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Stop Cold Emailing KOLs: 8 Warm Intro Tips for MSLs (You’ll Thank Us Later)
Views expressed in this article are personal.
KOL access is one of the biggest challenges MSLs face. Many MSLs send out cold emails hoping for a response, only to be met with silence. The reality is that KOLs receive numerous requests for their attention and time, making it incredibly difficult to break through the noise. Even with carefully crafted messages, cold outreach often feels impersonal and can get lost in the flood of daily demands.
So, how do you break through this barrier? Warm introductions.
Warm introductions leverage existing relationships and trust to create a smoother, more effective path for engaging with KOLs. By being introduced by someone the KOL already knows and respects, you sidestep the obstacles associated with cold outreach. This method not only helps you gain KOL access but also builds the foundation for a stronger, more meaningful relationship from the start.
Surprisingly many MSLs are not leveraging this fantastic technique as much as they could be. It’s a huge missed opportunity! In this article, I partnered with Jebb Ruff, a veteran medical sales rep with 20+ years experience of working with MSLs and leveraging warm introductions to get access to providers. We’ll explore why warm introductions are the most powerful way to get KOL access and provide you with 8 warm intro tips that you can start using right away.
If you struggle with KOL access, warm intros are something you should be doubling down on.
What Are Warm Introductions?
A warm introduction happens when someone you know introduces you to someone they know and trust. Instead of sending cold emails and hoping for a response, warm introductions leverage established relationships, allowing you to bypass the typical barriers that come with cold KOL outreach.
In Medical Affairs, having an internal advocate who can introduce you to a KOL is invaluable. It positions you not just as a new contact, but as someone worth their time. Building on these trusted connections is the most effective way to secure KOL access and foster long-term relationships.
As Jebb points out, approaching a top KOL via email saying you are new and want help, isn’t going to cut it. They are busy and have gazillions of emails flooding their inbox. Warm intros are often the only way to break in.
Why Warm Introductions Are the Best Way to Access KOLs
- Trust and Credibility: A warm introduction is built on the foundation of trust between the KOL and the introducer, giving you immediate credibility. The KOL is more likely to engage when they know you’re being referred by someone they already respect.
- Faster Engagement: KOLs are busy, and cold outreach often doesn’t make it past their inbox. With a warm introduction, the KOL is more inclined to respond quickly, which reduces the friction of trying to establish rapport from scratch.
- Quality Interactions: Since you’re being introduced through a trusted connection, warm introductions often lead to deeper, more meaningful conversations. You skip the “getting to know you” relationship-building stage and can dive right into the substance of your engagement (not referring to data dumping here).
How to Leverage Warm Introductions for KOL Access
Here are 8 warm intro tips so you can level up your MSL game and get access to those hard-to-reach KOLs.
1. Start with Your Internal Network
Look within your company to see who already has connections with the KOL. Your colleagues, leadership, or even other MSLs may have established relationships that can help you get that first introduction. Jebb says you know someone who knows that KOL, you just need to be creative.
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- Build Friendships with Sales Counterparts: If allowed by your company, start getting to your sales counterpart. As Jebb points out in our video, sales reps know that MSLs are huge assets but they also need to know exactly how you can add value and help.
- Leverage Past MSL Relationships: Don’t limit your ask to current colleagues. Reach out to former MSLs who may have built rapport with the KOL in the past and can provide a smoother transition for you to connect.
- Use LinkedIn to Find Mutual Connections: LinkedIn’s “mutual connections” feature is a great way to identify who knows the KOL. Reach out to those mutual contacts and ask them for an introduction
2. Tap Into Data
Use your company’s CRM or other databases to track interactions within the organization. By identifying colleagues who’ve worked with the KOL or had significant interactions, you can position yourself for an effective introduction.
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- CRM for Key Touchpoints: Find out who in your organization has attended the same conferences, advisory boards, or collaborative projects with the KOL. Use this data to request introductions that align with ongoing efforts. Don’t make it all about you needing an intro though (see tips 7 and 8 below).
3. Leverage Conferences and Events
Conferences are prime opportunities for live introductions. MSLs frequently pre-schedule meetings with KOLs at conferences, but don’t forget to ask colleagues or leadership for in-the-moment introductions during breaks or networking sessions. In Jebb’s experience, live hand-offs are the best and are more likely to lead to deeper relationships later.
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- Use Live Intros: Instead of focusing only on scheduled meetings, be strategic about asking a mutual colleague to introduce you on the spot. These spontaneous introductions can be highly effective in gaining access and making a memorable impression.
4. Leverage Publications and Collaborators
Publications can act as a roadmap for warm intros. Look at who the KOL is publishing with. Co-authors and collaborators can often introduce you. This is a strong method because it builds on an existing academic relationship.
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- Target Co-Authors: If you can reach out to a co-author or collaborator, you can position the introduction around shared research interests, which makes the KOL more likely to engage with you.
- Bonus Tip: Who They Interact with on Social Media: Do you have a mutual connection on social media? Or is the KOL interacting with someone you know? This can also be an in!
5. Reverse Introductions
Give first instead of asking directly for a favor, offer to introduce the KOL to someone in your network. This method flips the usual dynamic and positions you as someone who can provide value, which in turn increases the likelihood of future collaboration.
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- Example: “I noticed Dr. Smith has collaborated with Dr. Lee, and I know someone who’s currently working on similar research. Would you like me to introduce them?”
6. Leverage Alumni Networks and Professional Associations
Many KOLs are active in their alumni networks or industry groups. If you share a university or belong to the same professional association, use these affiliations as a way to request a warm introduction through mutual contacts.
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- Find Common Ground: Alumni networks often provide a sense of camaraderie and trust, making introductions through these channels more effective.
7. Be Specific with Your Request
If you ask someone to make a warm intro for you, make it easy for them. Offer to draft the email or give talking points. When asking for an introduction, always be clear about why you want to connect and how it will benefit the KOL.
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- Professional Milestones: A great opportunity for a warm introduction is to congratulate the KOL on a professional milestone, like publishing a major paper or winning an award. Ask your mutual contact to facilitate the introduction for you to offer congratulations and continue the conversation.
- Example: “Dr. Smith just received recognition for his work in [field]. I’d love to congratulate him personally and discuss some related research. Could you introduce us?”
- Professional Milestones: A great opportunity for a warm introduction is to congratulate the KOL on a professional milestone, like publishing a major paper or winning an award. Ask your mutual contact to facilitate the introduction for you to offer congratulations and continue the conversation.
8. Follow Up Thoughtfully with the Person Who Made the Introduction
Once you’ve made contact with the KOL, the relationship doesn’t just begin with them. It also extends to the person who facilitated the introduction. Thoughtful follow-up with your mutual connection is key to maintaining strong relationships within your network. People often make introductions and then feel ghosted, so ensure you’re nurturing that relationship as well.
- Maintain the Relationship with Your Mutual Connection: After the introduction, follow up with the person who made it happen. Thank them for facilitating the connection and provide a quick update on how the conversation went. Keeping them in the loop demonstrates respect and appreciation, ensuring that they remain willing to help you in the future.
- Example: “Thank you so much for introducing me to Dr. Smith! We had a great conversation about [topic], and I look forward to following up with him. I really appreciate your help in making this connection.”
Conclusion: Stop Cold Emailing KOLs: 8 Warm Intro Tips for MSLs
If you’re struggling with KOL access, consider warm introductions as your go-to strategy. They streamline the process, offer immediate credibility, and set the foundation for a lasting, impactful relationship. Jebb says it perfectly: cold emails are rarely enough to get you in the door and don’t leave your access to chance. Start leveraging your internal network and mutual contacts today to open doors with key KOLs.
Have warm intros worked well for you? Please share. We would love to hear your story!
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