Getting the Next Meeting: Developing Trust with your KOL

By Christy Thompson, Medical Strategy Director, TMAC Consulting 

Gathering key insights from thought leaders is integral to a cohesive brand strategy. Amongst internal cross-functional teams, Medical Affairs is arguably the most diverse source of insight generation. As field-based Medical Affairs professionals, however, we find that our full value is sometimes limited by an inability to secure a second, third, or fourth meeting with our KOLs. 

Today, we are taking a step back to ask the “Why?” Why do some MSLs struggle to gain repeat access to KOLs, and why do some succeed?” What are those who are successful doing right? 

At the end of the day, it is all about finding a way to connect.   

At TMAC, everything we do revolves around putting relationships first. That includes finding common ground with our KOLs—a process that starts with fully understanding their needs. If our Leadership Team has done its job, we know exactly what our needs are…what insights are on our agenda. But how much thought have we given to what our KOLs want from us and how we can fulfill their needs? 

During my tenure as an MSL, if I found myself struggling to secure follow-up meetings or found my KOL was not engaged in our conversation, more often than not, it was because I put my needs first. For example, I rambled through new data quickly to get my point across before even asking how the KOLs day was. Through a bit of humility and a lot of error, I learned that if I took a step back and simply asked, “Why did you agree to meet with me? What do you hope to get out of this partnership? Or even, “Tell me what I can do to help,” I found the relationship took on a whole new feel. At the end of the day, KOLs are KOLs because they want to share their opinions…sometimes all we have to do is sit back and open the door. 

Alternately, sometimes, they just want to be recognized. I remember a KOL in my territory who refused to meet with anyone in the company. As a top OL in her field, developing a relationship with her was something I felt would be mutually beneficial, however, I certainly couldn’t force the situation. It just so happened that she was presenting at a conference I was attending. I took the opportunity to listen to her speak and came to understand her passion for her field of study.  After the lecture, I stopped by to congratulate her on a job well done and asked how she decided to specialize in her field. Within a couple of minutes, I introduced myself, and despite the sideways glance, she opened up. All she wanted was a small bit of respect.  

Going into any interaction with an open, curious, and interested attitude fosters exchange of information - changing your perspective with your KOLs from the start will lead you to great conversations…and open doors.  

Oh – and remember not to leave one meeting without a date for the next! 

So…what do you do to promote successful relationships? For those KOLs you have built a strong, trusted partnership with, how did you get there? We’d love to know what you do to foster connection!