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» Products & Services » » Medical Affairs » Medical Affairs Excellence

Medical-Commercial Collaboration and Growth Areas: Success Stories, Expanding Stakeholder Universe, Field Interactions, and the Future of Collaboration

ID: POP-384


Features:

26 Info Graphics

10 Data Graphics

170+ Metrics

11 Narratives


Pages: 44


Published: 2024


Delivery Format: Shipped


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Rapid digital transformation in the biopharma space and the increasing demand for a seamless customer experience both underscore the need for enhanced collaboration between Medical Affairs and Commercial functions. This synergy is crucial for leveraging data-driven insights, delivering more personalized healthcare solutions, and driving better patient outcomes.

By examining the successful integration of Medical and Commercial functions, Best Practices, LLC’s benchmarking research provides Medical Affairs leaders with a comprehensive understanding of the critical modes of collaboration, innovative strategies, and key opportunity areas to achieve higher impact and better outcomes. This report explores the Medical-Commercial collaboration matrix, showcasing how coordinated teams have successfully partnered—and plan to continue partnering—to better meet the needs of diverse customer groups.

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


Companies Profiled:
Allergan; Asklepion Pharmaceuticals; LLC; AstraZeneca; Axsome Therapeutics; Bayer; bioMerieux; CSL Behring; embecta; Fresenius; Genentech; Gilead Sciences; Grünenthal; Jazz Pharmaceuticals; Kyowa Kirin; Merck; Merck KGaA; Merz Pharma; Micromed; Novartis; OM Pharma; Partner Therapeutics (PTx); Pfizer; Pixacore; Radius Health; Inc.; Sandoz; Sanofi; Santen; Servier; Sobi; Supernus; Takeda Pharmaceuticals; Teva Pharmaceuticals; Vertex Pharmaceuticals

Study Snapshot

Best Practices, LLC engaged 40 Medical Affairs leaders who are collaborating with Commercial at 33 global biopharmaceutical companies. Functions represented in this study include: C-suite, Medical Strategy, Medical Operations, Field Medical, Medical Education, Medical Information, and Medical Excellence. Best Practices LLC also conducted deep-dive interviews with Medical Affairs leaders to capture additional insights.

Key topics covered in this report include:

  • Collaboration Modes and Leadership in Partnerships
  • Success Stories in Launch Strategies, Education, Training, Digital Systems, and KOL Engagement
  • Uniting Medical and Commercial to Engage Customers
  • Analytics Collaboration and Omnichannel Benefits
  • Key Commercial and Medical Partners
  • Top Collaboration Models
  • Field Interaction Policies
  • Barriers, Opportunities, and Improvement Areas
  • Future Collaboration Trends

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

  • Top Modes of Collaboration: Medical most often engages with Commercial counterparts via synched Medical-Brand strategies (83%), shared engagement plans for large (68%) and individual (30%) customers, cross-functional training (55%), and shared digital systems (43%).

  • Analytic Collaboration: Shared analytics have been leveraged to enhance tailored customer engagements. Top uses include identifying knowledge gaps (68%), unmet needs/underserved groups (55%), new training topics (44%), and insights to drive care model change (42%).
Table of Contents

Sr. No.
Topic
Slide No.
I.
Executive SummaryPg. 3
II.
Collaboration Success StoriesPg. 10
III.
Partnering to Engage External StakeholdersPg. 16
IV.
Effective Collaboration Approaches and Field InteractionsPg. 27
V.
The Future of Medical-Commercial CollaborationPg. 37
VI.
About Best Practices, LLCPg. 44

    List of Charts & Exhibits

    I. Executive Summary

    • Research methodology and scope
    • Benchmark study partners
    • Key study findings

    II. Collaboration Success Stories

    • Current level of collaboration between Medical Affairs and Commercial teams
    • Top modes of Medical-Commercial collaboration
    • Drivers of Medical-Commercial collaboration
    • Recent successful programs or pilots resulting from Medical-Commercial collaboration
    • Top collaboration success stories

    III. Partnering to Engage External Stakeholders

    • Three main paradigms of external stakeholder engagement
    • Customer groups around whom Medical groups collaborate with Commercial
    • External stakeholder map
    • Collaborative strategies for engaging KOLs and guideline organizations
    • Collaborative strategies for engaging physicians and other HCPs
    • Collaborative strategies for engaging advocacy groups and patients
    • Collaborative strategies for engaging payers and IDNs
    • Collaborative strategies for engaging industry groups
    • Digital/omnichannel benefits
    • Analytics collaboration

    IV. Effective Collaboration Approaches and Field Interactions

    • Most effective collaboration approaches
    • Frequency with which Medical Affairs typically collaborates with its primary Commercial partners
    • Primary Medical collaborators interacting frequently with Commercial colleagues
    • Top-ranked collaboration approaches
    • Spectrum of field interaction policies
    • Field interaction policies concerning MSL-to-sales rep collaboration
    • Field interaction policies concerning MSL-to-sales managers collaboration
    • Field interaction policies concerning Medical Directors-to-KAMs collaboration
    • Policies on field interaction regarding collaboration between market access and health outcomes liaisons

    V. The Future of Medical-Commercial Collaboration

    • Commercial’s perception on the value of Medical Affairs
    • Opportunity areas for Medical Affairs to fill Commercial gaps
    • Barriers to impactful collaboration between Medical and Commercial
    • Areas for improving Medical-Commercial partnerships
    • Envisioning the future of collaborative endeavors