Why Measuring MSL Activity is No Longer Enough

Medical Science Liaisons (MSLs) are no longer just providing scientific support—they’re strategic partners in executing medical strategy, uncovering clinical insight, and informing evidence generation. Yet, many organizations still rely on outdated metrics that emphasize activity over impact.

Counting how many HCP interactions an MSL logs might show that they’re busy—but it doesn’t tell you if their work is advancing your strategy. In today’s data-driven, outcomes-focused landscape, measuring activity is not enough. It’s time to measure what actually matters.

The Problem with Quantity-First Metrics‍

For years, MSLs have been evaluated on easily countable outputs:

• Number of HCP interactions
• Number of slide decks presented
• Number of topics discussed during HCP meetings

These metrics are easy to report and look good on a dashboard. But here’s the problem: they don’t measure the value or effectiveness of the interaction.

Did the conversation generate a meaningful insight? Was the engagement aligned with the company’s strategic priorities? Did it influence internal decisions or external behavior? These are the questions that quantity alone can’t answer.

Why It Matters Now More Than Ever

‍The expectations placed on Medical Affairs have grown significantly. MSLs are being asked to:

• Generate strategic, high-quality insights
• Facilitate peer-level scientific exchange
• Help shape evidence and engagement strategies
• Align field intelligence with cross-functional objectives

And yet... they're being measured by how many boxes they check?

That disconnect creates frustration for MSLs, missed opportunities for leadership, and a lack of clear ROI on Medical Affairs operations.

Introducing Qualitative Metrics

‍To measure true impact, organizations must shift toward qualitative metrics—performance indicators that prioritize the quality, depth, and strategic value of MSL contributions.

Examples include:

• Insight relevance and quality: Does the insight align with strategic priorities? Is it actionable?
• Engagement depth: Was the interaction surface-level or did it involve meaningful scientific dialogue?
• Strategic influence: Did the MSL’s contribution shape internal decision-making or external strategy?

The Role of AI in Performance Measurement

‍This is where Artificial Intelligence is changing the game. AI-powered tools can:

• Analyze the content of insights for strategic relevance
• Detect patterns in engagement quality
• Track the downstream impact of MSL activities across Medical Affairs objectives

With real-time analytics, MSLs can get instant feedback on their performance, and leadership can finally measure what really matters.

The Results of Shifting Metrics

‍Companies that shift to qualitative, AI-driven MSL metrics see real benefits:

• Greater job satisfaction among MSLs who feel their impact is recognized
• Reduced turnover thanks to better engagement and recognition
• Stronger alignment between field insights and medical strategy
• Increased operational efficiency by reducing low-value activities

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‍The value of MSLs goes far beyond the number of HCPs they meet. Measuring activity is a baseline—but if that’s all you’re tracking, you’re missing the full picture.

It’s time to elevate the role of MSLs by evaluating their contributions through qualitative, impact-driven metrics—and enabling those metrics through AI.

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Still counting interactions? Let’s talk about how to start measuring real impact. Connect with us to learn how AI-powered tools and qualitative KPIs can transform how you measure Medical Affairs performance.

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