In this blog I want to highlight and summarize a recent, brilliant, paper authored by former colleagues of mine, which deserves credit. The paper highlights the considerable change that the discipline of medical affairs has undergone over the past few years and it points clearly to the opportunity for our discipline to further develop as a 3rd key strategic pillar of pharmaceutical companies.
In the intricate landscape of pharmaceutical enterprises, the Medical Affairs (MA) function has emerged as a crucial connector between Research & Development (R&D), commercial/marketing functions, and a myriad of external stakeholders across the life sciences ecosystem. This pivotal role has undergone a significant transformation from being primarily internally focused to one with a broader external lens, embracing the "Outside-In" perspective while fostering a patient-centric approach. The MA function, with its strategic significance, has the potential to shape the dialogue between R&D, marketing, and other functions, all aimed at improving patient outcomes.
Evolution of Medical Affairs
The evolving role of Medical Affairs is characterized by its transformation from a support function to a strategic pillar, especially in the affiliate sector of pharmaceutical companies. The primary goal of local MA teams is to bridge the gap between scientific knowledge and contextualizing the clinical value of innovative medicines for various stakeholders in healthcare ecosystems, including healthcare professionals, payers, and decision-makers.
Strategic Deliverables in Pre- and Post-Launch Phases
The MA function’s contributions are categorized into pre- and post-launch phases, delineating the flow of information and strategic activities. During pre-launch, the Global MA team disseminates crucial information and insights to the affiliate teams. In the post-launch phase, the affiliate team, equipped with real-world data, shares insights and experiences, enriching the global team's understanding. The activities encompass a range of responsibilities, from engaging healthcare professionals in clinical trials to ensuring patient access to innovative medicines and collaborating on disease awareness initiatives.
Inside-Out and Outside-In Strategies
The principles of “Inside-Out” and “Outside-In” encapsulate the core of MA's functions. The “Inside-Out” strategy focuses on delivering internal value to the right stakeholders, while the “Outside-In” approach involves understanding the external needs and perspectives within the healthcare ecosystem, encompassing insights from clinicians, researchers, patients, and payers. Both strategies are pivotal for effective collaboration and co-creation of solutions.
Future Trends and Opportunities
The trajectory for Medical Affairs is set to align with societal challenges and technological advancements. Leveraging Real-World Evidence (RWE) and embracing digital health solutions will be key. The emphasis on sustainable health care solutions, patient-centric approaches, and collaboration with diverse stakeholders are poised to define the future success of MA within the pharmaceutical domain.
Competencies and Value Drivers
Looking forward, future competencies and value drivers for MA professionals revolve around staying updated with clinical research, data science, health care systems, project sustainability, and developing collaborations with multiple stakeholders. The drive to enhance competencies in evidence generation, insights gathering, and global-local collaboration are anticipated to play a significant role.
Conclusion
The MA function is pivotal in maintaining vital links between various stakeholders and driving the dialogue in pharmaceutical companies. The role has transitioned from an internally focused support function to a strategically significant entity that champions patient-centric, outside-in perspectives. The evolving landscape of healthcare, with technological advancements and societal challenges, provides opportunities for MA professionals to steer innovative, sustainable, and patient-focused solutions.
Reference
Farrington, A.D., Frøstrup, A.G. & Dahl, P. The Value and Deliverables of Medical Affairs: Affiliate Perspectives and Future Expectations. Pharm Med37, 417–424 (2023). https://doi.org/10.1007/s40290-023-00501-y
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