8 ways for MSLs to gather actionable insights virtually

Coronavirus may have placed a damper on business-related travel but organizations are still hoping to gather actionable Medical insights to help make smart decisions during these uncertain times. MSLs are working through how to adapt to more virtual way of working while being respectful to KOLs during this overwhelming and stressful time.

There is no way around it: meeting virtually is different than meeting in person. It can be harder to build rapport if the MSL can’t read body language or if everyone feels a little awkward. 

Uncovering actionable insights virtually requires that MSLs make KOLs feel comfortable (get a refresher on actionable insights with this guide). When folks feel comfortable, they are more likely to share opinions and offer critical feedback (this tends to be where the best insights are found!). 

Keep reading to learn how MSLs can transfer their relationship-building skills to the virtual arena, dig deep into KOL perceptions, and gather actionable insights. Also keep in mind that depending on the KOL’s specific situation it may make sense to hold off on meeting until things cool down a bit.

1. Test the virtual meeting tool ahead of time

Is your KOL familiar with your company’s virtual meeting tool? Or does your KOL’s institution have strict restrictions on which tools can be used? Test this ahead of time. Ask the KOL to download any required browser extensions or apps prior to the meeting. 

Pro tip: have the KOL send the invite using their organization’s virtual meeting tool to avoid any issues. Test it on your computer ahead of time. 

2. Set a clear, KOL-centric agenda ahead of time

Every meeting should have a clear objective, especially now with all this coronavirus craziness. Let your KOL know what the meeting will be about by including a clear agenda. Make the agenda about the KOL and the value it will bring to him or her. This will keep the meeting focused and make the pre-meeting prep easier for the MSL. 

3. Use a webcam

If your KOL is open to it, ALWAYS use a webcam. This way, the MSL can read body language, see if the KOL is paying attention, and determine how they are responding to the presentation. Plus it’s just more friendly. Looking at an MSL’s smiling face is way better than staring at a blank screen. 

Pro tip: start the meeting with your webcam on. Then many times others will feel obligated to turn their camera on too. 

4. Use Facetime if it’s a quick, one-on-one call

This can really help eliminate any technology hurdles and is super easy. As mentioned in #3, seeing the other person really helps build trust and gets people to open up more. 

5. Have your content email-ready

We have all experienced it. Nothing ruins a virtual meeting worse than a bad internet connection. If the MSL is presenting something, have it ready to send by email. This way the MSL and KOL can go through the presentation together, get valuable feedback, and not waste too much time dealing with a bad connection.

Pro tip: make sure your content is small enough that it can be emailed as an attachment (less than 25MB). We all like high-quality images but we also like to receive things attached in an email. Don’t forget to include page numbers. 

6. Schedule in a few minutes for casual chit-chat

Allowing for a few minutes of casual conversation goes a long way in building trust and rapport. The idea is to make the KOL feel comfortable and more amenable to sharing his or her opinion. Be sure not to spend too much time on small talk though and give enough time to get down to business. 

Pro tip: share a funny or cute story about how COVID-19 is affecting your children. Everyone loves cute kid stories and most likely they can totally relate. 

7. Pre-call planning is king

Just like with in-person meetings, pre-call planning is key. Think about how you want to focus the conversation around topics that are related to your organizational priorities. Review priorities ahead of time, have a plan for how you would like the conversation to go, and plan for multiple scenarios. 

Pro tip: develop several go-to open-ended questions to engage your KOL. Sometimes it takes a few questions to get someone to open up. Have these ready to go in case the conversation starts to flounder and to help you uncover the "why" behind your KOLs thinking and behavior (i.e. actionable insights). 

8. Invite a colleague 

Depending on the relationship and KOL, consider inviting a colleague to your virtual meeting. This takes a lot of pressure off the MSL who is presenting, makes it easier to address KOL questions, keep the meeting focused, and understand what the KOL is thinking. 

Pro tip: ask your colleague for feedback after the meeting. It’s a great opportunity to improve your virtual meeting skills. 

Conclusion

MSLs will be back to their glamorous jet-setting lifestyles full of in-person meetings soon, but virtual meetings are here to stay. MSLs that can effectively build relationships in any kind of setting will distinguish themselves from the rest of the pack. They will also be the ones that are able to understand the why behind KOL’s thinking and behaviors. 

What are your relationship building and insight gathering tips when meeting virtually? Please share!

Pro tip: you can also gather insights from social media. Learn how with this handy guide!