Strategic Medical Affairs: Need of the hour in the changing Healthcare environment

The healthcare industry  is under severe pressure due to rising costs, increasing number of global and local players , rapid evolution of technology, as well as increasing customer awareness and demands in recent times. Price regulation and other regulatory changes have added to the complexities. Government is playing an increasing role to provide affordable healthcare to the general population.

Stakeholders across the healthcare continuum are in a constant search for better and timelier solutions. This is particularly true in the pharmaceutical and MedTech sectors.

(i) Pharmaceutical and Device companies need data to determine where and how to generate Clinical and Economic Evidence

(ii) Physicians and Clinical stakeholders clinically relevant data  to be more aware and educated about new and developing technologies ;

(iii) Patients are seeking more about diseases and various therapeutic options for treatment;

(iv) Payers are assessing comparative effectiveness and the economic benefit of new and therapies and technologies;

(v) Policy makers and the government is looking for safety and effectiveness  data that can help the larger population;

(vi) Providers ,which include the hospitals is looking for outcome and economic data .

Considering the changing landscape of healthcare system , medical affairs function is increasingly playing a critical role in  Pharmaceutical, MedTech, and Diagnostic companies.

The role of medical affairs activities are expanding across the product lifecycle from pre regulatory to launch.

Medical Affairs has a wide range of professionals, including physicians, HEOR expert, clinical research and safety experts , medical writers, biostatistician, pharmacists and regulatory experts.

Medical Affairs -groups are involved in collaborating with internal and external stakeholders and are capable  of engaging in unbiased, peer-to-peer, scientifically focused discussions with multiple clinical and non-clinical stakeholders ranging from Key Opinion leaders (KOLs) requiring high-level, scientific discussions, to payer audiences requiring budget impact and burden of illness economic modelling presentations incorporating clinical outcomes and quality-of-life issues. Medical Affairs experts can manage KOLs need for greater clinical engagement  and hence are involved in several of critical initiatives essential to the successful commercialization of a product.

Regardless of the stakeholder, medical affairs experts ensure that discussions with their HCPs are not promotional but based on scientific content.

Despite the significant role expansion of medical affairs in the implementation and execution of a organisations  scientific agenda, KOL development, publications, and medical education activities, several small and mid-size companies find it challenging to manage the Medical affairs function due to lack of adequate resources .

Experienced medical affairs professionals having worked in the MedTech and pharmaceutical industry for over 25 years have developed  capability for strategic medical affairs for working with small and mid-size companies. This group can deliver the data , differentiate products and disseminate scientific  information necessary for tackling the complex and dynamic healthcare environment .

The group supports in managing brands across life cycle management . Companies can engage the group to ensure business growth and navigate the complex healthcare scenario.