Forging ahead as a strategic leader
Medical Affairs organizations are playing a more strategic role than ever before. Historically, they have reported into the R&D or commercial organization, but we have noticed a shift of Medical Affairs organizations reporting right into top-line leadership (Internal Slalom Analyses). This presents Medical Affairs the unique opportunity to transition from being a support function to forging a new role as a strategic leader within organizations alongside R&D and commercial.
As organizations look to Medical Affairs for key insights to strategy development, there will be a strong push for real world evidence (RWE) generation to help facilitate improved patient outcomes. Decision makers are increasingly turning to measures of real-life health economics and outcomes value to evaluate treatment efficacy, indicating a strong opportunity to generate and communicate relevant evidence. Increased competition and a desire to bring healthcare costs down will result in a push for value-based pricing and proven treatment effectiveness through RWE, ultimately resulting in accelerated treatment access to ensure that the right patient gets the right treatment at the right time.
The future of Medical Affairs’ engagement with providers and patients will be even more personalized than it is today. Enhanced understanding of customer journeys (HCP or patient) will help organizations understand customer pains and motivations. There is a strong opportunity for Medical Affairs to develop more personalization capability and deliver tailored engagement to HCPs and patients. Utilizing journey mapping to understand patient and HCP pain points and validating their unmet needs will help close existing gaps within the healthcare ecosystem.
Anh Duong, Pooja Upadhyay
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