{ "docId": "019dd923-5de0-76bd-a164-b86a30509f49", "docSlug": "6e629024b6ef9521", "documentTitle": "Medical Affairs Outlook Report 2025", "authorId": "ZS", "authorName": "ZS", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "portrait", "aspectRatio": 0.773, "pageNumber": 15, "pageCount": 23, "prevPage": 14, "nextPage": 16, "slideType": "key_takeaways", "function": "summarize", "density": "overcrowded", "nDataPoints": 6, "notes": "White paper content page, likely part of a larger industry report.", "elementsJson": [ "paragraph" ], "metadataConfidence": 0.9, "imagePath": null, "slideHref": "/slides/019dd923-5de0-76bd-a164-b86a30509f49/15", "deckHref": "/decks/019dd923-5de0-76bd-a164-b86a30509f49", "deckJsonHref": "/decks/019dd923-5de0-76bd-a164-b86a30509f49.json", "deckAnchorHref": "/decks/019dd923-5de0-76bd-a164-b86a30509f49#slide-15", "components": [ { "bbox": null, "kind": "callout", "text": "81% of KOLs favor one-on-one interactions over group settings to drive changes in clinical practice.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd951-edaa-73b9-9026-63825bbd156f", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "metric", "text": "KOL accessibility score: 7.9", "attrs": null, "subkind": "primary", "toolName": "Quantification", "toolSlug": "quantification", "confidence": null, "componentId": "019dd951-edaa-73b9-9026-6643e0e18881", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.18, "w": 0.58, "x": 0.21, "y": 0.555 }, "kind": "paragraph", "text": "Additionally, 60% of KOLs surveyed don't anticipate any changes in their accessibility to MSLs in the coming years—and only 5% of KOLs are anticipating a decrease. KOLs who expect their accessibility to remain unchanged in the coming years cite a lack of influencing factors, including satisfaction with current interaction frequency or constraints, such as limited availability and organizational guardrails. KOLs anticipating increased accessibility attribute it to the growing value of scientific interactions and the need for trial results, RWE and patient support amid new product launches. Conversely, those expecting a decrease cite limited availability and access to technology-driven insights or declining MSL demand due to either a lack of new products or mature products.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "45b11b7b-2a3f-4026-809b-7e74e4415183", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.22, "w": 0.58, "x": 0.21, "y": 0.105 }, "kind": "paragraph", "text": "revealing that KOLs might perceive time spent with an MSL as extremely valuable yet may not necessarily recommend them as an information source to colleagues. 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. These insights not only ensure engagements are meaningful and impactful but also help in establishing stronger relationships with KOLs, enhance the effectiveness of their interactions and ultimately drive better outcomes in clinical practice and patient care.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "8320dc89-e5b6-4b27-94fb-ab80c1c99f28", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.13, "w": 0.58, "x": 0.21, "y": 0.418 }, "kind": "paragraph", "text": "Once an organization has defined what impact means to them and established what a good outcome looks like, it's essential to understand what KOLs want, value and expect. The opportunity for medical affairs to be front and center in the field is expanding, as KOL accessibility for MSL interactions has gradually increased over the past year, with more KOLs becoming moderately to extremely accessible. 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, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "8538a613-76b3-4713-b247-8b7d6068b244", "frameworkName": null, "frameworkSlug": 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. This is followed by gaining a deeper understanding of a company's pipeline and current products and establishing new connections and networking within the organization.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "d65a33e1-e611-439d-848d-57862df3ff23", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.01, "w": 0.05, "x": 0.84, "y": 0.04 }, "kind": "source-note", "text": "WHITE PAPER", "attrs": null, "subkind": null, "toolName": null, "toolSlug": null, "confidence": null, "componentId": "290b8e9c-fe02-4952-ae64-f442639a6a64", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.01, "w": 0.05, "x": 0.84, "y": 0.945 }, "kind": "source-note", "text": "© 2025 ZS | 15", "attrs": null, "subkind": null, "toolName": null, "toolSlug": null, "confidence": null, "componentId": "635fb96b-bb60-4e3e-9322-70da81831003", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.04, "w": 0.58, "x": 0.21, "y": 0.345 }, "kind": "title", "text": "Understanding stakeholder expectations and perceptions", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "e157ff12-932c-4f17-87c4-d25219110559", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Audience Definition", "slug": "audience-definition", "agent": "Storyteller", "layer": "slide", "matchId": "d2ffe864-94bd-428d-b8c4-0d7e43a267ce", "evidence": "revealing that KOLs might perceive time spent with an MSL as extremely valuable yet may not necessarily recommend them as an information source to colleagues", "confidence": 0.7 }, { "name": "Audience Segmentation", "slug": "audience-segmentation", "agent": "Storyteller", "layer": "slide", "matchId": "ba428b0f-14b1-4be1-b466-c6eb48290c60", "evidence": "Once an organization has defined what impact means to them and established what a good outcome looks like, it's essential to understand what KOLs want, value and expect", "confidence": 0.7 } ], "frameworks": [], "arcBeats": [], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }