The relationship between the pharmaceutical industry and healthcare professionals has always been complex. On one hand, the industry spends billions in researching and developing treatments for life-threatening conditions. But this investment only pays off – commercially and in terms of saving lives – if the right treatments reach the right patients, at the right time, and are used in the right way.
Historically, sales representatives were the primary link between the pharmaceutical industry and healthcare providers. They would travel across the country promoting new products, serving as a key educational resource for clinicians, albeit with some inevitable bias towards their brand. Over time, sales targets, promotional gifts, and the push for bonuses blurred the lines between education and commercial interests. High-profile headlines eventually cast a shadow of doubt over the industry’s role in influencing prescribing habits.
In response, the pharmaceutical industry made a decisive move. The goal was to separate educational efforts from commercial interests. Enter the Field Medical role – professionals with no sales quotas, no promotional materials, and no marketing agendas. Their sole focus is on providing unbiased, expert information and advice to healthcare professionals.
The emergence of this new role was driven by a desire to uphold the highest ethical standards. By educating clinicians on ground-breaking medicines and treatments, Field Medical professionals help ensure that pharmaceutical investments lead to improved patient outcomes, without the need for traditional sales tactics.
So, what sets Field Medical apart? Here are five key insights:
Field Medical roles, such as Medical Science Managers (MSMs), Medical Science Liaisons (MSLs), and Scientific Advisors, represent the evolution of the pharmaceutical industry’s approach to engaging with healthcare professionals. These individuals operate entirely outside of the sales and marketing sphere, focusing solely on providing non-promotional, scientifically accurate information.
Field Medical professionals are often highly qualified, many holding PhDs or having previously worked as medical doctors, scientists, or pharmacists. Their strong academic background allows them to engage in peer-to-peer discussions with consultants, professors, and other healthcare experts. This level of expertise enables them to build trust and credibility with clinicians, as they can discuss the latest research and treatment developments in detail.
Unlike traditional sales representatives, Field Medical professionals are viewed as equals by healthcare providers. Their deep understanding of specific therapeutic areas enables them to have meaningful, evidence-based discussions with specialists. This peer-to-peer engagement ensures that the information they provide is both credible and relevant, fostering long-term relationships based on mutual respect.
Field Medical professionals focus on specific treatments within designated therapeutic areas, allowing them to stay current with the latest data, research, and scientific advancements. For busy clinicians, they become an invaluable resource, offering up-to-date, evidence-based insights that help in decision-making. This approach allows Field Medics to maintain relevance in rapidly evolving medical fields.
Without any commercial pressure to influence prescribing behaviour, Field Medical professionals can confidently put the patient first. This impartiality even extends to discussions about off-label uses, where the patient’s best interest remains the top priority. Field Medical's patient-centric approach strengthens trust and ensures that healthcare providers receive unbiased advice that’s aligned with the latest scientific evidence.
While Field Medical professionals excel in their technical and academic expertise, one challenge stands out: effective communication. Excel Communications has observed that in highly academic roles, where subject matter expertise is prioritised, communication skills often need further development.
At Excel Communications, we have spent the last 30 years honing our approach to communication training. Recognising the specific needs of Field Medical professionals, we launched Excel SciMed – a training programme tailored to the unique communication challenges faced by these experts. Excel SciMed helps them bridge the gap between technical knowledge and practical communication, ensuring they can convey complex information in a clear and impactful way.
Field Medical professionals represent the cutting edge of pharmaceutical engagement, and their role continues to evolve. By focusing on scientific rigour, patient-centric care, and effective communication, they provide an invaluable service to both the healthcare industry and the patients who benefit from innovative treatments.
At Excel, we understand the unique challenges of this role. We are committed to helping Field Medical professionals excel in both their technical expertise and their communication skills – because when it comes to saving lives, every word counts.
Many thanks,
Alex & The Excel Team
P.S. If you would like to discuss any of your other learning & development challenges, book in your discovery call.
About Excel Communications
Excel Communications is a learning and development consultancy based near London in the U.K. For more than 30 years; we have been collaborating with clients across the globe.
Partnering with Excel empowers you to evolve your people and business by fuelling a love for learning.
We work with you to create unforgettably, customised learning experiences to achieve your vision of success and growth, with tangible results.
View our case studies here.