By Patrina Pellett, PhD 

Emily had just passed her field certification test and was officially ready to start her role as an MSL. Her manager handed her a KOL list, gave a few general instructions about meeting with the top names, and sent her off to start building relationships. 

She felt prepared. She had a list, a territory, and a strong scientific background. She started reaching out, setting up meetings, and checking off names. 

A few months in, something was off. Some KOLs weren’t responding. Others seemed surprised to hear from her or uninterested in ongoing discussions. She later found out that a few had retired, some had moved, and others weren’t key players in her company’s therapeutic area. 

Meanwhile, she had spent most of her time with the easiest-to-reach KOLs, not necessarily the most influential ones. And while she was sharing scientific data, the conversations felt one-sided. She wasn’t sure what to ask, how to deepen engagement, or how her work tied back to company strategy. 

Her approach was simple: work through the list. But that wasn’t enough. 

That’s when a more experienced MSL asked her a question that changed her approach. 

"How are you deciding who to see, when to see them, and what to talk about?" 

Emily realized she didn’t have real answers. She was managing a list, not executing a plan. 

She had never stopped to ask: 

• What does this KOL care about, and how can I add value beyond data delivery? 

• How does this relationship fit into my company’s broader medical strategy? 

• How do I evolve these conversations into long-term relationships? 

This is the same mistake many MSLs make. Most are handed a list that is 60-70% accurate, but without a structured plan to verify, prioritize, and engage strategically, they spend their first months working inefficiently. They miss opportunities to align their work with company objectives, build true scientific partnerships, and uncover insights that can shape medical strategy. 

The most effective MSLs don’t just start at the top and work their way down. They take a long-term, strategic approach to ensure they’re focusing on the right KOLs, having the right conversations, and delivering value not just to KOLs, but to the company as well. 

Why a ‘KOL List’ Isn’t a Territory Plan: The Difference Between a KOL List and a Territory Plan 

A KOL List Is Static. A Territory Plan Is Dynamic. 

A KOL list is a starting point, not a strategy. It gives you a snapshot of who is in your territory, but it doesn’t tell you how to engage them effectively.

A strong territory plan is fluid. As you meet with KOLs, gather insights, and adjust to changes in the field, your approach should evolve. The best MSLs don’t just execute a preset schedule; they adapt based on what they learn.

A KOL List Lacks Strategy. A Territory Plan Sets Goals. 

If your only goal is to "meet with all the KOLs on my list," you’re working without a true strategy. A real territory plan defines:

• Who to prioritize based on influence, impact, and accessibility
• What success looks like for each relationship
• How to align efforts with medical strategy and business objectives
• When, where, and how often to engage each KOL 
• What to discuss based on their research interests, clinical practice, and educational needs

A KOL List Doesn't Tell You How to Verify It. A Territory Plan Gives You a Process. 

Every MSL must verify their list, but the mistake is doing this randomly or sequentially. Simply working from top to bottom wastes time on KOLs who may not be the right fit while missing others who are rising in influence.

A strong plan includes:

• A tiering strategy to determine who is most valuable to engage first
• A structured approach to verification, using internal data, HCP networks, and conferences
• A way to assess responsiveness and scientific alignment before investing too much time

Without this structure, MSLs spend months sorting out their list instead of maximizing their impact.

How to Transform a KOL List into a Strategic Territory Plan 

If you’re ready to move beyond a passive list and create an actionable strategy, start by following these key steps: 

1. Define Your Objectives 

Your plan should start with why you are engaging with each KOL. Are you: 

• Supporting a new product launch? 
• Addressing a specific educational gap? 

• Identifying clinical trial opportunities? 

Your objectives will shape your KOL prioritization and engagement strategy. 

2. Segment Your KOLs 

Not all KOLs require the same level of engagement. Prioritize based on: 

• Their influence in the field 

• How their research and clinical interests align with your company’s goals 

• Their responsiveness and accessibility 

This ensures you are focusing on quality interactions over quantity. 

3. Plan How and Where You Will Engage 

Once you’ve prioritized your KOLs, decide: 

• Which channels to use: In-person meetings, virtual discussions, advisory boards, or congress interactions 

• The cadence of your engagements: How often you should meet based on their level of influence 

• What will drive value: Will you discuss clinical trial data, real-world evidence, or treatment challenges? 

Without a clear plan for what you’ll talk about, interactions can feel transactional instead of meaningful. 

 4. Align With Cross-Functional Teams 

 Your territory plan doesn’t exist in isolation. Ensure your engagements support: 

• Medical strategy and insights collection 

• Market Access and reimbursement discussions 

• Clinical trial recruitment goals 

Collaborating with internal teams helps elevate your KOL discussions. 

5. Monitor, Adjust, and Evolve 

A good territory plan isn’t set in stone. Every quarter (or even monthly!), reassess: 

• Which KOLs are most engaged and which need new strategies 

• How your discussions align with evolving company objectives 

• Where you should adjust your approach to improve efficiency and impact 

The best MSLs continuously refine their plans to ensure they stay relevant and effective. 

Conclusions: Making the Shift From KOL List to Strategic Territory Plan 

Many MSLs start with a reactive approach, meeting with KOLs as opportunities arise. But top-performing MSLs take control of their territory with a structured plan. 

A strong territory plan helps you: 

• Engage the right KOLs at the right time 

• Deliver high-value scientific discussions instead of surface-level exchanges 

• Reduce wasted time on inefficient scheduling and travel 

• Align your efforts with business and medical strategy 

If your team is still relying on KOL lists without a structured plan, it’s time to rethink the approach. 

Want Your Team to Learn How to Territory Plan Like a Pro? 

Our MSL Territory Planning Team Training helps Medical Affairs teams move from reactive engagement to a structured, high-impact strategy that maximizes efficiency and outcomes. 

Through live workshops and expert-led training, your team will gain: 

• A repeatable framework for territory planning and prioritization 

• Strategies to improve KOL engagement and efficiency 

• Tools to align MSL efforts with organizational goals 

Let’s equip your team with the skills and strategies they need to be the CEOs of their territories. 

Contact us today to learn more about our customized training program.