Research Triangle Park – Cutting Edge Information, in collaboration with the Medical Science Liaison Institute, has just released its latest study on MSL programs that includes detailed performance measurement systems from top pharmaceutical companies (MSLPharmaPrograms.com).

Industry interactions with thought leaders tend to occur over a longer term and at a less tactical level than interactions with high-volume prescribers within the medical community. Therefore, it has always been a difficult task to measure the impact of thought leaders and the MSLs who oversee their relationships with pharmaceutical companies.

“Although difficult to calculate, thought leader impact can be measured based on the level of interaction and promotion opinion leaders have with a company and its products,” said Elio Evangelista, senior research analyst at Cutting Edge Information. “The pharmaceutical industry is recognizing the significant impact thought leaders have on sales uptake and, consequently, top companies have responded by increasing their investments in thought leader relations.”

To demonstrate the value of its MSL program, one profiled company’s medical director compared the number of thought leaders interacting with the company before and after establishing the MSL program. The director also looks at the number of thought leaders developed per year and requires the company’s MSLs to develop 40 thought leaders in their therapeutic area each year.

“Next-Generation MSL Programs: Performance Metrics and Value,” available at MSLPharmaPrograms.com, contains more than 300 metrics and features practices from top companies including AstraZeneca, Wyeth, Genentech and Novartis. It reveals the strategies, budgets, structures, headcounts and performance measurement systems that pharmaceutical companies have in place to successfully cultivate and nurture lucrative thought leader relationships.

Aside from showcasing performance measurement systems, the report also features practices and strategies from industry leaders that has helped companies:
- Build formal MSL teams separate from commercial operations
- Set thought leader management and MSL program budgets
- Support thought leader development activities with adequate MSL staffing
- Develop communications processes between MSLs and key stakeholders
- Transform MSL programs into a strategic value driver


 

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