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The Medical Affairs function has broadened beyond medical excellence and increased in strategic importance over recent years, and is under increasing pressure to prove the value of products to a wider, more diverse group of stakeholders. A rigorous, intensive process is vital for successful insight mining and landscape analysis. Leave no stone unturned – from a product’s scientific differentiators right through to the macro-level forces that shape HCPs and patients’ lives, attitudes, and behaviors in the therapy area. Taking a truly holistic view of a product’s attributes and challenges informs the most effective and affective product strategies. The most impactful strategies have the desired positive change in healthcare firmly at their core.
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