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This article is made available with permission from PMGroup.
According to an article from Pharmaceutical Marketing Europe, “Long gone are the days when it was enough to solely focus all efforts in communicating efficacy and safety to doctors. Regulators, policy makers, patients and, in particular, payers are now demanding a more complete picture on the potential value of new products.” These important changes have helped move medical affairs forward. This article provides an interesting overview of actions that can be taken to help Medical Affairs professionals move from a support function to one that is strategic and customer facing, “with an equal seat at the table with other leading functions such as market access and marketing.”
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