Medical Affairs: Future Custodians of Digital Health

Tuesday, 11 September 2018, 2pm UK/BST | 3pm CEST

Speakers: Alex Butler and Nicholas Broughton


Over the last 20 years, we have lived through a digital revolution that has completely transformed the world we live in. The access to information, access to each other and access to ourselves through the rise of the internet, social media and smartphones has redefined almost every aspect of the pharmaceutical business. For Medical Affairs professionals, the digital revolution has often been experienced through the role of ‘gate-keeper’ while other departments within the business take the role of innovator.

However, there has been a highly significant shift over the last few years. While communication to customers and more traditional marketing and communications is still very important, the capacity of digital to not only engage and inform but to improve clinical and patient outcomes, support people to achieve an improved quality of life and to prove this by being subject to the same scrutiny as a medicine changes the game.

This Webinar will address several topics that will be discussed in further detail at the MAPS 2018 EMEA Annual Meeting this October in Berlin and will enable Medical Affairs professionals to feel confident to take the lead in applying these technologies and taking a leadership and custodian position within their companies.



  • Understand and define digital health, health technology, mHealth and digital therapeutics
  • Have a clear understanding of the key role Medical Affairs should take in pharma’s adoption of digital health and digital therapeutics.
  • Understand how digital health can support society to tackle the key challenges of the 21st Century; chronic disease, access to healthcare, health equalities and ageing populations.
  • Have a substantive overview of the latest digital health technology that has already proven to work to address these challenges. These examples have been developed by health technology companies, academia, HCPs, patients and pharmaceutical companies.
  • Be able to apply a model of clinical significance, behavioral change and user need to the development of digital health initiatives.
  • Be able to apply learnings to challenges within their own organization.



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