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How to Stick Out as a Reliable MSL to KOLs
You know when you are on with a cell or internet provider trying to get your issue fixed, and they just pass you from person to person? Then you have to re-explain your situation 1000 times, it doesn’t get fixed and it’s super annoying. You might be doing that with your KOLs as well by not actually understanding their situation and specific questions. This is what KOLs want from MSLs! When you do this you waste the KOL’s time, make it less likely that they will want to engage with you again, and potentially burn the relationship. Here is a tip to stick out as a reliable MSL to KOLs: actually answer their questions and do not just data dump.
When a KOL Asks a Question Here’s What They Don’t Want
When a KOL comes knocking with a question about your product or data, this is your time to shine! Do not respond with a data dump and not answer their question. Provide the specific info they are looking for.
In response to my hack on why data dumping as an MSL is bad a KOL highlighted that if she has a question, she does not want a data dump in return. It often does not answer her question and makes it less likely she will reach out again. Her advice is a great opportunity to shine and stick out as a reliable MSL to KOLs.
How to Stick Out as a Reliable MSL to KOLs
Here’s Dr. Hoffman’s story and the opportunity to help you shine as an MSL. Dr. Hoffman poses a question to a sales rep that cannot be answered by the sales rep. It gets pitched over to an MSL. In some cases, Dr. Hoffman gets a delayed response that is a data dump and doesn’t even answer her question. She gets frustrated by this and doesn’t want to interact with that MSL.
If you get a question from a KOL, Dr. Hoffman says this means the KOL sees some kind of value in the product. If you don’t provide the relevant info, it can devalue the product in the KOL’s eyes. She also emphasizes that if you actually provide relevant info that answers the question, you will stand out and she is more likely to reach out to you again. Here are some additional tips:
- Reread the question before sending the response to ensure you are actually answering it
- Reply promptly (this is an area that many MSLs can improve on!)
- If you need additional context, reach out and ask (Dr. Hoffman recommends referencing that you need more info to answer the question
- Ask the sales rep for more context
Conclusions: How to Stick Out as A Reliable MSL to KOLs
It’s simple. To stick out as a reliable MSL to KOLs, provide info in a concise manner that answers their questions. This shows that you value their time. Think of the times you have had poor customer service and couldn’t get your question answered. How did this make you feel? Were you excited to reach out to them again? KOLs coming with questions is a golden opportunity to add value, build the relationship, and illustrate that you are a reliable MSL!
What do you do when you get a KOL question? What are your tips to use this as an opportunity to connect better?
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