Explore the Agenda
8:00 am Morning Coffee and Check-in
8:55 am Chair’s Opening Remarks
Redefining the Evolving Role of Medical Affairs to Drive Practice Change & Patient Impact
9:00 am The Future of Medical Affairs, Evolving from a Support Function to a Strategic Driver of Business & Patient Impact
- Explore how Medical Affairs is transforming into a core, data-led pillar that shapes clinical, commercial, and patient outcomes in an increasingly complex healthcare landscape.
- Learn practical strategies to increase visibility, translate scientific insights into business-relevant outcomes, and position Medical Affairs as an indispensable strategic partner.
- Uncover how patient-centric value communication, and behavior-change measurement are redefining success in modern Medical Affairs.
9:30 am Precision Medical Engagement: Navigating the Scientific Journey Through E2E Impact Analytics
- Establish clear objectives for every engagement—moving beyond scientific exchange to specifically target knowledge gaps, clinical confidence, and therapeutic adoption.
- Identify which Medical Affairs activities are most effective in driving measurable behavioural change among healthcare professionals
- Learn how to embed an end-to-end measurement framework across Field Medical and internal teams
10:00 am Morning Break & Speed Networking
The ideal opportunity to get face-to-face with many global Medical Affairs leaders for important in-depth conversations.
11:00 am Defining True Value for Senior Leadership & External Stakeholders to Demonstrate ROI of Medical Affairs Activities
- Learn practical strategies to communicate ROI by linking Medical Affairs activities to tangible outcomes such as improved patient access, enhanced clinical-decision making and accelerate product adoption
- Identify what physicians really need to know and designing interventions that deliver
- Best practices and lessons learned along the way to overcome common barriers in defining and communicating Medical Affairs value across diverse internal and external stakeholders
11:30 am What Does Medical Affairs Success Look Like? Best Practices & Lessons Learned to Better the Future of this Function
- Compare how different organisations define the role of Medical Affairs
- Understand from various perspectives what success looks like, what has and hasn’t worked in demonstrating the value of this function
- Discuss how the industry can move toward great standardization, while maintaining flexibility across different company models
12:15 pm Lunch Break
Measuring What Matters: Developing KPIs That Go Beyond Numbers to Capture Real Impact
1:15 pm Building Valuable Metrics & a New Measurement Framework that Actually Reflects the True Impact of Medical Affairs Activities
- Moving beyond tracking numbers/quantitative parameters and looking forward to link metrics to changes in clinical and patient behaviour and decision making
- Explore approaches to track how Medical Affairs initiatives are genuinely shaping clinical practice and improving patient care
- Learn methods to assess the strength and quality of relationships with healthcare professionals and thought leaders showing how relationship-building drives measurable impact
Roundtable:
Developing KPIs for Different Medical Subfunctions
Medical Communications
1:45 pm Medical Communications
- Discuss how KPIs differ depending on focus
- How to track whether educational activities are translating into improved knowledge awareness or clinical adoption
- Explore ways to show link activities to outcomes
Field Medical & MSLS
Development/ Clinical Trials
Launch Medical Affairs
2:30 pm Afternoon Break & Networking
3:30 pm Real Campaign Metrics in Action: Demonstrating What Works to Drive Medical Affairs Success & Prove Impact
- Moving beyond traditional metrics such as tracking citations of publications and learn how to track outcomes such as scientific share of voice and most active communicators to demonstrate influence and engagement quality
- Case studies to show how various campaign metrics were applied to quantify Medical Affairs contributions
- Understand how to measure activities that drive clinical awareness and adoption rather than just impacts to ensure impact is tangible and actionable
Empowering Field Teams to Capture High-Quality Insights and Demonstrate the Value of Every Scientific Interaction (Capturing the Voice of the Field)
4:00 pm Panel: Conversations from the Field – What do MSLs Want You to Know About Their Work
- Hear what drives MSL activities and what factors make engagements most impactful
- Gain first-hand perspectives from MSLs on the realties of field interactions and the challenges of insight generation
- What activities and points do field teams want senior leadership and stakeholders to be aware of from their work to show their contribution to decision making
4:45 pm Translating Field Insights into Actionable Evidence to Better Inform Clinical Development & Improve Patient Outcomes
- Identify which questions truly reveal scientific gaps, build awareness and support adoption versus less actionable information
- Which HCPs to engage, how do best identify these individuals
- Learn which interactions are changing minds discover how collected insights can shape protocols, trial design and patient-centric approaches