Who makes up Generation Z?

The new medical science liaisons (MSLs) will emerge on the scene with tremendous force in the next few years. They will be known as Generation Z MSLs. Generation Z is defined as those born between 1997 - 2012. By 2025 they will make up about 30% of the workforce and over 40% of the consumer population. They grew up in the age of social media and technology is second nature to them. By the time they were 3, they were the first generation to grow up on an iPad versus the TV. McKinsey reported on the growth of Medical Affairs in 2020 where they describe the changing role of medical science liaisons.

According to research from the Accreditation Council for Medical Affairs (ACMA), by 2025 the medical science liaison (MSL) and medical affairs profession will be mostly dominated by pharmacists (PharmDs). Currently, over 55% of pharmacists are made up of women and the number of pharmacists graduating annually in the United States has never been higher in the last several years. Indeed, the Deloitte Global 2021 Millennial and Gen Z Survey found that 46% of Generation Z members feel stressed all or most of the time, and their financial situations are a key reason for that. With the rapidly growing number of pharmacists in the market, obtaining high paying jobs has become an increasingly greater challenge in traditional pharmacy due to an unfavorable supply - demand balance. 

What do Generation Z MSLs want from employers?

According to research published by the Springtide Research Institute which studied almost 6,900 people ages 13-25, more than anything, the Generation Z workforce is looking for mentors and guidance from employers. They're also looking for a lattice career path where salary isn't necessarily the primary focus, but also that the role is interesting, can apply their skills more broadly and isn't routine. They want employers that have demonstrated their dedication to important issues like climate change, diversity, inclusion, equity and acceptance of minority groups. They will want to work for companies that focus on issues such as credibility, trust and take ethics seriously-thru action. Not just pay it "lip service." 

What will the Generation Z Medical Science Liaison (MSL) look like?

Generally speaking, the Generation Z workforce will need to be good at using digital tools and technology, comfortable with analytics and data in healthcare, core business skills, design and creative relationship building skills. For MSLs whose primary role it is to educate healthcare providers (HCPs), they will be working in a post pandemic Covid19 world where their stakeholders will be used to virtual interactions, text updates and more. While GenX and Millenials were mostly focused on face to face interactions with KOLs., Generation Z MSLs will have more time to focus on a broader range of projects and initiatives due to less travel, better technology such as AI and predictive analytics which will save them valuable time. They will need to know to to leverage digital technology more efficiently to glean key insights about their KOLs. The next generation MSL will also need to be an even more savvy business professional who understands market dynamics such as health economics outcomes research (HEOR), drug pricing and the reimbursement landscape in more depth. This is one of the reasons we have seen a surge in recent years among younger MSLs pursuing Board Certification in Medical Affairs (BCMAS) to help sharpen these skills. 

How can pharmaceutical companies prepare for the Generation Z MSL?

The short answer is by investing in their professional development and providing opportunities to show them that you care about helping them develop broad skills and talents. Having them focus only on interacting with HCPs in the field simply won't be enough. They will get bored quickly and retention will be a challenge. Instead focus on how you can continually help them up skill themselves and stand out. These will be things they will value long term and can help tremendously in attracting and retaining the best talent. Some practical ways to do this is by offering course on things like emotional intelligence, diversity, communication skills, and providing certifications, such as the BCMAS, that demonstrate your company's commitment to excellence in the medical science liaison and medical affairs profession.

Summary

It's clear that pharmaceutical companies need to prepare for this new generation of medical science liaisons if they want to retain and attract the best and most effective medical science liaisons. Providing clear expectations and demonstrating the importance of values and standards for the medical science liaison and medical affairs profession will go a long way in helping to cultivate a culture of integrity and trust in the workplace.