Medical Affairs Measurement Scorecard
Where Is Your Measurement
System Breaking?
12 questions across the 4 stages of the Impact Ladder. Get a plain-language diagnosis of exactly where your team is losing visibility and what to do about it.
Stage 1 of 4
Activity Tracking
Your team tracks MSL interactions — meetings, calls, emails. Does each record capture why the interaction happened, not just that it did?
When you report activity to leadership, can you connect any single activity to a downstream HCP behavior — even directionally?
Does your team have a shared definition of what a high-quality interaction looks like versus a completed one?
Stage 2 of 4
Knowledge & Intent
After MSL engagement, do you have a way to assess whether the HCP can accurately explain your key scientific message in their own words?
Can you tell whether an HCP’s questions are evolving over time — from “how does this work?” toward “how would I apply this to my patients?”
Do you track whether the same misconceptions are still surfacing after they have been addressed multiple times?
Stage 3 of 4
Behavior Change
Does your measurement system capture changes in HCP treatment discussions over time — not just whether a meeting happened?
When an HCP conversation stalls, can you distinguish between a confidence bottleneck (science hasn’t landed) and a narrative bottleneck (science hasn’t become actionable)?
Do you track behavior change directionally over time — so you can see whether an HCP is moving forward, stalling, or reversing?
Stage 4 of 4
Advocacy
Once an HCP is labeled a KOL advocate, does your team actively re-validate that status over time — or does it remain static until manually updated?
Can you tell if a previously engaged advocate has drifted toward neutral or skeptical before it becomes a problem?
Does your leadership team understand that advocacy takes 12 to 24 months to build — and are your measurement timelines set accordingly?
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Your Measurement Score
Your Primary Gap
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