Season 1 Episode 6: Improving the Customer Experience through Medical-Commercial Collaboration

This video explores the critical importance of medical-commercial collaboration within the pharmaceutical industry to enhance the customer (HCP) experience and drive better patient outcomes. Industry leaders from UCB and Takeda discuss the challenges of traditional silos, the strategic imperative for integrated efforts in product launches, and the pivotal role of technology, data, and AI in fostering a more unified and effective future for healthcare engagement.

Key Takeaways:

• Essential Cross-Functional Collaboration: Effective medical-commercial-clinical collaboration is paramount for successful product launches, optimizing HCP engagement, and ultimately improving patient outcomes. A lack of coordination leads to inefficiencies, missed opportunities, and confusion among healthcare providers.
• Technology as an Integration Enabler: Platforms like Veeva CRM, Veeva Vault, Veeva Link Key People, and Veeva Link Workflow are crucial for creating transparency around HCP engagements, centralizing approved medical content, and facilitating coordinated cross-functional planning.
• AI Augments, Data Foundations Enable: While AI, particularly Generative AI, is recognized as a powerful tool to augment medical affairs by optimizing tasks and enhancing insight detection, a robust data foundation (including data governance, standards, and management) is critical for its successful implementation and for deriving actionable insights.
• Change Management is Key to Adoption: Successful implementation of integrated processes and technologies requires strong senior leadership buy-in, early and continuous engagement with all stakeholders (including compliance and legal), and a phased approach to manage change fatigue and ensure end-user adoption.
• Measuring Impact through Data: Increased adoption of integrated systems provides the necessary data to measure operational effectiveness, engagement quality, and insights gathering, which are foundational steps towards ultimately assessing and improving medical affairs' impact on patient outcomes and clinical practice.