What KOLs Think of MSLs and Sales Reps

Do KOLs know the difference between MSLs and sales reps? MSLs and sales reps serve two distinct functions but in the eyes of KOLs, is this distinction relevant? Perhaps a better question to ask is are MSLs and sales reps collaborating effectively to provide value to the KOL? Here’s what KOLs think of MSLs and sales reps.

From Their Eyes: What KOLs Think of MSLs and Sales Reps

Generally speaking, when an MSL or a sales rep enters a meeting with a KOL, the only thing the KOL sees is a representative of the company. They don’t care about the different titles and responsibilities. They want the information and support needed to advance patient care and/or their research. What matters most is the quality of the interaction and the value received.

Read more about what KOLs want from MSLs here.

What has been your experience when engaging with KOLs? Do they know and/or care about the distinction? Certainly some will but is it worthwhile to emphasize?

MSLs and Sales Reps Working Collaboratively and Compliantly to Meet KOL Needs

Obviously, MSLs and the sales reps need to act compliantly when engaging with KOLs but this should not be the focus of the interaction. If the MSL and rep collaborate effectively and collectively prioritize the KOL needs, it enhances the customer’s experience.

Think of all the examples of MSLs and sales reps visiting the same KOLs and not knowing it. It doesn’t look good and annoys the KOL.

The MSL and sales rep can work as a team to work compliantly and focus on meeting the needs. By adopting a customer-first mindset and emphasizing collaboration, MSLs and sales reps can build strong, mutually beneficial relationships with KOLs.

Does the thought of working with your sales counterparts give you an allergic reaction? A negative mindset of sales means missed opportunities. Learn more here.

Conclusions

I challenge you to think about how you are working with your sales counterpart and if you are collaborating in a way that truly adds value to KOLs. Putting too much emphasis on the distinction between MSLs and sales reps might not be effectively meeting their needs.

Keep the differences simple and more focused on adding value.

I’m curious to hear your opinions! What do you think KOLs think of MSLs and sales reps? Comment down below or share with me on LinkedIn.

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