Introduction:
Pharmaceutical companies continue to evolve the way they operate, both internally and within the external environment. A variety of factors drive this evolution including societal expectations, continued changes in healthcare systems across geographies, advances in digital technology and its application (as highlighted during COVID 19), and complex legal, regulatory, compliance, and privacy obligations. As a result of these factors, the Medical Affairs (MA) function will become increasingly critical due to its unique positioning, as follows:
- • Externally, MA engages with stakeholders in a non-promotional/ scientific manner to understand the patient journey from the perspective of all key stakeholders including patients, HCPs, and payers
- • Internally, MA interacts with cross-functional and cross-divisional stakeholders throughout the value chain
- • MA can also act as a mediator between the internal and external environments, driving strategy and innovation through scientific and patient-centred medical insights.
This paper explores the MA-based medical insights function and insights-related activities from an MA operational perspective, and identifies basic operational elements required to establish medical insights as a core strategic MA function.
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