What Makes a True Medical Insight?

Medical insights are the lifeblood of the Medical Science Liaison (MSL) profession and the broader medical affairs function. These insights, gathered through interactions with healthcare providers (HCPs) and other external stakeholders, are akin to the corporate world’s version of human intelligence. They are challenging to obtain but are incredibly valuable, making them one of the most prized deliverables from medical affairs.

At their core, medical insights represent actionable intelligence. They are more than just data or information; they are strategic revelations that guide decision-making within pharmaceutical and biotech companies. These insights often lead to specific actions, whether it's identifying gaps in clinical research, enhancing educational efforts, refining product strategy, or addressing unmet needs in data related to a particular therapy or drug.

How Are Medical Insights Gathered?

The process of gathering medical insights is not a simple one. It requires a deep level of engagement and trust between MSLs and their HCP contacts. This is where the soft skills of an MSL come into play. Building strong relationships, actively listening, and asking the right questions are essential in uncovering the nuances of what HCPs are truly experiencing and observing in their practice.

Medical insights are typically captured during one-on-one meetings, advisory boards, or other interactions where MSLs can conduct scientific exchange and dive into the perspectives and experiences of HCPs. The quality of these insights directly correlates with the strength of the relationship and the depth of the conversation. This is why MSLs who excel in communication and relationship-building often bring in the most valuable insights.

What Medical Insights Are Not

It’s crucial to distinguish between medical insights and other forms of data or information. For example, data collected through surveys, while useful, does not constitute a medical insight. Surveys are prone to bias, especially when multiple respondents and users interpret and answer questions differently. This lack of uniformity can compromise the reliability of the data, making it less valuable as a strategic tool.

Similarly, information gathered during meetings or through literature reviews, while important, does not automatically qualify as an insight. Information becomes an insight only when it is linked to a strategic action—something the company can act on to drive value.

Conclusion

In summary, medical insights are a form of strategic intelligence gathered by MSLs and medical affairs professionals through careful and skillful engagement with external stakeholders. These insights are actionable, guiding companies in making informed decisions about research, strategy, and product development. They are distinct from mere data or information, which, while useful, do not carry the same strategic weight. As such, medical insights stand as the most valuable deliverable from the field medical teams, offering unparalleled value to the broader medical affairs function.

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