Changing Landscape and Future of Medical Affairs Post COVID-19 Pandemic Era

A striking change in the external stakeholders’ engagement due to unexpected scenarios as a result of COVID-19 pandemic has hurled the medical affairs (MA) function into innovative strategies of scientific engagements and patient-centric activities. Expansion of MA functions including rising regulatory and compliance inspections, an increased patient centricity and more requirements for RWE, have created the importance of medical affairs not just being the support function but as a trusted strategic pillar in the pharmaceutical and healthcare industry. There is certainly a silver lining due to strong digital transformation within these adverse times. The present review is focused on digital transformation for dissemination of medical information and its advantages over traditional ways. In today’s pandemic era HCPs have embraced the idea of virtual CMEs and digital storytelling which has necessitated the MA function to become more agile, adapted and look for collaborations. Both the exponential and radical improvements are required to strengthen this transition, in the new normal of a post-COVID era. The digital innovation in three key vitals viz. HCP engagement, external partnerships and data generation will allow MA to become future fit as a strategic leadership function. Moreover, the recommendations from executive committees of renowned international societies such as APPA, IFAPP, MAPS and MSLS, who have contributed for MA function to create their own standard operating procedures (SOPs), policies which are relevant for industry, are also discussed.

Keywords: COVID-19, digital transformation, massive open online courses, medical affairs, omni-channel; real- world evidence