This S&G provides a structured framework to help Medical Affairs, including the Evidence Generation teams, align strategy with patient impact. It offers guidance, rationale for strategic evidence generation planning, as well as tips and tools to support with plan development, and practical guidance for investigator-initiated studies. By following the guidance in this Standards and Guidance document, Medical Affairs professionals can ensure that Non-Company Sponsored Research (NCSR) initiatives drive high-quality, impactful evidence generation that supports scientific advancements, enhances patient care, and aligns with healthcare ecosystem needs.