For many organisations, Medical Affairs (MA) is still viewed primarily as a support or review function, essential for scientific accuracy and compliance, but often operating adjacent to broader commercialisation strategy. Yet, as therapies become more complex, stakeholder expectations rise, and engagement models evolve, that view no longer reflects the role Medical Affairs plays across the product lifecycle.
In this thought piece in Pharmaphorum by Marcos Mendell, Partner, Beghou, he digs into why Medical Affairs and Commercial can no longer operate as separate lanes. It makes the case for a more integrated field model, exploring:
- Why traditional organizational boundaries are limiting field effectiveness
- How integrated planning can strengthen customer engagement while maintaining compliance
- Practical steps organizations can take to better align field teams and improve execution