On the journey from pill to platform

As pharma ’s business model increasingly moves beyond the pill towards the patient and the entire therapeutic context, Medical Affairs was already being earmarked as an increasingly pivotal function.  The pandemic-driven changes that have roiled the healthcare sector have been an accelerant to this disruptive trend.  Last year Medical Affairs became an even more essential partner. Healthcare providers (HCPs) have been consulting Medical Science Liaisons (MSLs) for advice and trusted content in greater numbers, increasingly so in a digital context.  There are huge opportunities here for Medical Affairs to provide value in the digital-first era where digital opinion leaders are growing their reach and influence says Alex Bedenkov, AstraZeneca VP Medical, International, and Global Health Innovation Hubs (A.Catalyst Network) Head. “The pandemic has boosted the evolution of Medical Affairs as a function.”  The extent of the transition in how HCPs wish to engage with pharma, and the manner in which they are now consuming information, has induced AstraZeneca to establish discrete Digital MSL roles. “They are a brand new part of the story. This is not just a physical MSL doing digital,” says Bedenkov, “it is using AI, analytics and chatbots to supply and provide HCPs with additional instruments and tools to ensure the best possible patient outcomes.” ' Human-centric '  AI in particular can help drive better insights and actions. Being able to query internal an...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news