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?

Growth Opportunities

Sometimes in life we take 3 steps forward and 2 steps back. Those 2 steps back are critical for our next step forward as they offer valuable lessons and growth opportunities. Watch this video to learn more and let me know in the comments what lessons you have learned from your steps back?

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.

The Lester Holt Technique

I have to thank Lester Holt from NBC News for this facilitation tip! Whenever a reporter finishes their update, they always ends with “Lester?” He then has his cue and picks it up from there. You can do this with your Zoom presentations, asking the audience to do the same…simply choose another attendee’s name and add a question mark to keep the discussion rolling.

I watched a video recently of ten or so professionals having a discussion where rather than using hand offs, they used resounding periods. Almost every time someone finished speaking, there was an awkward moment of silence as they wondered who would speak next.

You can use this same tactic when you are presenting with a partner. I work twice yearly with professional speaker Conor Cunneen - IrishmanSpeaks in a back-and-forth format of lecturettes. Conor is known far and wide as a well-rehearsed presenter…except when he works with me! We both like to present ‘in the moment’, especially for this audience, so use the ‘Lester Holt technique’ and hear our names called out with a question mark at the end, keeping the flow going. It works every single time even when I have no idea what Conor was going to say…and maybe he didn’t either!

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!)

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.

Presenting to people who are blind or visually impaired

When presenting to an audience where some of the members are blind, use audio description techniques. In this situation it is useful to begin with a brief visual description of you… “I’m Kevin, your presenter today. I’m sitting with a green plant behind my right shoulder and behind my left shoulder is a picture of sailboats as well as the artwork of my 6-year-old grandson. I have grey hair that my stylist calls ‘platinum’…which is why I keep going back to him!” This sets the scene for them.

For each PowerPoint slide, I begin by describing that also, “This slide is divided into four squares, in the first square…”

One way to understand the impact is to find a movie with “audio description” where a narrator fills in the action with words in between the dialog. This will help you get ideas that you can then use.

For virtual presentations, most blind audience members are able to use the chat function easily with their adaptive software.

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.

My NUMBER 1 TIP for your presentations

My NUMBER 1 TIP for your presentations: Involve the audience early and often. Watch this video to learn more!

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!

Chat Box Waterfall

A “Chat Box Waterfall” is a great way to get everyone contributing in a virtual meeting. Ask a simple question then say the following: “I’d like you to go to the chat box and I’ll give you 60 seconds to type your answer to this question but don’t hit enter until I tell you to…”

There is always one who hits enter straight away (of course!) but when at the 60 second mark you say “Hit enter!” you will see a ‘waterfall’ of contributions come in.

Then all you have to do is say, “Let’s take a moment and review these” and then as the host you find someone’s entry and ask “Bob, can you tell us about yours? When you are finished call on the next person” After a few of these you can say, “Jane tell us about yours and then send it back to me.”

This is a guaranteed involvement technique that will forever end the agonizing silence accompanying, “Anyone have any ideas?”

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.

Team Learning

Taking time at the end of a meeting to reflect on everyone's key takeaways fosters true team learning. Each member will remember different key moments, enriching the collective understanding. Watch this video to learn more...

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 do you handle comments after your presentation?

When people come up and thank you, consider saying: “I appreciate you saying that. What did you like/notice/appreciate the most?” That will quickly get to the essentials of what they are taking away, which commonly is less about what you said and more about what they got. This is terrific feedback for us!

Also, whenever you finish any presentation, however short, ask yourself: “What did I do well and what is one thing I might consider doing a bit differently next time?” We can only build on our strengths so don’t be the hardest judge of all.

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!

Sayings that bond

What are the well-known sayings in your industry that create a bond between you and your colleagues? In the healthcare industry, I've noticed a particularly impactful one. Watch this video to learn more!

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

Play rugby!

In rugby the ball is tossed backwards as the player moves forward. Keep this in mind and get your audience interacting with each other not just with you.

Lester Holt uses a technique where his correspondents send the story back to him by using his name with a question mark after it. That is a rugby move.

Another might be you, as the presenter, saying: “Jack give us your thoughts then you can send it to Amy and she will send it to Sharita.” Before Sharita begins, you say: “After Sharita we’ll go to Sam, Agim, and finally to Lilibet.” This allows some preparation for a quieter, more reserved audience.

Pulling names out of hat works too!

What are your thoughts on this? I would love to hear!