Medical insights management that turns every MSL note into a cited theme with an owner for the next step
Every field insight becomes a cited theme within days, with an owner for the next step.
See one case, screen by screen ↓It is how medical affairs turns what MSLs and other channels hear into themes, decisions and actions. Medical Insights Management adds six agents that bring insights from five channels into one de-identified record, code and cluster them into cited themes, flag a theme the week it doubles and tie each theme to an owned action, for the insights lead to decide.
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MSLs log thousands of insights a quarter in the CRM, next to medical information inquiries, advisory board summaries, congress notes and HCP surveys. Each channel sits in its own system and every MSL codes a little differently, so the medical insights lead reads and codes the notes by hand, in spreadsheets, and writes the quarterly read-out weeks after the quarter has closed.
The cost is timing and follow-through. A theme that doubles in a month is seen at the quarterly read-out, four to six weeks late. Few insights end in an owned action, so the same theme returns quarter after quarter and MSLs stop logging what nobody reads. And a physician who asked for a written answer waits while the question sits in an insight note.
Estimated split for one product's quarterly insight cycle, by hand and with the solution.
Six specialist agents code, cluster and cite every insight and flag what doubles; the insights lead decides each theme.
Northwind Bio's Immunology team runs medical affairs for Veltrimab. On Monday 6 October the scan finds that questions about patients over 65 have doubled in four weeks. Here is what happens next, screen by screen, in the working solution.
Priya's home is a map of 12 themes: each bubble sized by mentions from 7 September to 4 October and coloured by the change on the four weeks before. The Monday scan read 187 new insights. T-07, “Patients over 65: dosing and infection risk”, went from 48 to 99 mentions, +106%, and the alert is sourced to 9 MSL notes in 3 countries — United States 4, Germany 3, Japan 2.
“Give me serious infection rates for over-65s on steroids and I will decide case by case.” — Illinois, United States · Emily Carter · Oct 1
Insight intake brought in 174 insights from 5 channels with the HCPs de-identified. The insight coder coded them and flagged 2 follow-up requests for medical information. The theme clusterer found 4 sub-themes, +160% on Q2, and wrote the statement with 5 citations; the evidence and plan linker matched gap EG-14 and objective MPO-3 and proposed 4 actions. Each citation number in the statement opens the insight behind it.
“Community gastroenterologists, mostly in the US Midwest, Germany and Japan, hesitate to start Veltrimab in patients over 65: published results do not report infection rates for that age group separately, and they ask whether the dose should change with age, kidney function or frailty.”
The linker proposes a pooled safety analysis of patients 65 and over from VLT-302, VLT-305 and the extension (Omar Haddad, due Jan 30), an MSL slide module on treating older adults (Lena Ortiz, Nov 15), an update to standard response SRL-0412 (Sam Patel, Oct 31) and two questions for the Q4 HCP survey (Priya Raman, Nov 3). The agents suggest a key insight at 91% confidence; the choice is hers.
Her options: promote to key insight · keep watching · merge with another theme · not a theme.
The theme becomes a key insight in the Q3 report and the four actions go to their owners. Priya adds a note for the medical leadership team. The 212 patients aged 65 and over already in the trials mean the question can be answered from data on file.
“Raised in Q2; doubled this quarter. The pooled analysis can answer it from data we already hold.”
On the map the T-07 badge changes from “!” — waiting for her decision — to SP. Sam Patel owns the next step: update standard response SRL-0412 on use in older patients, due Oct 31. The panel keeps what was already done: EG-14 logged in Q2 with its priority raised to high, and Jonas Weber's physician question on infections by age band sent to medical information as request MIR-2026-08812.
“Key insight · 4 actions sent to their owners · recorded in the audit trail”
One insight in the theme, INS-30871 from Emily Carter in Wisconsin, records a question she could not answer in the meeting: should shingles vaccination be completed before the first dose in patients over 75? The physician asked for a written response. The insight coder drafted the request to medical information with the passage highlighted; the physician's contact stays in the CRM. Priya confirms the request before 17:00.
“Medical information answers it; the request goes within one business day.”
Priya presses “Draft the report”. The report writer works from her decisions: 2,946 insights, 13% more than Q2, grouped into 12 themes, with the over-65 theme first and a recommendation that the leadership team endorse the pooled safety analysis. The draft carries 25 citations, and the two themes she has not decided appear as “for discussion”.
The report writer never writes a sentence without a citation.
The firewall guard builds the brand version from sharing rules v3 and lists four removals: theme T-11, an unapproved use that stays medical-only; HCP detail, with city and practice dropped; 2 small region cells folded into “Other”; and medical information request detail. Nothing reaches the brand team before Dana Okafor approves it.
Fails closed: an item it cannot classify is removed.
Priya sends the report for sign-off. Dana Okafor, medical governance, approves the brand version. Dr. Maya Chen, TA medical director, signs with the meaning of her signature, and the report is shared with the medical leadership team — the medical version, and the brand version for the brand team.
Meaning: “I approve this report for the medical leadership team.”
The same theme, seen by the five people who carry it — what their quarter looked like, and what it looks like now.
Six specialist agents code, cluster and cite every insight and flag what doubles; the insights lead decides each theme.
Pulls insights from the CRM export, the medical information case database, advisory board summaries, congress notes and survey results, and turns each into one common insight record with the HCP de-identified.
Applies the insight coding scheme — topic, product, sentiment, HCP segment — and flags any question the HCP wants answered in writing as a follow-up request for medical information.
Groups coded insights into themes by meaning, names each one in plain words, and tracks how it moves week by week and region by region against last quarter.
Links each theme to the evidence-gap register, the medical plan objectives and the data the company already holds, and proposes actions with an owner.
Writes the quarterly insight report and decision memos section by section, with a citation to every underlying insight, from the decisions the insights lead made.
Builds the brand-team version of any report: removes unapproved-use themes, HCP detail and small groups, and lists every removal with its reason.
Decides each theme. The agents propose; a named person decides.
Ask about any theme, insight or action — or say what to change. Every answer cites the insights behind it.
What is emerging this quarter?
Two themes pass the rule (+100% on Q2, at least 25 insights): patients over 65, 174 against 67, and intestinal ultrasound, 146 against 66. Patients over 65 is the biggest mover — community gastroenterologists want infection rates by age, and medical information inquiries rose from 19 to 52. Intestinal ultrasound is Europe-led.
Why are questions about patients over 65 rising?
Three reasons, from 174 insights. Published results pool all ages, so physicians cannot answer the question their older patients ask. Community practice is cautious: 38% of community gastroenterologists are less confident prescribing to patients over 65, against 17% in academic centres. And 6 of 8 advisers at the Chicago board say data would change practice. We hold 212 patients aged 65 and over across VLT-302, VLT-305 and the extension, so a pooled analysis can answer it.
Alert me when intestinal ultrasound passes 200 insights
Done. The alert is checked daily after the CRM sync and sent to you and Lena Ortiz. The theme has 146 insights today and added 18 last week, so at this pace it passes 200 in about three weeks. The alert is live in Settings and recorded in the audit trail.
Draft the decision memo for the over-65 theme
Ask: endorse a pooled safety analysis in patients 65 and over (VLT-302, VLT-305, long-term extension; n = 212). Why now: 174 insights, up 160%; 52 medical information inquiries; 6 of 8 advisers would change practice; 38% of community physicians less confident. Cost: existing data, about 12 weeks of statistics time. Owner: Omar Haddad. Added to the Q3 report as an appendix for Dr. Maya Chen.
13 screens from the working solution, on its sample data. Pick one to see it large.
The rules the agents follow are settings. Every change is versioned and recorded in the audit trail.
| Setting | Default | Choose from |
|---|---|---|
| Emerging theme | +100% | +50% · +100% · +150%, in four weeks or on last quarter |
| Smallest theme | 25 insights | Step up or down; fewer insights stay unthemed |
| Coding scheme | v4 | Topics, sentiment and HCP segments the coder applies |
| Remove unapproved-use themes | On | On · Off — themes about uses outside the label stay medical-only |
| Hide small groups | 5 insights | Step up or down; smaller regions or segments fold into “Other” |
| Brand version approver | Dana Okafor · Medical governance | Dana Okafor · Omar Haddad |
| Report signer | Dr. Maya Chen · TA medical director | Dr. Maya Chen · Lena Ortiz |
| Who may promote a theme to a key insight | Priya Raman · Medical insights lead | Priya Raman · Dr. Maya Chen |
Every figure is labelled: a target the solution is built to, an estimate, a typical published result, or a proven one.
“demo” = seen in the working solution, on its sample data · “target” = the design goal, measured in the live solution · “estimated” = our estimate · “typical” = published figures (Hill & Abbadessa 2021 time-and-motion study, MSL Journal, relayed by Within3 — 185 hours a month on manual MSL insight reporting; MAPS insight survey — 38% of organisations report insights quarterly). People, companies, products, studies and case numbers named on this page are fictional — characters and sample data in the working solution.
It is how medical affairs turns what MSLs and other channels hear into themes, decisions and actions. Medical Insights Management adds six agents that bring insights from five channels into one de-identified record, code and cluster them into cited themes, flag a theme the week it doubles and tie each theme to an owned action, for the insights lead to decide.
Every Monday at 06:00 the scan compares the last four weeks with the four before. A theme that reaches the emerging rule — +100% by default, with at least 25 insights — raises an alert, sourced to the MSL notes behind it, to the insights lead and MSL managers.
Yes. Each theme statement and each report sentence carries numbered citations. A click opens the insight record with its passage highlighted, its channel, date, the colleague who captured it and the HCP as a segment.
The insight coder flags any question the physician wants answered in writing and drafts the request to medical information with the source passage. A person confirms it, and it goes within one business day; the agent never sends a request on its own.
Only the brand version, after medical governance approves it. The firewall guard removes unapproved-use themes, strips HCP detail to specialty and region, folds small groups into “Other” and leaves out medical information request detail, and lists each removal.
Yes. The agents propose themes, merges and actions; the insights lead decides each theme, owners accept their actions, medical governance approves the brand version and the TA medical director signs the quarterly report.
Yes. The emerging rule, smallest theme size, coding scheme, alerts, firewall rules, small-group threshold, brand version approver, report signer and who may promote a theme are all settings, versioned and on the audit trail.
The Agentic Solution Engine builds and deploys it from your requirements and documents — your coding scheme, evidence-gap register, medical plan and a sample of past insights — and it goes live once every quality gate has passed. We will walk you through it on your own insights first.
Every claim checked against its reference before committee.
1-min demoMedical Information ResponseEvery sentence of the reply linked to its approved source, off-label parts evidence only.
1-min demoInvestigator-Initiated Study ReviewProposals decided in half the time with a cited review packet.
1-min demoWe'll run Medical Insights Management on a sample of your own past quarter's insights.