Fireside Chat with Mary Alice Dwyer and Shaji Kalathil: “We believe that the most competitive pharmaceutical companies in the coming decade will leverage data and digital technologies to drive differentiating services and will be in the forefront of pushing the boundaries of digital innovation in healthcare.”
At the conclusion of this session, participants should better understand digital trends seen within Medical Affairs today as well as be aware of why HCP expectations are changing and how to evolve with them to provide better customer experiences.
A Look at Customer Experiences Inside and Outside of the Industry and What It Means for Medical Affairs
Medical Affairs professionals must engage with multiple stakeholders in healthcare delivery, including clinicians, patients, payers and policy makers. Each of these audiences is focused on different value drivers and requires specialized communications and messaging to make informed decisions. Traditional scientific communications platform (SCP) usage is usually limited to the Medical team. Internal functions focused on other audiences (e.g. payers, patients, policy makers) often create their own message frameworks, duplicating efforts and potentially leading to misalignment. Increasingly, audiences expect to be informed of the bigger picture and to contribute to the wider value story through direct interactions with other stakeholder groups. HealthScience brings together clinical, economic, social, behavioral and policy perspectives to demonstrate therapeutic value in healthcare systems. The HealthScience approach can be used to expand the concepts and content of the SCP to provide an integrated engagement plan and proposals for evidence generation. At the conclusion of this session, participants should:
The Medical Affairs teams demonstrate leadership and value each year through the annual strategic planning process that aligns all multifunctional MA competencies on common objectives needed to support the product and organization. A focused and cohesive medical strategy must be developed to navigate the complex therapeutic environment for each product – overcoming challenges, taking advantage of opportunities and filling any scientific or clinical gaps. A comprehensive and supportive tactical plan aligned to the medical strategy should define the activities that will provide the most impact and benefit to stakeholders in therapeutic space while taking the MA team one-step closer to achieving annual goals.
The MAPS Medical Affairs Strategic Planning Guide and Template has been developed to provide guidance and recommendations to selected components that comprise the strategic medical affairs planning for a product – including the situational analysis, medical strategy, tactical/operational planning, and medical plan summary.
Executive Vice President & CMO, UCB, Iris Loew-Friedrich discusses the importance of a purpose-driven culture to employee engagement
The digital health revolution implies a clear understanding of strategy, using technology as an enabler to create better outcomes for patients and to power value creation across the healthcare ecosystem. As data specialists, Medical Affairs professionals will be at the forefront of this transformation.
Medical Affairs leaders want to be more effective and valuable. They want to secure their seat at the table and influence decisions, impact company performance, and deliver better patient outcomes. To do this, they need to understand the “big picture” of the business and grasp how their decisions and actions contribute to long-term profitability and growth.
Understand the latest technologies—Artificial Intelligence (AI), Machine Learning (ML), Natural Language Processing (NLP), and Natural Language Understanding (NLU). Understand the potential of these technologies to increase efficiencies, enhance effectiveness and potentially reduce compliance risk.
At the conclusion of this session, participants should:
• Better understand contemporary digital trends of Artificial Intelligence (AI), Machine Learning (ML), Natural Language Processing (NLP), and Natural Language Understanding (NLU)
As HCP reliance upon digital and social channels as both a source of educational information and a central meeting place for peer-to-peer interaction continues to increase, it’s critical for Medical Affairs teams to monitor that activity, understand who the Digital Opinion Leaders (DOLs) are and engage them appropriately.
In this session we will provide perspectives on the evolving role of Digital Opinion Leaders in medical education and share approaches for identifying, monitoring and engaging them in a compliant manor with relevant examples.
Organizations should take a strategic approach to digital health solutions and also treat them with the same level of rigor applied to traditional therapies. Within the industry, the consensus is that it is a case of when, not if, digital health solutions become the norm.