Positioning Medical Affairs as the ‘third strategic pillar’

As those who work in the function know, Medical Affairs is continually evolving as it seeks to position itself as the third strategic pillar. But to achieve this, it must maximise the opportunities presented in a rapidly changing healthcare landscape and evolve the perceptions of its historic role and value. 

We’ve worked with teams in Medical Affairs for many years now, and recognise the need for the role to be both heard and understood. This means more than just modest promotion of scientific insight; it requires an effective communication and engagement strategy to deliver alignment, action, and impact.  

So, here are some questions to ask yourself: 

Do you understand your stakeholders: Who are your key stakeholders both within and outside the function? How do they see you? How do you currently collaborate and what influence can, and will they have on your success? 

Are you telling a great story: Do you have a joined-up and compelling narrative that these stakeholders understand. Just as importantly can those in Medical Affairs also articulate it? 

Is technology enhancing how you to collaborate? With the ongoing march of digital transformation and AI-driven technology, how are you streamlining the sharing of scientific data, real-world evidence, and market intelligence and making these insights actionable? 

Are you the ‘single source of truth’: With the sheer volume of data how is Medical Affairs ensuring alignment between internal teams to deliver consistent messaging to healthcare providers, regulators, and patients? 

Do you communicate with impact as well as insight? Providing insight is crucial but is your function demonstrating its value and impact in a way that resonates with its stakeholders? 

The bottom line: 

The future of Medical Affairs is not just about generating and disseminating scientific insights – it’s about demonstrating value that turns knowledge into impact. 

So, is your Medical Affairs team equipped with the right communication strategy to become the third pillar in pharma?