How Asia Pacific Medical Teams are Using Real-Time Data to Transform Interactions with Experts
One of the biggest challenges for MSLs is finding accurate, real-time information on KOLs in the healthcare industry.
This is particularly important due to the high value of an interaction between medical science liaisons (MSLs) and (key opinion leaders) KOLs. MSLs who provide timely and relevant scientific information with a problem-solving attitude are greatly appreciated by KOLs.
How can MSL and KOL interactions be powered up?
Traditionally, MSLs research secondary and primary data sources, and review public domains to identify and plan an interaction or build an engagement plan with a KOL. The MSL conducts diligent pre-interaction planning and detailed background research on KOLs, including the number of years of clinical experience, publications, current research areas of interest, participation in clinical trials and more.
Detailed research on KOLs is time and effort intensive and becomes almost immediately out of date without updates in real time.
Can an MSL optimise time and effort in searches to make the most out of available data sources? Is there a single source of truth which assimilates all data from multiple sources and brings this to the MSL in one place?
The answer to these questions is yes.
Today data-driven technology is transforming KOL identification and interactions globally and across Asia Pacific.
Elani Bowers, Medical Lead & Senior Medical Science Liaison, Oncology, MSD ANZ spoke about this recently at the Veeva APAC Medical Community Forum. Watch and learn how MSD uses Veeva Link, which offers real-time customer intelligence for MSLs to find key people and drive high-value.
Three benefits that MSD have seen with Veeva Link are:
- Better interaction planning
Far greater insight and efficiency ahead of interactions can be enabled with having a consolidated, real-time view of KOL profiles and backgrounds. This could include information about recent publications, congresses and events, clinical trials, their network and sphere of influence, and digital presence.
MSLs can gain an advantage by getting a head start in planning what their focus should be for their next conversation with a KOL, giving them the tools to approach the interaction with confidence and demonstrate thought leadership by closing out knowledge gaps effectively.
- Robust roster management
Having the right data at their fingertips enables MSLs to validate and update KOL rosters. Search criteria such as scientific expertise, participation in clinical trials, global presence or influence, surfaces “new KOLs” who can be engaged.
Reviewing a KOL’s digital presence through a platform such as Veeva Link will also unearth opinion leaders that can be strategically added to a roster.
- Identifying networks and collaborations
For an MSL to uplevel their communication, it is important to understand which KOLs are influencing or influenced by their peers. KOL engagement plans which identify networks and collaborations can focus on activities and discussions related to the network of the KOL, which adds more depth to engagement strategies.
There are many other applications of real-time data outside of KOL interactions that include:
- Reviewing social media activity and video of KOLs can support organising advisory boards or identifying potential speakers for an event or for congress.
- Having access to real-time data can provide additional, valuable information for product launches.
- When recruiting for clinical trials, it is incredibly valuable to have real-time data about KOLs available to inform outreach and decision making.
Access to real-time KOL data creates efficiencies and strategic advantage
- Better interaction planning
Far greater insight and efficiency ahead of interactions can be enabled with having a consolidated, real-time view of KOL profiles and backgrounds. This could include information about recent publications, congresses and events, clinical trials, their network and sphere of influence, and digital presence.
MSLs can gain an advantage by getting a head start in planning what their focus should be for their next conversation with a KOL, giving them the tools to approach the interaction with confidence and demonstrate thought leadership by closing out knowledge gaps effectively.
- Robust roster management
Having the right data at their fingertips enables MSLs to validate and update KOL rosters. Search criteria such as scientific expertise, participation in clinical trials, global presence or influence, surfaces “new KOLs” who can be engaged.
Reviewing a KOL’s digital presence through a platform such as Veeva Link will also unearth opinion leaders that can be strategically added to a roster.
- Identifying networks and collaborations
For an MSL to uplevel their communication, it is important to understand which KOLs are influencing or influenced by their peers. KOL engagement plans which identify networks and collaborations can focus on activities and discussions related to the network of the KOL, which adds more depth to engagement strategies.
There are many other applications of real-time data outside of KOL interactions that include:
- Reviewing social media activity and video of KOLs can support organising advisory boards or identifying potential speakers for an event or for congress.
- Having access to real-time data can provide additional, valuable information for product launches.
- When recruiting for clinical trials, it is incredibly valuable to have real-time data about KOLs available to inform outreach and decision making.
Access to real-time KOL data creates efficiencies and strategic advantage
Ultimately, having a real-time database of KOLs solves the problem of MSLs having to “burn” time and effort on research, and focus on what really matters – insights and interactions.
To find out more about Veeva Link and how it could benefit your organisation, contact Deepa Ganesh, CSM Manager, APAC.