So the format and the and the process of the value has changed. what I’ve noticed as to to follow on with that is that the diversification or the need to diversify, who we engage with has certainly been evolving, you know, we would traditionally be interacting with a certain or small segment of physicians, but again, the what I call the democratization of content and information is increasingly moving us to really be more attuned to where these conversations are happening, where people’s eyeballs are, for example, in social media, or in other ways, you know, congresses nowadays, or are at least right now are virtual, we have to sort of rethink how we engage and who we engage with in these settings. We are a global, full-service agency offering Medical Affairs consultancy and content, publications, medical education and internal training. No, I gotta leave it there for today, guys. It’s just shrunk so much. So here’s what I’m. When I thought about a lot of these, these, these Congress situations at that point Bruna about how it is the Congress is changing so quickly. But that’s what I’ve seen is that there’s like, probably 24 blips in our year now versus one or two key congresses or timeframes for scientific exchange. Yeah, Oh, absolutely. and maintaining that credibility that you’ve built up over various interactions over time is so important. Medical Affairs stands to be one of the most strategically important. That and also then even other stakeholders within their group. That’s it! So people aren’t waiting for the ashes are in in the on call, you know, he mocks space, you’re not waiting for ash or ASCO, you’ll pick anything because you’ll potentially have as high an impact in this virtual reality of going to, you know, a smaller meeting. Why us? ... FREE WEBINAR: Medical affairs: from virtual to hybrid engagement. Feb 25, 2021 - Feb 25, 2021. © 2021 Medical Affairs Professional Society.All Rights Reserved. And msls can continue to be that credible source, and identifying, again, the kind of information that our hcps need to have requesting and and providing it in the way they would like to do that. Medical Affairs is uniquely positioned to respond to market trends: Physicians are seeking peer-to-peer interaction in order to engage into value-driven discussions underpinned by science; Increasing pressure to ensure promotional compliance while maintaining full transparency; You can customize your communication preferences at any time. and valued functions in a pharmaceutical company, as the nexus of cutting-edge medical, scientific and patient-centred insights that drive. And so having some time, it’s another two weeks before. It’s the trusted source. And so we have to immediately think about how do we engage in that space in a way that is so different than we’re all used to doing going around in a physical space. There are large variations in both costs of care and in frequency of interventions. And if I can build on that to what I’ve also seen is, it’s 365 days of potential scientific data coming out. And I’ve small t trusted because it may be something digital that isn’t an a trusted source or resource for our call our colleagues and stakeholders. Today we are talking about VUCA, which stands for volatility, uncertainty, complexity and ambiguity, which describes our times very well. Patient-centered Medical Home ... “The Effects of Specialist Supply on Populations’ Health,”Health Affairs (March 2005); W5-97. How does MA bring back impactful insights that drive internal stakeholder action? So now as an industry to help to help the KOLs in that speed become challenging. And it was, I think, well structured. If anyone has perspective on that? But it’s the same value that that MSLs have been providing all along? A single reviewer is selected for each stakeholder group reviews all the insights for that group for a given period and: Highlights the insights that are potentially most impactful, Identifies miscoded insights or insights that may impact more than one stakeholder group, The single reviewer summarizes the results of the for the stakeholder group. So the good news, I think in this and i think i don’t think it’s going to go back to what it was. But I would argue that the the the objective and the value has not changed in itself. Our e-newsletter Get in touch. Well, I since I go first have the easy, I guess, position to make that the value proposition has not changed. So what does that mean? Please leave your thoughts as well as suggestions for other topics. I like the point that both Tim and Sue made which is the contraction of time. Okay. I think I think it’s being a start with that, I think it’s being certainly first and foremost, and this is one area, which I think is not changing is being that trusted source. You know, are there core elements of value that every MSL should keep in mind when planning for these interactions? Welcome to this episode of the Medical Affairs Professional Society’s Podcast Series Elevate, gathering the voices of Medical Affairs thought leaders and stakeholders to explore current trends, define best practices and empower the Medical Affairs function. Expect more from us. And, and so this information goes around the world instantaneously, and everybody’s getting equal access to it. Bruno, your thoughts? The biopharmaceutical industry has an opportunity to improve all of these by elevating and strategically integrating Medical Affairs within product and value proposition development and as a critical launch. 2. And you know, we hope you enjoyed this and what I hope will be continuing episodes with this team of the Medical Affairs professional society podcast series, Elevate. So I know for the work that I do, it’s really pushing us to think about how can we provide the most accurate up to date information in the shortest amount of time from a very credible source? Insights Pride And Prevention Read Insight This month (June), we celebrate the LGBTQ community — individuals, advocates and organizations — who have impacted the sweeping political, social and scientific advances since the Pride marches began 50 years ago…. According to Mr. Meade, if MSLs are approaching KOLs with only a clinical discussion in hand, they could be missing the boat on the value proposition. If they have to be so efficient? For the nation’s 147 academic medical centers and 400 teaching hospitals, the path forward is dicey. Now, it’s still relatively limited in oncology, the number of colleges who are discussing they they still relatively small, but you can see it year after year, especially, of course, over the last eight months, even between esmo an ash and an escort, you can see the trend towards more and more engagement, quicker and quicker engagement. It’s flattening the curve, basically, on who’s experts out there. ... And I think the value proposition in fact, has increased for MSLs. Our Modular Medical Transformation Solution Puts Strategy into Action Welcome to this episode of the Medical Affairs Professional Society’s Podcast Series Elevate, gathering the voices of Medical Affairs thought leaders and stakeholders to explore current trends, define best practices and empower the Medical Affairs function. I mean, has has vuca changed the MSL value proposition or just the way that we deliver that value? Bruno is CEO and founder of Larvol. Yeah, I’ll jump in first. So it really has been I would agree with what Bruno was saying about a game changer that really, it really is challenging all of us who kind of deal in the currency of information and content and communications, to really think about how we can ensure that the voice and the credibility that we bring to the conversation is heard and has an appropriate place in that conversation because there’s just, we’re all just going scrolling through lives with, with, with our, with our devices, more than ever, and we’re having to sort of cut through a lot of that, to have our perspective known. 4. And we have to really rethink those those types of engagements. And Bruno, let’s start with your thoughts on how the value proposition is changed for MSLs based on VUCA. Against this challenging backdrop, MSLs have a key role in demonstrating the value of customer-facing medical affairs support: • Engagement and insight: Involvement of scientific opinion leaders in corporate medical activities. If I had more time, I would have written a shorter letter. Even before the COVID-19 pandemic, the structure and content of interactions between MSLs and KOLs/HCPs was shifting, with MSLs increasingly seen as trusted partners in scientific exchange and KOLs/HCPs increasingly open to technology-based communications. Welcome to this episode of the Medical Affairs Professional Society Podcast Series, Elevate, gathering the voices of Medical Affairs thought leaders and stakeholders to explore current trends, define best practices, and empower the Medical Affairs function. Or are there opportunities in this new landscape for MSLs to provide a new kind of value? Moreover, as the facilitator, it is critical that Medical Affairs develop the one unified voice on the value proposition to patients, providers, and payors. So that, like, what you had said, is, is kind of broader. Iterative evidence generation and demonstrating value over time could help unlock delays in getting cures out, saving more lives, says Janssen’s Clare Hague. MAPS members, continue the conversation at our community portal, maybe we will talk some of our thought leaders into joining us there. I think it has. Although no doubt informally operating since the earliest sales in Neolithic times, the concept of the value proposition has only recently been formalized. Okay, so what are your thoughts? Actually, Tim is the one as we were preparing who mentioned it sounds like some kind of God of of trouble in some ways. And so that type of skill, I think is even more important than ever. The Medical Affairs Company is the industry’s leading provider of comprehensive outsourced medical affairs solutions. Bruno, what would you say about about msls and the delivery of this data that is CPUs can use in their decision making. And, and in a way, the, the format and the modality or the vehicle has changed, as well. Our approach marries deep health expertise with creative technology and data firepower, which helps clients grow their businesses and transform for the future. They asserted … So that’s a new situation, a new opportunity, and a big difference. at the very same time that it’s, it’s widely disseminated. So those, those conference times become a point in which there’s a release or distribution or, or communication of information. It is yes. Leading Strategies to Advance Medical Science Communications, Engage with KOLs Compliantly, Conduct Effective Investigator Studies and Ensure Excellence Throughout Your Medical Affairs Team A 360 degree view of the medical affairs landscape that brings together Investigator Initiated Sponsored Research (IISR), Expanded Access Programs (EAP) and Medical Publications & Communications. And so it’s, it’s, it’s really pushing us to diversify the kinds of medical customers that we engage in ways that we haven’t before. So I think there will be that shift in time, that five days after Congress to have data available is probably going to be too long, or you’re going to be reactive, not proactive. A Pandemic Silver Lining? Enhance patient access to and best use of optimal medical treatment by clearly demonstrating value to This understanding needs to be established early in the product's development, optimally during phase II. Tim is VP Internal Medicine Field Medical Director Group at Pfizer. So to me, the value is increased. And now it seems like there’s room for msls to be to be interacting in new ways in these digital spaces, you know, in in smaller events to shape the narrative around this data almost in real time. And since synthesize by the last day of a five day Congress will now you actually comes out instantly. And then and it will, then who will replace that trusted source that? Okay, so our hcps that, you know, that they’re seeking to make data driven decisions, right. So we’re actually, again, I think that makes our role even more critical, when so much is coming out all the time to help identify what’s the quality, and the scientific, the integrity of the data coming out as well. Executive Medical Director, Medical Affairs at AveXis, Inc. - The Executive Medical Director, Medical Affairs leads the development and execution of a consolidated US Medical Affairs … IntelliMed’s strategic vision based upon & value proposition will help demonstrate the value of product innovation through real-world evidence of improved outcomes. So even if it’s telehealth or touch points virtually. Yes, those those conferences were those Sentinel points where they were rallying, people would get on a plane and go to them. Effectum Medical is a young company that is breaking new ground in the areas of quality management and regulatory affairs in the medical device industry. Yeah, I absolutely agree with you, Tim. Can we afford to pay for future cures? And that’s I think the challenge and not just the Congress has been a lot of different platforms, with individuals with with organizations. But we don’t have time. 1 Clearly, ... Health Affairs. Well, so what I wish we had another hour to talk about, and here’s what I would like to talk about is how MSL is can dive into these digital spaces. So and so we’ll be doing an ecmp or grand round, or webinar it by by the equivalent, the equivalent of Joe Rogan in in their specialty. So I’d love to hear your thoughts, Tim. So how do you become that scientific expert on that? But in fact, what I’m seeing now as COVID has gone on longer, the changing dynamics of even healthcare providers and their interaction with their patients has been reduced. A really key a pivotal source. And what I found is that it has to use that phrase, I guess, I don’t know whose attribute to originally around. And if I could add to that, it’s not just the speed and time that you have with with the healthcare provider or as you said, like the client or our stakeholders, it’s actually the time to for us to digest it. And I think that’s going to continue. And one of the question is, how much of that would continue post pandemic? Clinical. Best Practices, LLC Medical Affairs – Accessing Intelligence Our company works on the principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class organizations. But it’s certainly a bit of a in I hate that word, but a bit of a game changer. And so it’s the MSL job to provide that data, you know, in large part. And I think the value proposition in fact, has increased for MSLs. In no way I’m not an MSL, but my customers omit cells are sitting in the same position to create value for for for their, for the key wells by helping them understand and the the evolving standard of care understand, of course, the different drugs that are changing the landscape of the practice of medicine, and that that’s one element that has no change. I agree. And the conversation that they have among themselves, and also with the industry is no different because it’s virtual. Areas with high use of ... Primary care value proposition I don’t know, Tim, what are your thoughts about? • Positioning: MSL and external expert contribution to product strategy. It’s like, like one day, we’re all in the big box store, target Walmart walking around doing our traditional way of shopping. Our Value Proposition. And what I find is when we have these, these data sets with this new information, that challenge I find and what my group is doing is, is trying to figure out, how can we distill this and get the salient points in those situations where you might have shorter time to communicate or engage and still, you know, really get to the essence. And sometimes even prior to the Congress, that it’s getting out there. I’d love to know, Tim, what your thoughts are. Click here to return to Pharma Initiatives website. So we can help to cut through and sift through and, and identify a game, what’s credible, maybe some pros and cons of it and become that trusted source. So in this virtual environment, you know, and if we pick a Congress, he usually at least can pull things together. Get it out. Medical affairs is set to become one of the most strategically important and valued functions in a pharmaceutical company. ... Frank’s account management work includes AT&T Medical Affairs, Johnson & Johnson and UNUM Corporation. And so we’re having to rethink how we engage with them in ways that can still, we can still interact with them appropriately, but also respecting the fact that their time is very limited, our time is limited. Opinions are those of the presenters and do not imply endorsement by their endorsement by the organizations. And so I’m going to thank you all for joining us today, Tim, Sue and Bruno. I’m your host Garth Sundem, Communications Director at MAPS, and today we’ll be speaking with Tim Hyland, Sue Currie, and Bruno Larvol about how MSLs deliver value to KOLs and HCPs. It’s always been there. So yeah, I’m picking up that theme around that modalities. And Tim, I think it has increased the value and the increase the opportunities and why I go, I’m thinking about that is think of think of the from a patient centric perspective, less interactions and touch points with their health care providers. Larvol’s comprehensive KOL monitoring solution, Omni, ensures that MSLs stay ahead of the competition with in-depth updates on their KOLs activity and also makes it easy for MSLs to prepare for and track engagements with their KOLs by providing access to publications, clinical trial involvement, social media posts, and upcoming conference participation. I mean, you can think about, you know, in today’s world, it actually takes you longer to even set up a WebEx or a Zoom meeting than it does to send content around the world and so It really challenges us that are interacting with medical customers each and every day to figure out how we can engage with them and and what modalities as you said, and also to figure out what is that compelling need and that mutual opportunity and connection that we can still maintain. Medical Affairs, Clinical Development, Commercial Operations Consultant Pharma Biotech ... Medical Affairs Insights – A Key Value Proposition. A Unique Value Proposition is a statement that identifies what your social media account is designed to do and what sets it apart from other brands in the same category on a social media platform. So also given the complexity of medicines, the the, the just the inordinate amount of data at times that it seems that we’re all trying to sift through the need for that engagement to provide both content and the context of that information is certainly very, very important. Topic 45: Medical Affairs Insights – A Key Value P... MA is not a market research organization and must never imply that the insights gathered are anything more than valuable but anecdotal information (the plural of anecdote is not data), MA is not in the business of “taking orders” from other areas for specific insights, but should at least understand what those areas are interested in (see more on this below), MA’s gathering of insights should organically grow from its peer-to-peer scientific interactions, communications and education activities only, Awareness of Current Environment and Important Topics, Approach for Communicating Valuable Insights, Competing studies in the TA where CD has existing or upcoming studies, Current off-label use of existing marketed products, Areas of interest about new indications for existing or planned products, Feedback and challenges with existing studies or protocols, Enthusiasm for future participation in clinical trials. So other allied health professionals are study teams. And I love that term VUCA. 1. Of course, the pandemic has accelerated this change, shifting the mechanics of communication and collaboration and throwing into focus the definition of “value.” This podcast presents the expertise of leaders from pharmaceutical organizations Pfizer and Nektar, as well as Larvol, focusing on how MSLs bring value to HCPs and KOLs during the time of pandemic. Larvol has been accelerating decision making since 2004 by providing real-time customized competitive intelligence software with data-driven analytics to the pharmaceutical, biotech, and healthcare industries. And you could see on Twitter, the conversation, I started a while ago, when the initial abstract were available, a lot of the narrative about the data is starting to form. Acquire and develop the talent to cultivate and build a strong, multi-faceted Medical Affairs organization that encompasses the new set of competencies required to navigate the future healthcare landscape across the globe. Sue is VP and Head of Medical Affairs at Nektar Therapeutics. This is an opportunity for medtech manufacturers to propose new forms of contracting and partnerships, ranging from aspects of product performanc… strategy and innovation throughout the entire product life cycle. And then there’s time after that, that you can, you know, continue to communicate and engage and respond, etc, appropriately. Gets gets worked in there. So from my perspective, I think from the for MSL, is providing additional education, maybe further interactions or opportunities with for patient engagement or other kind of alliances or patient Alliance groups, which may potentially increase? … The value proposition is the idea that social utility is optimized when the relationship between quality and price is maximized in a commercial transaction. Okay, wells. Marieke Jonkman PharmD (she/her) Strengthening the Medical Affairs Value Proposition | Improving Patient Outcomes Akron, New York 500+ connections And the challenges coming with set contraction, because in a lot of our customers face said, so the American Society of hematology is about to happen. ... the multiple lenses of the cross-functional team to address the evidence needs of all stakeholders and maximise the value proposition. So I think in a way, it’s actually expanded or increased the value to complement the exist or the prior, more face to face interactions, even with health, health care providers and institutions. In as soon as the data is presented, that conversation is taking place on social media. Medical Affairs Consortium 1. The Value Proposition for Pathologists: A Population Health Approach Show all authors. You also learned how to write a value proposition with a value proposition canvas and 6 templates. Charlotte Kremer. And so more than ever, you know, being seen as a trusted partner is important. In this guide, you learned what a value proposition is, and you saw 32 value proposition examples that are impossible to resist. In a couple of days, I took two boys, maybe. Clinical value proposition development Understand clinical pathways Developing an effective product strategy and positioning requires an in-depth understanding of the established clinical pathways for treating your targeted disease state, real-world treatment patterns, physician perception of your product and the competition. So, what exactly are the responsibilities of a health outcomes liaison? And, and so it has increased, I think the number of stakeholders and folks that we also have to interact with and ensure that they have the, the appropriate data and knowledge for their work. Frank earned a Bachelor’s Degree in Health Service Administration from Florida Atlantic University. We conducted case studies of fourteen solo or small-group primary care practices using electronic health record (EHR) software from two vendors. And it’s just overnight literally, and figuratively, we’ve had to change a different way of communicating that with our customers. But now everything is 24/7 365, as you said, so it’s all instantaneous. The value proposition for medical education needs attention. Just like their MSL colleagues, they serve as trusted experts, but while MSLs focus on communicating scientific and medical information about a product, an HOL’s focus is on communicating a product’s value proposition and health outcome data to payers. Thank you all. And the MSL is that credible source and so trying to understand the information needs and how people consume information, which is very different now than it’s been in recent times, it really pushes us you have to really be prepared, I think, to, to be able to speak in in, get your point across in one minute, you know, five minutes or 30 minutes depending on what the customer time ability is. Value can be found in the form of trust, relevant information, understanding the doctor’s needs, and targeting the right KOL with the right information. We have to do the time between when we understand the information, and when it gets out. Overview On this blog we have discussed the challenges of communicating medical affairs value a number of different times. And so and we’re also able to more people are able to get to more of these events virtually than ever before. So how do you find these smaller but still important engagement opportunity to help? VMLY&R boasts the most complete health care communications offering in the world. The Office-based MSL Answering a … And so I mean, you see this, even in the in the lay press, and the media, people are sort of reading the, you know, what we used to call the teletype as it’s coming out. Healthcare organizations, under pressure from the government and private payers to demonstrate value (improve clinical outcomes and patient experience) while controlling costs, are in turn putting pressure on medtech manufacturers to differentiate themselves and deliver higher value. I essentially in Zed essentially msls. In 1988 Lanning and Michaels proposed that “a business is a value delivery system” (Lanning & Michaels, 1988). So the new reality, or the new paradigm will mean the probably less travel, but what you’ll be doing versus traveling is spending that time in collating or synthesizing the data faster, because you’re not on a plane train or automobile at the time. And then I’d love to hear from Bruno. In some ways. So I think the credibility piece is a core element of the of the MSL role. Yeah. In addition, he holds a Master’s Degree in Public Health from the University of South Carolina. ... TMAC MCLs convey the clinical utility of our clients’ drugs and support the value proposition as to why these drugs should be … And then the next day, we’re all told we have to do all of our shopping online on Amazon. And Tim, you’ve made my argument that I that I we started this conversation with is that I think it increases the value of the msls because there’s all this noise all of these bumpers Moments of data. Okay. And I know, you mentioned Congress and conferences, because of course, that’s a big difference for the subset of KOLs that are the most influential that that go, they go to conferences, and now they attend them virtually. April 2021. At the same time, it is important for Medical Affairs to re-establish pharmaceuticals companies’ integrity and credibility by communicating higher quality medical information that is of the highest relevance to customers. Firstly it provides an organization with a framework to more effectively bridge the gap between internal R&D and the commercial organization. Now it’s your turn. Through a series of polls and surveys, we can reaffirm the content and context of CME and hence can successfully design the content with medical affairs teams of Pharma companies. The Value Dossier is the core document produced by global market access teams for use by national affiliate sales and marketing organisations. So that was a, a little bit of a subliminal plug for what we do got, by the way. Well, that’s interesting. Well, so so Sue, what do you think? This podcast is made possible by Larvol. And so the challenge was that that our customers are facing is that it’s really hard, it really is easy to know, when ash or ESCO, is, it’s really hard to know when Dr. Well, I think we’re all used to, you know, having traditional ways that we interact with our medical customers, or healthcare practitioners, and the certainly over the last eight 910 months, that’s been, you know, disrupted. Tim, Sue Bruno, welcome! Now, the root cause of the pandemic has changed other things. In addition, we can assist Pharma by delivering these CMEs to an audience of over 2,40,000 doctors in the most interactive and interesting mode.