Abstract
STUDY OVERVIEW
As companies compete for the attention of physicians, key opinion leaders
(KOLs) and thought leaders, they increasingly use medical science liaisons
(MSLs) to build and strengthen KOL relationships. As laws continue to
restrict relationships between pharmaceutical companies and physicians,
finding the right way to build and maintain relationships can have a dramatic
impact on company success. This research uncovers the optimal size, mix and
service frequencies of these elite medical specialist groups in an effort to
build strong, productive relationships.
KEY TOPICS
- Prelaunch Service Activities
- PostLaunch Service Activities
- Drivers of Group Size & Focus
- Structuring & Aligning FieldBased Liaisons with Sales Organizations
- Optimal Call Frequencies and Service Levels with Thought Leaders
KEY METRICS
- Market Monitoring Systems
- Competition Monitoring
- Liaison Value Tracking
- Liaison Sales Force Size Determinants
- Product Lifecycle
- Thought Leader Coverage
- Franchise Objectives
- Revenue Levels
- Call Frequency
- Sales Force Productivity
- Liaison Productivity
METHODOLOGY
This research was based on benchmark survey data and executive interviews of
more than 25 participants from pharmaceutical, biotechnology, medical devices
and other industries requiring highperforming sales personnel.
INDUSTRIES PROFILED
Pharmaceutical, Biotechnology, Medical Devices
COMPANIES PROFILED
AstraZeneca; Axcan Pharma Inc.; Boehringer Ingelheim; BristolMyers Squibb;
Cardiac Science Corp.; CSL Behring; Eli Lilly and Company; Focus Technologies;
Genentech; Innovex; Janssen; Medtronic; Bertek; Novartis; Novo Nordisk;
Organon; Schering Plough; Shire; TTY Biopharm; UCB; Vertex
Table of Contents
- STUDY OVERVIEW
- THE BENCHMARK CLASS
- KEY FINDINGS AND INSIGHTS
- SPECIALIST ROLES AND SERVICE SCOPE
- PreLaunch MSL Roles
- PostLaunch MSL Roles
- Manage Thought Leaders to Optimize Product Impact
- Preand PostLaunch Activities
- Drivers for FieldForce Size
- Deploying Liaisons Into Field
- Stakeholder Needs Analysis
- RELATIONSHIP MANAGEMENT STANDARDS OF EXCELLENCE
- Thought Leader Segment Definitions
- Developing Relationships Through Liaisons
- Growing New KOLs through Reps & Liaisons
- Maintaining KOLs through Reps & Liaisons
- MANAGING, SHIFTING & FORECASTING RESOURCES
- Span of Control: Managers to Specialists
- Drivers for Increasing Number of FieldBased Medical Specialists
- Drivers for Decreasing Number of FieldBased Medical Specialists
- Resource Shifting and Forecasting
- Automatic Resource Decrease
- Triggers for Shifting Liaisons
- Path Forward
- Areas for Further Research
- ABOUT BEST PRACTICES, LLC
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