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Healthy Skepticism Library item: 17288

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.


Publication type: Journal Article

Kientop D
Integrating Medical Science Liaisons into Key Account Management
Journal of Medical Marketing 2009 Dec 18; 10:(1):45–51


Medical Science Liaison (MSL) teams are a well-recognized function within the pharmaceutical and medical products industries. While in most organizations, MSLs have focused on the development of relationships with individual Key Opinion Leaders, progressive companies have realized the value that MSLs can also bring to Key Account Management (KAM). This article discusses the five steps that should be followed in order to successfully integrate the support of Key Accounts into an MSL function. These include understanding the business approach to KAM, identifying what MSL resources are available, developing a comprehensive strategic plan, implementing the plan, and evaluating and making any necessary adjustments. Finally, a case example outlining the experience of a small pharmaceutical company, and how the MSL function supported KAM will be shared.

Key Account Management, Key Opinion Leaders, Medical Science Liaison, pharmaceuticals, relationships


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Email a Friend influence multinational corporations effectively, the efforts of governments will have to be complemented by others, notably the many voluntary organisations that have shown they can effectively represent society’s public-health interests…
A small group known as Healthy Skepticism; formerly the Medical Lobby for Appropriate Marketing) has consistently and insistently drawn the attention of producers to promotional malpractice, calling for (and often securing) correction. These organisations [Healthy Skepticism, Médecins Sans Frontières and Health Action International] are small, but they are capable; they bear malice towards no one, and they are inscrutably honest. If industry is indeed persuaded to face up to its social responsibilities in the coming years it may well be because of these associations and others like them.
- Dukes MN. Accountability of the pharmaceutical industry. Lancet. 2002 Nov 23; 360(9346)1682-4.