We put an insight on the screen during a recent insights training and asked everyone to:
Swipe right or swipe left?
Half the room confidently swiped right.
The other half wanted to send it straight into the black hole.
Then the debate starts.
One person likes it because it came from several HCPs. Someone else says it is just an observation. Another person has already started rewriting it in the chat.
It’s fun. People get surprisingly competitive. But it also exposes a much bigger problem:
Most Medical Affairs teams do not have a shared definition of what a good insight actually looks like.
MSLs are told to “go get insights.” And that’s often the entire training.
It is like telling someone to give a great presentation without ever showing them what makes a presentation great.
So MSLs submit what they think is useful. Managers review it using their own standards. Internal teams decide whether it matters. Everyone reaches a different conclusion.
Here’s the only insights framework you will ever need:
Write Better Insights with the CWI Framework
Before an MSL submits an insight, make sure it has these 3 things:
→ Context: What is happening?
→ Why: What is driving the HCP’s perspective?
→ Implications: Why does this matter?
If one is missing, it’s probably not ready for the right swipe. Plan for the missing info in your next meeting.
Come Swipe With Us
On September 1, we are hosting The Insights Tinder Workshop: Swipe Right on Value.
You will learn the CWI framework, swipe through example insights, and then roast them. 
No cold calling. No awkward dating stories. Just 60 min of live practice that will make you much better at recognizing and writing strong insights.
Tue, Sep 1, 2026 • 6 PM CT
👉 Save your spot
TL;DR
→ Strong insights include Context, Why, and Implications
→ The fastest way to improve is to practice
If 5 smart MSLs can look at the same insight and reach 5 different conclusions, the team does not need another reminder to submit more.
They need a shared definition of what deserves the right swipe.
In your corner always,
Patrina, Sarah, Ralph, & Jess
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