“When I see our insights in the brand plan, it fills me with pride,” the country lead shared during our insights workshop series. “If we don’t share insights, we are blind.” His words stuck with us, and his sentiment captured the essence of what effective MSL insights should achieve: genuine, strategic impact.

In an insights training series with 100 MSLs across 20 workshops, we expected to hear the usual challenges about gathering insights (what an insight actually is and KOL access). But what emerged was much juicier. Instead, we dug deep into the nuances of what makes insights work (and what doesn’t). Through 20 hands-on workshops filled with candid discussions, we uncovered 6 hidden drivers of MSL insights excellence that separate high-performing MSL teams from the rest. Let’s dive in. 

1. Mindset Matters: Turning Insights into Inspiration

It’s easy to see insights as just another box to tick. But the standout teams? They treated insights like the secret sauce that makes everything better. This mindset shift, from dread to excitement, was palpable across the teams that excelled. Instead of viewing insights as “just another task,” they saw them as opportunities to make a strategic impact.

This transformation didn’t happen overnight. It came from understanding how critical their insights were to the company’s decision-making process. Teams that embraced this new perspective were energized. They weren’t just collecting information; they were piecing together the puzzle of what mattered most to their organization.

This shift wasn’t just about attitude; it was also about confidence. With the right training and feedback, MSLs felt more capable of identifying meaningful insights. They went from second-guessing themselves to recognizing the strategic weight of their contributions.

2. Cross-Team Visibility: Breaking Down Insights Silos

Ever wish you could peek at what your colleagues are hearing in the field? You’re not alone. Across our workshops, MSLs consistently expressed a desire for greater transparency about what other teams and regions were learning. Whether it was identifying trends, understanding how insights were being used, or questions that HCPs were asking, the hunger for visibility was universal.

This wasn’t just about curiosity; it was about collaboration. Many MSLs highlighted how sharing insights across teams could lead to a clearer picture of regional nuances, launch preparedness, and even global strategy alignment. Teams that had some level of cross-market sharing cited it as an enabler of stronger insights and more impactful contributions.

3. Strategy Whisperers: Aligning Insights with the Big Picture

What’s the secret ingredient that transforms good MSL teams into insights powerhouses? Spoiler alert: it’s not just better questions or more KOL time. It’s understanding how insights drive strategy. Sounds straightforward, right? But here’s the twist: most MSLs struggle to connect the dots between their day-to-day work and the company’s broader strategic direction.

The standout teams we observed cracked this code. What set them apart? Clear, frequent, and open discussions about strategy. And not the dry, one-way updates that put everyone to sleep. These were dynamic, ongoing dialogues about how strategy was evolving and what it meant for the insights being gathered.

These teams made strategy feel accessible, not abstract. Whether it was a quick sync during team meetings or quick text messages, they ensured everyone understood how their insights fit into the bigger picture. 

4. Feedback Fuels Excellence: No More Insights Black Holes

Nothing demotivates MSLs faster than the “insights black hole.” They spend time getting access to the KOL, having meetings, capturing thoughtful insights, submitting them, and… crickets. No feedback, no updates, no clarity on whether those insights made a difference. It’s not just frustrating. It’s a missed opportunity for everyone.

A recurring theme from our workshops was the desire for clearer feedback from global. MSLs want to know which insights are valuable, what’s being acted on, and where they could improve. This kind of feedback isn’t just about boosting morale. It helps align efforts and strengthens the connection between field teams and HQ.

The best teams we worked with avoided this trap by creating strong feedback loops. They didn’t stop at submitting insights. They made it a habit to discuss them as a team. Weekly team meetings became a safe space to share what was submitted, explore how insights were being used, and identify ways to improve. These conversations gave MSLs the confidence to fine-tune their approach, and knowing their insights were valued fueled engagement across the board.

This feedback wasn’t just about improving individual insights, it fostered collaboration. MSLs learned from each other’s insights, shared perspectives, and collectively raised the bar for what great insights looked like.

5. Owning the Impact: Turning Insights into a Team Sport

The most impactful teams didn’t wait for insights to fall into their laps and for something to magically happen with them. They owned the process. These teams viewed insights as their collective responsibility, not just an individual task. Weekly meetings became hubs of collaboration where MSLs shared observations and brainstormed implications together.

This culture of ownership wasn’t about adding more work. It was about fostering pride in their contributions. MSLs who embraced this mindset didn’t just report insights; they actively sought connections to strategy, outcomes, and the broader vision.

This collaborative approach also created a ripple effect: teams with stronger ownership inspired others to level up their insights game, turning the process into a shared pursuit of excellence.

6. Copy the Best: Scaling Excellence Across Teams

When it comes to insights, we saw a clear and compelling need: teams preparing for launches or navigating unique local challenges could benefit immensely from the experiences of markets that had already faced similar situations. The opportunity? Cross-market collaboration that goes beyond sharing raw insights to include the context, challenges, and strategies that worked or didn’t.

This isn’t just about sharing insights, it’s about leveraging collective experience. Imagine a new market learning how another region tackled patient-treatment gaps or adapted strategies for a unique healthcare system. These lessons don’t just save time; they prevent missteps and amplify success.

What’s missing is a structured way to facilitate these conversations. Peer-to-peer exchanges, mentorships, or even regional forums could bridge this gap and help teams scale proven approaches while tailoring them to their needs.

Conclusion: 6 Hidden Drivers of MSL Insights Excellence

These 6 hidden drivers of MSL Insights Excellence reveal a game-changing truth: insights excellence isn’t about isolated skills or individual effort. It’s about cultivating an ecosystem where great insights can thrive. It’s about creating the right conditions for MSLs to not only gather information but to translate it into strategic value that resonates across the organization.

For Medical Affairs leaders ready to take their teams to the next level, here’s where to start:

• Strategic Alignment: Does your team understand how their insights tie into the company’s evolving strategy? Are you fostering ongoing dialogue to bridge the gap between fieldwork and big-picture goals?
• Cross-Team Collaboration: What systems are in place to ensure teams learn from each other, share successes, and avoid duplicating efforts?
• Visibility and Impact: Are you making it clear how insights drive decision-making? Are you closing the loop with MSLs so they can see the tangible outcomes of their work?
• Confidence Building: How are you equipping your team with the tools and feedback they need to feel empowered and effective?
• Global Connections: Are you fostering relationships that transcend silos and regions, enabling your organization to leverage insights on a global scale?

The journey to insights excellence isn’t a quick sprint. It’s a steady climb. But every step forward pays dividends. With the right mindset, tools, and support, any team can shift from good to extraordinary, transforming insights from a task into a strategic advantage.

What’s next for your team? If you’re ready to unlock these hidden drivers, let’s talk. Together, we can design targeted training and support that elevates your insights approach and positions your team as a strategic powerhouse.