Four Key Skills for the Modern MSL | Acceleration Point | Resources

Medical Science Liaisons (MSLs) sit at the center of how Medical Affairs engages healthcare professionals (HCPs) and Key Opinion Leaders (KOLs). Digital transformation is changing that work, and it asks MSLs to build new skills. In the Acceleration Point webinar The Digital Ready MSL, four skills stood out as the ones modern MSLs need: Trigger-Based Engagement, Multi-Channel Curation, Sequence Thinking, and Asking the Right Questions. This article looks at each one and how MSLs can put it into practice.

Key Takeaways:

Digital transformation in Medical Affairs is changing how MSLs plan and carry out HCP and KOL engagement.
Trigger-based engagement replaces static territory plans with real-time responses to online activity, new publications, and other signals.
Multi-channel curation means matching each interaction to the right platform instead of treating every channel the same way.
Sequence thinking connects individual touchpoints into one ongoing narrative rather than isolated, one-off events.
Asking open-ended, insight-generating questions helps MSLs uncover information that data alone cannot surface.

A Medical Science Liaison (MSL) is the field-based scientific expert who engages directly with HCPs and KOLs to exchange clinical and scientific information on behalf of a pharmaceutical or biotech organization.

The Importance of Digital Readiness

As digital tools and platforms become more integrated into Medical Affairs, MSLs need to prepare to use these technologies effectively. Our webinar hosted by Acceleration Point CEO Scott Thompson emphasized that while many organizations are still in the early stages of digital adoption, MSLs can begin developing these skills now, so they are ready when these tools become fully operational within their organization. Industry benchmarking supports this timing. In the Medical Affairs Professional Society's 2024 Digital, Advanced Analytics and AI benchmark report, 88% of Medical leaders identified a lack of internal capabilities as a barrier to digital adoption, and the report named AI and analytical literacy as the largest upskilling needs across Medical Affairs teams. The same survey found that Medical leaders rank KOLs and HCPs as their top priorities for increased digital investment, which places field-facing skills like the four below at the center of that shift. Professional communities such as the MSL Society continue to track this shift and provide ongoing training and benchmarking resources for MSLs building these capabilities.

Trigger-Based Engagement: Responding in Real-Time

One of the fundamental shifts in engagements with KOLs and HCPs is moving from a pre-planned, static approach to a more dynamic, trigger-based engagement model. Traditionally, MSLs have relied on structured territory planning and scheduled interactions with HCPs. However, MSLs must become adept at responding to real-time triggers.

Trigger-based engagement involves reacting to specific events or changes in data that signal a need for immediate action. For example, if an HCP engages with certain content online or if a new study relevant to their field is published, a trigger-based system could alert the MSL to initiate contact. This approach allows MSLs to be more agile and responsive, ensuring that their interactions are timely and relevant. By engaging with HCPs in the moment, MSLs can make their interactions more timely and relevant.

MSLs should start by familiarizing themselves with the types of data and events that could serve as triggers. This might include setting up alerts for new publications in key therapeutic areas or monitoring social media for relevant discussions. Over time, as digital tools become more sophisticated, these triggers can be automated, allowing MSLs to focus on high-value engagements.

Multi-Channel Curation: Managing Diverse Communication Channels

Communication is no longer limited to face-to-face meetings or phone calls. MSLs have access to a wide array of channels, including email, social media, webinars, and much more. The challenge lies in effectively managing these channels to maintain consistent and meaningful interactions with HCPs.

A multi-channel curator is an MSL who skillfully navigates and integrates multiple communication platforms to reach their audience. This role involves selecting the most appropriate channel for each interaction, ensuring the message is delivered effectively. Communication is not one size fits all; HCPs prefer different channels for communication. By curating and optimizing the use of these channels, MSLs can enhance their reach and effectiveness.

To become a multi-channel curator, MSLs should start by mapping out the channels most used by their KOLs and HCPs. They should then develop a strategy for each channel, considering factors like tone, frequency, and content type. To make the most out of engagements with KOLs it's critical for MSLs to deliver the right content at the right time during an interaction.

Sequence Thinking: Moving Beyond Single Interactions

Traditionally, MSLs have often viewed their engagements with HCPs as isolated events. However, in a digital landscape, it is crucial to think in sequences rather than singular events, creating a continuous and cohesive narrative across all types of interactions. Sequence Thinking involves planning a series of interactions that build on each other, guiding the HCP through a journey of education and engagement. This approach ensures that each interaction adds value and drives the conversation forward.

When attention spans are short and information is abundant, Sequence Thinking helps MSLs maintain ongoing engagement with HCPs, allowing for a structured yet flexible plan that can adapt to the needs and interests of the HCP over time.

MSLs can begin by mapping out key messages they want to convey and planning how these messages can be delivered over multiple interactions. This might involve an initial touchpoint through a webinar, followed by a personalized email, and then a one-on-one meeting to discuss specific concerns. The key is to ensure that each step logically follows the previous one, creating a seamless experience for the HCP.

Asking the Right Questions

When information is abundant, the ability to ask the right questions is more important than ever. MSLs who ask insightful, open-ended questions that encourage dialogue will uncover deeper insights. This skill is particularly valuable in a digital environment, where face-to-face cues are often absent, and the quality of the conversation relies heavily on the questions asked.

By asking the right questions MSLs can tailor their communications more effectively, and ultimately build stronger relationships. It also demonstrates expertise and genuine interest in the HCP's work, which can enhance credibility and trust.

MSLs can develop this skill by practicing active listening and focusing on open-ended questions that encourage HCPs to share their thoughts and experiences. Following up with probing questions that dive deeper helps uncover insights that might not be immediately apparent.

Kwello's Support for Digital-Ready MSLs

As Medical Affairs continues its digital transformation, these four skills (Trigger-Based Engagement, Multi-Channel Curation, Sequence Thinking, and Asking the Right Questions) give MSLs a practical place to focus. At Kwello, we work with the challenges and opportunities that come with this shift. Our solutions, including the Accelerated Insights Method™, Kwello Insights, and Kwello Social, are built to support MSL teams as they adopt digital tools and turn field engagement into structured, usable insight.

By focusing on the overall process, not only the technology, Kwello helps Medical Affairs teams organize and act on the insights their field engagement produces. If you want to talk through how these skills apply to your team, we're here to help.

For a deeper look at these four skills in action, you can watch the full webinar, The Digital Ready MSL: Key Skills to Master.

FAQ

What is trigger-based engagement for Medical Science Liaisons?
Trigger-based engagement is a model where MSLs respond to real-time signals, such as an HCP interacting with online content or a new study publishing in their field, rather than relying only on pre-scheduled visits.

What does it mean for an MSL to be a multi-channel curator?
A multi-channel curator is an MSL who selects the right communication channel, such as email, social media, or webinars, for each HCP interaction based on that HCP's preferences, rather than using the same channel for every engagement.

What is sequence thinking in Medical Affairs?
Sequence thinking is the practice of planning a series of connected interactions, such as a webinar followed by a personalized email and then a one-on-one meeting, so each touchpoint builds on the last instead of standing alone.

Why is asking the right questions important for MSLs?
Open-ended, insight-generating questions help MSLs uncover information that isn't visible from data alone, which is especially valuable in digital interactions where face-to-face cues are limited.

How does Kwello support MSLs in building these skills?
Kwello, Acceleration Point's platform, supports MSL teams with tools such as Kwello Insights and Kwello Social, designed to help teams organize and act on the digital engagement data behind trigger-based outreach and sequence planning.

Four Key Skills for the Modern Medical Science Liaison