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      "text": "Similar to last year, half of KOLs expect MSLs to begin engagements across phase 3 and the peri-launch stage of the product life cycle, and they acquire 50% of their scientific knowledge in these two phases. Phase 3 is particularly important, with 33% of KOLs preferring medical affairs engagement start at this stage. During these phases prior to launch, most KOLs seek clinical trial information and patient population details from MSLs. This highlights the importance of timely engagement planning and field deployment.",
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      "text": "Further, as the product progresses toward launch and postlaunch, the demand for information becomes increasingly patient-focused as KOLs seek RWE and PROs along with information about cost effectiveness and coverage. Fifty-three percent of KOLs said the most important quality for the MSL of the future is being a scientific expert in clinical and real-world data, as this helps boost the KOL's confidence and supports clinical decision-making. Specifically, KOL needs and expectations from evidence and data include additional information on trial data, RWE and PROs. They rank scientific thoroughness as the most important factor that makes evidence compelling, followed by its impact on clinical guidelines. Additionally, they want MSLs to be facilitators in integrating new therapies or precision medicine in clinical practice, while also advocating for patient-centric care by providing educational materials and establishing patient advocacy partnerships.",
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