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Organiser: MAPS

From Digitization to focused customer-centricity and beyond...

In an era when regulatory approvals for new products are rapidly increasing and customers are feeling overwhelmed by new medical information, they are increasingly seeking immediate answers to specific questions. As a result, the need for high-quality, relevant, timely medical information is skyrocketing and the Medical Information function (MI) is rapidly evolving—or trying to—in terms of how the external service operates and its role internally.

Excert:

Life sciences companies are pursuing more cost-effective tools— such as digital channels or virtual agents—to help respond to increasing product and medical inquiries. In an era when regulatory approvals for new products are rapidly increasing and customers are feeling overwhelmed by new medical information, they are increasingly seeking immediate answers to specific questions. As a result, the need for high-quality, relevant, timely medical information is skyrocketing and the Medical Information function (MI) is rapidly evolving—or trying to—in terms of how the external service operates and its role internally.

With the sudden emergence and acceleration of large language model capabilities in Generative Artificial Intelligence (AI) in 2023, many in the industry are looking ahead at what may be possible. However, regulations are not keeping up with demand in many territories. (1) (2)

Regarding improving MI’s external service, as Medical Communications teams have raced ahead in using digital channels, MI remains largely reactive and restricted by privacy regulations and compliance firewalls. MI leaders need to challenge regulations in overly restrictive regions such as Europe and Asia-Pacific (APAC), where, in some countries, healthcare professionals (HCPs) can barely access product labeling through digital channels. Progress is being made in regions such as the US and Europe, where organizations are collaborating to deliver customer-centric MI services.

Notably, the “hidden gem” that is MI, with its highly knowledgeable team members and vast wealth of patient and HCP customer data, is being increasingly recognized for the wealth of strategic input that could be mined by AI and leveraged throughout the value chain.

Pharmaceutical, biotech, and MedTech companies must provide non-promotional MI services to support HCPs and patients using their medicines or devices. MI activities involve the collection, handling, and dissemination of evidence-based, up-to-date, and scientifically balanced information on products, ensuring their safe and correct use. By doing so, the MI function plays a key role both internally and externally, adhering to strict regulations that mandate the provision of unbiased, scientifically accurate information upon request. MI professionals maintain auditable records of exchanges, ready for inspection at any time, making them invaluable in aiding informed decision-making by HCPs and patients. (1)

Externally, MI is one of the limited sources that can provide reliable, scientifically accurate, unbiased, and timely information on medicines or devices, making the role especially important in situations in which there is risk of acquiring inaccurate or outdated information from third-party sources, which can lead to overall risk.

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