Evolving the approach to MSL targeting

The Challenge

Historically, MSL Focus Lists have been geared towards Scientific Key Opinion Leaders (KOLs), who are practice or TA experts that educate their peers through papers, congresses/lectures, and act as editors of publications. This approach alone may miss the opportunity to integrate real-world insights from community HCPs.
To bridge the gap between science and practice, an enhanced strategy is needed to maintain relationships with Scientific KOLs while identifying Community KOLs who influence local adoption of therapies.

Our Solution

Propensity4 developed a dual arch-typing approach

Clinical Archetyping: Focus on Scientific KOLs for high-level scientific dialogue.
Community Archetyping: Identify Community KOLs influencing local prescribing behaviors.
Integrated Targeting: Prioritize individuals who “practice what they teach,” combining scientific expertise and practical influence.

The Results

Enhanced engagement by bridging science and practice.
Improved alignment of MSL resources with high-value targets.
Streamlined geographic coverage for impactful interactions.

Combining Clinical and Community KOLs transforms MSL targeting, enabling impactful engagement that advances therapeutic adoption and patient outcomes.

Case Example: Dermatology Analysis

Analysis of 735 client identified Clinical KOLs with all HCP biologic prescribers revealed 50% of Clinical KOLs aligned within the top 6 Community KOL archetypes.
In our final analysis, all Clinical KOLs were promoted to “Priority” to maintain critical Clinical KOL relationships and simplify the broader MSL engagement strategy.