Speakers: Ian Greenway, Angel Riggins, and Amanda Foote

The Medical Affairs function has broadened beyond medical excellence and increased in strategic importance over recent years, and is under increasing pressure to prove the value of products to a wider, more diverse group of stakeholders. A rigorous, intensive process is vital for successful insight mining and landscape analysis. Leave no stone unturned – from a product’s scientific differentiators right through to the macro-level forces that shape HCPs and patients’ lives, attitudes, and behaviors in the therapy area. Taking a truly holistic view of a product’s attributes and challenges informs the most effective and affective product strategies. The most impactful strategies have the desired positive change in healthcare firmly at their core.

Learning objectives:

• Look beyond the traditional elements of landscape analysis to consider valuable cultural, behavioral, and situational insights
• Understand the power of truths in defining the meaningful difference your product will make in patients’ lives
• Understand the key ingredients of a robust and impactful Medical Affairs strategy and how to implement it