The Secret Skill Behind High-Performing MSLs: Relationship IQ

By Sarah Snyder

Two MSLs walk into the same office.

Same clinical trial. Same slide deck. Same level of scientific knowledge.

One walks out with a quick “Thanks, we’ll let you know.”

The other walks out with a deeper relationship, shared insights, and a clear next step.

The difference isn’t the science. It’s the relationship.

More specifically—it’s Relationship IQ. And it’s the skill most MSLs aren’t trained to build.

Why Relationship IQ Matters

If you’re leading or working on an MSL team, you already know this:

• Being smart isn’t enough.
• Being prepared isn’t enough.
• Even being technically brilliant isn’t enough.

Because if no one trusts you, none of it lands.

That’s what Relationship IQ is all about. 

And in today’s world, it’s the edge that separates average MSLs from exceptional ones.

What Is Relationship IQ?

Relationship IQ (RQ) is your ability to:

• Read the person in front of you
  
• Adapt in real time
  
• Make every interaction feel valuable—for them, not just for you
  

It’s not about being friendly or charismatic.

It’s about being trusted.

And when you’re trusted, doors open. People talk. Insights flow. Real impact happens.

EQ vs. RQ: Understand the Difference

You’ve probably heard of Emotional Intelligence (EQ).

It’s your ability to understand emotions—your own and others’. It’s foundational.

But Relationship IQ (RQ) builds on that foundation and takes it further.

Think of it this way:

EQ helps you read the room. RQ helps you move the room.

Why Should You Care About RQ?

Because science alone doesn’t change minds.

Trust does.

In a world where HCPs can access clinical data with a few clicks, they don’t need another person reading off a slide.

They need someone who:

• Understands where they’re coming from
  
• Connects the science to their reality
  
• Listens more than they talk
• Follows through
  

When you build trust, you become more than a messenger—you become a partner.

When RQ Shows Up, Everything Changes

1. You Turn Skepticism into Curiosity

A KOL questions your data.

Instead of pushing back, you listen. You ask what concerns them. You share context, not just facts.

They feel heard. They engage. They open up.

That’s RQ at work.

2. You Influence Without Authority

You hear repeated concerns from KOLs.

Instead of sending a report and hoping for change, you bring people together.

You frame the issue through patient stories. You spark collaboration.

No title needed. Just trust.

3. You Reignite a Fading Relationship

A once-engaged KOL goes silent.

You do your homework. Find their new interests. Send something that matters to them, not your objectives.

They respond. The relationship picks back up.

RQ is what reopens doors when your emails stop getting replies.

How the Landscape Has Changed for MSLs

Ten years ago, the MSL role was about showing up with data.

Today? It’s about showing up with value.

MSLs now engage with:

• Physicians (academic and community)
  
• Health systems
  
• Payers and policy leaders
  
• Patient advocates
  
• Cross-functional teams
  

Each of these stakeholders has different needs, priorities, and pressures.

Your ability to shift your approach—while staying grounded in science—is now essential.

For Medical Affairs Leaders: What You Should Be Doing Right Now

If you're leading a team, Relationship IQ isn’t just a nice-to-have.

It’s a skillset you should be hiring for, training on, and measuring against.

Here’s what top-performing teams are doing:

• Hiring differently: Screening for communication agility, not just credentials
  
• Training smarter: Using scenario-based sessions, not just data memorization
  
• Measuring what matters: Quality of relationships, not just quantity of visits
  
• Rewarding differently: Elevating the MSLs who build trust—not just those who talk the most
   

MSL Mastery Training (and Why It Works)

At MSL Mastery, we help MSLs strengthen the skill that makes the science stick: relationship-driven communication.

Our programs are built around what actually happens in the field:

• MSL Communication Masterclasses – Real-world scenarios, live coaching, and practical techniques
  
• Relationship Strategy Workshops – Frameworks for mapping, growing, and sustaining stakeholder relationships
  
• Customized Training – Built for your therapy area and stakeholder landscape
  

What teams walk away with:

Better conversations. Stronger connections. Measurable impact.

The Data Only Matters If They Trust You Enough to Hear It

You can be the most scientifically brilliant person in the room.

But if you don’t have trust? You’re replaceable.

If you do? You’re irreplaceable.

Relationship IQ is what gets you there.

And the best part? It’s a skill. You can build it. You can train it. You can teach it across your team.

Ready to raise your team’s Relationship IQ?

Book a call with Sarah Snyder to bring MSL-specific trust-building training to your team.