Masterfully Unlocking Superior Medical & Commercial Customer Engagements

In February 2024, we had the pleasure of speaking with Marcus West, CEO of 60seconds.com, about the critical role of coaching in improving sales and medical representative performance in the Life Sciences sector. Marcus shared valuable insights on how structured, ongoing coaching can enhance communication skills, drive better HCP engagement, and ultimately improve business outcomes.

Given the growing importance of effective scientific exchange, especially for Medical Science Liaisons (MSLs), we’re following up with Marcus to explore how targeted coaching strategies can address the unique challenges faced by MSLs—and how this coaching approach compares to what commercial teams have already implemented.

Karsten: Thank you for your time for this follow-up interview, Marcus. To get started, what are the most common communication challenges faced by MSLs when engaging with HCPs, and how do these challenges differ from those faced by sales representatives?

Marcus: Thanks for welcoming me back, it’s great to continue the conversation. Based on our analysis of many hundreds of meetings and conferences, as well as current client engagements, the main issue persists that MSLs often "data dump" instead of building a more meaningful exchange.

MSLs need to be measurably coached on their scientific exchange skills. They rarely are, and this is probably the greatest difference between medical and commercial teams, which are generally more thoroughly resourced.

The art of communication—whether in a commercial or medical context—is intricate. It requires preparation, targeted messaging, authority in delivery, asking thoughtful questions, actively listening, storytelling, and handling objections. These are high-level skills that require sustained coaching and training.

Unfortunately, it is erroneously assumed that a PhD equates to communication expertise. That assumption is flawed—these skills must be learned and honed through deliberate effort.

Karsten: How can continuous coaching help MSLs maximise the impact of their limited time with HCPs, especially when discussing complex scientific data?

Marcus: Deliberate out-loud practice—or "verbalization"—is essential. If Prime Ministers and CEOs routinely rehearse key presentations, why shouldn't MSLs do the same?

Exploring complex information clearly and engagingly is incredibly difficult. It demands deep reflection, imagination, and practice. A 20-minute MSL-KOL interaction should be a rewarding, dynamic exchange—not just a data delivery.

Too often, MSLs think that if they got through their material, the meeting was a success. Similar to the sales rep who thinks a solid sales pitch is selling. That mindset needs to change.

Coaching must be continuous by design, not episodic. The coach's role is to guide the coachee through an evolving, active learning journey. Many younger MSLs crave this development, but it often gets deprioritised.

Karsten: What specific improvements in HCP engagement have you observed when MSLs receive structured, ongoing coaching?

Marcus: They ask better questions. They understand the difference between open, closed, and implication questions. They listen actively and manage meetings with confidence.

They learn to use storytelling effectively and to treat objections as opportunities—to dive deeper, reassure, and align.

Coached MSLs can measure their progress in key communication areas and make every interaction a step toward a stronger, purpose-driven relationship with the HCP.

Karsten: What kind of feedback and performance measurement tools are most effective for improving scientific exchange competencies among MSLs?

Marcus: You need a fully integrated people development programme, supported by clearly stated KPIs and visibly backed by leadership. Field teams rarely self-direct in this area.

Such a programme should include subject matter expert workshops, ride-alongs as a coaching cornerstone, and tools like the 60 Seconds app to unify and reinforce learning. Ideally, engagement and programme completion should tie into annual bonuses.

This isn't just for high-performers—it's for everyone. Pharma field teams earn well and should be expected to commit to development.

Too often, companies say "no one is engaged in this programme" without realising they haven’t invested in building sustained, structured engagement.

Karsten: How can companies effectively embed a coaching culture within MSL teams, especially in a highly scientific and regulated environment?

Marcus: MSLs are often naturally cautious, even sceptical, especially when it comes to commercial influence. To build a coaching culture, we always emphasise three steps:

➤ Mindset: All stakeholders must understand the value of coaching and their role within the ecosystem. Leadership must model the commitment.

➤ Process: This is the hardest part. Coaching must be scheduled, embedded, and treated as a professional standard.

➤ Reflection: Teams must reflect on what they've learned and adapt over time.

And a final point—we focus too much on coachees and forget that managers need coaching, too. Invest in your coaches!

Karsten: What key performance indicators (KPIs) should companies use to measure the success of MSL coaching initiatives?

Marcus: External KPIs like HCP surveys are interesting, but flawed. How well can HCPs really assess communication quality? And are they benchmarking fairly across dozens of reps?

A more promising approach involves AI analysis of recorded meetings—identifying which communication techniques were used and which content resonated. It’s concrete, but not without challenges (cost, legal, and training AI models).

Pharma is addicted to data, but often fails to act on what the data reveals about rep or MSL skill gaps. They will often introduce new tech, run workshops, or focus temporarily on manager coaching. But ALL of this is pointless if the effort is not sustained—and by sustained, I mean a minimum of three years.

Illustration: Building a Sustainable Coaching Culture for MSLs & Commercial Teams

Karsten: Given the success of this coaching approach for MSLs, how could similar coaching strategies be adapted to benefit commercial teams in the future?

Marcus: The approach is essentially the same—only the specific skill sets differ. Commercial teams have had more time to build structured coaching frameworks.

Medical teams have spent too long trying to reinvent the wheel. They should borrow proven processes from commercial and focus on execution. The opportunity in medical is considerable because MSLs (mostly) have a lot of improving to do with their communications.

They also have more freedom in how they explore the scientific narrative, so the potential to excel is even greater.

The big challenge for commercial teams remains delivering a long-term commitment to coaching, truly recognising its value for retention and performance—and seeing it through.

Karsten: Marcus, thank you once again for sharing your deep expertise and thought-provoking perspectives. Your insights into how continuous coaching can elevate both medical and commercial engagements are truly valuable.

In summary, we can say that structured, ongoing coaching is not a luxury but a necessity—especially for MSLs who face unique communication challenges in scientific exchange. As highlighted, impactful coaching enhances questioning techniques, active listening, confidence, and storytelling skills, all of which are essential for meaningful HCP engagement. Embedding a true coaching culture requires leadership commitment, clear processes, and long-term dedication. The potential benefits—for both medical and commercial teams—are substantial and well worth the investment.

From your perspective, what’s holding organisations back from making coaching a continuous priority for MSLs and commercial teams?

If you’d like to further delve into this topic or explore how coaching could strengthen your own field teams, feel free to reach out to us directly at info@xeleratio.com or connect with Marcus at marcus@60seconds.com. We’d be delighted to continue the conversation.

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