4 KOL Categories: How Your MSLs Can Deliver Maximum Value

The most powerful tools you can give your medical science liaisons (MSLs) are an understanding of who your key opinion leaders are and insight into what they want. Armed with that knowledge, your MSLs can strengthen their relationships with KOLs by bringing real value to the table.

What do KOLs seek?

If we classify KOLs by what they want from MSLs, most of them fit into one of four categories:

  • Information and programmatic support seekers:These KOLs want MSLs to deliver the latest scientific insights. In addition, they are interested in participating in corporate-sponsored programs such as advisory boards and speaker programs, or they want to serve as clinical trial investigators. They will value MSLs who provide the information they seek and also help them meet their program participation goals.
  • Information-only seekers:These KOLs want to learn the latest scientific insights, but are not interested in corporate-sponsored programs. They will value MSLs who have strong scientific acumen and who respect their time by providing current, objective information on new scientific thinking in their therapeutic areas of interest.
  • Programmatic-only seekers:These KOLs want to participate in corporate-sponsored programs and are not interested in receiving scientific information from MSLs. They will value MSLs who have a strong service orientation and who alert them to new programmatic opportunities and help pave the way for their participation.
  • Non-MSL seekers:These KOLs do not look to MSLs for scientific information or programmatic support. Medical Affairs teams may gain greater benefit by allocating resources elsewhere.

Invest in understanding your KOLs

Early in their interactions with KOLs, MSLs should take the time to listen and classify their opinion leaders so they can provide them with the information and/or support they value most. Clinical SCORE’s blinded third-party researchcan determine what your KOLs value, how they see your MSLs and what they think of your science. It can also track the impact of your MA efforts over time. To learn more, please email Ross Weaveror call (484) 202-6630.