Search

A vision for medical affairs in 2025

McKinsey 12 Jun 2019 12:00

Downloadable Resources

  1. Full Report (PDF-2MB)

As innovation transforms the healthcare landscape, science and data are becoming the foundation for pharma to meet its obligations to patients and customers—and realize commercial opportunities. This imperative is accelerating the evolution of medical affairs as the third strategic pillar of the organization alongside R&D and commercial.

Innovation in both digital technology and the bio sciences is advancing at a furious pace, while the quantity of data generated is skyrocketing. Business models are starting to evolve both around and beyond the “product” to encompass the wider therapeutic context, while organizations seek to explain and contextualize the ever-more-complex medical science to a diverse range of stakeholders (physicians, patients, payers). Advanced analytics of patient data have become central to supporting decision making on product use and to demonstrating patient value.

The winners will be those who succeed in positioning their science—especially their ability to combine, analyze, and interpret disparate data sets—to inform their interactions with stakeholders and ultimately improve patient outcomes. This will involve real-world evidence (RWE), electronic medical records (EMR), and novel sources of data, such as genomics in combination with innovative ways of mining and interpreting that data.

Measure how the organization performs in terms of maximizing patient outcomes both by understanding the real-world consequences of specific medical-affairs activities and then also having the performance-management capability to make better use of such insights to drive the excellence of the right activity.

About the author(s)

Matthias Evers is a senior partner in McKinsey’s Hamburg office, Arnie Ghatak is a senior partner in the New Jersey office, Brindan Suresh is a partner in the London office, and Ann Westra is a senior expert in the Minneapolis office.

The authors wish to thank Elizabeth Holt, Ivan Ostojic, Claudia Pradel, and Alexandra Zemp for their contributions to this article.

Continue reading original article...