{"id":45253,"date":"2022-01-10T09:47:09","date_gmt":"2022-01-10T09:47:09","guid":{"rendered":"https:\/\/www.arisglobal.com\/?p=45253"},"modified":"2022-01-10T09:47:09","modified_gmt":"2022-01-10T09:47:09","slug":"medical-affairs-strategic-potential","status":"publish","type":"post","link":"https:\/\/www.arisglobal.com\/blogs\/medical-affairs-strategic-potential\/","title":{"rendered":"Harnessing Medical Affairs\u2019 Strategic Potential"},"content":{"rendered":"

When saddled with legacy medical information systems, Medical Affairs teams are forced to behave like detectives, hunting down information across disjointed systems and ferreting insights out of vast databases just to satisfy the inquiry of a single customer. Outdated workflows like these are time-consuming and far from cost-effective, and they leave strategic opportunities for cross-functional collaboration on the table.<\/span>\u00a0<\/span><\/p>\n

Medical Affairs teams are inundated with an ever-growing volume of requests for information from stakeholders from a multitude of channels\u00a0\u2014 phone\u00a0calls to email and even social media\u2014\u00a0and\u00a0patients\u00a0comprise\u00a0an increasing percentage of stakeholders.\u00a0Facing mounting pressure to step up as strategic drivers, Medical Affairs teams are\u00a0challenged to\u00a0produce more results in less time and with fewer resources.<\/span>\u00a0<\/span><\/p>\n

To rise to the occasion, Medical Affairs teams need to invest in\u00a0technology rich\u00a0in\u00a0the\u00a0automation\u00a0and artificial intelligence\u00a0functionality\u00a0that will revolutionize their workflow.\u00a0These tools\u00a0are\u00a0instrumental\u00a0to\u00a0transform Medical Affairs from a transactional function to a strategic driver that will improve the patient experience and increase profitability.\u00a0<\/span>\u00a0<\/span><\/p>\n

Three technology pillars will empower Medical Affairs\u00a0to become this strategy-focused domain: cross-departmental data sharing, automation, and artificial intelligence.<\/span>\u00a0<\/span><\/p>\n

\"A<\/p>\n

Cross-Departmental Data Sharing\u00a0to Increase Efficiency<\/span><\/b>\u00a0<\/span><\/p>\n

To be effective, Medical Affairs teams need a well-structured Medical Information system and access\u00a0cross-departmental data within a single database.\u00a0Legacy systems that don\u2019t share data in real time force Medical Affairs employees to act as internal sleuths,\u00a0following clues in the form of regulatory dossiers and cross-functional emails to find answers to stakeholder inquiries. But when the organization has a single source of truth\u00a0that catalogues this information, Medical Affairs teams can spend less time digging and more time communicating with stakeholders\u00a0to improve the patient experience.<\/span>\u00a0<\/span><\/p>\n

Think of it this way:\u00a0a\u00a0cloud-based, data-centric\u00a0<\/span>Medical Information system<\/span><\/a>\u00a0is the\u00a0modern\u00a0internet search engine, populating answers in seconds, while legacy systems are a library\u00a0\u2014\u00a0the information is there, but finding it\u00a0will\u00a0take far longer, and there\u2019s a risk that that information could be outdated.\u00a0An\u00a0intuitively structured, cloud-based\u00a0Medical Information solution\u00a0can also collect\u00a0all\u00a0inquiries from stakeholders in\u00a0a single location, ensuring they don\u2019t slip through the cracks<\/span>\u00a0\u2014\u00a0<\/span>making it easier for Medical Affairs teams to respond at the point of need.\u00a0<\/span>\u00a0<\/span><\/p>\n

In practice, this\u00a0could mean sourcing the answer to a question that hailed from\u00a0one continent in a report that was generated on another, then responding to that inquiry via the Medical Information platform in the same format it was received: whether that\u2019s by phone, email,\u00a0a mobile app, an online chat, or even a fax.\u00a0<\/span>\u00a0<\/span><\/p>\n

By engaging stakeholders with the right\u00a0information at the right time, the patient experience will be vastly improved.\u00a0Dedicated workflows and a single platform to capture all product information also means that important documents, like inquiries and reports, are processed and shared appropriately, reducing the risk of human error.<\/span>\u00a0<\/span><\/p>\n

Automation is\u00a0table\u00a0stakes<\/span><\/b>\u00a0<\/span><\/p>\n

While\u00a0a\u00a0central source of data\u00a0empowers\u00a0Medical Affairs teams to respond to\u00a0stakeholders more quickly, these teams are still inundated by\u00a0rising requests.\u00a0Investing in automation-ready technology is critical if these teams are to become strategic drivers in the\u00a0organization to free\u00a0up\u00a0their employees\u2019 time to focus on high-priority, strategic initiatives.\u00a0<\/span>\u00a0<\/span><\/p>\n

Automation in Medical Affairs can take multiple forms\u00a0\u2014\u00a0and in fact, according to\u00a0our\u00a0<\/span>2021 Industry Report: State of Automation and AI Adoption in Life Sciences<\/span><\/a>, more than 95% of\u00a0subject matter experts in this function expect their organization will further invest in existing automation initiatives.\u00a0Through automating certain functions, Medical Affairs teams\u00a0have the opportunity to\u00a0provide a better patient experience while also focusing effort on other key goals and priorities.\u00a0<\/span>\u00a0<\/span><\/p>\n

For example,\u00a0<\/span>automated chatbots<\/span><\/a>\u00a0can respond to simple inquiries immediately, both satisfying the stakeholder\u00a0and reducing the manual workload of the team\u00a0\u2014\u00a0and they\u2019ve become the\u00a0<\/span>third-most used channel<\/span><\/a>\u00a0for communicating with Medical Affairs teams.\u00a0The result?\u00a0A\u00a0steady decline of phone inquiries\u00a0as\u00a0healthcare providers\u00a0and patients\u00a0increase adoption of chatbots and other\u00a0more relevant methods of communication.\u00a0With fewer phone calls,\u00a0a significant portion of inquiries can be\u00a0delegated\u00a0to\u00a0automation, whether scripted\u00a0with rule-based automation\u00a0or powered by artificial intelligence\u00a0and machine learning algorithms<\/span>.<\/span>\u00a0<\/span><\/p>\n

Automated\u00a0workflows\u00a0can both reduce human error and ensure regulatory compliance. Such technology could also supplement\u00a0the efforts of employees, for example by automatically generating reports that\u00a0provide critical\u00a0metrics and personalized dashboards.\u00a0<\/span>\u00a0<\/span><\/p>\n

As\u00a0Medical Information systems\u00a0advance, they can monitor social media and\u00a0less traditional reporting\u00a0channels.\u00a0Product complaints have become common on\u00a0platforms like Facebook and Twitter, where patients often go to\u00a0share information, seek opinions, and offer guidance.\u00a0These product\u00a0inquires and complaints aren\u2019t always reported directly to\u00a0biopharmas, but are nonetheless critical pieces of information for the organization. Automation technology\u00a0will soon be used to comb social media for such information, enabling Medical Affairs teams to keep their finger on the pulse of\u00a0public opinion, and potentially even catch\u00a0unreported\u00a0adverse events.\u00a0<\/span>\u00a0<\/span><\/p>\n

\"A<\/p>\n

Artificial\u00a0intelligence\u00a0will\u00a0accelerate Medical\u00a0Affairs\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

As previously stated,\u00a0Medical Affairs teams have traditionally operated as\u00a0transactional entities, but\u00a0rising\u00a0complexity and shrinking budgets\u00a0<\/span>are<\/span>\u00a0pressuring\u00a0teams to be more strategic.\u00a0These teams sit on a wealth of data collected from stakeholders,\u00a0including\u00a0adverse events not reported to Safety teams, commonly asked questions from healthcare providers and\u00a0patients,\u00a0and the wealth of information shared across departments.\u00a0<\/span>\u00a0<\/span><\/p>\n

Leveraging that data is key to providing strategic insights\u00a0but\u00a0extracting\u00a0those insights\u00a0is challenging. This is where artificial intelligence\u00a0has the opportunity to\u00a0revolutionize the Medical Affairs function.\u00a0<\/span>\u00a0<\/span><\/p>\n

Machine learning algorithms like cluster and trend analyses\u00a0can pull aggregated information and insights from massive data sets in a fraction of the time it would take a human to run the same analysis.\u00a0At its best,\u00a0artificial intelligence (AI)\u00a0can\u00a0identify patterns or trends that would not be readily apparent to the human mind.\u00a0Such signals could be shared with Clinical teams to explore expanded label opportunities\u00a0and alternative use cases\u00a0that might have otherwise gone unnoticed.\u00a0That sort of insight has\u00a0enormous\u00a0upside for\u00a0biopharmas.\u00a0<\/span>\u00a0<\/span><\/p>\n

Medical Affairs is an\u00a0evolving industry\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

Medical Affairs is transforming from a purely transactional\u00a0arm of\u00a0biopharmas\u00a0to one that will be integral in driving strategic decision-making and\u00a0profitability.\u00a0These teams are already feeling the pressure of a changing environment from\u00a0more involved and aware patient stakeholders, rising volumes of requests and inquiries, and\u00a0increasingly complex medications and treatments.\u00a0<\/span>\u00a0<\/span><\/p>\n

To\u00a0keep pace with the changing industry, these teams will need to\u00a0invest in\u00a0intelligent\u00a0technology that will make them more efficient\u00a0and\u00a0more agile,\u00a0while equipping\u00a0them with the tools necessary to deliver strategic, innovative insights to the rest of the organization.\u00a0Making these investments now will set these teams up for success<\/span>,<\/span>\u00a0and put them in a\u00a0good position to evolve\u00a0in\u00a0the rapidly changing industry.<\/span>\u00a0<\/span><\/p>\n

Learn more about ArisGlobal’s LifeSphere Medical Affairs solution here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

When saddled with legacy medical information systems, Medical Affairs teams […]<\/p>\n","protected":false},"author":27,"featured_media":48210,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[],"class_list":["post-45253","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogs"],"acf":[],"yoast_head":"\nHarnessing Medical Affairs\u2019 Strategic Potential | ArisGlobal<\/title>\n<meta name=\"description\" content=\"Workflows weighed down by outdated technology are time-consuming, costly, and leave strategic opportunities for cross-functional collaboration on the table.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.arisglobal.com\/blogs\/medical-affairs-strategic-potential\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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