Communication is at the core of medical affairs. This year, we expect it to play a critical role in helping the medical affairs function achieve its full potential as a strategic powerhouse in the healthcare industry.
In this article, we look at the changing healthcare landscape, its profound impact on medical affairs, and our recommended priorities for teams in the year ahead.
The healthcare landscape shift and its impact on medical affairs
Healthcare has undergone a seismic shift in recent years and the role of medical affairs has evolved substantially. It has moved beyond its traditional role as a reactive support function to become a true third pillar alongside R&D and Commercial. Several trends are driving this transformation. They include:
An explosion of innovation and data
AI, machine learning, and big data are transforming and automating many processes. These include faster analysis of real-world evidence, more precise clinical trial designs, personalised patient engagement strategies, and more efficient communication with HCPs and patients. A vast and growing amount of data presents both opportunities and challenges for medical affairs.1
More digitally savvy HCPs
Technology is transforming clinical care. HCPs and patients are benefiting from advances such as real-time monitoring via smart devices, targeted medicines, telehealth, and in-app patient messaging. And HCPs are more in control of the information they receive from industry than ever. Medical affairs professionals are adapting and must continue to adapt their communication styles to continue to reach HCPs effectively.1
An expanding role of patients in healthcare
Patients are no longer passive participants in their healthcare journey; they are now active partners in treatment decisions, drug development, and even publications. As such, patient-centric strategies are becoming an increasing priority for medical affairs teams, considering those who ultimately benefit from medicines throughout the development process.2
Evolving regulatory landscape
There is an increasing focus on regulatory and compliance across the lifecycle in pharmaceutical and medical device companies, placing enormous pressure on teams. A focus on sustainably adapting practices and embracing digital technologies will be imperative to keep up with changes.3,4
5 medical affairs communication priorities for this year
1. Tailor communications to a wider range of stakeholders
The traditional medical affairs audience of HCPs and KOLs is expanding to include many more roles.
Multi-disciplinary community-based care teams include nurses, nurse practitioners, and physician assistants and KOLs may include digital opinion leaders (DOLs) who have little or no scientific or medical training, but have the ability to disseminate “medical information” and shift opinion through digital platforms.5
Likewise, medical affairs must also realise the role of payers, patients, patient advocacy groups, policymakers, and even big tech companies.
By developing strategic communication plans based on the needs of each stakeholder group, messaging will be much more effective. For example, ‘payers have different informational needs than HCPs, and those needs are different than the needs of diverse patient groups and the needs of scientific leaders.’5
Successfully communicating with a broader audience requires new skills and expertise within medical affairs teams, including needs-based strategies, health economics and digital communication.
2. Champion patient-centric communication
Patients are increasingly savvy, making greater demands for information and seeking access to cutting-edge drugs (for instance, via demands for early access to drugs still in trial).5
Medical affairs needs to adopt a patient-centric approach to communication to foster deeper connections, build trust and achieve better outcomes. Prioritising patient preferences and real-world experiences helps create materials that are easy to understand and relevant to patients. For example, educational materials should explain complex medical concepts in plain language, using clear visuals, and addressing patient concerns and questions.
Areas to consider include: how to quantify and reduce patients’ unmet medical needs, how to be patient-centric when designing clinical studies, how to improve patient support programs, and how to translate insights into opportunities to better help patients.5
It’s also important that teams find new ways to engage directly with patients. This helps get the message to more people and empowers them to make informed decisions about their healthcare. For example, through a seamless combination of engagement on social platforms and new tools that support patients on their medical journey.5
By prioritising patient preferences and real-world experiences, medical affairs teams create products and solutions that foster deeper connections and have a more meaningful benefit on health.
3. Embrace digital channels and innovative content formats
The rise of digital technology has transformed the way HCPs and patients access and consume information. Medical affairs must embrace a wide range of digital channels to enhance their communication and engagement with healthcare professionals and patients. This includes using virtual platforms for meetings, webinars, and e-congresses, as well as developing engaging digital content, such as interactive data visualisations and digital storytelling.
Surprisingly, the MAPS 2024 Benchmark report states that MA teams continue to prioritise traditional digital approaches, with less uptake of advanced communication tools. More than half of respondents do not currently utilise automated chatbots for HCP engagement and only half stated deploying social media for patient engagement and personalisation support. Furthermore, half of MA organisations do not use natural language processing (NLP) for literature review or big data for clinical trial interpretation. This current state represents a significant opportunity for medical affairs to advance and modernise their organisations.6
It is predicted that AI will play an increasingly important role in content development. From insight development to content generation support, AI can help MA teams in their communications. But care and humanness are essential in ensuring that medical writing truly engages target audiences and the language is accessible, compassionate, and respectful. Engaging medical communications consultants who can harness AI and bring the humanness is the best approach to capitalising on this emerging tech.
4. Become a trusted source of information in a world of misinformation
The healthcare ecosystem is saturated with misinformation, especially with the rise of AI and automated conversations. This is a challenge for medical affairs trying to ensure that stakeholders have access to accurate, balanced and reliable information.
It’s important to establish trusted sources of scientific information. This can be achieved by proactively addressing misinformation and communicating complex scientific concepts in a clear and understandable way, fully supported by credible references.
Building trust is essential for medical affairs to maintain its credibility and influence with stakeholders.
5. Measure and demonstrate the impact of communication
As medical affairs encompasses a more strategic role, it must develop robust metrics to measure the impact of its communication activities. This includes tracking how communication efforts influence HCP knowledge and awareness, patient outcomes, and improved access to treatments. Technological advances, including social listening, can help organisations develop robust impact measurement approaches.
Demonstrating the value of medical affairs to their organisation is crucial to secure continued investment and support.
Summary: Why medical affairs should prioritise communication
We’ve outlined key priorities for medical affairs in 2025 and provided key tips for boosting the success of your medical affairs plans, by putting communication right at the heart:
- Ensure the timely dissemination of accurate and reliable scientific information.
- Foster meaningful engagement with stakeholders with trusted, tailored content and involvement.
- Accelerate access to treatment and ultimately improve patient outcomes.
Medical Communications at Word Monster
Word Monster is a medical communications agency powered by expert medical writing. Our senior-heavy team of experts act as an extension to medical affairs teams at every stage of a product lifecycle. They combine therapy area expertise, strategic insight, and scientific excellence to deliver powerful outcomes.
So, whether you’re at the beginnings of a scientific platform or you’re in the midst of launch preparations, we’ll dive into your data, generate insights and create a clear and prioritised strategy.
With our ‘Powered by Medical Writing’ approach, we’ll develop engaging, science-driven content targeted to the needs of all of your audiences.
Find out more or book your first consultation. Contact us today.
References
1. A vision for medical affairs 2030: Five priorities for patient impact. Available from: https://www.mckinsey.com/industries/life-sciences/our-insights/a-vision-for-medical-affairs-2030-five-priorities-for-patient-impact
2. Striving to become more patient-centric in life sciences. Available from: https://www2.deloitte.com/us/en/insights/industry/life-sciences/patient-centricity.html..html
3. Transforming regulatory strategy to meet the evolving compliance landscape. Available from: https://www.raps.org/News-and-Articles/News-Articles/2021/1/Transforming-regulatory-strategy-to-meet-the-evolv
4. Navigating the Evolving Regulatory Landscape: The Role of Strategic Partnerships in Biopharmaceuticals. Available from: https://lifesciences.dlapiper.com/post/102jj30/navigating-the-evolving-regulatory-landscape-the-role-of-strategic-partnerships
5. The Future of Medical Affairs 2020. Available from: https://medicalaffairs.org/wp-content/uploads/2022/06/MAPS-Future-of-MA-2030-1.pdf
6. 2024 Digital, Advanced Analytics and Artificial Intelligence (AI) in Medical Affairs report. Available from: https://medicalaffairs.org/wp-content/uploads/2024/10/MAPS-Digital-Advanced-Analytics-Artificial-Intelligence-Report-2024.pdf