At the 2025 Veeva Commercial Summit, we spoke with Eric Toron, Executive Director and Head of Operations at MSD Medical Affairs, about how deep KOL intelligence is reshaping medical operations.
Toron emphasized that granular visibility into patient care gaps has become foundational for launch preparation, noting that tailored insight into HCP needs enables more precise and effective engagement. He shared that this level of data transparency allows teams to focus on the clinical realities driving decision making, with a direct line of sight to improving patient outcomes.
Discussing market engagement, Toron highlighted that no two KOLs require the same approach, and data is enabling more deliberate, consistent, and scalable strategies across therapeutic areas and regions. He noted that while variability is vast, analytics help identify capabilities that can be applied broadly while still adapting to local nuance.
He also introduced the role of advanced analytics and AI in supporting MSL productivity, explaining how richer, more accessible data reduces prep time and deepens scientific dialogue. Toron pointed to emerging applications of large language models for synthesizing insights, uncovering engagement opportunities, and enhancing cross-functional coordination.
Toron urged the industry to pair technological innovation with strong compliance and to seek partners committed to continuous advancement. “It’s essential that we work with external companies that share our desire for restless innovation,” he said.
This content is sponsored by Veeva Systems
Moe Alsumidaie is Chief Editor of The Clinical Trial Vanguard. Moe holds decades of experience in the clinical trials industry. Moe also serves as Head of Research at CliniBiz and Chief Data Scientist at Annex Clinical Corporation.
