As an MSL, you know that building solid relationships with Key Opinion Leaders (KOLs) is crucial. Your goal with these relationships is about cultivating real, lasting partnerships where both sides see value. The challenge, though, is figuring out how to nurture these relationships effectively, and how to make use of modern methods of engagement to further your effort to building natural, sustainable new partnerships.

Understand the stages of relationship-building

It’s important to thinking of relationship building in stages. Patrina Pellett, PhD, who runs a weekly medical affairs newsletter to support MSLs and medical affairs professionals, puts it nicely in a piece published on her Medical Affairs Value blog. She explains that engagement begins with the establishing phase—where you’re just trying to make that initial connection. This could be introducing yourself at a congress or sending a thoughtful message on LinkedIn. This phase is about learning what the other person values and showing genuine interest in their work.

Once that connection is made, you’ll move into the developing phase, where the goal is to build trust. You can do this by consistently delivering accurate, unbiased information and clearly communicating expectations. As the relationship evolves, you enter the maintaining phase, which as with any relationship, relies on regular check-ins and ongoing engagement to keep up.

Breaking down relationship building into these stages can help you focus your efforts and understand where you are with each KOL.

Start conversations that matter

Starting meaningful conversations is essential. Open-ended questions are a great way to get things going. For instance, instead of jumping straight into data, try asking something like, "What do you feel are the biggest unmet needs in your area?" This type of question helps you understand their real priorities.

Open questions can help uncover what motivates key opinion leaders, and helps you gather meaningful information. Closed questions can help focus the conversation and guide it toward specific outcomes, like inviting them to speak at an event. You need to strike a balance between exploring and directing the dialogue.

Use digital tools to stay connected

Digital platforms have changed how we build relationships. LinkedIn, Twitter, and specialist medical forums allow you to stay engaged with your KOLs beyond traditional meetings. By following their posts, sharing relevant content, or commenting thoughtfully on their work, you’re demonstrating that you’re tuned in to their professional world and you get the type of touchpoints you’d never be able to achieve in a more traditional setting. These touchpoints help keep the relationship active, even when you're not meeting face-to-face.

Virtual meetings are another tool that can enhance these relationships. Preparation is still key here. Make sure you’ve done your homework—know what your KOL has been working on, anticipate questions they might have, and bring value to the conversation. Active listening and clear verbal/non-verbal communication can go a long way in strengthening these digital interactions.

And don’t forget to follow up. After a virtual meeting, a quick email with a summary of the discussion or providing any promised resources can reinforce your commitment and keep the momentum going.

Digital tools can be adopted to enhance every stage of the relationship building process, and in 2024, there’s no excuse to not be putting digital at the heart of your KOL engagement strategy.

Keep the relationship going

In order to effectively maintain these relationships you have to stay proactive and anticipate the needs of your partners. If you come across a new study or data that’s relevant to their work, send it over before they even ask. Consistency is key is an idiom repeated to describe a successful approach to many things, but to this it’s true. Consistency and adaptability are incredibly important—being ever-present, but flexible enough to adjust your communication style as their needs evolve, and staying top of mind without being overbearing.

A consistent check-in schedule, like quarterly reviews or updates, helps ensure you remain a valuable partner. This approach builds trust, demonstrating that you’re genuinely invested in their ongoing work and success.

Takeaways: Relationships are strategic

Building a strong relationship which is mutually beneficial counts on being able to position yourself as a trusted resource they can turn to over time. By focusing on strategic relationship-building—whether it’s starting meaningful conversations, using digital tools to stay connected, or maintaining consistent engagement—you’ll be making the steps to becoming a partner that KOLs really value.

Approach each interaction with purpose, and over time, you’ll find that your relationships with KOLs strengthen and open up new opportunities.

For a discussion on all things relating to KOL engagement, MSL activity and the wider medical affairs space, reach out to us today.