Professionalism and Knowledge Acquisition in the Medical Science Liaison Process: A Study on Physicians' Attitude Formation

Abstract

Pharmaceutical companies increasingly rely on Medical Science Liaisons (MSLs), which is a structured, science-led process of engagement rather than a sales role, to exchange clinical evidence with specialist healthcare professionals (HCPs). However, few empirical studies have explored the relationship between the perceived professionalism of this process and the belief-formation stage of the Theory of Planned Behavior (TPB). This study tests a structural model, based on data collected from 400 specialist physicians in nine cities in Pakistan, in which the professionalism of the MSL process explains the level of knowledge that physicians acquire, which in turn influences their attitude towards scientific information provided by MSL. Both direct paths (Professionalism → Knowledge Acquisition, β = .521, p < .001; Knowledge Acquisition → Attitude, β = .552, p < .001) were supported with partial least squares structural equation modeling (PLS-SEM), and a significant indirect effect of Professionalism on Attitude through Knowledge Acquisition was supported (Professionalism → Knowledge Acquisition → Attitude, β = .288, p < .001). All constructs demonstrated strong reliability and discriminant validity. The findings position knowledge acquisition as the mechanism through which a professionally conducted MSL process translates into favorable physician attitudes, which is the upstream, belief-formation stage of TPB, with implications for how pharmaceutical companies structure scientific engagement and for the broader application of TPB in professional, non-consumer decision contexts.