Read More
5 Min Read
Move Past Transactional KOL Meetings for Better MSL insights
Picture this: You’ve just wrapped up a meeting with a KOL. You presented the latest data, got some limited feedback, and scheduled your next meeting. Or at least, you tried to. The KOL seemed eager to leave, and you were left feeling like you were chasing them down for the next appointment. This is what a transactional relationship feels like. It’s surface-level, rushed, and lacking depth.
If an MSL wants to gather impactful insights, the connection needs to be there. The best insights help a company understand WHY the KOL believes/thinks/does something. If you have a transactional-level relationship, the KOL will not be divulging this info. This article will help you move past transactional KOL meetings for better MSL insights. The trick is to include relationship builders in your pre-meeting planning process.
Don’t have your own pre-meeting planning checklist yet. Enter to your info in the form below to use this one 🙂:

What Are Transactional KOL Meetings?
Think of a fast-food drive-thru experience: you place your order, receive your meal, and drive away. For MSLs, this means you show up, present the data, get cursory feedback, try to get another meeting, rinse, and repeat. Because there is no genuine connection with the KOL, they are hesitant to engage further. Here are some of the problems with transactional KOL relationships:
- Hard to Gather Insights: Transactional relationships don’t foster the trust needed for open and honest dialogue. KOLs are less likely to share what they are thinking if they don’t feel a connection. There’s little motivation for them to go beyond surface-level comments. It’s like a cashier handing you a receipt without ever making eye contact.
- Missed Opportunities: Without a strong relationship, you might miss out on valuable opportunities to collaborate and gather insights that can shape your strategy.
What would you add to this list? Have you noticed that you are in a transactional relationship and can’t figure out how to get it to the next level? Share with me on LinkedIn.
Here is a strategy to help you move past transactional KOL meetings: leverage relationship builders and build them into your pre-meeting planning process.
What Are Relationship Builders?
Relationship builders are small, professionally focused touches that help MSLs connect beyond the surface level. They include things like shared interests, acknowledging their recent work, or showing a genuine interest in their research and opinions. Relationship builders transform routine interactions into meaningful exchanges by building rapport, which is crucial for KOLs to feel comfortable sharing candid, valuable information.
Examples of Relationship Builders for MSLs:
- Acknowledging Achievements: Congratulate KOLs on their recent publications or presentations. Did they give an interview? Watch it and reference the interview.
- Shared Interests: Connect with KOLs over shared professional interests. If you both attended a recent conference, mention a session you found particularly interesting and ask for their thoughts. This should be done for all top tier KOLs regardless!
- Providing Relevant Information: Share articles, studies, or data that align with the KOL’s interests.
- Remembering Personal Details: If a KOL mentioned a personal interest or milestone, bring it up in future interactions. “Last time we met, you mentioned you were preparing for a marathon. How did it go?”
- Collaborations that Align With Their Interests: Suggest opportunities for collaboration on research projects or publications that align with their interests. Or offer to introduce them to someone that would expand their professional network.
Incorporating Relationship Builders in Pre-Meeting Planning
Catherine recommends that MSLs ALWAYS try to start their KOL meetings with a relationship builder. She recommends identifying relationship builders in your pre-meeting planning process. Here are the things she looks for and makes note of:
- Recent publications
- Social media activities
- Upcoming congresses
- Collaboration opportunities
- Prior interactions
If you need a pre-meeting planning checklist, we have you covered! Fill out the form to download a pre-meeting planning checklist that was build around relationship builders.
Do you use a similar technique to connect with KOLs? Share your relationship builders!
Conclusion: Moving Past Transactional KOL Meetings with Relationship Builders
Being an MSL isn’t just about the science; it’s about the people. By incorporating relationship builders into your pre-meeting planning, you can ensure that every interaction goes beyond “here is some data, now I will go away.” These small touches help build connections that lead to strong relationships (and insights!).

Resources to Make Every KOL Meeting Count
PLAN YOUR MONTH FOR MAXIMIZE IMPACT
Focus your efforts on the right activities and engaging with the right KOLs.
AVOID RESTING MURDER FACE
Is your body language impacting your ability to build relationships?
WHAT IS RELATIONSHIP BUILDING
How can you build a relationship if you don’t have a definition for one?
MSL IMPACT BUNDLE
Complete template bundle to maximize impact as an MSL.
Read Next

Why Course Correction is a Must for Stakeholder Engagement Strategy
5 Min ReadWhy Course Correction is a Must for Stakeholder Engagement StrategyViews expressed in this article are personal. Imagine you're the captain of a ship. The sea is vast, the weather unpredictable, and the destination is clear but far away. You’ve got...

6 Powerful Lessons to Elevate Medical Affairs in 2025
10 Min Read6 Powerful Lessons to Elevate Medical Affairs in 2025This is my favorite time of year. I sit down, reflect on everything I accomplished over the past 12 months, and decide what’s next. Throughout the year, I use regular resets to check how aligned I am with...

AI Won’t Make Bad MSL Insights Better
10 Min ReadAI Won’t Make Bad MSL Insights Better: But Here's What WillAI is blowing up the MSL insights world, and rightfully so. One of the biggest pain points in the MSL insights process is analyzing large volumes of free-text insights. It can be overwhelming, slow,...
0 Comments