Elevate Medical Affairs Podcast Channel Why NOW is the Time to Measure Medical Impact
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Jun 4, 2024 Diana Morgenstern, a Fellow of the American College of Physicians and an Executive Strategist at IQVIA, alongside Javier Lopez-Molina, Senior Director at IQVIA, delve into the critical need for measuring the impact of Medical Affairs. They discuss the transition from a support role to strategic leadership, exploring the challenges of demonstrating measurable outcomes. Highlighting advancements in machine learning for attribution, they emphasize a holistic approach to data-driven evaluations and advocate for embracing change in mindset and tools within the industry.
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Medical Affairs' Evolving Role
- Medical Affairs' growing emphasis on impact reflects its evolution from a support function to a strategic leadership role.
- This shift necessitates demonstrating value beyond simply quantifying actions, requiring a critical evaluation of strategies and their impact on patient outcomes and resource allocation.
Complexity of Medical Impact Measurement
- Measuring medical impact, especially on patient outcomes, is complex due to various influencing factors like patient demographics, comorbidities, and the healthcare environment.
- Advanced analytics, like machine learning, now enable disentangling these factors and attributing impact to specific medical affairs activities.
Shifting from Actions to Outcomes
- When Medical Affairs was a support function, counting actions sufficed to demonstrate impact.
- As a strategic leader, demonstrating value requires showcasing effects on patient outcomes, not just task completion.