This article distills a joint presentation by Manish Sharma and Dr. Hannah Baker at the 13th Annual MSL Society (MSLS) Conference, held Oct 13–14, 2025 at JW Marriott Miami Turnberry.
At MSLS 2025 (Miami, Oct 13–14), Manish Sharma and Dr. Hannah Baker showed how Medical Affairs can move from counting interactions to measuring impact by running a closed loop inside day-to-day work: Plan → Capture → Summarize → Route → Act → Measure.
The session was a live walkthrough of that operating loop mapped to Tika's stack: per-KOL outcomes and plan progress in the Medical Affairs CRM, AI-drafted summaries in Insights Management (with medical review), owned follow-ups routed with SLAs, and governed executive/QBR and MIR outputs via TikaMIR—so leaders see movement, not motion, and field teams see next steps, not notes.
Generative AI helps you write. Agentic AI helps you act. In enterprise terms, that's AI embedded in your systems that can plan steps, take safe actions on your behalf, and keep you in the loop.
Analysts describe agentic AI as goal-directed and action-taking with strong guardrails. It's designed to close the execution gap, not serve as a buzzword—watch for "agent-washing" where vendors simply rebrand content tools. (Gartner)
Why it matters: If a congress insight or KOL interaction doesn't become a tracked next step with an owner and deadline, it rarely changes outcomes.
Plan → Capture → Summarize → Route → Act → Measure — all in one flow.
The value isn't "AI for AI's sake"; it's shortening the distance from insight to action while preserving medical review and compliance.
Conference work often dies in email and spreadsheets. The MSLS demo walked a pragmatic path:
This "before/during/after" operations model mirrors Tika's published guidance and platform flows for congresses. It exists so nothing slips between the booth and the field—and so you can prove completion, not just attendance.
To move a KOL from neutral to collaborator to advocate, you need a 360° view that unifies publications, trials, prior interactions, longitudinal sentiment, and diagnostic insights.
TikaDiscover was designed to enrich KOL profiles and help you expand/refine panels, then track objective movement over time—the basis for an auditable "advocacy ladder" rather than gut feel.
(Background: Tika's MSL platform has long supported engagement plans and measuring KOL development along a continuum; Discover makes the who and why sharper, so plans are better targeted.)
Keep these at the top of your QBRs and you'll naturally steer teams from activity to impact.
(If you adopt agentic features, sanity-check value early—analyst houses warn that "agent-washed" initiatives get canceled when outcomes aren't clear.) (Reuters)
Lay the foundation by sharing your current data, objectives, and context — our AI system learns from your existing insights to generate tailored engagement plans.
See the transformation in action.
This is exactly where Insights Management, TikaMIR, TikaDiscover, and TikaMSL combine into an everyday operating system for Medical Affairs.
Works seamlessly with your existing CRM or as a standalone platform.
KOL identification and enrichment using publications, clinical trials, open payments, and diagnostic insights for objective advocacy tracking.
Plan, execute, and track KOL engagements with measurable outcomes and strategic alignment.
Includes:
Medical Information Request portal where HCPs submit questions, and teams route, respond, and maintain compliant audit trails.
This post summarizes content presented by Manish Sharma and Dr. Hannah Baker at MSLS 2025 (Miami) and adapts it for Medical Affairs leaders evaluating agentic AI in day-to-day workflows.
Next step: Want to see the loop on your data? Request a demo and we'll walk you through the agentic workflow—planning, capture, AI-assisted summaries, routing, and measurable plan progress.