Staying ahead of the game

People are more aware than ever of the evolving medical and scientific landscape. With information available at our fingertips, people are curious to learn more about health, disease and treatment options. To support healthcare professionals and patients, medical affairs teams need to provide educational content in digestible formats. This requires strategic, collaborative solutions between the global and regional teams to deliver key messages to those who need it.

Medical affairs teams play an active role in translating real-world data into value for payers, healthcare professionals and their patients. Therefore, there is a need to increase accessibility to real-world data and integrate findings from real-world evidence studies into medical communications to achieve greater transparency and bring the patient experience to the forefront. By highlighting this evidence, people feel recognised, leaving a lasting impression that can increase treatment adherence and improve health outcomes.

Digital technologies act as a catalyst, allowing biopharma to deliver information to a wider and more diverse healthcare audience than ever before, while also enabling targeted delivery to specific subgroups to drive changes in clinical practice. The decentralised nature of digital enables personalised dissemination of information on a global scale, leaving healthcare professionals empowered to make better informed clinical decisions.

Medical affairs teams have become more open to applying learnings and strategies from other industries, such as big tech and consumer health to drive innovation on a grand scale with the aim of addressing unmet patient needs. While this evolution has sometimes left regulatory bodies behind the innovation curve – such as the lack of social media guidance from the ABPI – it is rewarding to see how forward-thinking medical affairs can bring innovations that benefit the wider public.

Contact us@collected-group.com to learn more!