It’s not a myth: many KOLs don’t fully understand what MSLs do. Often, KOLs assume the MSL role is similar to that of a sales rep. While sales teams play a crucial part in the healthcare landscape, MSLs bring a unique, science-focused value to these relationships.

For MSLs, the challenge is to differentiate themselves by adding value in ways that go beyond traditional sales. I met Dr. Rohit Shah, a seasoned KOL, through a LinkedIn group, and immediately knew he’d have insider secrets for KOL access to share. Here are 4 insider secrets from a hospitalist on KOL access. These will not only help you gain access to KOLs but also build meaningful professional connections.

These four insider secrets can transform how MSLs approach KOLs. The last one might be the game-changer you’ve been looking for and that you aren’t doing enough.

Insider Secret #1: Cut Through the Clutter: Understand What KOLs Really Need

Insider Secret: KOLs are often overloaded with patients, research, speaking engagements, and administrative demands. Many aren’t thinking about the nuances of the MSL role. They’re busy making critical, real-time decisions that impact patient care. Because of this, they need communication that is direct, relevant, and valuable.

What This Means for MSLs

Approach KOLs with a clear respect for their time and priorities. Show an understanding of their challenges and that the goal is to support and not add to their workload. A quick 30-second “elevator pitch” can be invaluable in this setting. Describe the role and the unique value MSLs bring, ensuring it directly relates to the KOL’s work and challenges. From the outset, make it clear that the MSL role is strictly scientific and exists to provide value, not to sell. Remember a KOL will automatically assume you are there to sell. Put a lot of thought into how you are going to overcome this perception.

Insider Secret #2: Master the “One-Shot” Rule

Rohit shared that he receives an overwhelming amount of outreach, and very few messages actually capture his attention. Many start with a general introduction or vague offer, so they’re easy to ignore. The “One-Shot Rule” is simple: MSLs often have only one chance to make a strong impression in their initial message. If it doesn’t resonate right away, it’s likely to be overlooked.

How to Master the “One-Shot” Rule

Approach your outreach knowing you may only have one opportunity to capture the KOL’s attention. Tailor each message to address a specific problem the KOL is likely facing. This could relate to their clinical work, research, or patient care challenges. If the KOL has been exploring a certain area, mention recent data or trends that could help. Make it clear that the intent is to provide information and support, not to promote a product, so the first impression is one of collaboration, not sales.

If you aren’t sure what your KOL’s challenges are, try using AI to generate ideas. 

Remember: KOLs are most responsive when they see that outreach is directly relevant to the issues they’re tackling in real-time. Focusing on this relevance helps establish the MSL as a reliable resource.

Insider Secret #3: Doctors Don’t Read Emails

Rohit noted that while email is the standard form of outreach, it’s not the most effective. KOLs receive hundreds of messages daily, and many go unread, which means alternative channels are crucial.

Tips for Success

• Social Media: Engage with KOLs on LinkedIn or other professional platforms. Interacting with their posts or sharing relevant content helps build familiarity, so when reaching out directly, the MSL is already on their radar.
• Conferences and Professional Events: If attending the same conferences, this can be a valuable opportunity to connect. Introducing oneself in these settings creates a more natural connection that can make later outreach more effective. To level this up even more, leverage a live warm intro at the event. 

Pro Tip: Leverage social media to see the type of content the KOL is engaging with. This will help MSLs start to get an idea of what the KOL values, so outreach can be tailored based on what’s actively on their mind, increasing the chance of a response. Relationship-building skills are essential here to understand what matters to KOLs.

Insider Secret #4: The Best Access Strategy – Warm Intros

And finally, our most powerful insider secret to KOL acess: the warm introduction.

Hands down the best way for MSLs to gain access is through mutual connections. Rohit emphasized that when an introduction comes from a trusted colleague, KOLs are far more likely to engage. Warm introductions build on an existing foundation of trust, making it easier for MSLs to connect.

How to Make This Happen: Start by expanding the network strategically within the KOL’s sphere. Identify potential colleagues, connections, or even fellow MSLs who have relationships with KOLs of interest. When a mutual contact can introduce an MSL, it instantly builds credibility and increases the likelihood of a positive response. Understanding what HCPs want from MSLs and focusing on mutual goals can go a long way.

→ Get 8 warm intro strategies here