Healthy Skepticism Library item: 17288

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Kientop D
Integrating Medical Science Liaisons into Key Account Management
Journal of Medical Marketing 2009 Dec 18; 10:(1):45–51
http://www.palgrave-journals.com/jmm/journal/v10/n1/abs/jmm200945a.html

Abstract:

Medical Science Liaison (MSL) teams are a well-recognized function within the pharmaceutical and medical products industries. While in most organizations, MSLs have focused on the development of relationships with individual Key Opinion Leaders, progressive companies have realized the value that MSLs can also bring to Key Account Management (KAM). This article discusses the five steps that should be followed in order to successfully integrate the support of Key Accounts into an MSL function. These include understanding the business approach to KAM, identifying what MSL resources are available, developing a comprehensive strategic plan, implementing the plan, and evaluating and making any necessary adjustments. Finally, a case example outlining the experience of a small pharmaceutical company, and how the MSL function supported KAM will be shared.

Keywords:
Key Account Management, Key Opinion Leaders, Medical Science Liaison, pharmaceuticals, relationships