3 Themes That Got Our Attention at Fierce Pharma Engage 2025

Medical Affairs plays an essential role throughout drug development and marketing

• MA is the bridge between clinical research and clinical practice. However, organizations must build this bridge early to maximize results.
• Deploying MA teams early in product development can yield huge wins. These teams can save time and precious resources by supporting and partnering with clinical development, from helping identify clinical trial sites and investigators to linking to local patient advocacy groups to drive patient enrollment.
• MA can continue to support organizations in their post-launch evidence-generation activities, in addition to all of the important roles this team plays between clinical development and post-launch.

The patient's voice also must be heard throughout development

• The patient voice needs to be heard at every step along the path to launching a new treatment, from clinical development to post-launch, and every step between.
• Clinical trials are just the starting point. Obtaining patient feedback during the design of clinical trials is essential for addressing patient and caregiver needs. Feedback helps eliminate barriers to participation through an understanding of how logistics may hinder participation and the identification of measures that teams can implement to mitigate these issues. Clinical trial information must be presented in lay terms to ensure that patients and their caregivers understand what is being asked of them, the importance of their participation, and the value of the trial.
• We must engage deeply with patients and caregivers to better understand a day in their lives, the impact of their condition, and how we can best help.
• Patients and advocacy organizations are integral to drug discovery—inspiring and driving our efforts at every step. Providing them with ongoing, transparent communication and educational resources builds trust and strengthens these relationships. The patient community brings authenticity, perspective, and urgency to our work.

Artificial intelligence can be a meaningful tool for MA professionals

• Artificial intelligence (AI) can increase productivity for MA teams in many ways, but it's important to confirm permitted uses at your organization before engaging.

Here are some ways AI is currently making a difference in MA:

• Helping medical science liaisons (MSLs) prepare for key opinion leader (KOL) engagements – Developing meeting agendas, identifying KOL interests and concerns, and summarizing KOL research
• Improving insights gained in KOL interactions – AI can link an organization's goals to new data, competitive intelligence, and previously captured KOL perspectives, which can help identify key trends and action items
• Helping MSLs stay up-to-date on new data – AI podcasts summarize journal articles and posters and allow listeners to ask questions in real time

Doing more with less? Get help from The HWP Group!

MA teams are being asked to do more with fewer resources—smaller budgets and smaller teams. The HWP Group has partnered with many MA teams to help them achieve their goals and maximize outcomes.

We're always attending conferences such as Fierce Pharma Engage to learn about the evolving challenges and opportunities facing our MA colleagues. Please reach out so we can discuss how The HWP Group can help your team succeed.