Table Of Contents :
Executive Summary 9
Diabetes-Focused MSL Program Structures and Staffing 19
MSL Functions and Communications 31
Targeting Diabetes Opinion Leader Segments 55
MSLs’ Background and Credentials 87
Other Key Metrics 97
THE TOOLKIT FOR DIABETES MSL PROGRAMS
CHARTS AND GRAPHICS
Executive Summary
Key Trends in the Diabetes Market
Table E.1: Blockbuster Insulins (sales in millions) 11
Table E.2: Blockbuster Non-Insulin Antidiabetics (sales in millions) 11
Table E.3: Top Companies in the Antidiabetic Market (revenue in millions) 12
Figure E.1: MSL Department Reporting Relationships: Changes From 2005 to 2008 14
Figure E.2: Executive Oversight of MSL Program: Changes From 2005 to 2008 15
Diabetes-Focused MSL Program Structures and Staffing
Figure 1.1: Average Age of Formal Programs 20
Figure 1.2: Total MSL FTEs – Companywide 21
Figure 1.3: Number of MSLs per Diabetes Program Teams 22
Figure 1.4: MSL Programs’ Organizational Structures 24
Figure 1.5: MSL Teams’ Alignment 25
Figure 1.6: Combined MSL Structure and Teams’ Alignment 26
Figure 1.7: Executive Oversight of MSL Programs 27
Figure 1.8: MSL Department Reporting Relationships 28
MSL Functions and Communications
Figure 2.1: Do MSLs Speak Promotionally About Products 31
Figure 2.2: MSL Teams Involvement within Products’ Lifecycle 33
Figure 2.3: Percentage of Time MSLs Spend in the Field 34
Figure 2.4: MSL Time Dedicated to Education 35
Figure 2.5: MSL Time Dedicated to Research 36
Figure 2.6: MSL Time Dedicated to Speaker Opportunities 37
Figure 2.7: MSL Time Dedicated to Managed Care 38
Figure 2.8: All Dedicated MSL Activities per Company 39
THE TOOLKIT FOR DIABETES MSL PROGRAMS
CHARTS AND GRAPHICS
Figure 2.9: Average Time Spent Per Activity Based on Five-Day Work Week and 40
Average Percentage of Time in Field
Figure 2.10: Number of Sales Representatives 42
Figure 2.11: Number of Sales Representatives per MSL 42
Figure 2.12: Averages and Ranges of Quarterly Interactions 47
Figure 2.13: Frequency of Quarterly MSLs’ KOL Interactions 48
Figure 2.14: Quarterly Frequency of MSLs’ KOL Face-to-Face Visits 48
Figure 2.15: Quarterly Frequency of MSLs’ KOL Telephone Contacts 49
Figure 2.16: Quarterly Frequency of MSLs’ KOL Email Exchanges 49
Figure 2.17: Number of Brands Supported per Each MSL 50
Targeting Diabetes Opinion Leader Segments
Figure 3.1: Number of KOL Relationships per MSL 55
Figure 3.2: Percentage of Relationship Types Utilized 56
Figure 3.3: Average Percentage of KOL Relationships per Category 57
Figure 3.4: Percentage of KOL Relationships – Specialists 57
Figure 3.5: Percentage of KOL Relationships – PCPs 58
Figure 3.6: Percentage of KOL Relationships – Allied Health 59
Figure 3.7: Opinion Leader Selection Factors 60
Table 3.1: Segmentation Criteria for Endocrinology 63
Table 3.2: Tier 1 Thought Leader Profile 64
Table 3.3: Tier 2 Thought Leader Profile 65
Table 3.4: Tier 3 Thought Leader Profile 67
Table 3.5: Tier 4 Thought Leader Profile 68
Table 3.6: Tier 5 Thought Leader Profile 69
Figure 3.8: Minimum and Maximum Consulting Hourly Rates for Type 1 Thought Leaders 71
by Company Size
Figure 3.9: Minimum and Maximum Consulting Hourly Rates for Type 2 Thought Leaders 71
by Company Size
Figure 3.10: Average Speaker Fees for Type 1 Diabetes Thought Leader 72
by Company Size
Figure 3.11: Average Speaker Fees for Type 2 Diabetes Thought Leader 73
by Company Size
THE TOOLKIT FOR DIABETES MSL PROGRAMS
CHARTS AND GRAPHICS
Figure 3.12: Average Advisory Panel Fees for Type 1 Diabetes Thought Leader 74
by Company Size
Figure 3.13: Average Advisory Panel Fees for Type 2 Diabetes Thought Leader 75
by Company Size
Figure 3.14: Average Author Fees for Type 1 and 2 Diabetes Thought Leader 76
by Company Size
Figure 3.15: Minimum and Maximum Consulting Hourly Rates for Type 1 77
Thought Leaders by Provider Category
Figure 3.16: Average Speaker Fees for Type 1 Diabetes Thought Leader 78
by Provider Category
Figure 3.17: Average Advisory Panel Fees for Type 1 Diabetes Thought Leader 79
by Provider Category
Figure 3.18: Average Author Fees for Type 1 Diabetes Thought Leader 80
by Provider Category
Figure 3.19: Minimum and Maximum Consulting Hourly Rates for Type 2 81
Thought Leaders by Provider Category
Figure 3.20: Average Speaker Fees for Type 2 Diabetes Thought Leader 82
by Provider Category
Figure 3.21: Average Advisory Panel Fees for Type 2 Diabetes Thought Leader 83
by Provider Category
Figure 3.22: Average Author Fees for Type 2 Diabetes Thought Leader 83
by Provider Category
MSLs’ Background and Credentials
Figure 4.1: Preferred Levels of MSL Education Working with Primary-Care Physician KOLs 87
Figure 4.2: Preferred Levels of MSL Education Working with Endocrinology KOLs 87
Figure 4.3: Average MSL Years of Experience 89
Figure 4.4: Entry-Level Salary MSLs Working with PCP KOLs 90
Figure 4.5: Entry-Level Salary MSLs Working with Endocrinology KOLs 91
Figure 4.6: Criteria Used to Establish Size of MSL Teams 93
Figure 4.7: Combined Criteria Used to Size MSL Teams 94
THE TOOLKIT FOR DIABETES MSL PROGRAMS
Other Key Metrics
Figure 5.1: Total MSL Budgets by Company 97
Figure 5.2: MSL Budgets by Company – US Only 98
Figure 5.3: MSL Budget Distribution – US vs. ROW 99
Figure 5.4: MSL Budgets by Company – ROW Only 100
Figure 5.5: Percentage of Companies with an MSL Program Outside of the US 100
Figure 5.6: Budget Contribution per Department
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