Why Medical Affairs must be integrated into field strategy

Author(s): Marcos Mendell

Organisations are beginning to rethink field integration more holistically out of a realisation that consistency in scientific communication matters more than ever.

For many organisations, Medical Affairs (MA) is still viewed primarily as a support or review function, essential for scientific accuracy and compliance, but often operating adjacent to broader commercialisation strategy. Yet, as therapies become more complex, stakeholder expectations rise, and engagement models evolve, that view no longer reflects the role Medical Affairs actually plays across the product lifecycle.

MA teams are frequently among the first to establish meaningful scientific dialogue with healthcare professionals (HCPs), investigators, and key opinion leaders. They help organisations understand emerging evidence gaps, interpret scientific data in real-world settings, and identify the questions that matter most to physicians and patients.