Quantifying Impact & Telling the Value Story in Medical Affairs

Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Biotech; Biopharmaceutical; Medical Device; Manufacturing; Consumer Products; Chemical; Clinical Research; Laboratories


Companies Profiled:
Abbott; Adaptimmune; ASC Therapeutics; Astellas; AstraZeneca; Baxter International; Bayer; bioMerieux; Boehringer Ingelheim; Dompé; Dermavant Sciences; Eisai; Eli Lilly; Genentech; GlaxoSmithKline ; GRAIL; Grifols; Jazz Pharmaceuticals; Merck; Myovant Sciences; Novartis; Novo Nordisk; OTSUKA; Pfizer; Roche; Sage Therapeutics; Sanofi; Santen; Takeda Pharmaceuticals; Teva Pharmaceutical Industries Ltd; Vertex Pharmaceuticals

Study Snapshot

Best Practices LLC engaged 38 Medical Affairs leaders from 31 leading pharmaceutical companies in this research through a benchmarking survey instrument. Deep-dive interviews were also conducted with Medical Affairs leaders at 10 organizations to capture additional insights.

Key topics covered in this report include:

• Senior leadership’s view of Medical Affairs performance
• Drivers of external impact
• Measuring Medical’s storytelling ability vs. performance
• Benchmarks related to the Impact Framework
• Storytelling leaders: Quantitative vs. Qualitative metrics/sources
• Measurement hurdles
• Key data sources
• Factors to justify higher Medical Affairs investment
• Future indicators of Medical’s impact

• Meet Patient Objectives: 89% of Medical groups view Meeting Patient Objectives as important for assessing impact, and 30% achieve a high external impact as a result.

• Top metrics include:
  
  • Patients diagnosed -- 30% increase in testing; time to diagnosis
  • Patients treated -- # of claims; % of patients with disease state on treatment
  • Patient-centric tactics -- Diversity in clinical trials

Sr. No.	Topic	Slide No.
I.	Executive Summary	Pg. 4-12
II.	Quantifying Medical Impact	Pg. 13-29
III.	Telling the Medical Value Story	Pg. 30-36
IV.	Summary Slides	Pg. 37-40
V.	Assessing Medical Affairs Impact & Value of Each Function	Pg. 41-79
	Field Medical
	Medical Education
	Medical Operations
	Medical Information & Communications
	Scientific Publications
	Medical Excellence
	Medical Strategy
	HEOR/RWE
	Patient Focused Initiatives
VI.	Appendix	Pg. 80-83
VII.	About Best Practices, LLC	Pg. 84

• Benchmark study partner companies
• Best Practices’ impact framework
• Key findings
• Performance management framework
• Access to performance data
• Impact by individual teams

• Satisfaction of senior leadership with Medical Affairs performance
• Crafting a compelling narrative to showcase Medical's exceptional value to leadership
• Spectrum of impact
• Driving impact across each of the listed external stakeholder objectives
• Medical Affairs storytelling scorecard
• Medical Affairs success: Average percentage of organizations that excel in each competency area
• Benchmark metrics to measure impact and how companies fare: Increase share of voice
• Benchmark metrics to measure impact and how companies fare: Build awareness
• Benchmark metrics to measure impact and how companies fare: Provide knowledge
• Benchmark metrics to measure impact and how companies fare: Improve reputational score
• Benchmark metrics to measure impact and how companies fare: Enhance care model
• Benchmark metrics to measure impact and how companies fare: Meet patient objectives

• Medical impact storytellers and Types of impact metrics used
• Hurdles to Medical Affairs organization’s ability to measure external impact and tell a compelling value story
• Key sources to capture external data and trends which reflect Medical impact
• Critical factors for justifying Medical Affairs investments
• How can Medical Affairs increase overall impact over the next 2-3 years

• Performance management summary
• Template for impact

• Field Medical

• Effective metrics for measuring the value of field medical activities to the organization
• Effectiveness of Field Medical organizations in generating measurable, external impact across each of the listed external stakeholder objectives

• Medical Education

• Medical Education value metrics
• KPIs used to demonstrate the impact of medical education activities among external stakeholders
• Effectiveness of Medical Education groups in generating measurable, external impact across each of the listed external stakeholder objectives

• Medical Operations

• Effectiveness of Medical Operations, Training and Governance organizations in generating measurable, external impact across each of the listed external stakeholder objectives
• Medical Operations value metrics
• KPIs used to demonstrate the impact of medical operations activities among external stakeholders
• Medical Training value metrics
• KPIs used to demonstrate the impact of medical training activities among external stakeholders
• KPIs used to demonstrate the impact of medical governance activities among external stakeholders

• Medical Information and Communications

• Medical Information value metrics
• KPIs used to demonstrate the impact of medical information activities among external stakeholders
• Effectiveness of Medical Information groups in generating measurable, external impact across each of the listed external stakeholder objectives

• Scientific Publications

• Scientific Publications value metrics
• KPIs used to demonstrate the impact of scientific publications activities among external stakeholders
• Effectiveness of Scientific Publications teams in generating measurable, external impact across each of the listed external stakeholder objectives

• Medical Excellence

• Medical Excellence value metrics
• KPIs used to demonstrate the impact of medical excellence activities among external stakeholders
• Effectiveness of Medical Excellence groups in generating measurable, external impact across each of the listed external stakeholder objectives

• Medical Strategy

• Medical Strategy value metrics
• KPIs used to demonstrate the impact of medical strategy activities among external stakeholders
• Effectiveness of Medical Strategy groups in generating measurable, external impact across each of the listed external stakeholder objectives

• HEOR / RWE

• HEOR / RWE value metrics
• KPIs used to demonstrate the impact of HEOR / RWE activities among external stakeholders
• Effectiveness of RWD/RWE teams in generating measurable, external impact across each of the listed external stakeholder objectives

• Patient-Focused Initiatives

• Patient-Focused value metrics
• KPIs used to demonstrate the impact of patient-focused activities among external stakeholders
• Effectiveness of Patient-Focused Medical group in generating measurable, external impact across each of the listed external stakeholder objectives

• Geographical area represented by benchmark partners
• Therapeutic area of focus of benchmark partners
• Medical Affairs expertise area of benchmark partners