How to Create a Continuity of Communication in Medical Affairs

There are debates on whether medical affairs can do anything proactive or everything has to be reactive. I definitely agree, pre-launch is a good time to start talking about what is the unmet need and listening to doctors. You get a lot of insights from what are their current barriers? Why do they do what they do? It's not always rational. And then obviously you should not be talking, no doctor, no medical affairs person should ever be talking about an off-label indication. We know that, right? They're never going to do that. But why can't they be discussing published clinical data?"