Never before have Pharma companies developed data and scientific insights. But information channels are changing, and many companies have difficulty communicating science effectively with the growing array of stakeholders that influence purchasing decisions.

Equipped with deep product knowledge and disease understanding, medical affairs teams can become a strategic ace in an era of Big Data. They are well positioned to generate and present high-quality scientific knowledge to the market and educate stakeholders about next-generation products.

In one hand, a huge amount of data is flooding the market, leaving physicians, payers and healthcare providers struggling with data overload. On the other hand, physicians are reducing their reliance on sales representatives and are keener to seek scientific sources of information. Medical affairs have to be that bridge between stakeholders and pharmaceutical companies. 

An experienced medical affairs team can link scientific and clinical results to patient outcomes, adding value at every stage of a drug’s development. When discussing a potential new compound with physicians, payers and opinion leaders, for instance, medical affairs teams gather vital feedback on the drug’s market potential and patient needs at the earliest stages of the drug development process. The insights they glean over time can improve return on investment and create a strong competitive advantage by helping companies design more effective clinical programs and launches.
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The winners in an era of Big Data will transform medical affairs teams into medical value teams with three strategic roles: communicating scientific evidence, providing market-based strategic input to drug development and portfolio management, and overseeing the effort to produce Big Data and real-world evidence.