Measuring MA value: Value KPIs

The job of the medical science liaison is to maintain solid relationships with key opinion leaders, determine their needs and provide them with unbiased information. Do your MSLs do that? How would you know? The success of your Medical Affairs program depends on the answers. It’s especially important to understand each KOL’s unique needs and how well your MSLs are meeting them. That’s how they deliver value and strengthen those relationships. If that’s not what they’re doing, you need to be able to understand the performance gaps in order to close them.

How do KOLs see your MSLs?

Recent posts have addressed internal KPIs and MA management KPIs. To get the big picture, it’s also necessary to see the world from your KOLs’ perspective and to assess how your MSLs are doing and to identify how to assist them.

  • What do your KOLs need? Not all KOLs have the same need for scientific and medical information. What about clinical trial information? Program support? The opportunity to co-author articles or develop research protocols?
  • How do KOLs view your company and your MSLs in relation to your key competitors?
  • What specific areas do your MSLs need to improve in order to deliver the same or better value than competitive medical liaisons?

Third-party research is the key to obtaining these insights. A double-blinded research process is necessary in order to get candid feedback in a way that complies with Regulatory Affairs requirements. A third party can also provide the comparative data that is necessary to understand how MSLs are performing relative to competitors. Blinded, third-party research also makes it possible to measure the impact of MSL efforts — but that is a topic for the next post. In the meantime, if you’d like to know more, click here or call Gary Kaplan at 610-324-2798.

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