A Quick Hello From the Team
We just returned from MAPS 2025 in New Orleans, where we joined leaders across Medical Affairs to discuss trends, learn about new ideas, and find inspiration. There was so much fantastic information shared across all facets of Medical Affairs that it’s impossible to distill quickly. However, we did manage to summarize 3 key takeaways that could help shape your strategy in the coming months. Read on!
GenAI Is Gaining Ground — But Needs Guidance
Generative AI is no longer theoretical. Big pharma is already testing it in real-world applications, from helping MSLs prepare for congresses, summarizing field team calls, extracting business insights, and improving administrative efficiency. It’s fast, fascinating … and far from flawless.
But what big pharma has found is what we expected: GenAI is only as good as its inputs and oversight (remember GIGO?). Without a clear strategy, AI-generated content can range from slightly inaccurate to egregiously wrong. This is not simply a technical issue — it’s a compliance risk.
What this means for you: GenAI is here to assist, not replace (we’ve heard the phrase “human in the loop” countless times!). As our industry navigates the responsible and compliant use of GenAI, we’d love to hear how you and your teams use it. Feel free to give us a call to discuss compliant use cases.
KOLs Are Going Digital
While traditional KOLs still matter (and always will), Digital Opinion Leaders (DOLs) are gaining serious traction — especially among HCP audiences who are active on platforms like LinkedIn, YouTube, X, podcasts, and even niche medical communities.
And companies aren’t just watching — they’re investing. AI and analytics tools are helping Medical Affairs teams map out actual engagement impact, not just track the number of publications someone’s authored.
Being influential today isn’t just about credentials — it’s about connection. DOLs can drive faster awareness, assist in broader education, and engage in deeper peer-to-peer conversations. And DOLs are increasingly being integrated into advisory boards, medical education initiatives, and strategic engagement plans.
What this means for you: Identifying and engaging thought leaders who influence the digital world will be key in your communication plans. We help clients navigate this evolving landscape by identifying the right voices (not just the loudest ones), tailoring content that works across traditional and digital platforms, and ensuring your message has both credibility and reach. Whether you’re building a DOL engagement plan or fine-tuning your content tone, we can help you present yourself with substance and strategy.
The Patient Voice Is Now Central
At MAPS 2025, one message came through loud and clear: patient-centered storytelling is no longer a “nice to have.” It’s foundational. From clinical trial recruitment to scientific communications, the patient perspective is being woven into every stage of strategy — and regulators, HCPs, and payers are all expecting it.
But it’s not just about adding a quote or story. It’s about integrating real-world evidence (RWE), patient-reported outcomes (PROs), and authentic experiences in a way that’s compliant, clear, and credible.
What this means for you: Now is the time to take a look at all that data you’ve captured. We help you integrate patient insights and real-world data in your communications and publications in a way that’s both authentic and compliant.
What Happens Next?
We learned so much more than this, including best practices for developing compliant SIUU, benefits of commercial partnering with medical affairs for streamlined content plans, and the importance of omnichannel education. Connect with us to discover how we can support your success. Do you have a challenge or idea in mind? Give us a call.