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Changing Paradigms in Medical Affairs

When eyeforpharma held a webinar on the new paradigm for Medical Affairs and Sales representatives recently, more than 1,000 people attended. In biopharmaceutical industry publications, article after article discusses Medical Affairs and its evolving role. Clearly, change is in the air.

Answering healthcare provider questions is no longer Medical Affairs’ primary responsibility. So what is MA’s role — or roles? What do key opinion leaders want? What does senior leadership want? What do your peer stakeholders want?

In our view, Medical Affairs today has three major roles:

  1. Medical Science Liaisons must interpret objective scientific data and communicate the company’s scientific perspectives to KOLs and healthcare providers. These perspectives must be balanced and HCPs must perceive them as objective.
  2. MA teams must ensure that internal stakeholders have an unvarnished understanding of the KOLs’ views and perspectives. MA must deliver a broader range of KOL perspectives than those few obtained from Advisory Boards and speaker programs.
  3. MA senior leadership must communicate the value their team brings to KOLs and the company. The evaluation process must meet regulatory compliance requirements and yet assess metrics that are meaningful to the organization. Claiming that MSLs spend X minutes per KOL contact is not sufficient.

For MA to be recognized as a value center, it’s necessary to establish specific and measurable goals that are relevant to corporate senior leadership, and unbiased sources must assess progress against those goals. To learn more about how to make that happen, please email Ross Weaver or call (484) 202-6630.

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