Scientific advancements, regulatory complexities, and changing patient needs drive the perpetual evolution of the pharmaceutical industry. At the Reuters Pharma USA Conference in 2024, George Betts, executive director and head of global medical operations at Regeneron Pharmaceuticals, highlighted the growing impact of medical communications on medical affairs professionals. Some of the insights from his presentation also inform how the team at Boundless Medical Communications (BMC) delivers consistent, quality content to our clients.
Medical affairs in pharma has grown from a support function to a strategic pillar. Whether in content generation, account and project management, creative and editorial services, or strategic insights, the pharmaceutical industry has become heavily reliant on medical communications. At BMC, we pride ourselves on our ability to synthesize all these disciplines, which help pharma companies thrive through sound decision-making, timeliness, and, perhaps most crucially, adaptability. For our clients to succeed, we must act as a bridge between science, logistics, healthcare professionals (HCPs), and stakeholders, fueled by a deep understanding of each role’s responsibilities and drivers.
BMC emphasizes the importance of engaging with HCPs and key opinion leaders (KOLs) as early and frequently as possible in our recommendations to our clients. This endeavor is vital for educating physicians about clinical advancements, gathering insights from hands-on sources, and leveraging those insights to ensure each client is reaching their goals. While advisory board meetings can be a great way to gather these insights, we like to take it a step further. To take a deep dive with highly esteemed HCPs and KOLs, we stress the importance of one-on-one expert engagements alongside group meetings for a more intimate, tailored approach to insight gathering. Not only does this offer a different perspective from a group setting, but it allows for further relationship building between our clients and the experts, which can be a significant driver in the continued participation of HCPs and KOLs.
There are a few critical attributes we consider when recommending a strategic planning model for medical affairs. They include product attributes, patient journey insights, stakeholder knowledge gaps, and HCP preferences. Each of these plays a role in tailoring specific recommendations to each of our clients. These attributes can vastly differ across therapeutic areas, so having a diverse team with experience in multiple spaces is crucial to delivering content that meets the high standards at BMC.
A commitment to constant adaptability will be the common thread that successful medical communications agencies share in the years to come. As outside influences continue to affect medical communications, including digital transformation and strategic shifts in the pharmaceutical industry’s organizational structure, leaning on our other partners at Boundless will help us continue to adapt and stay ahead of emerging changes. Whether it’s marketing, commercial consulting, or artificial intelligence, the Boundless Life Sciences Group has the necessary tools to modify and customize our approach and remain relevant.
Medical communications has undergone significant changes in the last 10 years alone, including the now overwhelming prevalence of social media, the virtualization of many scientific engagements following the COVID-19 pandemic, and the rise of artificial intelligence as well as the opportunities and challenges that come with it. Whatever the next big change to medical communications is, Boundless Medical Communications will be ready.
