6 MSL Insights Truths I Wish I Knew 7 Years Ago

Seven years ago, I stumbled into the world of MSL insights by complete chance. I didn’t have a roadmap or even a clear understanding of what insights really meant for Medical Affairs. I went from knowing absolutely nothing to slowly building expertise, one frustrating misstep at a time.

Over the years, I’ve had the privilege of helping more than 50 teams build out their insights processes and have trained 100s of MSLs on insights. Each team is unique, but through this work, I’ve uncovered universal truths that apply to mastering the art of insights.

If I could go back and talk to newbie Patrina, the one fumbling through her first project, unsure how to connect the dots, there are six truths I’d hammer into her brain. These aren’t just lessons; they’re hard-earned insights (pun intended 😂) that have shaped how I work with teams today.

Here are the 6 MSL Insights Truths I Wish I Knew 7 Years Ago, shared in the hope that they’ll save you the learning curve I had to climb.

1. The Tool Is Only 5%

Truth:
Fun fact about me: When I started in Medical Affairs, I worked on implementing a cutting-edge insights tool. It was incredible – on paper. But it failed repeatedly because the people and processes weren’t in place. Insights success doesn’t come from the tool; it comes from the foundation.

→ Processes create clarity

→ Workflows ensure consistency

→ People bring the energy and ownership to make it all work.

Without these, even the best tool becomes a very expensive paperweight.

Solution:
Start with a process-first approach. Map out your insights lifecycle, identify gaps, and address them before rolling out new tools. Engage your team early to foster adoption. A simple, process-driven workflow is far more effective than any high-tech tool that lacks team alignment. Run pilot programs to test processes and ensure everyone understands their role in driving insights to the finish line.

2. Relationships Are the Lifeline of Insights

Truth:
I’m not talking about external relationships here. Of course, strong relationships with KOLs and HCPs are essential for insights. But when it comes to getting them across the finish line and driving value, internal relationships are king.

You can have the best insights in the world, but without strong connections with Commercial, R&D teams, and other cross-functional stakeholders those insights will go nowhere. Internal relationships ensure your insights are shared, valued, and acted upon. If your insights aren’t having an impact, start looking at your internal relationships and where those stand.

Solution:
Develop a long-term communication plan to build and maintain strong internal relationships. This could include regular cross-functional forums, insights newsletters, and collaboration sessions to ensure all stakeholders are aligned and see the value of the insights you deliver. Make sure your insights team is seen as approachable and solutions-oriented.

3. You Need More Training Than You Think—Continuously

Truth:
Insights are tricky, and most teams drastically underestimate the training required to gather and deliver them effectively. Insights onboarding is often a single session and rarely revisited. But insights demand a skillset that evolves with changing priorities, new tools, and shifting organizational needs.

AI is about to shine a spotlight on this gap. While AI can analyze trends and fill data gaps, it can’t make bad insights better. If your input is “Dr. likes our Ph3 data,” AI, like humans, can’t do much with it. Teams need ongoing, multi-touchpoint training to ask better questions, capture complete insights, and help ensure every piece of information is valuable.

And while most focus on training MSLs, the real gap often lies at the leadership level. Leaders need to understand how to design effective insights processes, how to support their teams, and how to communicate the value of insights across the organization. Without this, even the most skilled MSLs are working uphill.

Solution:
Hire an expert (like me!) to help build a sustainable training program that addresses both MSL and leadership needs. For MSLs, prioritize hands-on workshops, role-playing scenarios, and real-time feedback to refine their skills. For leaders, provide dedicated training on designing key insights questions, interpreting insights to drive decision-making, and communication. A comprehensive training program that supports all levels, field teams and leadership, ensures insights become a strategic advantage, not just another task.

4. Miscommunication About Strategy Undermines Insights

Truth:
One of the biggest issues I see with insights is the strategy communication gap between leadership and MSLs. Leadership designs key insights questions tied to strategic goals but often doesn’t explain the “why” behind them. This leaves MSLs without context, struggling to tailor their conversations, and sometimes gathering data that leadership dismisses as irrelevant (“Why did you even put that in the CRM?”).

At the same time, many MSLs don’t fully understand how their insights fit into the bigger picture. Without this clarity, insights gathering can feel like busy work instead of a strategic tool that drives real value.

Solution:
Establish regular strategy-connection meetings where leadership clearly explains the purpose of key insights questions, how the data will be used, and what makes an insight decision grade. Pair this with pre-call strategy check-ins for MSLs to align their conversations with strategic priorities. Finally, implement a simple feedback loop to show how insights are being used, reinforcing alignment and driving continuous improvement.

5. MSLs Impact Every Stage of the Insights Cycle

Truth:
Some MSLs still see insights gathering as a box-checking task: “I gathered it, now it’s someone else’s problem.” They gather data, submit it, and expect something to happen. This mindset frustrates me because MSLs have so much more influence. Insights excellence requires MSLs to own their influence across the entire cycle, from understanding how insights are analyzed to tailoring submissions for different stakeholders. This isn’t extra work; it’s about maximizing the impact of the work already being done This is a core concept in my MSL Insights Course, and it’s critical for showing the full value MSLs bring.

Solution:
Reinforce that insights are a leadership opportunity. Visualize the insights cycle to show how MSLs influence every stage. Use training, like my online course, to help MSLs see themselves as stewards of the process, not just contributors. And encourage a team mindset where insights are a shared responsibility, not a task left to others.

6. It’s a Marathon, Not a Sprint

Truth:
Driving value with insights is a long game. It takes time to build trust, establish processes, and align cross-functional stakeholders. Teams often burn out because they expect quick wins or fail to pace themselves. Sustaining energy and maintaining motivation are critical for lasting success. The real lesson? Patience, consistency, and a focus on long-term value are key.

Solution:
Adopt a long-game mindset by setting realistic short- and long-term goals for insights. Keep energy high by celebrating small wins and making time for team recharges. Set clear expectations with yourself, your team, and cross-functional stakeholders about the time and effort required to see results. Incorporate breaks, gratitude practices, and team-building to maintain momentum and avoid burnout.

Conclusion: 6 MSL Truths I Wish I Knew 7 Years Ago

When I first stumbled onto MSL insights 7 years ago, I had no idea what I was getting myself into. Insights seemed straightforward:

→ Gather information

→ Share it

→ Let the magic happen.

But the reality is far more complex and rewarding.

These 6 truths represent lessons learned the hard way through trial, error, and working with over 50 teams. They’ve taught me that success in insights isn’t about having the fanciest tools or collecting the most data. It’s about clarity, alignment, relationships, and treating insights as a long game.

Whether you’re an MSL just starting out or a seasoned leader looking to use insights to show the value of your team, these truths can help you avoid missteps and unlock the true power of insights. What’s one insight truth you’ve learned in your career? Share your thoughts—I’d love to hear them!

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