Medical Affairs Patient-Centricity and Proving Value: A Comprehensive Analysis of Cutting Edge Information’s Medical Affairs Research
- Publication Date: November 2017
- Pages: 81
- Chapters: 1
- Metrics: 500+ Charts/Graphics: 70+
Cutting Edge Information analysts classify surveyed teams based on two primary criteria:
- team region
- Company size
Top Reasons to Read This Medical Affairs Patient-Centricity an Proving Value Report
Elevate medical affairs to the next level: discover new ways to boost medical affairs patient-centricity and better demonstrate team value. Medical affairs groups expand their reach beyond thought leaders to payers, patients and other internal functions, such as clinical development. A well-rounded medical affairs team offers value, assistance and insights to these different groups. This report highlights timelines, processes and direct feedback from executives that delve into medical affairs teams’ shifting role as an integral part of an organization.
Drive home value using best practices and innovative KPIs. Intangible metrics are very difficult to measure, but teams that can report how their efforts impact stakeholders will drive home value to the larger organization. The report examines best practices and a range of metrics and strategies that teams can use to better measure their value.
Increase patient-centricity for each subfunction. Medical affairs patient-centricity is an important aspect of the evolving role of medical affairs teams. This report showcases popular — and proven — ways for different subfunctions to increase medical affairs patient-centricity during prelaunch, launch and post-launch stages. These insights identify industry trends and innovations for medical affairs patient-centricity and proving value that teams can implement within their teams.
Patient-Centric Medical Communications Activities
The most popular way to increase patient-centricity among medical communications groups during prelaunch and launch stages is to gather patient insights. Once the product reaches market, the most common method shifts to patient education and patient support call centers (Figure 42). Figures 43 through 50 show select surveyed teams’ responses for how their medical communications teams can better embrace patient-centricity.
- Prelaunch: Prelaunch patient-centric activities focus largely on gathering patient insights and incorporating patient perspectives into publications. These activities lay the groundwork for future medical communications activities.
- Launch: Gathering patient insights remains the most common patient-centric activity during the launch window. There is a four-way tie for the second-most popular activity as incorporating the patient voice into publications decreases and gathering HCP insights, patient education and patient-support call centers increase. This shift is natural given that publications activities occur largely prelaunch while patient communications have fewer compliance hurdles — and a larger patient audience — when the product launches.
- Post-Launch: After the product has been on market for about a year, patient support call centers and patient education become even more critical patient-centric activities. This time period is also key for reevaluating standard response documents (SRDs) based on patients’ insights and needs. Similarly, since post-launch is prime time for medical education, another common endeavor is to incorporate patient perspectives into CME programs.