3 Best Practices for Evolving Field Medical Affairs Teams and Managing Change
By Jennifer Vernazza, Sanofi Genzyme
Ms. Vernazza contributed to this article in her personal capacity. The views expressed are her own and do not necessarily reflect the views of Sanofi or Sanofi Genzyme.
Life sciences leaders are scaling medical teams to match the role’s expanded remit – a move that means increasing not only their size, but also their strategic scope. While our industry is making strides in expanding the number of MSLs on the job, more work is needed on the second half of the equation: transforming the role itself and empowering MSLs to thrive in it.
Today’s healthcare landscape is incredibly networked, and HCPs face an acute need for timely answers to more complex scientific questions. Layer on the demands of transitioning to digital, and it is clear that field medical requires a shift in approach. Medical field-based teams should consider new processes enabling MSLs to reach the right stakeholders, quickly tailor engagement, and capture insights for more data-driven strategies. Fueled by a multichannel CRM systems designed for medical affairs, this represents a new way of approaching scientific engagement.
In my last post, I discussed key capabilities the modern MSL needs. But what steps can companies take to move forward, and what does the journey look like?
As Medical teams evolve, they’ve uncovered best practices along the way that have smoothed the path toward thinking and working differently:
Creating a Culture of Change
Successful, strategic organizational change requires a high level of communication (early and often) to all relevant teams. Months before a roll out, start communicating about the change in order to foster high adoption when the system is deployed. Also, recruitment of a strong network of internal change champions is key. Digital-savvy end users not only help design the requirements and customize the build out, but also act as ambassadors for the impending change. They will talk with colleagues about the timeline, the benefits of the change, and what to expect. This way, all stakeholders know exactly who contact with questions and where to get updates.
Data-driven Planning and Engagement
Another success factor in implementing a new CRM is taking full advantage of medical data. With so much valuable information collected, how will it be used effectively to shape medical strategies? Using and analyzing data on customer interests and channel preferences, as well as leveraging reports and dashboards to evaluate performance of team is crucial. Taking hundreds of clinical insights collected in a CRM and performing data mining or text analytics to pull out scientific trends is extremely valuable. When MSLs start seeing this data, and uncovering insights that are immediately actionable, they get excited about building stronger relationships – in turn speeding adoption.
Caption: Leveraging the data in medical CRM, medical affairs teams can get a full picture of KOLs’ scientific interests in order to improve KOL engagement.
Key activity metrics can be viewed to determine resource capacity planning exercises and how to best grow field-based teams. For instance, if data shows MSLs are spending most of their time on internal activities, it signals a fundamental is needed with either team sizing or prioritization. At the end of the day, the value of technology is its ability to contribute meaningfully to business decisions.
The Right Foundation
Another key success factor is ability to maximize technology to achieve medical goals without being burdensome for MSLs. Tool and systems should be as easy as possible for field teams, meaning the system has to work seamlessly from a technical perspective, with short data sync times, and proper alignment of stakeholders into their universe. Because MSLs spend so much time traveling in the field, the system needs to be intuitive – these teams don’t have time to waste figuring out software between meetings with stakeholders.
Beyond usability, it should be easy for MSLs to visualize the healthcare landscape as well as gain deep insight into each stakeholder, directly in their workflow. This level of visibility allows for faster and more strategic pre-call planning, as well as mapping strategies to account-specific objectives. Finally, tools should be easy for MSLs to capture information from interactions, across all channels, and refine engagement based on insights and analytics.
It’s an exciting time to be in medical affairs. Science is advancing every day, and field-based medical teams have the opportunity to make an impact in delivering better healthcare and improving patients’ lives. Realizing this vision means taking a look at how we approach our partnership with healthcare, adapting and growing with the evolution of our industry.
To learn more on the future of field medical affairs, check out the MSL report.
In your opinion, how can the maternal wall affect a woman in the MSL profession?
Women in the MSL profession are advanced educated professionals seen as scientific experts in the field of pharmaceuticals. The profession can be challenging at times with busy schedules, travel, meetings and multiple responsibilities. These challenges may make the idea of becoming a working mother seem overwhelming. The transition to motherhood can be one of the greatest joys in one’s life. With that joy may come additional feelings of uncertainty and concerns when returning to work or re-entering the workforce. Maternal stereotyping may trigger assumptions that women are less proficient, less valuable to the organization and not as committed to their role. The image of a mother with caregiving responsibilities may conflict with the image of an “ideal worker”. Gender stereotypes often portray men as strong, ambitious leaders while women are seen as warm and nurturing. When women act in ways that don’t match those biases they are often less accepted. The more we understand this bias and maternal wall, the better we can address and overcome it.
What are 2 ways to overcome the gender bias that exists towards women in the MSL arena?
Overcoming gender bias is multifaceted with deep historical roots. First, it is important to voice your commitment to your role and your career and to work closely with your manager to discuss short and long-term career goals. We also may need to adjust the way we communicate to reflect this commitment. Second, look to your mentors and senior female leaders within the company that have families, they can use their authority to encourage and demonstrate work-life balance. It is also important to see what resources your workplace offers. Many offer pro-parenting groups to foster a sense of community, provide information and support working parents.
Why is this topic important to you and what changes do you hope to see in the future for women in the MSL profession?
This topic is important to me as a woman and as a working mom. I grew up with a hard-working, single mother who worked while pursuing her degree. She was the first person in my family to attend college. She inspired me to follow my dreams and not to let my gender or anything hold me back. I hope to educate other women about their important value to an organization whether they are a mother or not and to encourage them to be advocates for themselves and the MSL profession. “Never doubt that a small group of committed people can change the world; indeed, it is the only thing that ever has.” Margaret Mead
Copyright 2013-2018 The Medical Science Liaison Society. All rights reserved. The information contained in this article may not be published, broadcast or otherwise distributed without prior written authorization. The MSL Society is a 501(c)(3) Non-Profit Organization dedicated to advancing the global MSL career.
Why is developing a personal story important to an individual’s MSL Career?
Developing a personal story is a powerful tool on both a personal and professional level. A well-crafted personal story grounds an individual in what’s important, and can serve as a source of reflection and inspiration. A personal story also helps an MSL align their career path with their values and goals.
In your opinion, what are 3 ways an individual can demonstrate the complete package ?
An individual can demonstrate the complete package through self-awareness, self-confidence and authenticity. Individuals who understand how their actions and behaviors affect are respected and trusted. Additionally, having self-confidence exudes leadership and an executive presence. Finally, an individual who displays authenticity is real and genuine.
How can becoming the complete package affect women in the MSL career?
Becoming the complete package is a continual process that takes practice and feedback. Through this process women should learn and grow from their experiences to become their best selves.
Copyright 2013-2018 The Medical Science Liaison Society. All rights reserved. The information contained in this article may not be published, broadcast or otherwise distributed without prior written authorization. The MSL Society is a 501(c)(3) Non-Profit Organization dedicated to advancing the global MSL career.
What is one challenge that you have embraced and in result has had positive effects on your MSL career?
The one challenge I have embraced is managing difficult, high profile thought leader relationships. This requires exceptional listening skills and a lot of humility. Ultimately, the customer wants something (or not) from the company. The key is to determine what is challenging the relationship, a willingness to listen and apologize whenever necessary and work together to resolve and repair the relationship. I have had good results by adopting a posture of customer orientation and listening. Most people really just want to be heard.
Why do you feel centered leadership is important?
Centered Leadership provides a roadmap for success by encouraging introspection and ongoing self-evaluation re: strengths and weaknesses of your own leadership style. Ultimately, it provides an outstanding structure to support both professional and personal growth and fulfilment and enhances your ability to lead with passion and conviction.
How has centered leadership influenced your MSL career?
My MSL career was 4 1/2 years (2002-2007) and the concept of centered leadership was not known to me at that time.
Copyright 2013-2018 The Medical Science Liaison Society. All rights reserved. The information contained in this article may not be published, broadcast or otherwise distributed without prior written authorization. The MSL Society is a 501(c)(3) Non-Profit Organization dedicated to advancing the global MSL career.
What are you looking forward to most at the 2nd Annual Women’s Summit?
Last year was the first time I ever attended a women’s summit of any kind and had no expectations for how it would differ from the annual MSL Society meeting. Now I know. The energy level is elevated, the connections made are of greater depth and what I will call the empathy quotient is off the charts. In sum, the vibe is nearly tangible. What I am most looking forward to is the inevitable re-energization that comes from aligning with peers facing the same issues from the same perspective.
How can attending this event have a positive impact on women in their MSL career?
Learning to evaluate your personal goals in context of professional expectations associated with the MSL career path provides a peaceful clarity that can only come from associating with professional women that have walked this path. In addition, the MSL roles and opportunities are constantly evolving. No matter our tenure in medical affairs, we still have a lot to learn from each other to be professionally successful and personally fulfilled.
Speak to the importance of why men should also attend this type of conference?
I have never really subscribed to the ‘think like a man’ approach for women in leadership roles. We all leave too much on the table when we don’t bring our gender specific thinking style forward. To me that is what ‘leaning in’ is all about. Nevertheless, understanding the perspectives of your peers, female or male, is the mark of a true leader. Men have a unique opportunity to gain invaluable insight and a better understanding of the working style and approach of their female colleagues to the MSL role when attending a conference like this one. As we all know and discuss incessantly, empathy is a key ingredient for effective leadership and self-awareness cannot exist without it. This concept also applies to understanding the differences between genders when executing the MSL role.
What do you think is the value of attending this conference?
Stating the value of the Women’s Summit is simple. Getting the value from the conference is the challenge and should be the personal goal of each attendee. If you think about the number of female leaders you have personally worked with that you truly respect and consider a worthy role model, the number is too low. At least it is for me. Why is that? We are living in a time where this should no longer be the case. These are the topics that will be debated openly and honestly at the MSL Society’s Women’s Summit.
I for one, look forward to the day when we as leaders, female or male, judge one another with the intention of building each other up. I am not looking for a utopian outcome, we are humans and that is not possible. I am looking for respectful accountability and owning our own mistakes since this is the seed of personal growth. In the end, the MSL role is a leadership role with heavy performance expectations, independent of gender and whether you are a manager or not. I have never seen gender on any list of characteristics associated with effective leadership. Internalizing this concept, to me, is the true value of any professional women’s summit.
Copyright 2013-2018 The Medical Science Liaison Society. All rights reserved. The information contained in this article may not be published, broadcast or otherwise distributed without prior written authorization. The MSL Society is a 501(c)(3) Non-Profit Organization dedicated to advancing the global MSL career.
The MSL Society interviewed Mike Abbadessa, Sr. Director US Medical Affairs at Takeda Pharmaceuticals, to get his views on the significance of delivering a successful presentation in the MSL field. Take a look at his interview below!
In your opinion, what defines a successful presentation for an MSL candidate?
The presentation should be on scientific or clinical material to include some technical information and display skills such as:
▪ Concise delivery; ability to condense information into an understandable communication across a spectrum of audience types;
▪ Clear, direct, and confident – poised (not looking at the screen)
▪ Delivery should be factual and fair-balanced; provoke interest
▪ Ability to answer questions in a confident, informative manner; honesty is key.
▪ Enable trust through establishing credibility
How much does the presentation weigh in on the hiring decision?
The presentation can be a deal breaker. If the presenter is bad, it will probably determine their fate with all things considered and assuming moderate competitiveness.
Who would the MSL candidate most likely present to? If anyone outside of management, why?
The MSL candidate will most likely present to key management team members, including Senior managers, Medical directors, Managed Market Access partners – if HCEI is part of the role, and other staff to test candidate comfort with a moderate crowd (10 or so).
Copyright 2018 The Medical Science Liaison Society. All rights reserved. The information contained in this article may not be published, broadcast or otherwise distributed without prior written authorization. The MSL Society is a 501(c)(3) Non-Profit Organization dedicated to advancing the global MSL career.
