Pfizer, AstraZeneca and Lundbeck redefine the ‘outside-in’ future of Medical Affairs

In the pharmaceuticals sector, the Medical Affairs function stands as a linchpin, uniquely positioned to forge vital connections between Research & Development (R&D) and Commercial/Marketing functions. Not only does it manage external scientific engagements with multiple stakeholders across life-science ecosystems, but it also plays a pivotal role in aligning internal efforts.

Recognising the strategic significance of the function, medical affairs professionals from Pfizer, AstraZeneca and Lundbeck came together to pen a paper outlining the shifting landscape of the key deliverables within the medical affairs function at the affiliate level.

When the pharmaceutical industry initially focused on primary care medicines, the medical affairs teams comprised predominantly of medical doctors. However, as research and medical advancements ushered in precision medicines, gene therapies, rare disease management, vaccines, and a plethora of advanced health technologies, the significance of the hospital environment gained substantial traction.

In response to this shift, contemporary medical affairs teams have broadened their hiring approach. While medical doctors continue to be vital members, pharmaceutical companies now embrace a more diverse staffing policy. This encompasses professionals with competencies spanning Biomedicine, Molecular Biology, Pharmaceutical Sciences and Biochemistry.

Currently, medical affairs teams focus on deliverables such as clinical research collaboration and engagements, clinical insight management, real-world evidence (RWE) generation, clinical dossier creation for health technology assessments (HTA), and clinical data analysis, publication, and dissemination.

“We speculate that in the future, the focus on outside-in principles within pharma will increasingly help companies take larger responsibilities within societal challenges to deliver sustainable healthcare solutions, improve health inequalities, and thereby improve the quality of patient’s lives,” the authors wrote.

Numerous factors will influence the prioritisation and timing of medical activities, ensuring a seamless implementation and launch of innovative medicines post local regulatory approval and reimbursement.

Success in the future medical affairs landscape hinges on fostering expansive collaborations with external stakeholders such as patient groups, healthcare providers, payers, and policymakers. Engaging in data-driven dialogues with these entities is envisioned to catalyse the transformation of sustainable healthcare solutions.

The authors emphasise the pivotal role of “patient- and healthcare professional (HCP)-centricity”, enabling the medical affairs function to serve as the “eyes and ears” of pharmaceutical companies through external engagements.

Moreover, medical affairs is poised to embrace a leadership role in tactically implementing environmental, social, and governance (ESG) initiatives. By conducting sustainable and climate-friendly clinical studies, educational symposia, and leveraging digital platforms, the medical affairs function intends to set the bar for socially responsible conduct within the industry.

With the burgeoning healthcare expenditures due to evolving demographics and the rise of chronic diseases, the imperative for public-private partnerships and innovative healthcare solutions has never been more pressing.

The promising future holds an increasing demand for skilled and competent medical affairs professionals to generate and disseminate scientific data supporting medicine commercialisation. Acquiring new knowledge within digital health solutions, artificial intelligence, and machine learning relevant to clinical practices is critical. Competencies within data science to address specific evidence gaps in current treatments will also be of paramount importance, ensuring a transformative future for the medical affairs function within the pharmaceutical industry.

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