{"id":7464,"date":"2022-07-28T10:00:00","date_gmt":"2022-07-28T10:00:00","guid":{"rendered":"https:\/\/www.rednovius.com\/?p=7464"},"modified":"2023-04-21T09:50:14","modified_gmt":"2023-04-21T09:50:14","slug":"medical-affairs","status":"publish","type":"post","link":"https:\/\/www.rednovius.com\/medical-affairs\/","title":{"rendered":"Medical Affairs: A Vital Pillar in the Near Future?"},"content":{"rendered":"\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><a href=\"https:\/\/www.rednovius.com\/book-expert-session\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Medical-Affairs-A-vital-pillar-in-the-near-future_1.jpg?resize=797%2C531&#038;ssl=1\" alt=\"Medical Affairs: A vital pillar in the near future?\" class=\"wp-image-7469\" width=\"797\" height=\"531\" srcset=\"https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Medical-Affairs-A-vital-pillar-in-the-near-future_1.jpg?w=608&amp;ssl=1 608w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Medical-Affairs-A-vital-pillar-in-the-near-future_1.jpg?resize=300%2C200&amp;ssl=1 300w\" sizes=\"(max-width: 797px) 100vw, 797px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\" style=\"font-size:46px\">The role of Medical Affairs teams is shifting with different goals ahead<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The pandemic scenario shifted the way Medical Affairs (MA) engages with stakeholders. As a matter of fact, it became a critical part of healthcare organizations&#8217; strategies, side-by-side with <strong><a href=\"https:\/\/www.rednovius.com\/pharma-communication-new-normal-urgency\/\" target=\"_blank\" rel=\"noreferrer noopener\">R&amp;D and Sales<\/a><\/strong>.<\/p>\n\n\n\n<p>Organizations are reshaping their business models to go <strong><a href=\"https:\/\/www.rednovius.com\/pharma-communication-new-normal-urgency\/\" target=\"_blank\" rel=\"noreferrer noopener\">beyond products or brands<\/a><\/strong>. Moreover, they want to embrace a wider therapeutic landscape, which brings more challenges to stakeholder communication. Altogether, there are three vital players in this game: healthcare professionals, payers, and patients.&nbsp;<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.rednovius.com\/2022-top-guidelines-for-hcp-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital engagement<\/a><\/strong> had a variety of positive outcomes. It includes the extension of MA&#8217;s reach. Not only that but also the closing of the gap between life science and stakeholders with strategic decisions based on expert insights.<\/p>\n\n\n\n<p>Don&#8217;t forget that we&#8217;re in the <strong><a href=\"https:\/\/www.rednovius.com\/gen-z-a-new-target-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">new digital natives era<\/a><\/strong>. Thus, remote engagement allows MA to become influencers beyond the walls of the industry.&nbsp;<\/p>\n\n\n\n<p>When looking into the near future, it\u2019s expected that MAs embrace these shifts. They will have a positive impact on <strong><a href=\"https:\/\/www.rednovius.com\/2022-top-guidelines-for-hcp-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">healthcare professionals<\/a><\/strong> and patients. We predict an optimization of the activities pursued.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" style=\"font-size:46px\">MA evolving as a trusted source<\/h3>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>MA&#8217;s role has changed and become more important as a result of the digital disruption felt in the healthcare industry. Moreover, they will become a trusted source of <strong><a href=\"https:\/\/www.rednovius.com\/more-data-less-time-3-new-ways-to-approach-hcp\/\" target=\"_blank\" rel=\"noreferrer noopener\">accurate and valuable data<\/a><\/strong>.<\/p>\n\n\n\n<p>MA activities are expected to be developed in hybrid settings in the coming years. More than 50% of the engagement strategy will center on <strong><a href=\"https:\/\/www.rednovius.com\/hcp-engagement-3-benefits-of-a-blended-approach\/\" target=\"_blank\" rel=\"noreferrer noopener\">remote interactions<\/a><\/strong>.<\/p>\n\n\n\n<p>MA teams have to increase and update the activities pursued to ensure their success.<\/p>\n\n\n\n<p>In the digital era, Medical Affairs must: <\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Have a more agile approach to becoming more business savvy;<\/li><li>Increase expertise and influence while expanding its activities;<\/li><li>Build strategic partnerships to add value to the business;<\/li><li>Increase knowledge and share content for both prescribers and patients;&nbsp;<\/li><li>Act upon insights gathered from listening to physicians and patients; and <\/li><li>Acknowledge and evolve with digital health expectations from patients and medical professionals.<\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:44px\">Rebranding engagement: Benefiting from digital interactions<\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The global applicability of <strong><a href=\"https:\/\/www.rednovius.com\/a-new-not-normal-after-covid-what-does-it-mean-for-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">remote engagement<\/a><\/strong> was already beneficial for MA teams. It goes hand-in-hand with the industry\u2019s trend to <strong><a href=\"https:\/\/www.rednovius.com\/pharma-communication-new-normal-urgency\/\" target=\"_blank\" rel=\"noreferrer noopener\">embrace digital disruption<\/a><\/strong>. At the same time, it&#8217;s decreasing development timelines and accelerating the go-to-market time.&nbsp;<\/p>\n\n\n\n<p>Data collection and analysis are &#8220;king&#8221; here, and when combined with <strong><a href=\"https:\/\/www.rednovius.com\/2022-top-guidelines-for-hcp-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">remote engagement<\/a><\/strong> and <strong><a href=\"https:\/\/www.rednovius.com\/healthcare-trends-for-patient-engagement-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital interactions<\/a><\/strong> success is ensured. This is something the MA teams were already developing.&nbsp;<\/p>\n\n\n\n<p>In fact, they have been using this in their activities for the past few years. Now they are essential for the future success of businesses across industries.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/07\/MA-Main-Deliverables.jpg?resize=793%2C595&#038;ssl=1\" alt=\"ma-main-deliverables\" class=\"wp-image-9745\" width=\"793\" height=\"595\" srcset=\"https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/07\/MA-Main-Deliverables.jpg?w=1024&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/07\/MA-Main-Deliverables.jpg?resize=300%2C225&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/07\/MA-Main-Deliverables.jpg?resize=768%2C576&amp;ssl=1 768w\" sizes=\"(max-width: 793px) 100vw, 793px\" data-recalc-dims=\"1\" \/><\/figure><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Do keep in mind the main deliverables identified above. More tailored interactions will come from MAs. Both <strong><a href=\"https:\/\/www.rednovius.com\/hcp-engagement-3-benefits-of-a-blended-approach\/\" target=\"_blank\" rel=\"noreferrer noopener\">medical professionals<\/a><\/strong> and patients will have seamless experiences.<\/p>\n\n\n\n<p>MA can ensure the support and guidance needed and expected for decision-making processes. It&#8217;s possible through continuous <strong><a href=\"https:\/\/www.rednovius.com\/2022-best-marketing-strategy-looking-back-to-move-forward\/\" target=\"_blank\" rel=\"noreferrer noopener\">knowledge and expertise sharing<\/a><\/strong>. After all, there&#8217;s more knowledge of the reality for end-users. Here, MA can step up as the voice of patients inside the organization. They will be able to push for innovation for a <strong><a href=\"https:\/\/www.rednovius.com\/customer-centric-approach-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">better customer experience<\/a><\/strong>.<\/p>\n\n\n\n<p>At the core of the new Medical Affairs role is care experience improvement. This, along with added fit-to-size and <strong><a href=\"https:\/\/www.rednovius.com\/pharma-marketing-3-patient-motivated-changes\/\" target=\"_blank\" rel=\"noreferrer noopener\">tailored experiences contributes<\/a><\/strong> to optimized global outcomes.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:44px\">Top 5 predictions and recommendations<\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"has-text-align-left wp-block-heading\" style=\"font-size:34px\"><strong><span style=\"text-decoration: underline;\">Top 5 predictions<\/span><\/strong><\/h5>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>MA&#8217;s role will evolve into an essential piece of the strategy. In fact, it will include increased scientific and business expertise;<\/li><li>Virtual settings will continue to benefit audience reach expansion with higher experts engagement;<\/li><li>Digital interactions will keep saving time and money for organizations. At the same time, they will enable seamless experiences for those involved;<\/li><li>Pharma companies will increase added value content creation. The delivery will come with a customer-centered approach; and<\/li><li>Hybrid interactions will be the model to follow for a <strong><a href=\"https:\/\/www.rednovius.com\/2022-top-guidelines-for-hcp-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">successful engagement strategy<\/a><\/strong>. Not to mention that virtual interactions will be the first approach.<\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" style=\"font-size:34px\"><strong><span style=\"text-decoration: underline;\">Top 5 recommendations<\/span><\/strong><\/h5>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Organizations can enjoy <strong><a href=\"https:\/\/www.linkedin.com\/company\/rednovius\/\" target=\"_blank\" rel=\"noreferrer noopener\">external engagement<\/a><\/strong>. As well as internal activities by embracing the new role of MA;<\/li><li>Many recommend a quick adoption of <strong><a href=\"https:\/\/www.rednovius.com\/ai-in-pharma-marketing-what-are-the-possibilities\/\" target=\"_blank\" rel=\"noreferrer noopener\">tech solutions<\/a><\/strong> and digital medical tools. In the long run, they will contribute to higher healthcare outcomes and business results;<\/li><li>Continuous performance measurement should occur for MA activities optimization through accurate <strong><a href=\"https:\/\/www.rednovius.com\/more-data-less-time-3-new-ways-to-approach-hcp\/\" target=\"_blank\" rel=\"noreferrer noopener\">real-life insights<\/a><\/strong>;<\/li><li>Prioritization of patients&#8217; unmet needs and expectations through guidance and added-value resources\/tools; and<\/li><li>Update working models. It&#8217;s vital to strengthen the relationships with both the R&amp;D and sales departments. It will establish strategic leadership.<\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:44px\">Conclusions<\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Medical professionals have new needs. In essence, they want bite-sized, digestible, and <strong><a href=\"https:\/\/www.rednovius.com\/top-online-channels-for-hcp-education\/\" target=\"_blank\" rel=\"noreferrer noopener\">up-to-date content<\/a><\/strong> that comes to them at the right time of the journey.<\/p>\n\n\n\n<p>This will increase their professional education and also grant guidance to their patients. MA teams&#8217; increased expertise enables them to go-to sources in <strong><a href=\"https:\/\/www.rednovius.com\/digital-natives-hcp-a-successful-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">remote settings<\/a><\/strong>.&nbsp;<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.rednovius.com\/digital-natives-hcp-a-successful-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">Virtual interactions<\/a><\/strong> removed existing barriers. The engagement with the stakeholders reached a whole different level than in previous years. On the whole, this makes room for improvement and personalization toward better patient health outcomes.<\/p>\n\n\n\n<p>MA professionals may now focus on refining the virtual-first engagement strategy. In fact, they had been researching and developing this topic for several years. This was primarily done through the use of <strong><a href=\"https:\/\/www.rednovius.com\/hcp-engagement-3-benefits-of-a-blended-approach\/\" target=\"_blank\" rel=\"noreferrer noopener\">personalized communications<\/a><\/strong> and timely content sharing. <\/p>\n\n\n\n<p>There&#8217;s an increased knowledge of several elements around the customer. For example, the customers&#8217; behaviors, past interactions, future needs, and expectations. This allows continuous optimization enabling time-saving <strong><a href=\"https:\/\/www.rednovius.com\/hcp-engagement-3-benefits-of-a-blended-approach\/\" target=\"_blank\" rel=\"noreferrer noopener\">meaningful interactions<\/a><\/strong>.&nbsp;<\/p>\n\n\n\n<p>For the companies, it provides them with low-cost, <strong><a href=\"https:\/\/www.rednovius.com\/more-data-less-time-3-new-ways-to-approach-hcp\/\" target=\"_blank\" rel=\"noreferrer noopener\">valuable insights<\/a><\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The pandemic scenario shifted the way Medical Affairs (MA) engage with stakeholders. As a matter of fact, it became&#8230;<\/p>\n","protected":false},"author":2,"featured_media":7469,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[71,54],"tags":[231,226,227,235,232,225,234,233,228,229,230],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Medical Affairs: A Vital Pillar in the Near Future? | RedNovius<\/title>\n<meta name=\"description\" content=\"The pandemic scenario shifted the way Medical Affairs (MA) engages with stakeholders. 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