers will not change. Based on

our experience and judgment, as well as

best practices published in other ﬁ elds,

9 – 12

the following ﬁ ve principles or key success

factors are offered to describe the MSL of

tomorrow.

#1: Excellent communicator with

cutting-edge knowledge

The successful MSLs of tomorrow will

demonstrate an in-depth understanding

of disease states, pathophysiology and

therapeutics, and will be adept at

interpreting scientiﬁ c literature. They will

be experts on the company ’ s products and

competitor compounds. MSLs will also

have a thorough understanding of the

clinical development process and the

regulatory environment in which the

pharmaceutical industry operates. MSLs

will communicate high-quality, balanced

Table 1 : Key responsibilities of medical science liaisons

Research Education Other

Clinical trial support

(Company-sponsored; IITs)

Thought leader interaction Thought leader identiﬁ cation

Clinical trial concept or protocol

feasibility assessment

Facilitation of knowledge exchange

between the medical community

and company

Scientiﬁ c representation of

company at medical meetings

Translation of preclinical research

results in to clinical application

studies

Clinical presentations Scientiﬁ c competitive intelligence

Facilitation of publication of

clinical trial data

Formulary presentations Business development clinical

support

Facilitation of communication of

clinical trial data

Scientiﬁ c Advisory Board

coordination and participation

Enhancement of company’s

image of scientiﬁ c leadership

Clinical trial awareness initiatives

Scientiﬁ c training for internal

company stakeholders

Marketing Masterclass

and meaningful information on a

consistent and timely basis with healthcare

practitioners who are viewed as thought

leaders in their respective ﬁ elds. In

addition to mastering clinical content,

MSLs will have a clear understanding of

the context in which this knowledge is

made relevant. As such, MSLs will be able

to distil valuable insights rather than

simply presenting information. This

command of both content and context

will also enable MSLs to uncover unmet

medical needs and provide their company

with actionable intelligence. The MSL ’ s

‘ customer ’ — whether he or she is an

inﬂ uential academician, clinical research

investigator, specialist or primary care

clinician working in a managed market

setting — will ﬁ nd the open two-way

exchange of scientiﬁ c and medical

information with the MSL to be very

valuable, and will also be likely to

recommend the MSL as a source of

information to a colleague.

#2: Relationship focused

Successful MSLs will forge peer-to-peer

scientiﬁ c relationships with key customers

whose thoughts and actions shape the

access to and the utilisation of medicines.

The MSL will purposefully probe and use

active listening to determine a customer ’ s

needs and his or her decision-making

process. They will strive to give customers

precisely what scientiﬁ c resource they

need in the way they want it, tailoring

their approach to meet the individual

customer ’ s goals. MSLs will have an

in-depth knowledge of the thought leader ’ s

business, the thought leader ’ s customers

and how the MSL can help improve the

thought leader ’ s business from a scientiﬁ c /

medical perspective. MSLs will be masters

in the art of facilitating introductions

and mediating collaborations between

thought leaders and key internal R & D

colleagues, based on a solid foundation of

understanding of their respective needs

and goals. MSLs will fully understand

the ‘ liaison ’ component of their job

description. MSLs will become especially

effective consultants when they

strategically and purposefully connect

the thought leader with appropriate

individuals and functions within their

company: this will enable the MSL to

provide a thought leader with a holistic

relationship experience with the company.

# 3: Professional and emotionally

mature

The successful MSLs of tomorrow will

focus on the long term, and will be

patient and persistent in their endeavours

to cultivate a high degree of trust with

their customers. MSLs will have a

professional attitude and will maintain

ethical behaviour at all times. They will

treat all stakeholders with respect, are

truthful, provide fair-balanced information

and honour commitments. MSLs will

differentiate between promotion and full

scientiﬁ c exchange of legitimate,

nonmisleading medical and scientiﬁ c

information. MSLs will clearly understand

their role in helping healthcare

practitioners access accurate, objective,

fair-balanced and current medical and

scientiﬁ c knowledge while always

communicating within the boundaries

dictated by legal statutes and regulatory

guidelines. MSLs will also be fully

cognizant that any discussion with

customers regarding potential ‘ off-label ’

uses of drugs can only take place as a

result of a customer ’ s unsolicited request

for drug information. MSL interactions

with their customers will be driven by

educational purposes and are independent

of the customer ’ s sales or prescribing

habits. As members of a ﬁ eld-based

function, successful MSLs will be

self-motivated and self-disciplined. MSLs

see themselves as lifelong learners, who are

continually looking for new things that

will keep them on the cutting edge. They

196

Dumovic and Chin

will understand that they have to go

through continuous change to keep up

with the needs of the dynamic healthcare

landscape. Lastly, MSLs will also have the

needed ﬂ exibility to adapt to constant

change inherent in a fast-paced business.

#4: Meets both customer and

company needs

Successful MSLs will understand that to

be truly successful their interactions must

be designed to meet both customer and

company needs. Successful MSLs will

believe pharmaceuticals can have a positive

impact on people and can advance patient

health. MSLs will also be able to provide

key insights from the healthcare

community that can help to shape

company strategy regarding future product

development. MSLs will provide thought

leaders with compelling and highly valued

medical and scientiﬁ c information

regarding a company ’ s product or related

topic. Within the legal and regulatory

requirements, they will provide current

scientiﬁ c evidence supporting the

company ’ s product and / or therapeutic

category. And by supporting thought

leader educational and research activities

within the medical and scientiﬁ c

communities, MSLs will thereby help the

thought leader parlay his or her expertise

to inform other healthcare practitioners

regarding the most appropriate utilisation

of the company ’ s product.

# 5: Passionate in helping to

improve patient care

Lastly, and most importantly the successful

MSLs of tomorrow will understand that

the exchange of scientiﬁ c and medical

information regarding a drug is always

intended to beneﬁ t patients and contribute

to the practice of medicine. MSLs will

have passion: they will believe their

company ’ s products have a positive impact

on people with illness and disease, and

they will be passionate about the role they

will play in helping thought leaders shape

medical practice by advancing patient

health. Their natural curiosity and thirst

for continuing medical education will also

enable them to establish and maintain a

peer-to-peer scientiﬁ c relationship with

their customers. Successful MSLs will

fully embrace a view that the public

health can be best served when healthcare

practitioners receive timely, truthful, fair-

balanced and accurately communicated

drug information.

CONCLUSION

Effective and enduring scientiﬁ c

relationships between pharmaceutical

companies and the medical community

can be greatly facilitated by MSLs

providing accurate, current,

noncommercial, evidence-based drug

information. In our view, companies

that can best leverage these scientiﬁ c

relationships will have a signiﬁ cant

competitive advantage.

Disclaimer : The views and opinions

expressed by Dr Dumovic are his and

not necessarily those of Novartis

Pharmaceuticals Corporation.

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Marketing Masterclass

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