Fostering Relationships Between Medical Affairs and External Experts

The crucial role of medical affairs has been to efficiently communicate the data from the initial regulatory approval to the external experts. Even though medical affairs have evolved, the intended function has always been to support the marketing and sales activities from a medical perspective.

Medical affairs and marketing work hand in hand, but simultaneously it is also conflictual. Currently, this nature of relationship is changing, and it is more focused on becoming a solutions-focused partnership with the marketing.

The role of medical affairs is changing, leading to a different kind of partnership emerging between the medical affairs and commercial activities.

Evolution in the Terminologies in Medical Affairs

The marketing perspective mainly influenced the terminologies that were used in medical affairs. Certain terms like “Key Opinion Leaders” (KOLs) or “key decision-makers and influencers” emphasize the economic value for the company of medical experts within the medical field (or indication) of interest for the company.

These terminologies are based on the idea that the external medical experts follow a hierarchical structure and that the opinion of a medical expert working within a higher international context might be considered over the view of a local colleague.

Hence, it has been recommended to…