Turning ‘Saboteurs’ into supporters – why Medical Affairs must focus on communicating its value

According to our research, 1 in 5 of all pharma employees say they understand what Medical Affairs does but are sceptical of its contribution.

This puts them into the ‘Saboteur’ category on our State of Engagement™ matrix.

Turning ‘Saboteurs’ into supporters: the power of communication

Medical Affairs must therefore take a strategic approach to how it communicates its value and here are some ways to achieve this: 

Speak the language of business impact
Medical Affairs may be extremely effective at communicating externally – engaging with KOLs, Medical Experts, and regulatory bodies. But does it bring the same level of clarity and connection to internal audiences? Translating scientific and clinical contributions into tangible business outcomes is crucial.

Mobilise your ‘Champions’
The 42% who are Champions are an asset. So, use them! They understand the function’s role and impact – and are a powerful voice to tell the story. Peer-to-peer advocacy, internal case studies, and storytelling can help shift perceptions from doubt to belief.

Engage, don’t just inform
Traditional communication methods – email updates, static decks, and one-off town halls – won’t necessarily cut it. To engage, Medical Affairs needs to create ongoing dialogue, not just broadcast messages. Interactive sessions, internal Q&As, and leadership visibility all help reinforce the function’s value. 

Challenge the myths head-on
Misconceptions about Medical Affairs won’t disappear unless they’re actively addressed. If internal stakeholders remain uneducated or unconvinced about its real strategic value, it’s time to correct the narrative with real-world examples of impact.

Are you ready to unlock the full potential of Medical Affairs within your organisation?