Ghosts might not be real, but ‘ghosting’ sure is. It is ubiquitous in our society, happening in both our personal and professional lives. It may leave us confused and uncertain, especially if we were just actively engaged in discussion with someone or are following up to address a question they posed. Keep in mind that people are busy and pulled in many directions, so it’s not personal (even though it feels very personal). Sometimes it’s okay to let it go, but if this happens in our professional setting, particularly with a KOL, it’s likely that we should not walk away, and we really cannot walk away. The art of being an impactful MSL includes keeping the communication flowing and reinitiating that conversation if ghosted.
If you’ve been ghosted by the KOL, what’s your next step? An MSL’s job is to engage in scientific discussion with KOLs on topics relevant to their work, whether that is related to company initiative, new data that is important for their patients, or to address a question they’ve raised. Here are a few options to consider, with more ideas to follow in the next posts…
Have you contacted the KOL via their preferred method of communication? Many MSLs respond with “Duh, of course I did.” But on further reflection have you really taken the time to think it through? With the multitude of ways to communicate and the enormous amount of data coming at us throughout the day, it’s important that we understand how this specific KOL not only likes to receive information, but also what they hate, and what they are seduced into reading. Adjust your communication strategy accordingly. Don’t know the answer? ASK!
What strategy worked best in the past? Is email really the best tool or is a short text message more likely to garner their attention? Or is it a voicemail at a time when you know they won’t answer? Make that voicemail about them, not you. “I was thinking about you today and I remember you said ______. I loved that and mentioned it to my spouse. She/He said I should have asked you _______. So can I get a bit of time with you, so my spouse stops asking me?!”
Are you using the subject line to talk about yourself or about their patients? Think patients, patients, patients! And think about the problem the KOL has with those patients. You have a blink of an eye to catch them with an email. Do you really want it saying, “Just following up” or “Long time no see” or “(name of your drug) breakthrough.” Don’t be like everyone else. What email subject lines attract and detract your attention? Be clear!
Is the communication focused on you and your agenda or the KOL?