Affiliate Article:
MSL Training Design with ROI in Mind
Author: Jane Chin, Ph.D., President, Medical Science Liaison Institute, LLC
SUMMARY
If we define Medical Science Liaison (MSL) training as enabling an MSL to adopt a desired behavior or fulfill a desired performance expectation, we can readily see how most of what we call “training” is not really training at all. Most MSL training involves information sessions where we try to dump as much information on the MSL as we can in a given time period. The agenda can look impressive and the slide decks even more so, but when the MSL leaves the training, what behaviors and performance are shown as a result of the two or three days you and the MSL have just invested? In other words, what kind of ROI can you expect from MSL training?
Topics covered include:
- The ROI Framework for Optimal Training Results
- Clarify Objectives
- Implementation
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Special Supplement
Physician Education
Key Opinion Leaders, Medical Science Liaisons, & CME
A New Addition to the Pharma Marketing News Archives!
OVERVIEW
It’s a new era for pharmaceutical company support of physician education. New guidelines and regulations from various governmental and non-governmental regulatory bodies have come into play during the past few years. The second event defining this new era was the withdrawal of Vioxx from the market in 2004 and the subsequent re-emergence of the importance of physicians as “learned intermediaries.”
More than ever, it is important to educate physicians about new drugs and to keep this education separate from the marketing function of the company yet aligned with commercial goals.
This Special Supplement to Pharma Markeing News is critical reading for pharmaceutical companies and physician education service providers wishing to understand the new roles of key opinion leader physicians (KOLs) and medical science liaisons (MSLs) in the physician education process.
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