The roles of medical affairs and liaison have never before been so crucial to the success of pharmaceutical strategic and operational commercial objectives. Medical departments play a vital role in generating quality clinical and real-world data that payers and prescribers need to improve decision making when uncertainty is high. Medical affairs and liaisons also play an increasingly important role in communicating the value message to physicians in an objective and ethical manner, providing education on product benefits and risks. The medical affairs department is increasingly becoming central to the coordination of internal stakeholders (commercial, market access, regulatory, clinical development, drug safety) with the needs of external stakeholders and achieving more client-centric business models.
Clearly, the pharmaceutical industry’s traditional sales and marketing models and processes are no longer effective and medical teams are now required to largely fill the void. Sales executives only spend a few minutes on average with key opinion leaders and prescribers, whilst gifts and elaborate international travel is no longer considered ethical promotion. Sales forces are being cut dramatically and looking to achieving more with lower headcount and an “account management model” is becoming the norm. New ways to engage with tomorrow’s stakeholders are now required.
- Understand how medical affairs are at the forefront of new pharmaceutical industry commercial models and what needs to be done to maximise success.
- Discover what are the most intelligent ways to map and engage with KOLs and other prescribers, payers, patient groups, pharmacies and tomorrow’s stakeholders.
- Benchmark with experts to find out what are best practices in late-phase research, especially observational studies, patient registries and investigator initiated studies.
- Discover how medical liaisons, in support of commercial teams, are crucial to the communication of effectiveness, safety and cost-effectiveness.
Conference Dates: 28th – 29th January, 2013
Venue: Brussels, Belgium
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