Liaisons serve a critical role in connecting companies with payers and providers. As regulations about interacting with payers and providers evolve, developing strong liaison teams became a priority with the growing internal and external expectations on the types of activities and services they must provide.
While there is no universal blueprint for MSL success, some best practices are emerging. Because there’s more pressure on the industry today to demonstrate the economic value of a drug, for example, MSLs are increasingly targeting payers and regulatory agents. The physician is no longer the sole customer. An effective MSL strategy will look at segmenting MSL teams to address all key stakeholders that can affect a brand’s success. It will also need to ensure that MSLs are carefully aligned across all customer-facing teams and channels to help nurture existing KOL relationships and build new customers across markets.