“Dr. is excited about the phase 3 data.”

When I build custom insights trainings for MSL teams, I read through lists of insights captured by MSLs. It’s amazing how many meeting notes, observations, and things that should not be captured as insights are included. This type of info is almost impossible to analyze to generate a decision-grade insight. This results in Medical Affairs not being able to deliver value.

But these observations shouldn’t be ignored or disregarded. Initial observations, like the example above, aren’t insights. But it is a pre-insight or a clue that hints at deeper, more valuable information waiting to be uncovered. The MSL just needs to dig a little bit deeper. Pre-insights are MSL’s secret sauce to decision-grade insights. Here’s how to leverage them to gather amazing insight!

This inspired the creation of our KOL Profile template. It’s designed to help MSLs track and follow up on pre-insights. Check it out!

What Are Pre-Insights

MSL pre-insights are observations/statements that are not quite real insights, yet. They are the gateway to true insights.

Here are some examples of pre-insights:

• “Dr is excited for the phase 3 data.”
• “Dr prefers a competitor’s product.”
• “HCP has concerns about the current treatment.”

Imagine scrolling through a list of insights like this and trying to analyze them. They are missing all the required components of great insights:

• Context
• The why
• Implications

These statements, while informative, lack the context, why, and implications that turn raw data into true insights (Everything tends to be called an insight and it’s confusing. Check out this webinar to help decode the differences). They do not provide the actionable information necessary for insights generation and decision-making.

Not every interaction will lead to an insight but MSLs often get these initial observations (pre-insights). They shouldn’t be captured as an insight right away. But they should be followed up on to uncover context, the why, and implications.

Transforming Pre-Insights into Insights

To turn pre-insights into valuable insights that everyone loves, MSLs need to engage in strategic follow-up:

1. Track Pre-Insights: Have a system for tracking pre-insights that you need to follow up on. This KOL Profile template is designed for it.
2. Plan for Next Meeting: Develop a plan to revisit these pre-insights in future meetings. Prepare questions that dig deeper into the ‘why’ and ‘how.’ Here are some resources on asking questions.
3. Gather the Insight in Subsequent Meetings: In the upcoming meetings, gather detailed context and understand the underlying reasons/motivations behind the observations. Boom, insight time!

What is your system for turning pre-insights into true insights? Please share!

Pre-insights signal opportunities for MSLs to return to the conversation, asking targeted questions that dig into the ‘why’ and ‘how.’ Having a system for recognizing and following up on pre-insights helps build stronger relationships and gather better insights over time.