Continued restrictions on pharmaceutical representatives’ in-person interactions with HCPs, coupled with clinicians’ growing comfort accessing medical information online, are causing many life sciences organizations to reorganize both their sales and medical outreach teams. This is raising new questions about optimal ways to leverage MSLs as part of a broader evidence-generation and evidence-engagement strategy.
Even as the most recent Omicron wave of the COVID-19 pandemic subsides, continued restrictions on in-person HCP interactions, local surges, and clinician burnout are all causing life sciences organizations to question the future of the traditional sales representative and consider the expertise needed to interact with clinical customers.
On one hand, the pandemic illuminated the need for more medical/scientific expertise, along with reps who can field complex questions about products, evidence, and value. As a result, some companies are looking to expand the purview of the MSL beyond traditional off-label and science-centered conversations. They’re looking to leverage RWD and HEOR research in new ways, such as helping HCPs understand their patient populations more discretely or engaging new kinds of customers (e.g., employers). Other companies, like Pfizer and Amgen, are cutting back on the number of reps. These companies are reallocating some of those funds toward more digital-first content creation in recognition of the greater presence of HCPs searching for and discussing evidence online.
On the other hand, gaining the attention of HCPs is more difficult than ever. Providers are still restricting most reps from in-person interactions. Individual HCPs continue to suffer from burnout and trauma and are turning down virtual visits. More HCPs are utilizing online channels to access and discuss clinical evidence and products, which is calling the traditional MSL role into question and causing life sciences leaders to rethink what value such a clinically trained field force can provide to their customers. In fact, a recent survey published by Reuters for Within3 found that 40% to 49% of medical affairs and life science engagements are expected to be virtual in the next three years. And this doesn’t just impact current customer engagements. It’s also becoming increasingly difficult for life sciences leaders to identify the right decision-makers to target in the future, and to understand who has influence in the digital world.
Implications for life sciences
The role of the rep has been at an inflection point for years, but the future will be determined by whether life sciences leaders can take advantage of emerging opportunities to leverage real-world data more effectively answer HCPs’ and customers’ open questions. In fact, a new report from Accenture found that 65% of oncologists want pharma reps to be able to discuss real-world data with them, and 51% “will need more discussion” on real-world data from reps in the future.
Moving forward, field teams may look for opportunities to generate localized, RWD-derived insights about individual customers’ patient populations, disparities, and care gaps. Field teams can use personalized analysis to take their interactions to the next level and help customers identify eligible patients in their population, understand appropriate use cases, and support the creation of clinical guidelines and standards. As real-world data and technology companies continue to invest in and expand access to new and linked sources of RWD, many other potential use cases may arise that could support MSL-to-HCP engagement.
Questions to consider
- How can your field teams support customers by providing provide data-driven, tailored analysis?
- Are your reps fully trained in the needed data and communication skills to be able to explain RWE to customers and to field complex questions?
- How are your field teams adding value to your customers, who are increasingly burned out and have limited time to meet with reps?