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Objectives:
In every successful organization there are fundamental business processes that create value and deliver a desired output. In life science companies, one of these processes is called commercialization. Commercialization of a health care product begins from the moment of concept creation. At that point, the innovator is thinking about how to treat a disease, make a patient’s life better, or meet an unmet medical need. Over time, value is built into the asset as it moves through the product development/commercialization pathway. Medical Affairs has a key role in this product development/commercialization pathway. Often referred to as a bridge between product development and commercial, Medical Affairs contributions are essential to deliver a successful commercialization process. Understanding the commercialization process and the role Medical Affairs plays in the overall organization will assist Medical Affairs professionals to make better decisions and optimize their ability to influence the future direction of their company.
This webinar seeks to help Medical Affairs professionals better understand the business of life science companies, how their efforts impact the overall capability to commercialize a product, and contemporary ways to bridge the commercialization interface between their department and Marketing & Sales. Topics included are a discussion on organizational operations and throughput, the importance of understanding the organization/enterprise main functions and how Medical Affairs aligns with functions, and optimizing interface between commercial and Medical Affairs. Our discussants will take a Medical Affairs-centric approach to discussing business operations management issues which should be useful for all Medical Affairs functions but particularly operations, therapeutic area leadership, and aspiring Medical Affairs managers.
Upon completion of the webinar, participants should be able to:
- Describe how commercialization understanding is a key to the success of a life sciences company
- Identify fundamental components of a life sciences company and their effect on commercial optimization
- Explain the commercialization interface between Medical Affairs and Marketing / Sales
- Apply three actions to build Medical Affairs activities that can enhance commercialization throughput
- Illustrate how to best add value to the commercialization process
