Study finds medical sales liaisons can improve drug launch sales

The first six months of a drug launch are critical to its success. But pharma marketers can boost its chances with the addition of medical sales liaisons (MSLs) early in the process, according to new research from Veeva Systems.

The software and consulting company compared the success of a drug when key opinion leaders (KOLs) in healthcare organizations were briefed by pharma companies’ medical field teams versus when they were not. The result was a 150% increase in prescriptions written across the system when the MSLs talked to the key leaders, who in turn spread the word other HCPs, said Dan Rizzo, Veeva’s global head of business consulting.

Dan Rizzo

“That’s a significant impact which suggests the investment they make in field medical education has significant return,” he said, adding, “Coming out of the gates correctly sets your trajectory, and correcting slower momentum within those first six months is almost next to impossible.”

And unlike the continuing dwindling access allowed for sales reps, healthcare providers are more open to talking to MSLs. Studies have shown that a majority of healthcare providers rate the medical science teams from pharmas as effective, but also say they are underused.

Meanwhile, the new Veeva research also found that 70% of KOLs only deal with one pharma company. One reason why that happens is that MSLs often craft their own contact lists from their experience and known physician KOLs. The other reason may be because there just aren’t enough MSLs working or being hired at pharma companies.

Historically, pharma sales reps typically outnumber MSLs at about 10 salespeople for every one medical educator, Rizzo said.

“Biopharma companies may need two things to happen – increase the headcount of field medical to get the right KOL coverage while also using an industry data lens to create attention, beyond the KOLS you know, to other influential KOLs you don’t know.”

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