Evolution of Medical Affairs: Closed Loop Scientific Communications

Nov 23, 2023

Omni-Channel Medical Affairs and Closed Loop Scientific Communications

The Evolution of Medical Affairs: From Simple Data Dissemination to Omni-Channel Strategy

The realm of Medical Affairs and scientific communications has undergone a significant transformation over the years. What once was a straightforward aspect of the Medical Affairs function focused on disseminating data through traditional channels, has now evolved into a sophisticated pillar of a biopharmaceutical company’s overall communications, educational and market shaping strategy with a focus on “omni-channel”. This evolution, while necessary and potentially transformational, comes with its own set of challenges and implications.

From Analogue to Digital: The Journey of Medical Affairs

Historically, Medical Affairs primarily relied on analogue channels like publications, conferences, and face-to-face interactions to communicate scientific data. The focus was on providing healthcare professionals (HCPs) with the latest clinical trial results, safety profiles, and therapeutic guidelines.

However, with the advent of digital technology and the increasing demand for real-time, personalised information, the landscape has shifted. Medical Affairs as a function has recognised the need for a more integrated, responsive, and dynamic approach to scientific communications.

The Rise of the Omni-Channel Strategy

In the rapidly evolving landscape of Medical Affairs, the emergence of the omni-channel strategy has become a pivotal milestone. This strategy encapsulates the comprehensive approach of engaging with stakeholders, seamlessly intertwining offline and online realms to offer a harmonious and unvarying experience through a multifaceted spectrum of channels:

Traditional publications and conferences

Webinars and online workshops
Social media engagement
Mobile apps and digital health platforms
Virtual reality and augmented reality tools
On demand streaming platforms
Live medical education

This shift is, of course, not specific to Medical Affairs but the function has lagged behind its counterparts in marketing and corporate communications in adopting these new methods. This is partly due to the rigour of the traditional publication process but as the world evolves so do the needs of the clinical community. Additionally, the industry as a whole tends to be behind other industries such as retail, tech, e-commerce and usually with good reason given the myriad of regulations rightly holding the pharma and biotech industries accountable. As we move forward, Medical Affairs can learn from their marketing colleagues and from other industries.

Understanding Closed-Loop Marketing Before Adapting to Medical Affairs

Closed-Loop Marketing (CLM): An Overview

Closed-Loop Marketing is a strategy that integrates marketing channels and sales processes to capture, track, and leverage customer data from the first point of contact through to the final sale and beyond. The "closed-loop" refers to the continuous cycle of feedback and optimisation, ensuring that marketing efforts are constantly refined based on results and customer feedback.

In essence, CLM allows businesses to:

Capture Data: From the moment a potential customer interacts with a marketing campaign, data is captured.
Analyze and Interpret: This data is then analysed to understand customer behaviour, preferences, and the effectiveness of different marketing channels.
Refine Strategies: Based on insights derived from the data, marketing strategies are adjusted to better target potential customers and meet their needs.
Measure Results: By closing the loop, businesses can directly correlate marketing efforts with sales results, measuring the return on investment (ROI) and effectiveness of different strategies.

The primary benefit of CLM is its ability to provide a clear picture of the customer journey, from initial awareness through to conversion and retention. This data-driven approach ensures that marketing budgets are spent more efficiently, targeting the most effective channels and strategies with the ability to personalise each customer journey.

Closed-Loop Scientific Communications (CLSC) in Medical Affairs

The concept of Closed Loop Marketing, while rooted in commercial strategies, can be adapted to the non-promotional, clinical science-based realm of Medical Affairs. Given the need for a more appropriate term, "Closed-Loop Scientific Communications (CLSC)" emerges as a fitting descriptor. Other potential terminologies could include "Integrated Scientific Engagement (ISE)" or "Evidence-Based Medical Engagement Cycle (EBMEC)" but let’s stick with CLSC.

What is Closed-Loop Scientific Communications (CLSC)?

CLSC refers to an integrated system where all scientific communication channels are interconnected, allowing for continuous feedback, analysis, optimisation and personalisation. It emphasises the cyclical nature of scientific communications, ensuring that insights gained from one interaction inform and enhance subsequent engagements.

Key Components of CLSC

Stakeholder Mapping:

Purpose: To understand the landscape and identify key players in the therapeutic area.
Process: Conduct a thorough analysis to identify key HCPs, researchers, patient groups, and other stakeholders. Understand their influence, preferences, and communication channels.
Outcome: A comprehensive list of stakeholders, categorised by influence, preference, and potential impact.

Engagement Tracking:

Purpose: To monitor and record all interactions, ensuring no engagement goes unnoticed.
Process: Implement advanced CRM systems or platforms tailored for Medical Affairs. These systems should capture details of every interaction, from face-to-face meetings to digital engagements.
Outcome: A rich database of interactions, providing a clear view of engagement history, frequency, and content.

Feedback Collection:

Purpose: To understand the impact and relevance of each engagement.
Process: After each interaction, deploy mechanisms to gather feedback. This could be through direct surveys, digital engagement metrics, or observational insights from field teams.
Outcome: Valuable feedback that provides insights into the effectiveness and relevance of the communication.

Data Analysis:

Purpose: To derive actionable insights from engagement data.
Process: Utilise advanced analytics tools to process the data. Look for patterns, preferences, and areas that need improvement. Understand what works and what doesn't.
Outcome: Clear insights that inform strategy, content development, and engagement tactics.

Content Adjustment:

Purpose: To ensure that scientific communications are always relevant and impactful.
Process: Based on the insights from data analysis, adjust the content. This could involve refining the message, changing the presentation style, or even switching to a different communication channel.
Outcome: Tailored content that resonates with the target audience, ensuring better engagement and understanding.

Personalised Engagements:

Purpose: To make each interaction meaningful and relevant to the individual stakeholder.
Process: Use data to offer content tailored to individual preferences, needs, and previous interactions. This ensures that each engagement is not just a generic interaction but a personalised experience.
Outcome: Stronger stakeholder relationships, more meaningful engagement outcomes, better impact and a more robust reputation for the Medical Affairs team and the company.

Benefits of Closed-Loop Scientific Communications (CLSC)

Enhanced Relevance:

The dynamic nature of CLSC ensures that content is not static. By actively seeking and incorporating feedback, Medical Affairs teams can fine-tune their communications to address the evolving needs and preferences of stakeholders in line with the company and therapeutic area strategy. This iterative process ensures that the information provided is timely, pertinent, and aligned with current scientific understanding.

Efficient Resource Utilization:

Traditional approaches often involve a generalist method, where resources are spread across multiple channels without clear insight into their effectiveness. With a CLSC approach, Medical Affairs teams can pinpoint which channels and content types yield the best engagement and results at a top line level and at an individual level. This data-driven approach ensures that resources—both time and money—are directed towards strategies that have proven to be effective, maximizing impact.

Strengthened Relationships:

In the world of Medical Affairs, engagement and scientific exchange are paramount. CLSC, with its emphasis on personalised and responsive communication, ensures that stakeholders feel valued and understood. By demonstrating a genuine interest in their feedback and acting upon it, Medical Affairs teams can build deeper, more trusting relationships with key opinion leaders, healthcare professionals, and other stakeholders to inform the wider strategy.

Data-Driven Decision Making:

The continuous feedback loop inherent in CLSC provides Medical Affairs teams with a treasure trove of data. This data, when analysed, offers invaluable insights into stakeholder behaviours, preferences, and needs. Armed with this evidence, teams can make informed decisions, from content creation to channel selection, ensuring that every strategy is backed by solid data and its impact can be measured.

Strategic Considerations for CLSC

Integration with Broader Strategies:

While CLSC is a powerful approach, it should not operate in isolation. It needs to be woven into the broader tapestry of Medical Affairs strategies, ensuring that there's a cohesive and unified approach to stakeholder engagement across all channels and platforms with an understanding of the wider objectives of the team and alignment with the overall scientific narrative.

Ethical Considerations:

The essence of Medical Affairs lies in its non-promotional, evidence-based approach. As such, while engaging stakeholders and gathering feedback, it's imperative to maintain a clear boundary, ensuring that engagements remain ethical, transparent, and free from any commercial bias. This is true of all aspects of a Medical Affairs plan but particularly true when thinking about communication scientific and clinical information.

Technology Investments:

The success of CLSC hinges on the technology that powers it. From robust CRM systems that track engagements to advanced analytics tools that decipher data, investing in the right technology is crucial. These platforms should be intuitive, compliant with industry regulations, and tailored to the unique needs of Medical Affairs. Medical Affairs leaders should not be afraid to learn from their colleagues when creating buy-in and implementing new systems and embedding them in the ways of working.

Operationalizing CLSC

Training:

The principles of CLSC, while rooted in traditional marketing, are nuanced when applied to Medical Affairs. It's essential to provide comprehensive training to Medical Affairs professionals, ensuring they understand the intricacies of CLSC, from stakeholder mapping to data analysis. This includes the implementation of new systems but also a change in mindset towards one that is data driven not just in the science that Medical Affairs associates work with but also their day to day activities.

Collaboration:

CLSC is a multidisciplinary approach, requiring close collaboration between various teams. Medical Affairs professionals need to work hand-in-hand with cross-functional colleagues from marketing, IT, analytics and beyond to ensure seamless integration of efforts. This collaborative approach ensures that CLSC is implemented effectively and efficiently.

Continuous Review:

The medical landscape is ever-evolving, with new research, guidelines, and stakeholder preferences emerging regularly. To ensure that CLSC remains relevant and effective, it's crucial to conduct regular reviews, assessing the strategy's effectiveness, and making necessary adjustments to align with the changing landscape. With a data driven approach this should be done through impact assessment not only of the overall strategy but also of individual tactics.

Challenges of Implementing Closed-Loop Scientific Communications (CLSC) in Medical Affairs

Implementing CLSC in Medical Affairs, while promising, is not without its challenges. The transition from traditional communication methods to a more integrated, data-driven approach requires careful planning, resources, and a shift in mindset. Here are some of the key challenges that organisations might face:

Change Management:

Introducing a new system or approach often meets resistance, especially in well-established functions like Medical Affairs. Overcoming this resistance requires a structured change management strategy. This includes clear communication, addressing concerns, and, where possible, bringing organisations along with you on that change journey.

Capability Building:

CLSC requires a specific set of skills, many of which might be new to traditional Medical Affairs teams. These include data analytics, digital engagement strategies, and advanced stakeholder mapping techniques. Building these capabilities will require targeted training programs, workshops, and very likely, hiring new talent with expertise in these areas.

Data Privacy and Compliance:

With the increased collection and analysis of stakeholder data, there are valid concerns about data privacy and compliance with regulations. Ensuring that all data is collected, stored, and analysed in a compliant manner is crucial to avoid legal complications and maintain stakeholder trust. This is not an issue restricted to Medical Affairs but an understanding of the additional requirements should not be overlooked.

Technology Integration:

While investing in new technology is essential for CLSC, integrating these systems with existing platforms can be challenging. Ensuring compatibility, interoperability, data migration, and system stability can be complex and require significant IT resources. A thorough assessment with timelines and benefits should be carried out in advance.

Resource Allocation:

Implementing CLSC might require reallocating resources, both in terms of budget and personnel. This can be challenging, especially if there are competing priorities within the organisation. This is why it will be important to build advocacy within the leadership, usually with a clear story as to the benefits of a new approach.

Maintaining Ethical Boundaries:

The line between non-promotional Medical Affairs communications and promotional marketing activities can sometimes blur, especially with personalised engagements. Ensuring that CLSC remains within the ethical boundaries of Medical Affairs is paramount and working closely with governance and compliance colleagues will be important.

Measuring Success:

With a new approach like CLSC, defining and measuring success can be challenging. Traditional metrics might not apply, and new impact measures will need to be established to gauge the effectiveness of the strategy.

Continuous Evolution:

The digital landscape is continuously evolving, with new tools, platforms, and engagement methods emerging regularly. Keeping up with this rapid evolution and ensuring that the CLSC strategy remains current can be a challenge.

Stakeholder Feedback:

While CLSC aims to enhance stakeholder engagement, there's always a risk that some stakeholders might not be receptive to the new approach, especially if they are used to traditional communication methods. This is likely a sign that the approach isn’t yet working as it should be a tailored and personalised strategy catering to individual needs.

Balancing Personalisation with Generalisation:

While personalised content is more engaging, there's a risk of over-personalisation, where messages become too niche, missing out on broader, yet still relevant, audiences and messages.

While CLSC offers a promising avenue for enhancing scientific communications in Medical Affairs, its implementation is fraught with challenges. Addressing these proactively, with a clear strategy and the necessary resources, will be key to realising the full potential of CLSC.

The Future of Medical Affairs with Closed-Loop Scientific Communications (CLSC)

The realm of Medical Affairs stands at the cusp of a transformative era, with Closed-Loop Scientific Communications (CLSC) poised to redefine how scientific information is disseminated, received, and acted upon. As we've explored, CLSC offers a dynamic, responsive, and data-driven approach to scientific communications, ensuring that interactions are not just transactional but truly meaningful and impactful.

However, as with any paradigm shift, the journey to fully integrate CLSC into the fabric of Medical Affairs will be marked by challenges. From change management hurdles to capability building, from ethical considerations to technological integrations, the path is complex. But the potential rewards—enhanced stakeholder engagement, efficient resource utilization, strengthened relationships, and data-driven decision-making—make the journey not just worthwhile but necessary.

Moreover, the very essence of CLSC, with its emphasis on continuous feedback and iterative improvement, mirrors the scientific method that underpins Medical Affairs. It's about hypothesis, testing, feedback, and refinement. In this sense, CLSC is not just a communication strategy but a reflection of the scientific rigor and commitment to excellence that Medical Affairs embodies.

As organisations embark on this journey, collaboration will be key. Medical Affairs professionals, IT experts, data analysts, and stakeholders will need to come together, share insights, and co-create solutions. It's a collective effort, one that requires vision, commitment, and a willingness to adapt.

CLSC represents more than just a new approach to communication; it signifies a broader shift towards a more engaged, data-informed, and stakeholder-centric Medical Affairs function. As the medical landscape continues to evolve, with new research, technologies, and stakeholder expectations, CLSC offers a robust framework to navigate these changes, ensuring that Medical Affairs remains at the forefront of scientific excellence and stakeholder engagement.

Joshi Life Sciences is a coaching and strategic advisory consultancy for the Life Sciences industry set up by Dr Mayur R. Joshi (LinkedIn Profile).

Joshi Life Sciences specialises in career coaching for aspiring and current Medical Affairs professionals to maximise their potential and enhance their impact. We also advise companies looking to enhance their Medical Affairs functions, scale up their teams, build their organisations and we partner with companies that have shared values and vision.

Follow Joshi Life Sciences here to stay updated with latest developments, new partnerships and initiatives and the next article in the series.