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A Foreword — Their Finest Hour: Medical Affairs in a Disrupted World
From the U.S. Progress Point Editorial Board
Aug 30, 2023
The evolution of a single function or role is not often remarkable or newsworthy: Organizations shift to meet the needs of customers and challenges of the market; technology or information renders the status quo inefficient, and revised processes and measurements are put in place; changing behavior and preference demands new talent or expertise. But sometimes a changing function is a signal, or even a proxy, of a much larger shift.
COVID-19 left an indelible mark on healthcare, sometimes instigating and sometimes accelerating transformation everywhere. Healthcare professionals (HCPs) have reset both needs and expectations in what information they get and from whom. Patients have increased their involvement and agency, and healthcare systems continue to recover from financial burden. Each of these dynamics has created an unprecedented premium on value and evidence: Understanding what works, for whom, and how well is now mandatory.
But to meet that new mandate, pharmaceutical organizations need to (among other things) look inside and re-think the role that Medical Affairs plays — not just as a third pillar alongside R&D and Commercial, but as now a mission-critical bridge between the two. Moving this team to center stage, as the quarterback of information and expertise, will strengthen the flow of evidence and information, optimize HCP decision-making, and add a critical layer of support around medicines that are increasingly complex.
Read more about IQVIA’s perspective on this new collaboration model, the importance of redefining value, and the demand for alignment between pharma, HCPs, and healthcare systems to improve performance and achieve optimal health outcomes.
Progress is not an individual activity — it is the fruit of collective thinking and collaborative debate. In that spirit, Progress Point publishes both original work and critical thinking from across the IQVIA organization. The paper referenced in this article was originally published on September 16, 2022, and has been re-published for the benefit of our U.S. Progress Point viewers.