Why Communication is Key to Demonstrating Value in Medical Affairs

Let’s talk about one of the most critical, and often overlooked, keys to success in Medical Affairs: communication. We all think we are doing a good job at this, but are we? How you communicate directly impacts how well you can demonstrate your value in Medical Affairs and as an MSL. Whether you’re building relationships with KOLs or presenting data to HCPs, communication is the bridge between what you do and the value others perceive.

You might not like hearing this, but better KPIs or the “right” KPIs aren’t going to solve this problem. If you’re struggling to show your value, tweaking your KPIs won’t help. The answer lies in communication. It’s how you engage with your stakeholders, how you present data, and how you connect with others. Communication is where it’s at.

And just to be clear:  we’re not talking about medical communications (medcomms) here. This isn’t about publications, congresses, or journal submissions. What we’re talking about is strategic, day-to-day communication. How you connect with KOLs, how you convey the “so what” of your data, and how you build trust with stakeholders. It’s about the conversations, the follow-ups, and the interactions that demonstrate your value and build lasting relationships.

In Medical Affairs, communication is more than just sharing information. It’s about ensuring that information sticks, leads to the right actions, and helps you stand out as a trusted advisor. Let’s dive into why communication is key to demonstrating value in Medical Affairs.

Communication is More Than Just Words

When we think of communication, we often picture someone talking. But in Medical Affairs, it’s a bit more nuanced. We’re talking about strategic communication, the kind that builds relationships, drives engagement, and ultimately demonstrates value.

Here’s why communication is the essential skill for MSLs:

1. Building Trust with KOLs and HCPs: You can have the best data in the world, but if you don’t communicate it in a way that resonates, it won’t matter. Your audience needs to trust you. And trust comes from clear, honest, and relevant communication.
2. Aligning with Internal Teams: It’s not just about your interactions with KOLs. You also need to communicate effectively with cross-functional teams and internal colleagues. Everyone needs to be on the same page, and it’s your job to make that happen.
3. Inspiring Action: The endgame of every piece of communication you deliver should be action. Whether you’re sharing data that could influence treatment decisions, shaping strategy, or gathering insights, your communication should always lead somewhere meaningful.

Types of Communication in Medical Affairs

Most people think communication is all about spoken words: the meetings, presentations, and conversations. And while that’s important, it’s actually just a small piece of the puzzle. In Medical Affairs, communication is much more nuanced. It’s the clarity of your writing, the body language you use, and how well you tailor your message to your audience. Here’s how you need to flex your communication muscles depending on the situation:

1. Verbal Communication:

• This is your bread and butter: talking to HCPs, KOLs, internal teams, etc. Whether you’re on a Zoom call or grabbing coffee at a congress, engaging in a dialogue is key. Don’t just spew facts. Engage them in meaningful 2-way conversations.

Pro Tip: Instead of leading with, “Here’s what the data says,” try opening with, “Here’s what this means for you and your patients.” Immediate connection.

If you struggle to create compelling narratives out of data check out the Presentation Mastery course for a simple framework designed to transform data into stories. 

2. Written Communication:

• Emails, reports, slides, insights. If it’s written, it needs to be concise and to the point. No one has time to sift through 10 pages of jargon. Simple wins every time. Written communication is often the next step to your verbal exchanges. For almost every conversation, you will likely need to do some kind of follow-up.

Pro Tip: Always ask yourself, “What’s the one thing I want them to take away from this?” Then, build your written communication around that.

Get in the habit of setting agendas. This helps keep you focused. 

3. Non-Verbal Communication:

• The unsung hero of communication! Research shows that 55% of communication is conveyed through body language. This means your posture, facial expressions, and eye contact are doing a lot of the talking for you. Non-verbal cues speak louder than words. Whether you’re sitting in a face-to-face meeting or on a virtual call, the way you present yourself can significantly impact how your message is received.

Pro Tip: Be mindful of your facial expressions and body language. You could have resting murder face. It’s an unintended serious or unfriendly expression that can shut down engagement. To avoid this, watch a recording of yourself presenting.

Body language is something that most people don’t think to improve. If you are struggling with this in your in-person and virtual presentations, check out the Presentation Mastery course.

How to Effectively Communicate in Medical Affairs: 4 Guiding Principles

Whether you’re engaging with a KOL, drafting an email, or presenting data, there are key principles that will help you communicate more effectively and demonstrate your value every time. Here’s what to remember when you’re communicating:

1. Simple Wins

In Medical Affairs, we love data. But throwing too much data at someone is a recipe for disaster (aka data dumping). Keep it clear, keep it simple, and always focus on the so what. What does this data mean for the person you’re talking to?

If you tend to data dump, consider leveraging storytelling. It makes it easier for the audience to connect with the data. Check out our 4-Step StoryRX framework.

2. Active Listening

Communication is a two-way street. It’s not just about talking, it’s about listening. Pay attention to the subtle body language cues. Notice when your HCP or KOL pauses, looks confused, or asks follow-up questions. That’s your signal to dive deeper or clarify.

Active listening is essential to gathering insights. For more tips on how to do this when engaging HCPs, check out the MSL Insights Course.

3. Tailor Your Message

Not every KOL is the same. What resonates with one might bore another to tears. Tailor your message to suit your audience’s needs. For example, if you’re talking to an oncologist who focuses on immunotherapy, stick to the data that directly impacts their practice. Leave out the fluff.

This is the step that everyone skips but makes the largest difference. If you want to better tailor your messages, you need an audience analysis framework.

4. Follow-Up (Seriously, Do It)

You had a great conversation, nailed your presentation. Most people just let it end there! Follow-up is where the magic happens. It shows that you care and that you’re committed to building a long-term relationship. Send a recap email with key takeaways, additional resources, or an offer for further discussion.

How do you key the conversation going after an interaction? This takes a lot of thought! Share your tips. Here are mine:

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Avoiding Common Communication Pitfalls

The Curse of Knowledge

No one likes a know-it-all MSL. Many think it’s an MSL’s job to know everything. It’s not. It’s about building relationships. A lot of times we forget that not everyone knows what we know. This curse of knowledge is a killer for communication. Simplify. You don’t need to dumb it down, just make it accessible. If your audience isn’t following, they’re not going to care.

The Data Dump

We’ve all done it. We have so much info to share that we dump it all at once, hoping something sticks. Don’t do this. The solution? Storytelling. Instead of overwhelming your audience with data, weave it into a story that matters to them. This helps them see the value, not just the numbers.

Why Great Communication = Demonstrating Value

Big truth: You can’t demonstrate value without mastering communication.

If you can’t communicate clearly and effectively, how will anyone know the value you bring to the table? Whether you’re explaining complex trial data to a KOL, collaborating with your internal team, or sharing insights, your ability to communicate directly impacts how others perceive your value.

Imagine this: You are sharing practice-changing data that could impact the way KOLs treat their patients. But if you can’t communicate that data in a way that resonates, the message is lost. No connection means no impact.

Strong communication is your secret weapon. It allows you to build trust, foster relationships, and inspire action. All of which are critical to demonstrating your value in Medical Affairs. If you master communication, you’ll not only build stronger relationships with KOLs and internal teams, but you’ll also position yourself as an indispensable resource.

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