This white paper discusses the evolving role of medical affairs in the pharmaceutical industry, influenced by factors like complex medicines, HCPs' preference for scientific engagement, data generation, and digital technologies. It highlights the shift towards medical affairs as a crucial pillar within the pharmaceutical organisations, responsible for bridging knowledge gaps. It explores three key areas: dataless scientific exchange, managing expectations in data generation, and the role of digital opinion leaders (DOLs) in digital engagement. It offers insights into challenges and strategies in these areas, focusing on adapting to the evolving medical affairs landscape.
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