How to create actionable MSL Insights reports in 3 easy steps
Collecting and analyzing medical insights are only pieces of the insights process. The most important part is creating insights reports that motivate your internal stakeholders to take action. What is the point of collecting and analyzing insights if they aren’t used to create better outcomes for customers and patients?
Many MSL teams struggle to create insights reports that resonate with internal stakeholders. Common complaints include insights reports are too long, complicated or not actionable. This results in an organizational failure to use insights to make smarter decisions or recognize the value of insights and the MSL team.
This post describes how to create an actionable MSL insights report. Included below is a free template that you can use to create your own insights reports. Feel free to use these slides and substitute your own data or copy into your branded template.
Format of an actionable MSL insights report
1. Concise high-level summary (1 slide)
Begin any insights report with a high-level summary of what’s included. Key information should include:
Purpose of the report (why are you sharing this information)
2-3 takeaways for stakeholders (what information are you sharing)
Recommended actions and desired outcomes (what do you want your stakeholders to do with this information)
Pro tip: Know the preferences of your stakeholders.
Is it for Commercial, Clinical Development or another group? Do they prefer more quantitative data? Do they like to receive the information via email or have it presented to them live? Do they prefer monthly or quarterly reports? Word or PowerPoint? Maybe a video?
Every stakeholder has different needs. Do your homework and really understand what is important to the people reading your insights reports. Structure the report so they easily understand why it matters to them and why taking action is important. Don’t be afraid to modify to meet the needs of your specific stakeholders. Experiment, ask for feedback and figure out what works best for your organization.
Pro tip: create separate reports for each internal stakeholder that focuses on what is important to them.
2. Insert supporting data (2-3 slides max)
Create slides with data supporting your key takeaways. Try to keep this to 2-3 slides and highlight why this data is important. Many MSLs like to start with overview graphs or charts (quantitative data from survey responses) and complete the report with free-text insights that provide additional context and voice of the customer.
Pro tip: keep the data section concise and to the point.
Many MSLs try to add everything to insights reports and the reality is most people don't read all the information. So why spend the time compiling everything if it's not useful for your stakeholders? Remember one of the top complaints is that insights reports are too long and hard to digest. Including only relevant data makes your report more consumable and your stakeholders more likely to act upon your reports.
If there are additional questions or data requests, your stakeholders will ask you.
3. Share and ask for feedback
Your goal is to make insights reports that help internal stakeholders make better decisions. Asking for feedback is the only way to know if your report is useful to them. Ask what was useful to them. What actions did they take? How are they using the information? Is there anything they wished you had included?
Pro tip: ask about the outcomes taken as a result of the report.
This is key to demonstrating the value of insights and the MSL team. Make sure to record these outcomes for future reference!
Conclusions
Insights allow organizations to identify strategic opportunities that improve outcomes for customers and patients. But only if they are effectively shared internally! Insights reports that are concise and clearly articulate what is important and why are key to helping your stakeholders take action.
Insights reports are not one-size-fits-all.
Figure out what resonates with your internal stakeholders and motivates them to act. Take the general principles outlined here, try at your organization and see what works best. Listen to the feedback from your stakeholders and try different things out!
Happy insights reporting!
