Bridging the gap between science and storytelling
Medical affairs has been one of the fastest-growing and evolving departments within pharmaceuticals over the last 60 years. Beginning in the 1960s as a method of communicating unbiased medical and scientific information, it has rapidly transformed into a full pillar of pharmaceutical communications. Now, medical affairs professionals can be expected to gather insights from internal and external stakeholders, commission studies, develop strategies, integrate AI to improve efficiencies and involve the patient in the clinical journey, all while working cross-functionally.
At the heart of medical affairs is communication. The delivery of unbiased scientific information to the healthcare community, including healthcare professionals, patients and groups. This drives every aspect of medical affairs, from situational analyses and strategy development to clinical data, and scientific materials, including websites and symposia.
In this blog, we explore the connection between medical communications and medical affairs and how putting the science and story first can give you the best chance for success.
Medical affairs: the third pillar
The roots of medical affairs as we know it can be found as early as 1967.1 Upjohn Company identified a need for scientific question about the appropriate use of their drugs and they moved some of their more scientifically orientated sales representatives into a new role: Medical Scientific Liaisons.1
Scientific acumen, PhDs and medical experience replaced sales skills. Sales could no longer contain the regulatory boundaries and so a new department was formed: Medical Affairs.1
By 2000, pharmaceutical companies realised that the appetite of healthcare professionals for accurate, unbiased scientific discourse was growing. There were calls for more information around:1
- Real-world evidence
- Clinical research
- Insight provision
- Filling knowledge gaps.
Fast forward to COVID-19, and the spark of a digital revolution. The pandemic placed incredible stress on healthcare systems across the globe, with increased use of telecommunications and telemedicine.2 Direct access to healthcare professionals was limited, and virtual interactions increased, with an upsurge in the use of medicines off-licence, prompting the need for more conversations with medical affairs teams.2 The need for medical education also transformed, with healthcare professionals requiring quicker access to knowledge in a rapidly changing environment.2
Since then, medical affairs has adopted innovative digital solutions, such as AI and machine learning, to automate many of their process, including insight gathering. Medical affairs professionals engage with a wide range of internal and external stakeholders, payers and even patients.3
Medical affairs now encompass some of the most important facets of pharma, connecting the inner workings of clinical development and strategy with the wider community through fair and balanced dialogue.3
Medical communications at the heart
Communication is at the very core of medical affairs. Disseminating scientific information, updates and innovation across multiple channels to engage healthcare professionals, bodies and patients with insights that will ultimately benefit health requires a great deal of empathy and skill.
Typically, pharmaceutical companies will engage the services of a med comms partner, such as Word Monster.
The scope of a medical communications partner
Medical communications partners can be expected to support pharmaceutical companies with services, including:
- Strategy development
- Publications
- Medical education
- Congress/event support
- Medical writing and content for MSL, HCPs and patients
- Stakeholder engagement.
Science led by insight
The requirement for medical affairs teams to embrace a strategic approach is a culmination of numerous factors. These include the rapidly evolving landscape, a tightening of budgets and resources, and the unique position of medical affairs being the link between R&D, commercial and the health community.
A strategic approach is essential to gather a full picture of the landscape and prioritise limited resources into creating and disseminating the most effective communications in the right channels.
AI and machine learning tools have accelerated strategic possibilities. Companies like Brandwatch offer deep insights into the landscape of healthcare to help identify knowledge gaps and track the impact of campaigns.
Engaging external stakeholders, like HCPs and patients, can help companies gain a deep understanding of real-world perspectives. How does a disease really impact a patient? How much is quality of life diminished? How complex is the treatment pathway for HCPs to navigate? Building relationships early and demonstrating a commitment to improving health can encourage stakeholder involvement.
Once a thorough situational analysis has been conducted, medical communications agencies can help pharma companies develop robust strategic plans even before a product reaches Phase 3. By engaging stakeholders and building relationships, the market can be prepared with unbiased knowledge and understanding. And the process of a scientific platform can be started.
An insight-driven strategy is the foundation of the bridge between medical affairs and the wider community, keeping all content focused on a single-minded, data-driven message that can be personalised to each audience.
Storytelling driven by science
The insight is the nugget—the ‘gap’ identifier. The strategy is the roadmap for filling those gaps, creating a plan for success. But the delivery? That’s storytelling. Data on its own is compelling only if you can picture the real-world impact of those figures on patients. Medical communications specialists help healthcare professionals understand data and place it into the context of their clinical practice. They break down complex science for patients and help them understand their disease and the therapy landscape. They also recommend innovative methods of contextualising data or generating more evidence, including RWE, HEOR and QoL studies.
Scientific stories are crafted by:
- Understanding the need
- Placing that need in the wider context of the disease landscape
- Realising how that need is affecting patients right now
- Collating clinical evidence
- Creating a story that presents the evidence in a fair, balanced, and accessible way
- Personalising the story for the different audiences
- Measuring engagement and understanding
- Evolving the story over time and clinical development phases.
Engaging stories can only be created when both the clinical picture and patient perspective are truly understood. This is the true bridge between medical affairs and medical communications. The delivery of robust scientific information in an engaging and relatable way, with the objective of improving access to medicines and bettering outcomes for patients.
Med Comms at Word Monster
There’s a mythical unicorn in med comms. An agency that can support medical affairs teams with insight gathering, strategy development and with writing compelling, science-driven medical communications that resonate with healthcare professionals and patients.
At Word Monster, you have found the unicorn. Our senior-heavy team of experts can operate as seamless extensions of your team at every stage of your project, whether you’re at the beginnings of a scientific platform, or you’re in the midst of launch preparations.
We’ll meet up virtually (in our 2D Pokemon-style office) or in person for an initial consultation and collaborate with you to identify the best approach. Then we’ll get to work!
Diving into your data, generating insights and creating a clear, prioritised strategy. Then, with our Powered by Medical Writing approach, we’ll develop engaging, science-driven content targeted at the needs of your audiences.
Find out more or book your first consultation. Contact us today.
References
- Roles, skills and career opportunities in medical affairs. Available from: https://medicalaffairs.org/wp-content/uploads/2022/05/What-Is-Medical-Affairs-FINAL.pdf.
2. Furtner D, et al. Pharmaceut Med. 2021;36(1):1–10.
3. Kremer C. Why the strategic rise of medical affairs is central to pharma’s future success. Available from: https://medicalaffairs.org/charlotte-kremer-strategic-rise-medical-affairs-pharma-success/.