Medical Affairs leaders are starting to say this out loud.
“Our MSLs know what to do, they’re just not doing it.”
Everyone has had the lecture-style training and knows how. But this alone doesn’t drive behavior change. One-and-done training does not work.
We’ve been hearing this since we first kicked off MSL Mastery trainings. And it’s something
And now?
It’s not just us saying it.
It was front and center at MAPS Americas 2026.
What’s inside (from Patrina’s MAPS recap):
- The accountability gap that must be solved
- Why managers’ jobs are changing
- How AI is changing skill-building
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2. Coaching Is the Job Now For Medical Affairs Leaders
Once accountability comes up, coaching follows.
Because someone has to drive behavior change.
→ Less tracking
→ More thinking together
But here’s the tension:
Most managers were never trained to coach.
So without support?
Accountability turns into pressure.
And pressure breaks trust fast.
Become a Better Coach with Mira:
“Act as a strategic Medical Affairs coach. After reviewing this situation: [paste scenario], ask me 3 questions that would help me reflect and improve. Then provide an example of what a strong response could look like."
3. AI is Ending the Guesswork of Whether Training Worked
For years, measuring training impact has been almost nonexistent.
Medical Affairs spends heavily on training.
But rarely know:
Did it actually change behavior?
We’ve been using the Kirkpatrick method to close that gap since the summer of 2025.
But now, with AI:
→ We can objectively measure if skills are being retained
→ We can see if they’re actually used in the field
→ And we can personalize learning to different people and styles
That’s the shift.
From hoping training works, to actually proving it. Exciting times!
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