This article summarizes insights from a 2025 MAPS Roundtable where Medical Affairs leaders discussed emerging trends in digital engagement, focusing on the rise of Digital Opinion Leaders (DOLs) and strategies for Healthcare Professional (HCP) influence mapping. The conversation highlighted how innovative approaches are reshaping disease awareness and stakeholder relationships.
Digital Science held a roundtable discussion with Medical Affairs leaders in Madrid in May 2024 on the topic of scientific communications strategies assessment and their success measurements for multiple stakeholders.
From the choice of where to publish to the assessment of impact, every decision holds weight in medical research publication. And yet, the metrics that have been traditionally used to guide these decisions offer only a partial view. The result: a hit-or-miss situation when it comes to reaching the target audience—healthcare professionals (HCPs) and patients. Can a data-driven approach that incorporates both traditional and the newer alternative metrics hold the key to improved publication planning, impact and thereby better patient outcomes?
Omnichannel communication is the strategy of integrating various communication channels, both digital and non-digital, and joining multiple communication touchpoints to provide a seamless, personalized experience, and unified identity across all channels, devices, and touchpoints: the customer (namely HCPs and patients), rather than the product, is at the center.
This webinar highlights the continued importance of omnichannel engagement for healthcare practitioners and learners and the need to equip our internal teams appropriately.
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