The Taxi Meter Effect - What Is In It For MSLs?
George Limen, PharmD, ACCA
2023 MSL Rookie of the Year (USA) | Senior Medical Liaison @ Novo Nordisk, Facilitating Scientific Exchange on the Disease of Obesity | Les Avis Sont Les Miens
Have you ever found yourself in a taxi, stuck in traffic and the meter keeps ticking? Frustrating, right? This is called the Taxi Meter Effect!
Well, you may ask; what is in it for MSLs? Why should MSLs worry about the #TaxiMeterEffect?
Case Study: You (#MSL) visit a KOL a few weeks after the read-out of a pivotal trial. You start discussing everything but the new data because you understand it might be considered an off-label promotion if you proactively discuss the new data.
However, the #KOL/#HCP does not understand why you are not being upfront with the data. And as you continue speaking, they start looking at the taxi meter (watch, clock, phone...), as their patience thins out. And before you know it, they stop you mid-flight and say, I have a patient to attend to, even when they could stay a little longer. They stopped the meeting earlier because of the #TaxiMeterEffect; they are sitting in traffic and watching the meter tick (you are not delivering the data they expect you to discuss and they do not understand proactive vs reactive.
As #MSLs, it is your responsibility to help KOLs understand that you cannot proactively discuss any and every piece of data and that there are things you can only bring up if asked a direct question. This can help set expectations and reduce the risk of running afoul of the #TaxiMeterEffect.
MSLs can manage the #TaxiMeterEffect during scientific engagements by setting clear expectations and making it a habit of sending out agendas in advance or stating the main things they plan to discuss/share with the KOL at the start of each meeting. That way, the KOL feels informed/empowered to ask why the main thing is not on the agenda, opening the door for the MSL to respond reactively and discuss the main thing.
MSLs are strategic partners with a mandate to connect the pharmaceutical industry with the medical/scientific community and vice versa. However, clinicians do not generally understand the full job description of an #MSL and, especially the nuances around compliance, and proactive/reactive conversations. It is the MSL's responsibility to help KOLs/HCPs understand what is in/out of scope...
By structuring interactions with clear objectives and timeframes, #MSLs signal the value of their expertise while respecting busy HCPs' time. This focused approach encourages active listening and targeted information sharing, maximizing the impact of each interaction.
领英推荐
Ultimately, it's about building trust and credibility through efficiency, leaving a lasting positive impression. Genuine connections go beyond the clock. Building rapport and exceeding expectations can turn a short ride into a long-term, mutually beneficial relationship.
Share your thoughts on the #TaxiMeterEffect. How do/can you leverage the #TaxiMeterEffect for more impactful engagements in your role?
#TaxiMeterEffect #MedicalAffairs #CommunicationStrategies
Want to co-author an article with me?
Senior Director | Executive Director | Regulatory Affairs | Strategy | Medical Affairs | Compliance | Project Management | Leadership | Strategic Planning | Mentoring | Innovation | Execution | Traveling Enthusiast
7 个月Part of the job when interacting with MDs (KOLs) with bedside duties - ??- concise yet concrete. However brief, the crucial conversation needs to address the unsaid question: "How does this change my daily practice?"
| ?????????????? ???? ?? ???????? | Physician in Pharma | Digital Health | I help non-medics unlock effective partnerships with physicians boosting collaboration score by 35% | AI |
7 个月Hello George Limen, PharmD, ACCA I've been learning quite a number of helpful best practices for MSLs/MA professionals from reading your articles (before my first MSL role), and it's a good feeling. Thank you (Co-authoring an article with you in the nearest future is now on my bucket list) ??
Medical Science Liaison - Oncology at Takeda Canada
7 个月This really underscores the importance of pre-call prep and knowing who the HCP is, their interests, personality, and meeting goals. Part of the MSL role is being an active listener and thinking of ways to navigate a conversation to ensure a satisfying and meaningful outcome. Time with our HCPs is precious and you can't squander your time with them just passively waiting for them to ask about a new read out.
Life Sciences Finance Leader | Board Member, HAMA
7 个月Appreciate as always the insight from the MSL pov, George.
Field Medical Director, Oncology
8 个月Very good read and so important. ???? In addition to constantly re-evaluating every engagement and determining what worked and didn’t (as objectively as possible by using variety of cues), it is important to course correct and walk away from certain engagements (if HCP will simply not engage after you’ve tried multiple strategies for example) and redirect your efforts into other aspects.