MSL Role Changing as Pharmaceutical Companies Evaluate Thought Leaders' Scientific Qualifications, According to Cutting Edge Information
RESEARCH TRIANGLE PARK, NC--(Marketwire - July 8, 2008) - Pharmaceutical companies have
shifted away from considering thought leader relationships directly based
on prescription rates, according to a new study from Cutting Edge
Information. The report, titled "The Changing MSL Role"
(www.MSLPerformance.com), finds that prescription deciles ranked as the
least considered statistic in all three size categories of pharmaceutical
companies. The impact that a publication would have if published by a
thought leader also fails to rank in the top three in any category. This
shift is having a significant effect on the job description and
qualifications required for the MSL position.
Companies are now strongly considering clinical qualifications of thought
leaders in an effort to increase focus on pipelines. While geographic
influence and status among peers are still considered top concerns when
evaluating a potential thought leader, large companies rank the level of
participation in clinical trial programs as the third highest concern,
while mid-size and small companies rank it fourth.
According to Cutting Edge Information's research, this shift toward seeking
thought leaders based on clinical experience extends to speaker events as
well. "Companies are choosing speakers with scientific, rather than
monetary, concerns," says Elio Evangelista, lead author of the report. "A
physician's clinical interests carry much more weight than his prescribing
practices. While some of this is certainly due to regulatory and PR
concerns, companies are also shifting the focus to developing clinical
trials, and want to provide high-quality presentations to physicians
attending their events."
This shift is having wide ranging effects on the industry, including
altering the qualifications of the MSLs who are responsible for maintaining
relationships with a company's thought leaders. As MSLs shift from a more
specialized sales rep to a support function for thought leaders performing
clinical trials, education requirements for MSLs are increasing.
Industry benchmarks on thought leader relationships and MSL qualifications,
and many more topics, are included in the 203-page report "The Changing MSL
Role." Developed from survey and interview data for 30 pharmaceutical and
biotechnology companies, its findings enable companies to improve their
thought leader management by maximizing their MSLs' value, scientific
knowledge and relationship-building skills.
Download a complimentary report summary here:
http://cuttingedgeinfo.com/mslperformance/PH115_Download.asp#body
Report Website: www.MSLPerformance.com