Business transformation through innovative technologies

Medical Affairs has come a long way since its inception as a support function to provide scientific information to Healthcare Professionals (HCPs) and answer queries related to usage of in-market drugs – it now unlocks value across the organization as a key strategic function of the biopharmaceutical organization. Medical Affairs leaders are expected to own areas that raise organizational performance and demonstrate impact, with the primary value proposition defined by three focus areas (3Es) that combine improved stakeholder experiences and treatment outcomes.

Technological advancements and the growth of scientific information are driving the continued transformation of Medical Affairs. Digitization is transforming healthcare delivery and influencing patient expectations. Additionally, the shift towards personalized treatment has necessitated a reassessment of engagement strategies with healthcare decision-makers.

Leaders in Medical Affairs are collaborating with strategic partners to explore innovations that can revolutionize evidence generation, stakeholder engagement, and medical education. This involves harnessing artificial intelligence (AI), advanced analytics, and visualization tools to drive transformative outcomes.

Examples of key technological innovations poised to drive the business transformation of the Medical Affairs function, enabling higher efficiency and better outcomes:

• Data Integration of cloud-based platforms, artificial intelligence, and thorough data management strategies
• Plain language summarization of scientific publications, clinical trial protocols, treatment guidelines, and other documents using generative AI algorithms
• Sentiment analysis and influence network analytics
• Global content management

The promise of technology is alluring and has the potential to increase efficiencies and increase the impact of Medical Affairs. However, Medical Affairs leaders face multiple challenges in achieving success.

In the face of emerging challenges, Medical Affairs should adopt a proactive strategy. This involves defining a vision, identifying, and prioritizing opportunities, planning, collaborating, and then implementing fit-to-purpose solutions. To enable sustainability, it is also critical to upskill the workforce and manage the change.

As with any transformation, it is critical to consider expected value and return on investment (ROI). Medical Affairs leaders should think in a structured way about how technology brings value and ROI to the business and select applications of technology in Medical Affairs–i.e., use cases–accordingly.

Examples of use cases for technology in Medical Affairs:

Medical Affairs has evolved to become a strategic function in the biopharmaceutical industry, focusing on Evidence, Engagement, and Education (3Es). It provides critical knowledge to biopharmaceutical leadership in anticipating shifts in the healthcare landscape, assessing competitors’ development pipelines, and suggesting extended therapeutic and digital health solutions. Its role is amplified by global trends such as complex therapies, digitization, and data proliferation.

Embracing technology can help Medical Affairs adapt to this transformation, with leaders exploring innovative use cases using advanced analytics and emerging technologies such as generative AI. However, mature organizations face unique challenges in this transformation, including shifting priorities, tight budgets, complex operating models, and difficulties in evidence aggregation.

Addressing these challenges is crucial and requires a proactive strategy and a diagnostic process – from the discovery of use cases, methodical planning, and collaboration, selecting the appropriate use cases, to implementing technology enabled solutions and enabling adoption. Effective change management and upskilling the workforce are key contributors to the transformation, and ultimately drivers of value realization.