While their scientific expertise is essential, successful Field Medical visits go beyond medical education and disseminating medical information. According to recent Trilations market research, 94% of healthcare professionals (HCP) agree that personalization is key to create a positive perception of these visits. This article explores what it means to personalize, and offers strategies to help MSLs elevate their interactions and foster meaningful, lasting connections with HCPs.
Personalization
To make the concept of 'personalization’ more actionable, we distinguish between content (what to share) and delivery (how to share).
What content to share?
At the heart of every effective Field Medical visit lies high-quality content. The content, or medical information, is the most impactful driver on being perceived as a valued medical partner. Thus, what makes content “high-quality”? Effective content must be relevant, user-friendly, and up to date to resonate with healthcare professionals — qualities we explore in detail below.
Relevance: The information presented should be directly applicable to the HCPs practice, focusing on comparative studies, clinical data, real-world evidence (RWE), and patient-centric insights. Relevant content isn’t just informative, it’s actionable, enhancing its value in clinical settings and helping healthcare professionals make better treatment decisions.
Example: “A Field Medical representative provided me (a physician) with recent real-world evidence on a drug’s effectiveness. The RWE was region-specific and therefore relevant for my patients. It changed my idea on potential treatment options.” Dermatologist, US, 2024
User-Friendly: Field Medical has a very extensive and detailed toolset, with an overwhelming amount of data. Therefore, it is crucial that they show the information in a clear, visually-engaging, and concise manner. Simplifying complex concepts into digestible insights facilitates better understanding and their subsequent practical application. It's not just about the expertise. The way the information is delivered—clear and engaging—also plays a crucial role in its reception.
Up-to-Date Information: The medical field is evolving rapidly, and staying up to date is essential. The content shared during interactions must reflect the latest research, updated guidelines, and recent advancements to maintain its relevance and credibility. HCPs expect Field Medical to bring the most current and accurate data, which strengthens the ongoing trust and credibility of their relationship.
Example: “An MSL who consistently updates me on the latest clinical trial results and newly published studies helps me stay at the forefront of medical practice.” Cardiologist, US, 2024
But, what if there is no recent or up-to-date information to share? Then listen to the needs. Bundling these internally will enable generating new insights which could lead to more relevant and impactful interactions in the future. This indicates that Field Medical representatives play a critical role in the HCPs practice beyond delivering information.
Looking to the future, Field Medical must embrace digital tools and data-driven insights to remain relevant. Here, Field Medical should closely collaborate with the department responsible for the creation of the content. Together, they can create real-time data analytics, and virtual-engagement technologies (like AI-driven platforms, virtual assistants and interactive content/training platforms) that will reshape the content. By leveraging these tools, MSLs can offer more relevant, user-friendly, and impactful content, tailored to the personal needs of the HCPs.
How to share the content?
Personalization is not only about which information you share, but also how and when you share it.
Preferred Channels: understanding and utilizing the HCPs preferred communication channels ensures the message is delivered effectively. Whether it's via face-to-face meetings, via digital communications or even printed materials, the mode of delivery can significantly impact the effectiveness of the interaction.
Example: “I prefer to receive updates via email, allowing me to review information at my convenience. Tailoring the communication to my preference resulted in more productive interactions.” Cardiologist, US, 2024
Field Medical will need to become proficient in delivering content across virtual platforms. Adapting to these digital trends and leveraging prescribed personalized insights in real time ensures that Field Medical can meet HCPs preferences.
Respecting the HCPs Agenda: Timing is critical. Scheduling visits and meetings at times convenient for the HCP enhances the likelihood of a productive interaction. It’s not just about delivering information but doing so at the right time, respecting the HCPs schedule and workload. It is worthwhile to accommodate last-minute changes or unplanned opportunities.
Listening to Needs: Active listening is vital. Field Medical representatives must understand the HCPs specific concerns and needs, tailoring their content accordingly to ensure the interaction is more relevant and impactful. When listening is combined with the ability to engage in detailed scientific discussions, it results in a complete story. It not only demonstrates the expertise of Field Medical but also builds credibility and trust -- crucial components in fostering long-term relationships. Active listening personalizes the interaction and shows that Field Medical representatives are not just information carriers but valuable partners in the HCPs practice.
Example: “The MSL really took the time to listen to my concerns about how this new treatment would fit with my patients. It wasn't just about the data; they helped me see how it could actually work in practice, which gave me the confidence to make better decisions for my patients.” Urologist, US, 2023
Follow-Up: Timely follow-up after visits and meetings ensures that any questions or concerns are addressed, reinforcing the reliability and commitment of Field Medical to the HCPs needs. This follow-up not only solidifies the information provided but also enhances the ongoing relationship and trust.
Conclusion
High-quality, personalized Field Medical visits and interactions will continue to be essential for driving impact and improving patient care. As the healthcare landscape evolves, Field Medical must adapt to new trends—leveraging digital platforms, staying ahead of cutting-edge research, and using data-driven insights to personalize their interactions. Importantly, evaluating and improving the quality of these visits may prove to be more effective than simply increasing their quantity, especially for the same HCP. By focusing on personalization and being conscious of what and how to share, including embracing technological advances, Field Medical representatives can elevate the quality of their engagements even further, build stronger partnerships, and contribute to better patient outcomes in an increasingly complex medical environment.