Head in the Sand? The Ostrich Effect and the Medical Science Liaison

The ostrich effect, a fascinating quirk in human behavior, describes our tendency to avoid information perceived as negative.

Just like the (mythical) ostrich burying its head in the sand, we might shy away from critical feedback or uncomfortable questions/conversations. This behavior can have significant implications in the medical field, particularly for medical science liaisons #MSLs.

#MSLs act as a bridge between pharmaceutical companies and clinicians #HCPs - translating complex scientific data into actionable insights. The ostrich effect, however, can pose a challenge.

***Update***: In the original article, the author shared some examples of how the #OstrichEffect might present in the #MSL role. However, with feedback from some respected medical affairs professionals, the author took out the examples.

Overcoming the ostrich effect is crucial for optimal patient care. #MSLs can employ strategic communication techniques:

• Framing data objectively: Highlighting both benefits and risks allows for informed decision-making by physicians.
• Creating a safe space for open discussion: Encouraging physicians to voice concerns without judgment fosters trust and transparency.
• Tailoring communication: Adapting presentations and discussions to each physician's preferences and concerns ensures the information resonates.

By fostering transparency and trust, #MSLs can ensure crucial medical information reaches those who most need it.

Question #1 (Myth vs Reality): Why do ostriches bury their heads in the sand?

Question #2: How does the ostrich effect show up in your life/job?

For further reading, explore the research by Galai & Sade (2003), credited with coining the term "ostrich effect".

Thank you, Richard Evans, Christine Ong, PharmD & Chuck Sherline, MSL-BC, MBA for your comments. They were well-taken!