The Digital-First MSL: What It Really Means (And How to Become One)

 By Patrina Pellett & Sarah Snyder 

“We have a digital-first strategy. Help us train our MSLs on this.” 

We’ve heard this from a lot of senior Medical Affairs leaders lately. They’re being asked to lead digital transformation, but here’s the problem: 

Even at the top, people aren’t always clear on what digital-first really means. 

So it ends up getting filtered down as: 

• “Use more tools” 

• “Be more virtual” 

• “Try something new” 

But without a shared definition, the team is left guessing. And MSLs are stuck trying to execute on a buzzword. 

Let’s fix that. Here is what being a digital-first MSL means and how you can become one.  

What is a Digital-First MSL? 

Being a digital-first MSL isn’t about using Zoom instead of face-to-face. It’s not about having ten tools open at once or being on the AI train (although you definitely should hop aboard!).  

It’s about how you think. 

→ How you prepare. 
→ How you prioritize. 
→ How you engage. 
→ How you connect what you see in the field to what matters most for the business and for patients. 

A Digital-First MSL: 

• Uses data to guide decisions 

• Personalizes engagement based on what actually matters to the stakeholder 

• Spots trends before they show up in the dashboard 
• Thinks like a strategic partner, not just a scientific messenger (or data dumper!)
   

7 Core Skills of the Digital-First MSL 

1. Data Fluency 

You don’t need to be a data scientist, but you do need to speak data. That means asking smart questions, spotting patterns, and collaborating with analytics or AI tools to make better decisions. This means in your territory, for Medical Affairs initiatives, and for the company as a whole.  

You are always in the data, but you’re not pulling numbers for reporting. You’re using data to drive your thinking and decisions. 

 2.Strategic Insight Gathering 

Digital-First MSLs don’t just collect observations. They get to the why behind KOL and HCP’s decision-making. They know how to go deeper in conversations and uncover insights that actually move strategy forward. And they know how to connect those insights to medical strategy, brand priorities, and business impact. 

You’re not capturing noise. You’re spotting signals that change the way the company thinks, acts, and invests. 

 3. Personalized Engagement Agility 

This is the heart of it. You flex your approach based on what the stakeholder needs, whether that’s in-person, async, on-demand, or a quick text message. You effortlessly move between digital tools to enhance trust. You don’t use digital tools just to check a box. You use them to make every interaction more intentional, more efficient, and more aligned to how your KOL wants to engage. 

Because it's not about being everywhere. It's about showing up in the way that matters. 

4. Time + Energy Management 

You’re intentional about what gets your time. You don’t chase everything. You use time-blocking, digital tools, and resets to stay focused on what really matters and you don’t let busywork steal your impact. You plan your week and month around what will actually move the needle. 

Because digital-first doesn’t mean “always on.” It means intentionally on. 

If you don’t know where to start when it comes to time management start with this free Time Audit workbook 👇. 

 
5. Growth Mindset & Curiosity 

You don’t wait for a new tool to be “rolled out.” You’re not waiting to be trained on every new thing. 
You experiment. You explore. You figure things out.  You see a problem and think about solutions for it. Then you tinker. You test. You ask what else is possible. You find solutions. Then you share these successes with your team and cross-functional partners.  

You’re not afraid of what’s changing. You’re using it to your advantage.  

 6. Business Acumen 

You understand how your work fits into the broader business. You know what leadership is trying to achieve and how to help them get there. You can connect insights to data or education gaps. KOL feedback to access strategy. Your territory to the competitive landscape. 

And when someone asks how Medical Affairs is driving value? You’ve got the answer. 

 
7. Executive Communication 

Digital-First MSLs know how to talk to anyone, whether it's a KOL, a brand lead, or the VP of Market Access. They don’t ramble. They don’t default to a data dump. They communicate with clarity, confidence, and purpose. 

This isn’t just about sounding smart. It’s about making complex ideas easy to act on. That’s how you build trust across functions. That’s how you influence decisions. That’s how you become the go-to person your internal teams want in the room. 

If you can’t clearly explain what you do, why it matters, and how it supports broader business goals, you’re not showing up like a strategic partner. 

Measure What Matters in Your Progress as a Digital-First MSL 

What gets measured gets improved. If you're not tracking your digital-first progress, you won't know if you're actually growing or just busy with new tools. What matters is the value you're creating. This means value for stakeholders, for the business, and ultimately for patients. 

The right metrics focus on outcomes rather than activities. They demonstrate how your digital-first mindset is moving the needle on what actually matters in your role. As you develop your digital-first capabilities, make sure you're tracking the right indicators of success. 

Ready to Stop Just Talking About Digital-First and Start Living It? 

The digital-first MSL isn’t a project. It’s not a platform. It’s a shift in how you think, plan, and show up every day. If your organization has a digital-first strategy but can’t explain what that looks like in practice, your team is going to stall. 

That’s where our training comes in. 

We help MSLs: 

→ Get clarity on what digital-first really means 

→ Build the strategic thinking and data confidence they need to thrive 

→ Turn tech overwhelm into smarter engagement and better insights 

We don’t just teach tools. 
We build mindsets. 
And we make digital-first real. 

👉 Ready to bring this to your team? Let’s talk. Book a training consult call with Sarah.  

Because digital-first doesn’t start with tech. It begins with you.