The Influence of medical science liaisons on oncologists’ adoption of innovative cancer therapies in Kenya

Abstract

In the rapidly evolving field of oncology, the introduction of new pharmaceutical products is critical to advancing treatment options, improving patient outcomes, and addressing the complexities of cancer management. The role of medical science liaisons has become increasingly important in the process of facilitating the adoption of these innovative treatments among oncologists. MSLs bridge the gap between pharmaceutical companies and healthcare providers, ensuring that oncologists are well-informed about the latest advancements in cancer treatment options. However, the specific impact of MSLs on the adoption of new innovative cancer therapies among oncologists in Kenya is understudied. The study sought to examine the influence of medical science liaisons on oncologists’ adoption of innovative cancer therapies in Kenya. Specifically, the study sought to determine how the attributes of MSLs, attributes of oncologists, characteristics of MSL – oncologists’ interactions and the product characteristics that influences their adoption by oncologists in Kenya. The research was premised on the diffusion of innovation theory and the relationship marketing theory. This study used a positive philosophy and a descriptive research study design. The research targeted the 70 Oncologists registered with the KMPDC as of 2024. The research sampled all the 70 respondents in the sampling frame and obtained a 77% response rate. A structured research questionnaire was utilized in the data collection with both drop and pick method as well as use of Google forms. The study instrument was pretested to determine its reliability and validity. Analysis of the study data was conducted using descriptive and inferential statistics. The findings of the overall regression revealed that there was no statistically significant relationship between the MSL attributes (p = -.066>.05), physician attributes (p = .562>.05) and product attributes (p = .156>.05) on the adoption of new cancer therapies in Kenya. However, MSL-Oncologist interactions had a positive and significant effect (p = .045<.05) on the adoption of new cancer therapies. Based on the research results, the study recommends that the Ministry of Health through the relevant body should establish national guidelines that emphasize scientific and clinical evidence as the primary driver for the adoption of new cancer therapies. The study also recommends that pharmaceutical companies should reevaluate the role of MSLs and focus on enhancing their impact beyond technical knowledge by improving engagement strategies. Finally, pharmaceutical firms should foster collaborative engagements, such as multidisciplinary team meetings, to strengthen the oncologist-MSL relationship.