Redefining Medical Affairs: Strategic Shifts and Emerging Priorities Post-Pandemic

This report examines the transformative impact of the COVID-19 pandemic on medical affairs, highlighting its evolution from a supportive function to a strategic partner within pharmaceutical companies. It provides an in-depth analysis of how medical affairs can leverage lessons learned during the pandemic to optimise hybrid working models and enhance engagement with healthcare professionals (HCPs). The report also explores the integration of digital tools and omnichannel approaches to meet the evolving needs of HCPs, offering a comprehensive roadmap for future strategies and tactics in the field. Gain insights into the permanent changes in MSL-HCP interactions, the role of AI in increasing efficiency and the importance of proactive strategies in medical affairs.

Key Questions Answered:

• 1. What impact did COVID-19 have on the role and perception of medical affairs within pharmaceutical companies?
• 2. How can medical affairs optimise hybrid working models for better engagement with healthcare professionals (HCPs)?
• 3. What are the best lessons learned by medical affairs from the pandemic?
• 4. How can these lessons be leveraged in future medical affairs strategies and tactics?
• 5. What changes in MSL-HCP engagement have become permanent post-pandemic?
• 6. How can medical affairs effectively incorporate AI and digital tools to enhance efficiency and responsiveness?

Key Companies:

Partial List of Participating Experts:

• Senior Medical Science Liaison, BioMarin Pharmaceutical, based in Germany
• Senior Medical Science Liaison at a pharmaceutical company in the top 20 by 2023 global sales, based in Italy
• Medical Lead at a global biotechnology company, based in Spain
• Senior Director, Global Medical Affairs, Bayer, based in the UK.
• Medical Science Liaison at a pharmaceutical company in the top 20 by 2023 global sales, based in the US
• Director, Medical Affairs at a pharmaceutical company in the top 20 by global sales in 2023, based in the US
• Director, Medical Affairs at a pharmaceutical company in the top 20 by global sales in 2023, based in the US (2)
• Global Medical Lead at a pharmaceutical company in the top 10 by global sales in 2023, based in the US

Methodology:

Dossier reports are developed from independent and concise analysis derived from original industry surveys and in-depth interviews with industry thought leaders. Reports analyse in detail significant developments and market trends that pharma executives need to understand if they are to manage the opportunities and challenges that lie ahead. The focus of each report is defined by a review of the secondary literature and any knowledge gaps identified. Based on this initial research, an evidence-based and expert-informed discussion guide is developed to ensure the research answers the most critical questions. Additionally, robust screening criteria are established to ensure that those interviewed are qualified in terms of their experience, knowledge and stature to speak on the topic.

What makes our reports different?

FirstWord Reports, a trusted industry leader with an exclusive focus on the pharmaceutical sector, delivers in-depth, actionable insights for biopharma professionals and decision-makers. Our deep industry knowledge enables us to provide relevant and valuable insights that help you identify emerging trends and navigate complex challenges effectively. Backed by extensive research and independent, impartial insights from leading experts and KOLs, our reports deliver the accuracy and reliability you need. With exclusive access to interviews and data unavailable elsewhere, along with ongoing market monitoring, we give you a comprehensive view of market dynamics. Covering over 40 dynamic disease areas and providing physician intelligence, including KOL insights and quantitative physician surveys, as well as industry expert views on issues in medical affairs, digital health, sales & marketing, market access, and other areas, our reports empower you to make smarter, data-driven decisions and maintain a competitive edge in a fast-moving industry.