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.