Physicians are navigating an unprecedented level of clinical complexity today, characterized by more specific indications, a growing number of clinical guidelines, and a voluminous amount of data. Pharmaceutical companies can alleviate this burden through well-executed medical affairs functions.
According to a recent Bain survey, a heightened emphasis on medical affairs is essential to unlocking the full potential of therapeutic products. About one-third of healthcare providers report that interactions with medical science liaisons (MSLs) have significantly influenced their clinical practices.
The Changing Dynamics of HCP Engagement
A recent research reveals a significant shift in how HCPs prefer to interact with pharmaceutical companies:
- Physicians across specialties aim to reduce time spent with pharma companies by over 25%.
- However, 50% of physicians desire more time with Medical Science Liaisons (MSLs), compared to only 25% who want increased interaction with sales representatives.
- Three times as many physicians cite MSLs as having a greater influence on their clinical care decisions compared to sales reps.
These statistics underscore the growing importance of Medical Affairs in the Pharma + HCP relationship.
The Triple-A Approach: Awareness, Attention, and Advocacy
1. Awareness
With declining access to HCPs, raising awareness about new advances in disease states has become increasingly challenging.
Medical affairs can play a pivotal role in addressing this issue:
- MSLs are viewed as more credible sources of information, with 51% of physicians perceiving them as fair and unbiased, compared to only 32% for sales reps.
- This credibility positions MSLs as ideal conduits for disseminating critical information about new developments in therapeutic areas.
2. Attention
In a world of information overload, capturing and maintaining HCP attention is crucial. Medical affairs can excel in this area by
focusing on physicians' most pressing needs:
- New disease area data is cited as the most valuable service pharma companies can provide.
- 64% of physicians prefer to receive this information from MSLs, versus just 11% who favor sales reps.
- MSLs are also the preferred source for regulatory and expert guidelines, pipeline information, and data on drug-drug interactions.
3. Advocacy
The impact of MSL-physician interactions extends beyond individual consultations:
HCPs who spend more time with MSLs are 2-4 times more likely to:
- Modify their patient treatment approaches
- Share information with colleagues within their practice
- Disseminate knowledge to HCPs in other practices
The Triple-A Approach in Pharma
AWARENESS
50% of HCPs want more
time with MSLs
ATTENTION
64% of HCPs prefer MSLs
for new disease data
ADVOCACY
3x more HCPs cite MSLs over
sales reps as more influential
Strategic Investment Areas for Medical Affairs
To maximize the potential of medical affairs, pharma companies should focus on three key areas:
1. Evidence Generation
- Address the needs of all stakeholders influencing clinical practices, including payers, providers, health systems, patient organizations, and government bodies.
- Prioritize evidence with the greatest patient impact, such as advancing payer access or expanding into new populations.
- Develop a strong, differentiated medical narrative and comparative value proposition, especially in competitive therapeutic areas.
2. Stakeholder Engagement
- Expand beyond specialists and key opinion leaders to include primary care and community physicians, especially as treatments mature and care management shifts.
- Invest in dedicated roles for distinct stakeholder needs, such as key account management for payers and major institutions, and specialized MSL teams for academic and community practices.
- Leverage digital partnerships and platforms (e.g., Doximity, online journal clubs) to amplify reach and impact.
- Implement self-service MedInfo websites to redirect MSL efforts towards more proactive engagements.
3. Customer Insights
Pharma companies must operationalize feedback loops using:
- AI-powered platforms
- Automated machine learning, and
- Natural language processing tools to capture and utilize real-time perceptions and sentiments