Meeting your KOL Tip #3

Today’s post is about the real you! Think back to our first meeting with someone we admire, someone who holds some power over us, who has some fame, or who could say yes or no to an agreement or a contract. What if this person was our ideal KOL? Warm, open, friendly, with all the time in the world. Would we then approach this meeting as an equal with the horizontal set-up in our minds? Each of us collaborating with our given expertise. Would the real you be able to be more comfortable, be able to be more open?

If you are still on the vertical, it can be a recipe for silence, a nervous laugh, or even a bit of groveling. Can you imagine the better set up? What if you were warm, open, friendly, confident, and not concerned with time a much as with a quality conversation. (In fact, a good rule of thumb is to never mention time, “thanks for your time”… “I’ll only take a few minutes of your time”… “I know you are busy today”… “I know you want to get to lunch,” etc.) The mention of the word ‘time’ plants the word in their mind. If you have set up the meeting for 15 minutes, you can say at minute 14, “Now I know we agreed to 15 minutes and I don’t want to overstay my welcome, so is there anything else I can provide (not “help you with”) that would be useful?” When the conversation is a good one, they will beg you to stay!

Therefore always use your time for a “timeless” conversation that has ebbs and flows (scientific exchange!) and is all about those two critical KOL questions: “Can you help me solve my problem?” and “So what?”

Of course, we encounter those in the system with authority over us every day. The system is vertical… but we don’t have to be! Even with our manager! (Well there are some exceptions!!)

The next time you are in a situation where you can choose horizontal or vertical, how would you think, act, and speak differently if you saw the other person as just like you, of course not the same but for sure socially equal? In fact, many in authority really don’t like being “up.” They prefer being treated in the same way we like to be treated: with respect and engagement.

As we’ve mentioned in a previous post, Nora Dunn from the early days of Saturday Night Live told my class one day: “You don’t have to please the audience, you need only engage the audience… And in the engagement, that’s when they will be pleased.”

Meeting your KOL Tip #2

In our last post we reflected on positioning in your mind’s eye: your feelings about who this KOL is and where you are in relation to them. We used the image of them being ‘up’ and you being ‘down’ which doesn’t feel so good!

But what if you lived on a horizontal plane where others are at your level despite having something you may not have? In our culture, advanced degrees are admired but are the plumbers who our homes dry equally admired? Who ranks at the “top” for you? Or could it be that the “top” or the “bottom” need not exist? As we stand next to one another vs. being on top or the bottom, we can appreciate our differences, our gifts, and our reliance upon one another. And while we are not all the “same” in terms of what we have and do, we all are “socially equal” as human beings. With this image instead of the “up and down” image, we can meet our KOL not as better, but as valuable to one another.

Who, for example, is more important in the Intensive Care Unit? Yes, the physicians are vital, but the nurses spend more time with you and in effect become consultants to the physicians. The respiratory therapists are important for sure. How about the chaplains who work with your family? And, oh yes, those who clean your room, who sanitized your room from the last patient… Are they important also? Each of these people will affect your outcome.

In every endeavor, we are all important. This is what the effective MSL not only thinks about but also believes and behaves accordingly. Despite the stereotype, physicians don’t want you to act “less than”… They want a good, robust, thoughtful conversation answering their two main questions: Can you help me solve my problem and the ever-present question: So what?

Meeting your KOL Tip #1

How do you feel when you are meeting someone in authority for the first time? How about that new KOL who means a great deal to you (and to your manager!). Anxious? Anticipating? Excited? Fearful? Nervous? However you feel, the wise MSL will take note of the feeling, accept it for now, and put it on the back burner. Ignoring the feeling will bring it to the front burner!

Our feelings when meeting a KOL for the first time are good indicators of how we view this person, view ourselves, and more importantly, how we view the setup. Anticipating the context and potential obstacles will help you control your emotions and more importantly will give the KOL a solid, substantial memory of you. Expect to be delayed, expect a time constraint, expect a less than friendly receptionist, and also expect to be your very best self regardless.

In many of our worlds, we are set up to see the world vertically: someone is on the top and someone is on the bottom (often us!). It is an old European model from the Middle Ages (perhaps dating back even further) that some people have authority and others don’t. The one on top is perceived as better than, superior to, in charge of, and somehow dominating over those below – if not in power, then perhaps in admiration, excellence, experience, etc. Some marriages are arranged this way, many businesses are, and even children dealing with the playground bully follow this model.

If you see the world this way, you will enter your first meeting with an authority figure (i.e. KOL) as you being the one on the bottom, which…doesn’t usually feel so good, even if you are excited to meet them. Like greeting royalty of old, you enter on bended knee, ready to kiss the ring. If you have ever met a celebrity, singer, or politician, you may encounter this even though you have no clue of what this person is really like off-screen, off-stage, or off the platform.

So how is this first moment of meeting for you? Are you ever on bended knee?

Handling Objections Tip 5

With preparation, being challenged by a KOL won’t have you running for the door, even when you’re taken by surprise. Be sure your questions are open-ended, requiring the KOL to think critically about their comments and expand on their thoughts. Give them time to respond (3-5 seconds) and don’t interrupt (it’s rude and worse, it confuses the other person) as will derail the KOL’s thought process and the insights you are hoping to gain! Ask-Wait-Listen-Respond. Acknowledge their response with body language (a head nod or by leaning in) and listen closely to hear what they are saying. Avoid thinking about your response as you will miss the nuances of their reply!

Anticipate challenging questions/comments and practice your response aloud with a colleague (they will likely face the same objection), or aloud when you are alone in your car or record a Zoom meeting with yourself answering the question. Multiple practice sessions give you what actors call “muscle memory” which are the options you can go to effortlessly. Practice makes perfect!

Being questioned by a KOL, whether it’s easy or difficult, is an opening for further discussion, and ideally, a more meaningful one! Use this opportunity to strengthen your relationship and prove your value for the company and to your KOL. Their patients will appreciate it.

Handling Objections Tip #4

Our last post was concerned with probing physician interest. This post is an example of an AdBoard turning into an AdBORED.

In an advisory board of 45 physicians eager to hear from a research expert, it became clear he liked himself very much! During his presentation a physician asked a question. Looking down his nose, the PhD responded, “The question you meant to ask me was _____” Guess what? No more questions for the rest of that morning.

When challenged, avoid becoming defensive or panicking to please as this may end the conversation quickly and won’t help you become the artist you are working to become. Frame your questions and tone to convey genuine interest in learning more and, ideally, to find the root of the objection. Is this an opportunity to ask questions related to your company’s medical strategy (i.e. key intelligence questions/topics)?

In person or on Zoom, physically lean in to show interest and inform your eyes to be confident. The eyes are the widows of the soul. Act as if you are confident and you will be. Remember you are the expert here!

If you don’t know the answer, admit it, and take a note on paper which will indicate you are serious about gaining an answer. Consider this response: “Thank you. I’m going to make a note and bring it back to our scientists. This is really helpful.” Then follow-up with “When is a good day for us to meet and discuss what I learn?” (Securing a follow up visit in your calendars!)

The Art of Becoming an Impactful MSL

I've recently launched a new series and LinkedIn Group on "The Art of Becoming an Impactful MSL" in collaboration with Kimberly Cremers, PharmD. In today’s video, I discuss the importance of approaching meetings with your KOL with genuine curiosity and immersing yourself in their world. This valuable lesson applies to everyone! Watch the video to learn more and let me know what you think.

Handling Objections Tip #3

Uncomfortable asking probing questions? Understandable! Our relationships with KOLs are critical and may feel fragile as they are developing, so probing the KOL’s objection should be deliberate and respectful and skilled. Proceeding sincerely with the goal of providing information to support the best care for patients, will make the tenuous MSL more confident and therefore more comfortable and more competent as a connector. While being respectful don’t diminish your value. You have expertise that the physician needs to serve their research and patients, and the physician has given you their time. You have something no one else can give during this visit, so don’t allow yourself to be intimidated. Probing questions=physician interest. If the doctor doesn’t challenge you or at least ask a good question, then the value of scientific exchange is lost.

Handling Objections Tip #2

Our last post suggested you “engage” rather than attempt to “please.” Confronted with a strong objection (or criticism) the ‘response’ is now up to us, especially when the KOL acts as if they are the authority. (You really are, right?!)

One strategy is to immediately work to find the “real” question or challenge, the deeper issue the KOL is considering? “Can you give me an example of that from perhaps a patient you are seeing” is a better response than attempting to reiterate and provide a review. The next step is to ask a few more respectful but probing questions which will get to the root of the question and clarify the KOL’s objection. Ask questions to facilitate deeper thinking about their comment:

·        Why brought you to that conclusion?
·        What do you think would happen if…?
·        Why do you think that is the case?
·        What impact do you think that will have?
·        What type of data would address your concerns?

The art of being an impactful MSL is about asking the right questions and engaging the physician. Be careful not to challenge but to explore and allow the ‘teacher’ to have their say. Consider how you can apply these ideas this week and in our next post we will give you our ideas on how to apply these practices.

Handling Objections Tip #1

What is your gut reaction to objections and challenges (sometimes with emotion or worse, cold logic!) from a KOL? The art of being an impactful MSL involves turning uncomfortable moments when challenged by a KOL into meaningful insights that are valuable to your company and more so to the physician’s patients.

Gaining a deeper understanding of the actual concern can strengthen your KOL relationships by turning this objection into a meaningful discussion by asking the right questions. The best MSLs shine through these times and gain valuable insights in the process. In fact, those MSLs want the physician to object! Nora Dunne, actress, director, and SNL alum said, “Your job is not to please the audience, your job is to engage the audience.” And it is in the engagement that is when they will be pleased. Don’t shrink, engage! Here are some ideas how.

When faced with a challenging question, your first step is to gain clarity. You could start by using the skill of paraphrasing (this traditional approach gets you in sync and signals that you understand). You can then ask clarifying questions to get additional facts:

·        I want to be sure I understand your comment, it seems the essence of your concern is _______ (safety, price, formulary, etc.)?
·        What aspect of the data led you to that statement?
·        What are you using for comparison?
·        Tell me more. This and the “what else?” question helps the physician begin to teach you…become a willing student…you are in the professor’s office!

HOW DOCTORS THINK AND HOW YOU SHOULD TOO TIP #4

These are the REAL silent questions KOLs have for MSLs:

1. What ya got for me?
2. How does this relate to my patients?
3. Who are you?
4. Are you worth my time?
5. Is this new?
6. How does this relate to my patients…safely?
7. Who are you again…this time with a bit more depth?
8. What did I think of this time?

Here's some strategies to address the KOL from the inside out:

1. What if you walked in (breathe) and say: “I’ve got some new information about _____ that I think you’ll be able to use with your ___ patients.” Real KOL questions 1&2

2. Whether you are on a first or tenth visit, it’s OK to say: “Oh, I forgot, I’m ______ from ______ and my job today is to help solve a problem your patients face.” Then go quiet to allow the doctor to respond. Don’t talk during this time or it will become ‘show up and throw up.’ W.A.I.T. (why am I talking!) and you will initiate partnership. Real KOL question 3

3. When the doctor responds, even vaguely, you continue: “If I understand this disease properly, the number 1 complaint you hear from your patients is ____________. And they expect you to do something about it. Yes?” (W.A.I.T). Real KOL question 4

4. “When I did my PharmD at The Ohio State University (yes, they tried to trademark the 'The'), my best professor told me that the drug is secondary to the pain of the patient and to find out from the patient what life is like for them. Tell me if this sounds familiar: (Run through 3 or 4 patient quotes)…do your patients tell you anything similar?” (W.A.I.T). Real KOL question 7

5. “Today I’d like to get your take on the complaints and the solutions so far, and then for you to give me some feedback on this one solution. Give me your best shot, your best frustration, your most direct feedback… You cannot hurt my feelings. I want to solve your patient’s problems as much as you do.” (W.A.I.T) Real KOL questions 5&6

6. “I fear I’ve overstayed my welcome; I know you are busy. I’ll take our ideas back to the big wigs in my company. But I do have a request… During our next meeting I’d like to learn more about the challenges your patients face so I can look further into our data to see if I can provide further insights?” Real KOL questions 2-4-6-7-8

Work with these questions gradually and use them instead of your usual routine. You might even practice by having a recorded Zoom session with yourself (the playback will help you see and hear how you sound…remember look directly at the camera, no notes.) Keep the camera rolling so you get 3 or more scenarios. The more you do, muscle memory will kick in and you'll notice the improvements in your approach.

HOW DOCTORS THINK AND HOW YOU SHOULD TOO TIP #3

If we think like a doctor, WE are not what is that important to them. Time and patients and safety are what's really top of mind, and not always in that order. It is possible that inside your doctor’s head the Real Scenario goes more like this:

1.     What ya got for me?
2.     How does this relate to my patients??
3.     Who are you?
4.     Are you worth my time?
5.     Is this new?
6.     How does this relate to my patients…safely??
7.     Who are you again…this time with a bit more depth?
8.     *Silently….What did I think of this time? (actually, they are asking themselves how they felt about you without using feeling words!)

So we want to propose a strategy for you as an MSL – and frankly for anyone who wants to partner and persuade, (and remember, partnering comes first)! Our next post on Wednesday will be a scenario you can use/memorize for each of these eight questions. The art of being an MSL is having a strategy in mind, so watch this space.

For now, just observe your next KOL interaction and play (in your mind) with the eight.

How Doctors Think and How you Should Too Tip #2

One of my mentors, Nido Qubein, president of High Point University in North Carolina reminded me that when you know how someone thinks, you are way ahead of the game. When you are presenting to a physician client, it is important that you understand how doctors these days think. It may offer a window into them and into your presentation.

It is vital that we not think of persuading but rather partnering as our first, most important job. Persuading is about me and my stuff; partnering is about us, more importantly about them and their patients.

See if you agree this might be how your doctor silently thinks:

1.     Who are you?
2.     Are you worth my time?
3.     What ya got for me?
4.     Is this new?
5.     How does this relate to my patients??
6.     Who are you again?
7.     What did I think of this time? (actually, they are asking themselves how they felt about you without using feeling words!)

Traditionally, we spend precious time introducing ourselves and jumping into our agenda instead of getting inside the head of the doctor. The first two questions are actually about you, not about the doctor. Do you think that is the focus of the KOL?  What’s the actual order of these questions in the KOL’s head?

Think a bit about this. Our next post will discuss what we suggest the doctor is really thinking!

How Doctors Think and How you Should Too Tip #1

How fast can you talk under pressure? Many years ago, working with a team of Medical Science Liaisons preparing to present to a panel determining if their drug would be on formulary, an interesting thing happened. Oh! And they had a three-minute time limit for the presentation! If you’ve ever listened to the sped-up details at the end of a commercial with the prescribed warnings, then you can imagine the scene.

It happens not only in front of a formulary panel but also in any, I repeat any, presentation where we feel pressed for time.

The natural reaction is three-fold: talk fast, talk faster, and then breathe. In the pharma business, this is known as “show up and throw up.”

If we only knew that it was not about us and our drug, it was about the receiver’s understanding of our drug. Yes, the data was important and so was the presentation of that data. At a restaurant they call it “the presentation.” How your food looks is a reflection how it will taste.

So instead of talk, talk faster, and breathe…we might now think “Breathe, Inquire (or Hook), and Focus on the Pain/Relief (of the KOL)” because your KOL has a problem that you can help them solve…you become their physician in a sense.

Breathing is a good thing, often overlooked, but definitely a good thing. It helps you relax and decreases your anxiety when feeling pressed for time. If you have worked with a trainer, a physical therapist, undergone a medical procedure, or anticipated death on a roller coaster, we often hold our breath. I have no idea why we do this other than to justify the employment of the professionals above!

So, for today… Breathe the next time you are pressed. Next time: the inner mind of your doctor. Until then… Breathe!

The art of being an impactful Medical Science Liaison (MSL)

I'm thrilled to announce a new LinkedIn group dedicated to the art of being an impactful Medical Science Liaison (MSL). In collaboration with Kimberly Cremers, PharmD we’re bringing you key strategies and perspectives to elevate your role as an MSL.

Join our vibrant community where we discuss crucial topics and share insights to enhance your effectiveness and engagement. This week, we’re exploring how to understand your Key Opinion Leader’s (KOL) interests. Next week, we’ll dive into the fascinating topic of how doctors think—and how you can align your thinking with theirs.

Don’t miss out on this opportunity to connect with fellow MSLs, exchange ideas, and grow together. Join us now and be part of an inspiring community dedicated to professional excellence and collaboration.

We can’t wait for you to get involved! Join here

UNDERSTANDING YOUR KOL'S INTERESTS TIP #2

Use the nuances of conversation to unveil the KOL’s uniqueness!

1) Pay attention to the smallest most granular detail you can. Consider looking for the unusual, the hunch the KOL played, the emotion you heard in their voice, the almost pastoral understanding and sensitivity they displayed. Play the “dumb nut” and even if you do know a bit about it, let the physician teach you by asking for their insights. Let their expertise overpower the conversation with you listening and asking good questions from your natural curiosity. It may be moment or a minute or more…this gives you a deeper understanding of how this KOL thinks. An additional win is that the KOL gets to speak to what is most important to them. Do this and you will be vastly more distinctive than anyone else the KOL meets that day.

2) Ask if they will give you a summary of the rounds they just completed or of the patients they encountered that day. Empathize whenever possible by hearing any of these emotions: sad, mad, glad, scared, hurt, excited. A physical therapist we knew on one of her first days was told to get a patient of bed to start walking. She did and he dropped dead on the floor. Devastated she withdrew to the locker room in tears… and then received a call from the patient’s physician. “This was not your fault; you did nothing wrong. I’m happy to talk to you when we figure this out, but I know one thing, this was not your fault.” Imagine hearing that story from a KOL. Likely the emotion fills the room. My question would be, “How did you know how to do that? They can’t possibly have told you that in medical school.” What the KOL says next will be gold so listen very carefully. W.A.I.T. (why and I talking?) and when you hear or see gold, the famous Chicago psychiatrist Dr. Rudolf Dreikurs advised, “Dig!”

3) Ask them about their biggest challenge practicing medicine today. You may feel you know this answer to this question already and don’t want to prompt a tough subject for which you can’t control (like the price of drugs or your drug specifically), but you may be surprised by how much they appreciate this question. While my experience says the challenge will not be about my product, be ready for the tough objection in case it is. If you receive a superficial answer, probe deeper to unveil the real challenge. Listen closely to their response as that may be the key to understanding their uniqueness and an opportunity to provide value in the future.

One aspect of art of being an MSL is fluidly navigating conversations to expose information that makes your KOL unique. Once you have these insights, how can you provide the most value for the KOL and their patients?

Understanding your KOL's Interests Tip #1

How well do you know your KOL and their interests? We all know this is job number 1 for any MSL. We look them up online, we scan the walls in their office, comment on their fishing trip photo, etc. But really, everyone does that. Our job is to help you distinguish yourself, so you don’t look like everyone else. Don’t lose your competitive advantage and more so your distinctiveness. Stand out in your KOL’s mind as the MSL that knows the art of the role, providing value with every interaction.

Investigate the KOL’s areas of interest, practice, research, or focus. While you need to use all resources available to you internally (across your company (including commercial)) and externally (the KOL’s office staff, the office/institutions website, google, Ovid, etc.), dig deeper to discover what makes this KOL unique. This can be from your perspective, or how they believe they are unique in their field.

Did they teach you something today? Did you ask them to do so? Is there a part of what they do that is so unique to you (or should be) that you focus your attention on that for a while? “Today Dr. ____ I want to let you know the latest ____ about ____, but I also have another agenda that is strictly personal. May I begin with that?” (then wait….) You can then say, “Last time we met you mentioned _____about one of your patients and ever since I wanted to ask you about how you knew that? So, if you don’t mind a few minutes on…How did you know that?!” This is critical and far more important than the fish on the wall or their golf handicap. Engaging in this kind of conversation is an intimate look into what you need most from them: How they think.

If you know how someone thinks, you are ahead of the game. We can observe behavior but discovering how they think is a huge deal. It is everything, actually. Let the commercial folks talk about fishing and golf: you can have the most intimate of professional conversations by affirming what is most important to this KOL, their unique ‘take’ on the world, on their patients, on your drug. Tailoring the topic of your scientific exchange to their specific need and interest is good, noticing their unique ‘take’ is even better. “You know as I visit other KOLs they are of the mindset that ______, but you don’t. Can you tell me your thinking on that?”

So, for today think about how you can unveil the uniqueness of your KOLs and stand out in the eyes. Our next post will dive deeper into the nuances of the conversation and what we can learn.