The Medical Affairs department is crucial in the pharmaceutical industry, since by dealing with the communication and coordination of information between health professionals, patients and regulatory agencies, it must work in harmony so that all the data processed and the searches carried out arrive properly through the indicated channels.
In the most recent IQVIA study, the trends for 2023 were revealed, among which these points stand out:
– The more complex landscape of pharma consumers drives the need for continued investment in B2B engagement capabilities.
– The increased importance of RWE (Real World Evidence) throughout the life cycle of any product drives the need for greater integration of medical, commercial and market access organizations.
– Digital engagement remains post-COVID and the pharmaceutical industry still needs to streamline the way it engages across multiple channels.
– The significant wave of Loss of Exclusivity (LoE) over the next five years poses opportunities and challenges for originators to defend their position and new entrants to maximize launch uptake.
– The R&D pipeline moves to niche populations and pharmaceutical needs to determine how to support payers, providers, and patients throughout the process.
– Portfolio change over the next 5 years increases the importance of Launch and Portfolio planning and execution.
Going a little deeper into the Medical Affairs part, we highlight the importance of their role in the performance of the aforementioned trends, since they have a fundamental role as a bridge between Research and Development and the Commercial part, in addition to acting internally and externally.
Why is the role of Medical Affairs important?
The answer is summarized in the following aspects:
– Science and data are altering the landscape of health.
– The generation of evidence is now more integrated and complete, including post-marketing.
– There is greater cooperation between market access, commercial affairs and Medical Affairs.
– Digital transformation is increasing the strategic importance of Medical Affairs.
Taking all these points into account will help us understand the industry landscape and work on the most important aspects at internal, commercial, development and research levels, which are fundamental in the entire health communication process.
Sources:
– IQVIA