The Future of Medical Affairs Intelligence

Published: 8 July 2026

Why understanding digital HCP opinion is becoming a strategic capability

Author(s): Daniel Ghinn

Medical Affairs has always depended on understanding how healthcare professionals interpret scientific evidence. Decisions about scientific engagement, evidence communication and external strategy are influenced not only by the quality of the underlying science, but also by how that science is received, discussed and understood by the clinical community.

Historically, organisations have relied on a combination of publications, congresses, advisory boards, field insights and relationships with recognised experts to develop that understanding. These remain essential sources of intelligence; however, they were developed in an era when most scientific discussion took place through relatively formal channels and within professional networks that were difficult to observe at scale.