While the pharma industry might be clear on the difference between the roles of product representatives (product reps) and Medical Science Liaisons (MSLs), our 2024 So What? Research Survey of Australian Doctors revealed that many doctors cannot distinguish between the two roles.
Both product reps and MSLs play essential roles within pharma companies, but they differ significantly in their focus, methods of engagement, and the perceived value of their expertise.
In this article we look at:
Product reps and MSLs both interact with doctors with the primary focus of a product rep to educate and support doctors and promote the company’s products. Product reps are highly knowledgeable about their portfolio, but their product conversations are generally restricted to on-label usage and approved promotional materials.
MSLs act as a bridge between clinical and scientific research and medical practice, and can discuss unpublished data, ongoing research as well as off-label use, much of which falls outside the scope of product reps. They also engage with Key Opinion Leaders (KOLs) and other specialists to support real world evidence generation and other research.
Our survey of over 500 Australian doctors revealed that:
These findings suggest that many specialists struggle to differentiate between product reps and MSLs. As a result, there’s a high chance they may not know what each has to offer when they walk through their door.
Given the gaps in understanding, product reps and MSLs must:
This approach will help ensure doctors know what to expect from each role and enable both groups to triage requests effectively, ultimately adding value to doctors and their patients.
When asked about the value of interacting with MSLs, the results were promising but highlighted areas for improvement. Our survey asked doctors to rate the value they get from MSL interactions on a three-point scale: "A Lot of Value," "Some Value," and "A Little/No Value".
Interestingly, the data shows that Non-KOLs are more likely to report getting a lot of value from MSL interactions than KOLs (51% vs 38%). This makes intuitive sense: Non-KOLs typically have less access to cutting-edge research and may rely more heavily on MSLs to stay informed about the latest medical advancements. For KOLs, who are often directly involved in clinical trials and research, MSLs may serve more as peer collaborators than a primary source of new information.
One of the most striking findings from the survey is the correlation between awareness of the difference between product reps and MSLs and the perceived value of MSL interactions. Among the 51% of specialists who could see clear differences, 63% reported receiving "A Lot of Value" from their MSL engagements. In contrast, only 21% of those who did not know the difference indicated the same.
The survey results highlight the importance of clearly distinguishing between product reps and MSLs. When doctors understand these roles, their interactions with the pharmaceutical industry become significantly more valuable.
Pharma companies can seize this oportunity by:
While creating this differentiation is important, there is also value in fostering a collaborative approach between MSLs and product reps. By adopting a “one customer” mindset, where the two roles complement each other in serving doctors, pharma companies can ensure that the scientific, clinical and non-clinical needs of doctors are met.
Contact us today to uncover how you can optimise the value of your product rep and MSL teams