Defining and Measuring the Impact of Medical Affairs: A Practical Framework

Published: 23 July 2026

The Medical Affairs Professional Society Content Hub holds over 200 resources on the impact of Medical Affairs, yet defining and measuring that impact remains a challenge for many teams. The difficulty is industry-wide: McKinsey's A Vision for Medical Affairs 2030 notes that progress toward Medical Affairs becoming the "third strategic pillar" alongside R&D and Commercial has been slowed by capability gaps, budget constraints, organizational misalignment, and competing priorities. Thought Leader Engagement is a core part of Medical Affairs, but without a clear definition of the intended impact, it is hard to demonstrate the value of that work. This article outlines a practical approach to help Medical Affairs teams define and measure their impact, with a focus on Key Opinion Leader (KOL) engagement.

If you want a companion resource, our guide on overcoming the common challenges in measuring thought leader engagement offers additional context and practical steps.