Regions
MAIN/REGIONS
regions/
Regions
  1. Americas
  2. Asia & Oceania
  3. Europe
  4. Middle East & Africa
  1. Solutions
  2. Insights
  3. Events
  4. Contact Us
MAIN/search
MAIN/Solutions
Solutions/
SOLUTIONS
  • Life Sciences Solutions
  • Healthcare Solutions
  • Medical Device and Diagnostic
  • U.S. Government
Life Sciences Solutions

Bringing together unparalleled healthcare data, advanced analytics, innovative technologies, and healthcare expertise to create intelligent connections that speed the development and commercialization of innovative medicines to improve patient lives.

Learn More
Life Sciences Solutions
Healthcare Solutions

Accelerate digital innovation to enable smarter decisions that reduce cost, modernize patient and consumer engagement, and improve health outcomes.

Learn More
Healthcare Solutions
Medical Device and Diagnostic Solutions

Your world is unique – and quite different from pharma. In the U.S., decision-making has shifted from individual physicians to integrated networks--GPOs, IDNs and payers. These groups have heightened the focus on proving your solution’s value, demanding outcomes analyses and putting pressure on pricing.

Learn More
Medical Device and Diagnostic Solutions
U.S. Government Solutions

For government agencies and organizations at every level—from federal or national to regional and local—Big Data can have a huge impact on public health.

Learn More
U.S. Government Solutions
MAIN/Insights
Insights/
U.S. PROGRESS POINT

A curation of IQVIA's best thinking on topics and trends driving change, disruption, and progress in the United States healthcare market.

LEARN MORE
U.S. BLOGS

Get the latest insights on our life sciences, healthcare, and medical technology solutions in the United States. Follow our blog today!

LEARN MORE

U.S. INSIGHTS LIBRARY

"Browse our library of insights and thought leadership.

LEARN MORE
MAIN/Events
Events/
ON-DEMAND WEBINARS

Visit our library of on-demand webinars.

LEARN MORE
UPCOMING EVENTS & WEBINARS

View our upcoming events and webinars.

LEARN MORE

FEATURED WEBINAR

"Top Issues for Pharma to Watch in 2022 and 2023

WATCH NOW
MAIN/Contact Us
Contact Us/
Blog
A Foreword — Their Finest Hour: Medical Affairs in a Disrupted World
From the U.S. Progress Point Editorial Board
Aug 30, 2023

The evolution of a single function or role is not often remarkable or newsworthy: Organizations shift to meet the needs of customers and challenges of the market; technology or information renders the status quo inefficient, and revised processes and measurements are put in place; changing behavior and preference demands new talent or expertise. But sometimes a changing function is a signal, or even a proxy, of a much larger shift.

COVID-19 left an indelible mark on healthcare, sometimes instigating and sometimes accelerating transformation everywhere. Healthcare professionals (HCPs) have reset both needs and expectations in what information they get and from whom. Patients have increased their involvement and agency, and healthcare systems continue to recover from financial burden. Each of these dynamics has created an unprecedented premium on value and evidence: Understanding what works, for whom, and how well is now mandatory.

But to meet that new mandate, pharmaceutical organizations need to (among other things) look inside and re-think the role that Medical Affairs plays — not just as a third pillar alongside R&D and Commercial, but as now a mission-critical bridge between the two. Moving this team to center stage, as the quarterback of information and expertise, will strengthen the flow of evidence and information, optimize HCP decision-making, and add a critical layer of support around medicines that are increasingly complex.

Read more about IQVIA’s perspective on this new collaboration model, the importance of redefining value, and the demand for alignment between pharma, HCPs, and healthcare systems to improve performance and achieve optimal health outcomes.

Progress is not an individual activity — it is the fruit of collective thinking and collaborative debate. In that spirit, Progress Point publishes both original work and critical thinking from across the IQVIA organization. The paper referenced in this article was originally published on September 16, 2022, and has been re-published for the benefit of our U.S. Progress Point viewers.

U.S. Progress Point Subscribers' Circle: First-looks, exclusive content, and more.
Subscribe
Contact Us