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This variation in ratings could be attributed to factors such as: the quality and relevance of information, an MSL's professionalism, their responsiveness and knowledge, and differences in communication styles and expectations from companies. Moreover, KOLs may prefer MSLs from one pharmaceutical company over another due to the company's existing or pipeline products, available engagement opportunities and specific MSL attributes. When designing customer engagement strategies, enhancing organizational capabilities and determining measures of impact, understanding KOL preferences and expectations is crucial. 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The average accessibility score has increased to 7.9 from 7.5 in 2024, with an 11% increase in moderate to extreme accessibility since last year, and a corresponding reduction in KOLs who were previously less or not at all accessible.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:59:42.236+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "8538a613-76b3-4713-b247-8b7d6068b244", "parentComponentId": null }, { "bbox": { "h": 0.13, "w": 0.58, "x": 0.21, "y": 0.74 }, "kind": "paragraph", "text": "In terms of their engagement preferences, 81% of KOLs favor one-on-one interactions over group settings to drive changes in clinical practice. However, KOLs said they plan to attend an average of three congresses between March and December 2025. At these congresses, KOLs consider increasing their scientific knowledge as the most important indicator of successful interactions with pharmaceutical companies. 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KOLs indicate MSLs drive most of the actions they take, as MSLs provide them with evidence on value-based care, as well as other impactful activities such as addressing unmet clinical needs and customizing engagement, and providing patient-centric resources, including educational materials and testimonials.\n\nWith patient centricity being a key GTM enabler, medical affairs organizations are implementing important patient-centric initiatives such as identifying and addressing unmet patient needs, partnering with PAGs and advancing health equity through HCP education and outreach.\n\nOf course, change becomes meaningful only when it leads to real improvements in patient care. KOLs see true practice change reflected in the actions that directly impact patients, such as treatment decisions, shifts in therapy lines or enhancements in care delivery. 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They can also educate KOLs on diagnostic tools and share resources for managing side effects and drug interactions. One-third of KOLs say medical affairs can help them prepare for payer discussions by sharing educational materials, such as clinical data and RWE.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:59:37.164+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "2304ffa2-e8a8-4107-a8de-641a37fc65e5", "parentComponentId": null }, { "bbox": { "h": 0.15, "w": 0.6, "x": 0.21, "y": 0.28 }, "kind": "paragraph", "text": "KOLs consider themselves practice change enablers, with medical affairs currently supporting them by providing the latest clinical data, RWE, educational materials and congress summaries. 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