In a transformative shift within the pharmaceutical industry, medical science liaisons (MSLs) have surpassed sales representatives as the primary conduit for engaging healthcare professionals (HCPs), according to a recent study. This marks a significant milestone for medical affairs teams, which have historically been anticipated to broaden their influence but have remained somewhat in the shadow of sales and marketing divisions.
The study, conducted by EPG Health, involved 134 executives from various pharmaceutical sectors, including medical affairs (43%), marketing (25%), and commercial/sales (11%). It revealed that 84% of respondents now view MSLs as the most critical channel for disseminating scientific information to HCPs, compared to 77% for sales reps. This is a notable reversal from previous findings and underscores the growing importance of MSLs in the industry.
Jonathan Macdonald, COO of EPG Health, highlighted the industry’s progress in digital engagement and the shift towards medical-led activities. The study also indicated that MSL activities are expected to receive increased budget allocations, with 45% of pharma respondents predicting either significant or minor increases in funding.
Historically, medical affairs have been seen as a bridge between R&D and sales/marketing, with MSLs not fully recognized as partners in clinical development or as pivotal as their commercial counterparts. However, as the value of science and data has grown, so too has the role of MSLs, who are adept in these areas and crucial for maximizing product potential.
The study’s findings align with a broader strategic shift in the industry towards prioritizing HCP needs and behaviors. A majority of pharma respondents (57%) identified “HCP insight” as their top digital priority, marking a departure from the 2021 focus on adapting to a digital culture during the pandemic.
MSLs, with their deep understanding of science and ability to engage in in-depth clinical discussions, are well-positioned to lead this new focus on HCP engagement. However, the study also identified areas for improvement. Despite HCPs expressing a greater need for disease information, pharmaceutical companies continue to prioritize brand information in their budgets. Additionally, while HCPs prefer independent medical websites for information, pharma companies are still predominantly delivering content through their own channels.
The researchers suggest that to meet HCP needs effectively, support for third-party sources is necessary, which may involve relinquishing some control over messaging and delivery to enhance credibility and impact. Furthermore, pharma marketers must refine their methods for measuring the impact of educational activities, moving beyond superficial “vanity” metrics to more sophisticated assessments of HCP learning needs, knowledge acquisition, behavior change, and clinical practice impact.
As the industry continues to evolve, the role of MSLs is becoming increasingly central to pharmaceutical companies’ strategies. With the planning for 2024 underway, it is crucial for these companies to strategically target and deliver their messages to optimize engagement and outcomes. The rise of MSLs signifies a new era in pharmaceutical communication, one that prioritizes scientific dialogue and digital innovation to meet the evolving demands of healthcare professionals and patients alike.
