Quantifying performance and measuring results are no longer the attributions of sales organizations. Though not all non profit organizations as Medical Affairs need to measure impact – this depends on how leaders determine relationship between actions and their impacts. Organization’s rationale is supposed to explain, that actions should ultimately lead to the achievement of its goals and mission. To determine how you are performing against your business objectives, metrics are used. The goal of MSL/Medical Advisor metrics is to drive the desired MSL behaviors and also to demonstrate the value of the organization. Such metrics are still debatable in pharma companies. Since strategic role of MSL/Medical Advisor teams is to address unmet medical needs through credible communication of scientific information to thought leaders to ensure safe and appropriate use of therapies, are there ways to capture their impact on medical practices?
For me the best metric set should contain both quantitative and qualitative metrics with emphasis on the qualitative measures or outcomes – like feedback from customers on the services MSLs provide to external customers. A number of quatitative metrics reflecting engagement in the field with the customers should be small. A good way to capture feedback from customers is continuously asking them about their satisfaction (current status) and expectations (future). Both can be collected with a thought leader surveys. This tool has already become a standard means of performance measurement across the pharmaceutical industry. Currently, 58% of all companies surveyed by Cutting Edge Info conduct thought leader feedback surveys to assess MSL performance. Customer feedback is perhaps the final key measure of the perceived MSL value from the perspective of not only customers, but pharma company itself.
MSL Activities and Performance Measurement: Harnessing KOL Relationships for Optimal Clinical Support” (http://www.cuttingedgeinfo.com/research/medical-affairs/msl-medical-science-liaisons/)
Written by Dr. Alexander Tolmachev,