As Medical Affairs teams transform in the era of novel technologies and personalized medicines, the discipline of Medical Communications has likewise evolved and expanded from having a focus on leading publication-planning activities to also driving the development of strategic scientific communications across multiple platforms and all phases of the product lifecycle.

Medical Communications teams have historically played an execution-focused, rather than a strategic, role with respect to communicating scientific evidence. However, given the focus on accelerating scientific data communication, with an emphasis on customizing outputs to various audiences, and the increasing use of digital strategies to engage with stakeholders, there has been a clear need for the function to evolve into a more strategic discipline of Medical Affairs in order to drive a cohesive and consistent scientific communications strategy across multiple channels and cross-functional touchpoints.¹

In both pre-commercialization and post-launch phases, an integrated Medical Communications Strategy, including a compelling Scientific Narrative, is critical in educating internal and external audiences about the progression and differentiation of assets in the context of the surrounding competitive landscape. The Medical Communications discipline is particularly well-placed to drive this process and is increasingly called upon to be strategic thought partners within and beyond the broader Medical Affairs organization, specifically with teams creating the overall medical strategy [Medical Strategy Team], and product commercialization/asset teams. Medical Affairs teams create forward looking strategies by interpreting and contextualizing emerging data, generating real-world evidence, engaging in peer-to-peer scientific dialogue, and identifying clinical practice insights.² Implementing an integrated Medical Communications strategy and plan can provide an exemplary value-add to this overall strategic approach.

Medical Communications and Medical Strategy teams have emerged as natural partners to other Medical Affairs subfunctions in generating, integrating, and communicating scientific evidence. Medical Communications teams are experts in developing a compelling Medical Communications strategy, and this expertise in tandem with Medical Strategy, Field Medical Affairs, and HEOR- related workstreams is important to communicate a consistent scientific narrative. These teams must come together with other functions to develop an Integrated Medical Communications Strategy and Plan (iMC S/P) which is the roadmap for how a Medical Affairs team communicates its product vision and value proposition to internal and external stakeholders.