Services · 06

Medical Affairs Strategy

Medical Affairs is no longer a support function. In a market where clinical differentiation is increasingly contested and payer evidence requirements are rising, Medical Affairs is a strategic asset — generating the evidence, relationships, and education that sustain brand value beyond what promotional activity can achieve.

What we do

We help pharma organisations build Medical Affairs strategies that are commercially informed, scientifically rigorous, and operationally executable — with clear alignment to brand objectives, pipeline priorities, and the cross-functional boundaries that define how medical and commercial can effectively work together.

Specific offerings

Medical Affairs Strategic Planning

We define Medical Affairs priorities, resource allocation, and cross-functional roles in support of brand and pipeline objectives — ensuring the medical plan is integrated with commercial strategy rather than operating in a parallel track.

KOL & Scientific Engagement Strategy

We map the scientific community — identifying key opinion leaders, emerging voices, and specialist networks — and design engagement programmes that are compliant, productive, and aligned to evidence generation and communication objectives.

Medical Communication Strategy

We develop the scientific communication platform — publications strategy, congress presence, and medical education programming — built around the brand's evidence narrative and timed to support key commercial and payer milestones.

Evidence Generation Planning

We design the post-approval data generation strategy — Phase IIIb/IV studies, registry programmes, real-world evidence studies — aligned to payer evidence requirements, label extension objectives, and guideline inclusion goals.

MSL Effectiveness

We design MSL territory structures, scientific engagement frameworks, and performance metrics that make field medical teams demonstrably productive — with clear articulation of the MSL's role in supporting HCP education, clinical investigation, and KOL relationships.

Medical-Commercial Integration

We build the operating model, governance structures, and joint planning processes that allow medical and commercial to coordinate within compliance boundaries — ensuring that commercial strategy benefits from medical insight, and medical plans are calibrated to commercial reality.

← All services
Related case study
Medical Affairs

Medical Affairs Impact Analytics: Evaluating Scientific Engagement

Context

A pharma company's Medical Affairs team was investing significantly in MSL engagement and KOL programmes but had limited ability to demonstrate the commercial and scientific value of that investment to leadership. Impact was anecdotal rather than evidenced.

Approach

We designed and implemented a Medical Affairs impact analytics framework — integrating MSL call data, publication activity, congress engagement, and brand performance metrics to build a measurement model that quantified the contribution of scientific engagement to prescribing behaviour and payer access outcomes.

Outcome

The framework gave the Medical Affairs leadership team a credible, data-grounded narrative for the function's commercial value — supporting budget retention and informing the redesign of MSL territory prioritisation and KOL engagement strategy.

See all case studies →

Tell us the problem

We'll tell you honestly whether and how we can help.

Start a conversation