As treatment complexity continues to grow, healthcare providers (HCPs) increasingly rely on medical affairs as a source of expertise and information. At the same time, HCP communication preferences are changing, increasing the demand to deliver a deeper level of scientific information across multiple digital channels. With the spotlight on medical affairs, here are five ways life sciences companies are empowering medical science liaisons (MSLs) to meet changing HCP expectations.

Expand Skillsets with Training 
Providing additional training, such as developing communication skills or better understanding patient experiences, ensures field medical teams are up-to-date and can confidently engage in scientific discussions. Internal certifications are used to confirm MSL field readiness. The move toward organizational credentialing also helps field medical gain more credibility with commercial colleagues, and develop deeper organizational understanding of medical’s core responsibilities.

Leverage Technology to Enable the “Real-time MSL”
More than half of physicians today are digital natives and modern technology can help meet their demands for instant answers. Life sciences companies are increasingly adopting digital technology to extend their reach into new channels, such as online meetings, virtual events, and web-based training. They complement this with a robust, granular, and centralized library of approved medical content. Many organizations are also moving beyond PowerPoint and enhancing engagement with dynamic content to drive knowledge retention.

Improve Collaboration Between Sales and Medical While Remaining Compliant
Coordinating activities around the HCP is a challenge for many organizations. Since medical affairs and commercial teams often engage the same stakeholder without communicating with each other, it leads to an uncoordinated and frustrating HCP experience. Prioritizing collaboration between teams, with the goal of developing a deep and accurate understanding of the medical expert, will help drive engagement success. Organizations that invest in cloud technology can compliantly align medical and commercial teams to deliver coordinated and tailored customer interactions.

Capture Data Insights
In today’s digital landscape, MSLs have the unique opportunity to monitor their impact in novel ways. Strategic insight, from disease state to outcomes to future advances, can inform where an individual or group of similar HCPs are on a scientific journey. Developing an accurate understanding of the HCP progression will inform new strategies to deepen relationships. Increasingly, the industry is moving to outcomes-based KPIs that aim to capture this engagement mindset shift. Relevant metrics can include measures related to investigator-initiated trials (IITs) submissions, KOL feedback on scientific evidence, and terminology gathered prior to a product launch.

Improve Engagement Planning
Successful engagement is driven by linking HCP needs to therapeutic area goals. Organizations can enable MSLs to present scientific information in a way that provides real value for HCPs, helping them improve outcomes and achieve professional goals. Successful MSLs build HCP preferences into their engagement planning and leverage technology to attain a better view of HCP goals, engagement preferences, and needs. Leading with fully personalized plans driven by scientific goals helps field medical engage with a full range of critical stakeholders across their preferred channel.

To hear what’s next for medical affairs, check out this white paper featuring perspectives from industry leaders like Alkermes, AstraZeneca, and Sanofi.