According to Cutting Edge Information Study, Brand Teams Rely Upon Medical Affairs for Strategy

RESEARCH TRIANGLE PARK, NC–(EMWNews – August 21, 2008) – A recently released study by

Cutting Edge Information, “Medical Affairs: Delivering Strategic Value,”

shows that medical affairs departments serve an integral role in setting

brand strategy and message (www.pharmamedicalaffairs.com).

Medical affairs departments provide a vital source of knowledge and insight

into the marketing of brands. Medical affairs teams also prove critical in

directing a commercial team’s understanding of the drug’s capabilities,

disease area, physician audience and patient population. Close

coordination and strong communication with medical affairs teams prevent

irresponsible marketing.

With their knowledge of scientific literature and product dynamics, medical

affairs ensures that marketing messages portray what the science supports.

Furthermore, medical affairs departments maintain close ties with

physicians and opinion leaders to whom they can turn for insight and

direction. Doctors are key customers, and garnering their input provides

critical information about prescribers and potential drug profiles.

“In today’s regulatory environment, every facet of pharmaceutical business

now takes science into strict consideration,” says Elio Evangelista,

research team leader. “Yet, the regulatory pressure is somewhat

counter-intuitive. By limiting medical affairs and marketing communication

to avoid undue influence, the regulatory changes have discouraged marketing

teams from consulting medical affairs for scientific grounding and

insight.”

For pharmaceutical companies, this correct order of influence means medical

affairs’ role is expanding as it leverages unique talents, relationships

and positions to the advantage of the company. Rather than becoming more

sheltered, medical affairs has moved to the center of the fray.

Findings provide benchmarks to help companies improve the efficiency of

their medical affairs efforts. Research covers the following highlights:

--  Surveyed companies' decision-making processes regarding medical

    affairs structure and internal alignment

--  The effect of globalization on companies' medical affairs practices

--  Medical affairs departments' sources of funding

--  Benchmarks for spending levels for thought leader development, MSL

    programs, medical publications, medical education, medical information and

    investigator-initiated trials

--  Impact that various regulations have had on companies' operations

    

Download a complimentary brochure of “Medical Affairs: Delivering

Strategic Value” or purchase the report at:

http://www.cuttingedgeinfo.com/pharmamedicalaffairs/PH112_Download.asp#body.