Why Do Pharma Companies Need Field-Based Medical Advisors?

Introduction: The Evolution of Field-Based Medical Advisors

Field-Based Medical Advisors (FMAs), also known as Regional Medical Advisors (RMAs) or Medical Science Liaisons (MSLs), have become indispensable in the pharmaceutical industry. The concept of FMAs originated in the late 1960s, when the Upjohn Company recognized the need for a specialized role to bridge the gap between pharmaceutical companies and healthcare professionals. Initially, these roles were created to provide scientific support to healthcare providers, ensuring that they had accurate and up-to-date information on the company's products. Over the years, the role has evolved significantly, becoming a key strategic component in the pharmaceutical industry.

Engaging Key Opinion Leaders (KOLs) and Building Stronger Bonds

One of the primary responsibilities of FMAs is to engage Key Opinion Leaders (KOLs), who are influential healthcare professionals in their respective fields. KOLs play a critical role in shaping medical practice and influencing the adoption of new therapies. FMAs act as the primary point of contact between KOLs and the pharmaceutical company, facilitating medical-to-medical discussions that are essential for building trust and credibility. By engaging KOLs, FMAs help establish a stronger bond between the company and these influential figures, ensuring that the company's products are understood and appropriately utilized in clinical practice.

Enhancing Sales Teams Understanding of Brand Science

In addition to engaging KOLs, FMAs play a crucial role in educating and supporting the sales team. Pharmaceutical products are becoming increasingly complex, and it is essential for sales representatives to have a deep understanding of the science behind the brands they promote. FMAs help bridge the knowledge gap by providing scientific training and support to the sales team, ensuring that they can confidently communicate the benefits and mechanisms of the company's products to healthcare professionals. This collaboration between FMAs and the sales team is vital for the successful promotion and adoption of new therapies.

Facilitating Clinical Trials and Evidence Generation

Another critical function of FMAs is to facilitate and support clinical trials, real-world evidence (RWE) studies, and other forms of evidence generation. FMAs often have a deep understanding of the therapeutic area they cover, making them valuable partners in the design and execution of clinical trials. They can identify suitable sites and investigators, assist in patient recruitment, and ensure that studies are conducted according to protocol. Furthermore, FMAs play a key role in disseminating the findings of clinical trials and RWE studies, helping to generate evidence that supports the safety and efficacy of the company's products.

The Role of Designations: MSLs vs. RMAs

The designations of FMAs can vary depending on the company. Some companies use the term Medical Science Liaison (MSL), while others prefer Regional Medical Advisor (RMA). Regardless of the title, the core responsibilities remain the same. MSLs and RMAs are field-based professionals who serve as scientific experts and liaisons between pharmaceutical company and healthcare providers. They are tasked with ensuring that the company’s products are used appropriately and that healthcare professionals have access to the latest scientific data.

Closer Connections with HCPs and Sales Team

FMAs are uniquely positioned to maintain close relationships with both internal sales teams and external customers. Their field-based nature allows them to be more accessible and responsive to the needs of healthcare professionals (HCPs) and sales representatives. This proximity enables FMAs to provide timely support and information, making them a cost-effective resource for the company. By maintaining ongoing relationships with customers, FMAs help ensure that the company's products are being used correctly and that any concerns or questions are addressed promptly.

Dynamic Roles and Responsibilities of FMAs

The role of FMAs is dynamic and multifaceted, encompassing a wide range of responsibilities:

• Product Launches: Field-based Medical Advisors (FMAs) are pivotal throughout the product lifecycle, from generating insights to pre-launch, launch, and post-launch activities. They organize scientific meetings with Key Opinion Leaders (KOLs) and Key Business Leaders (KBLs), deliver scientific presentations, participate in scientific conferences, and create summaries of critical information for internal stakeholders.
• Medical Writing and Publication Support: FMAs often assist with medical writing and support the publication of scientific papers. Their deep understanding of the therapeutic area allows them to contribute valuable insights to the publication process.
• Scientific Presentations: FMAs are responsible for delivering scientific presentations at conferences and meetings, helping to disseminate important data to healthcare professionals.
• Liaising with HCPs, Sales, and Marketing Teams: FMAs act as a bridge between HCPs, the sales team, and the marketing team, ensuring that all parties are aligned and informed about the latest developments.
• Gathering Market Insights: FMAs are well-positioned to gather market insights and competitor information, which they can share with internal stakeholders to inform strategic decisions.
• Conducting Scientific Meetings: FMAs often moderate or conduct Continuing Medical Education (CME) sessions, Round Table Meetings (RTMs), and training activities for healthcare professionals.

Synchronizing with Head Office, Marketing, and Sales Teams

To be effective, FMAs must work closely with head office-based medical advisors, marketing teams, and sales teams. This synchronization ensures that all teams are aligned and working towards the same goals. FMAs provide valuable field-based insights that can inform marketing strategies and sales approaches, while also ensuring that the scientific integrity of the company’s products is maintained.

Developing Communication Skills and Knowledge

The importance of communication skills and in-depth knowledge cannot be overstated for FMAs. They must be able to convey complex scientific information clearly and effectively, both to healthcare professionals and internal stakeholders. FMAs should strive to develop their communication skills and knowledge to the point where they can independently conduct zonal advisory and advocacy board meetings. Initially, these meetings may be conducted under supervision, but with experience, FMAs can take on these responsibilities independently, further enhancing their value to the company.

Do's and Don’ts for RMAs/MSLs

Do's:

• Foster Collaboration: Ensure harmonious relationships with cross-functional teams to enhance integrated strategies and support.
• Provide Evidence-Based Information: Offer credible, accurate, and focused information to HCPs.
• Maintain Clear Communication: Be concise and to the point when addressing HCPs to ensure clarity and efficiency.
• Set Realistic Expectations: Avoid overpromising and under-delivering; ensure commitments are manageable and realistic.
• Respect Boundaries: Maintain clear distinctions between medical and commercial roles to avoid conflicts of interest.
• Manage Time Effectively: Prioritize tasks and manage time well to meet objectives and deadlines.
• Adapt to Changes: Stay flexible and adaptable to evolving environments and needs.
• Engage in Continuous Learning: Pursue ongoing professional development to stay current with industry advancements.
• Understand Your Role: Be clear about your responsibilities and avoid misunderstandings regarding your role.
• Promote Internal Collaboration: Engage with internal teams to foster a cooperative work environment.

Don’ts:

• Avoid Conflicts with Cross-Functional Teams: Ensure cooperation and avoid disputes that can disrupt team dynamics.
• Avoid Unsupported Medical Claims: Refrain from making medical claims that lack substantiation.
• Avoid Long Answers to HCPs: Provide concise, focused, and relevant information to HCPs rather than lengthy responses.
• Avoid Overpromising and Under-Delivering: Ensure promises are realistic and that you can deliver on them.
• Avoid Combining Sales Roles: Maintain a clear boundary between medical and sales roles to preserve objectivity.
• Avoid Overstepping Boundaries: Do not involve yourself in commercial activities or cross the line into sales functions.
• Avoid Poor Time Management: Ensure effective scheduling and task prioritization to avoid inefficiencies.
• Avoid Lack of Adaptability: Resist rigidity and adapt to new challenges and changes in the field.
• Avoid Neglecting Professional Development: Stay engaged in learning opportunities and skill enhancement.
• Avoid Ignoring Internal Collaboration: Ensure active engagement with internal teams to support collective goals.

Conclusion: The Indispensable Role of FMAs

In conclusion, Field-Based Medical Advisors (FMAs) are indispensable to pharmaceutical companies. They serve as the bridge between the company and healthcare professionals, ensuring that the company’s products are used appropriately and that healthcare providers have access to the latest scientific data. FMAs play a critical role in engaging KOLs, supporting sales teams, facilitating clinical trials, and generating evidence. Their dynamic and multifaceted role requires close collaboration with head office-based teams and a commitment to continuous development of communication skills and scientific knowledge. As the pharmaceutical industry continues to evolve, the role of FMAs will only become more important, making them a vital component of any successful pharmaceutical company.