Global Medical Director Cardiology
The primary goal of medical education for HCPs is to improve patients care. Medical education demands are continuously evolving, and medical affairs educational strategies need to continue to evolve to establish effective education. Patients/patients advocates can be actively involved in the education of HCPs. To move beyond the traditional “passive” involvement of patients for “clinical demonstration” patients could be involved in co-creation and execution of the educational program to ensure that patients’ perspectives and preferences are taken into decision making process. Patient involvement in the education of HCPs can improve patient-HCP interaction, can “enrich” patient-HCP partnerships in clinical settings.
The transformation of Medical Affairs from a communicator to a key strategic player is very important for the success of the business. The presentation will show how Medical Affairs can contribute as a key player to achieve common strategic goals. A good example to share is the x-KAM approach to show the value of the MSL in collaboration with the sales representatives and other functions including compliance.
The rapid development of new communication channels and ways of working have brought a number of adaptations on how medical affairs works and communicates with HCPs. Some of those changes affect the role of the Medical Science Liaison directly.
This presentation aims to demonstrate the value of omnichannel in medical communications, how we can ensure the right HCP receives the correct information at the right time through the right channel, and how the pharma industry needs to evolve and adapt due to the evolving digital world.