Medical Science Liaisons

Gaining Access and Forging Relationships with Key Opinion Leaders

Publication Date	February 2009
Publisher	Best Practices
Product Type	Report
Pages	32
ISBN Number	not applicable
Product Code	BPC00061

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Summary

Study Overview

as companies compete for the attention of physicians, key opinion leaders (KOLs) and thought leaders, they increasingly use medical science liaisons (MSLs) to build and strengthen KOL relationships. as laws continue to restrict relationships between pharmaceutical companies and physicians, finding the right way to build and maintain relationships can have a dramatic impact on company success. This research uncovers the optimal size, mix and service frequencies of these elite medical specialist groups in an effort to build strong, productive relationships.

Key Topics

Pre-launch Service Activities
Post-Launch Service Activities
Drivers of Group Size & Focus
Structuring & Aligning Field-Based Liaisons with Sales Organizations
Optimal Call Frequencies and Service Levels with Thought Leaders

Key Metrics

Market Monitoring Systems
Competition Monitoring
Liaison Value Tracking
Liaison Sales Force Size Determinants
Product Lifecycle
Thought Leader Coverage
Franchise Objectives
Revenue Levels
Call Frequency
Sales Force Productivity
Liaison Productivity

Methodology

This research was based on benchmark survey data and executive interviews of more than 25 participants from pharmaceutical, biotechnology, medical devices and other industries requiring high-performing sales personnel.

Industries Profiled

Pharmaceutical, Biotechnology, Medical Devices

Companies Profiled

AstraZeneca; Axcan Pharma Inc.; Boehringer Ingelheim; Bristol-Myers Squibb; Cardiac Science Corp.; CSL Behring; Eli Lilly and Company; Focus Technologies; Genentech; Innovex; Janssen; Medtronic; Bertek; Novartis; Novo Nordisk; Organon; Schering Plough; Shire; TTY Biopharm; UCB; Vertex

Content

Study Overview
The Benchmark Class
Key Findings and Insights
Specialist Roles and Service Scope
- Pre-Launch MSL Roles
- Post-Launch MSL Roles
- Manage Thought Leaders to Optimize Product Impact
- Pre-and Post-Launch Activities
- Drivers for Field-Force Size
- Deploying Liaisons into Field
- Stakeholder Needs Analysis
Relationship Management Standards of Excellence
- Thought Leader Segment Definitions
- Developing Relationships through Liaisons
- Growing New KOLs through Reps & Liaisons
- Maintaining KOLs through Reps & Liaisons
Managing, Shifting & Forecasting Resources
- Span of Control: Managers to Specialists
- Drivers for Increasing Number of Field-Based Medical Specialists
- Drivers for Decreasing Number of Field-Based Medical Specialists
- Resource Shifting and Forecasting
- Automatic Resource Decrease
- Triggers for Shifting Liaisons
- Path Forward
- Areas for Further Research
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