Medical Science Liaisons in Competitive Intelligence

Updated Tuesday, March 24, 2009 Medical Science Liaisons in Competitive Intelligence How the role of MSLs in CI remains misunderstood by Jane Chin, Ph.D. Certified Competitive Intelligence Professional President of Medical Science Liaison Institute Copyright 2009 by Jane Chin, All Rights Reserved. http://www.MSLinstitute.com/

Updated Tuesday, March 24, 2009 REFERENCES The participation and role of Medical Science Liaisons (MSLs) in competitive intelligence (CI) has been proposed and championed many years ago. The information presented here is based on publications by Dr. Jane Chin in 2003 (MSL Quarterly Vol 1 Issue 1 March ’03) and by Dr. Jane Chin and Dr. Ben Gilad in 2004 (Pharma Executive May ’04) Copyright 2009 by Jane Chin, All Rights Reserved. http://www.MSLinstitute.com/

Updated Tuesday, March 24, 2009 A GAP IN INTENT “MSL programs were a technical outgrowth of sales, but they have since evolved to partake in field-based clinical and educational efforts for companies’ products. However, in many pharma companies, that evolution has not gone far enough. Companies still continue to focus MSL activities on pushing information out rather than pulling it in from the field and integrating it into their decision-making processes. As such, companies are missing the opportunity to leverage MSLs within a sensory web.” Copyright 2009 by Jane Chin, All Rights Reserved. http://www.MSLinstitute.com/

Updated Tuesday, March 24, 2009 INTENTS ARE MISSED “Most field medical science professionals are neither trained in basic intelligence concepts nor familiar with the intelligence process.” (too often they equate information with intelligence, and don’t know what they really mean by “actionable intelligence” or how to transform it) Copyright 2009 by Jane Chin, All Rights Reserved. http://www.MSLinstitute.com/

Updated Tuesday, March 24, 2009 MISSED MARK AS CAUSE Others completely miss the mark of what competitive intelligence actually is. (CI is not dumpster diving or pretending to be an independent researcher not employed by a pharma company so you can stop by competitor booths and misrepresent yourself. CI code of ethics prohibit these tactics) Copyright 2009 by Jane Chin, All Rights Reserved. http://www.MSLinstitute.com/

Updated Tuesday, March 24, 2009 CAUSE FROM LACK OF INTEGRATION “MSLs often remain sheltered inside sales and marketing support functions and from participating in the company’s strategic risk management.” Copyright 2009 by Jane Chin, All Rights Reserved. http://www.MSLinstitute.com/

Updated Tuesday, March 24, 2009 INTEGRATION IS KEY “Adding some monitoring responsibilities to an MSL program is not enough to give pharmaceutical companies a competitive edge. To get ahead of the pack, pharma must harness MSL programs to produce sensory data.” Copyright 2009 by Jane Chin, All Rights Reserved. http://www.MSLinstitute.com/

Updated Tuesday, March 24, 2009 KEY QUESTIONS ARE HOW TO IDENTIFY INTENT GAPS? HOW TO ADDRESS CAUSAL FACTORS? HOW TO IMPROVE INTEGRATION? WHAT PROVES WHAT YOU’RE DOING IS WORKING? Copyright 2009 by Jane Chin, All Rights Reserved. http://www.MSLinstitute.com/

Medical Science Liaisons in Competitive Intelligence

0 comments

Notes on slide 1

1 Favorite