The Evolving Role of Medical Science Liaisons (MSLs) at Scientific Congresses

The Evolving Role of Medical Science Liaisons (MSLs) at Scientific Congresses

If you design exhibit booths for those participating in scientific congresses, you’ve likely experienced or heard about the evolving role of a Medical Science Liaison (MSL), and how this could affect the overall marketing strategy? What does this mean for how we engage healthcare professionals (HCPs)? There’s a lot to consider, so let’s dive in.

Understanding the MSL Role

For those unfamiliar, an MSL is a key member of the Medical Affairs team within a pharmaceutical company. They are responsible for communicating accurate, unbiased scientific and medical information to healthcare professionals (HCPs). These communications might include updates on published papers, medical education, and responses to requests for off-label information.

The role of MSLs has evolved greatly as healthcare and scientific landscapes continue to shift. Below are some keyways MSLs are adapting to these changes and how their future might unfold.

Engaging a Broader Range of Stakeholders

Traditionally, MSLs interacted primarily with HCPs and Key Opinion Leaders (KOLs). However, this is expanding. MSLs now engage with a broader range of stakeholders, including nurses, nurse practitioners, physician assistants, and even Digital Opinion Leaders (DOLs). Additionally, they are increasingly involved in scientific exchange with patient associations, advocacy organizations, and patients themselves (keeping within compliance boundaries). Collaborations that potentially influence treatment guidelines is now a possibility.

Should a Healthcare Exhibit Marketer Care

Yes. An emphatic, yes. This expanded role has a direct impact on how exhibit booths at scientific congresses should be designed and utilized … and here’s why:

1. Enhanced Scientific Engagement: As MSLs take on more diverse roles, their presence at exhibit booths can elevate the level of scientific discussion. They can provide deeper insights into the science behind products, address complex questions from HCPs, and offer a more comprehensive understanding of clinical data, leading to more meaningful interactions.
2. Value Communication: MSLs can presumably better communicate the real-world benefits and economic value of products to HCPs and/or decision-makers visiting the booth. This helps bridge the gap between clinical and economic considerations, making the booth the perfect environment for both scientific and value-based discussions.
3. Tailored Messaging: MSLs’ growing expertise in gathering and analyzing insights allows them to customize their messaging at the booth based on the needs of different audiences. MSLs can tailor their discussions to resonate with each group's priorities, making the booth more dynamic and relevant.
4. Integration of Virtual Tools: The shift to virtual interactions during the pandemic equipped MSLs with new skills and tools that can be integrated into the exhibit booth experience. Virtual demonstrations, digital data sharing, and remote consultations can complement in-person interactions, making the booth experience more versatile and accessible to a broader audience.
5. Increased Collaboration: The broader role of MSLs encourages more collaboration between various teams within the booth environment. This can lead to a more cohesive and well-rounded presentation of the product, ensuring that visitors get a complete view of its benefits and impact.

The MSL and Sales Rep Dynamic

So, are you now wondering, how this evolving role impacts the traditional interaction between HCPs and sales reps?

• Complementary Roles: Rather than replacing sales reps, MSLs complement their role by providing deeper scientific insights that sales reps might not be equipped to discuss. Sales reps focus on selling products and gaining market share, while MSLs (Medical Science Liaisons) handle the scientific details, helping the sales team by answering tough questions and boosting their credibility.
• Integrated Approach: HCPs might find that their interactions with sales reps become more efficient and informed when MSLs are part of the conversation. This integrated approach can lead to a more complete understanding of the product, where sales reps cover commercial aspects, and MSLs handle scientific discussions.
• Shift in HCP Expectations: As HCPs become accustomed to the deeper scientific dialogue facilitated by MSLs, their expectations of sales reps might shift. They may expect sales reps to be more knowledgeable about the clinical and scientific aspects of the product, pushing sales teams to elevate their expertise or collaborate more closely with MSLs.

As MSLs increasingly join sales reps on the show floor at congresses, they're enhancing the depth of engagement and the quality of information shared. Their role is to provide scientific expertise and answer detailed questions that go beyond the usual product information from sales reps. This teamwork ensures healthcare professionals receive both commercial and scientific insights, strengthening the impact of exhibit booths and setting a new standard for how science and product promotion are integrated in the healthcare industry.

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For information about how you can elevate your exhibit marketing program at scientific congresses, give a member of the Poretta & Team a call today.