When Medical Affairs was a support function, it was enough to count the actions we performed to aid the missions of our collaborators in Commercial and R&D. Now that Medical is a strategic partner alongside these other functions, we must measure and message our OWN mission. But how can we draw a line of causality or at least contribution from actions to impact? Here we speak with Diana Morgenstern, MD, Fellow of the American College of Physicians, member of the MAPS EvGen Domain Team, and Executive Strategist in the IQVIA US Medical Affairs Center of Excellence, and Javier Lopez-Molina, MBA, Senior Director of in the US Medical Affairs Center of Excellence, IQVIA about exactly this challenge. And we ask a very important question: now that we appreciate the need to demonstrate impact and technologies exist that allow us to measure impact...what's holding us back?