The Digital Revolution: Medical Affairs in the Driver’s Seat with Donna Holder of Daiichi Sankyo

Medical Affairs has moved from the passenger seat to the driver's seat of digital transformation, and the organizations that understand that shift are building a meaningful competitive advantage. This episode explores what that transition looks like from the inside.

Scott Thompson sits down with Donna Holder (Global Oncology Medical Affairs Digital Strategy and Innovation Lead at Daiichi Sankyo) to discuss how Medical Affairs teams are navigating the move from digital exploration to real implementation. They cover the role of digital strategy in Medical, the criteria for selecting the right technology partner, how AI is being used for insights generation and analysis, and the skills leaders need to advance in Medical Affairs today. Whether you're building a digital strategy from scratch or scaling what's already working, this conversation brings clarity to a fast-moving space.

Key Takeaways:

• Medical Affairs is standing up its own digital roles rather than borrowing them from IT. Holder's role "was just created the last year," reflecting a broader industry pattern of medical affairs owning its digital roadmap directly.
• Insight generation is where AI is delivering the clearest early win. Holder calls it "one of the hottest topics in the medical affairs areas," describing how natural language processing and machine learning are replacing the traditional, manual process of combing through spreadsheets and ad-board notes by hand.
• A strong technology partner has to speak medical affairs, not just pitch features. Holder looks for vendors who can "demonstrate experience that a team has worked with medical affairs" and who ask sharp questions about an organization's existing infrastructure and process maturity.
• Hire medical affairs leadership first, technical depth second. Holder says she'd choose "somebody that knows medical affairs that has experience in digital rather than the other way around" for the lead role, then build out a team with dedicated data and systems expertise underneath.
• Most implementation failures are change-management failures, not technology failures. Holder's top three challenges: not anticipating the need for change management, missing the foundational process work before a tool goes live, and underestimating how much training and iteration a new tool actually needs.
• Compliance has to be a partner from day one, not a rubber stamp at the end. Holder's approach is to bring compliance in early and help them understand the goal, rather than asking for sign-off after a tool is already purchased.

Resources Mentioned

**Medical Affairs Professional Society (MAPS) Content Portal**: Referenced by Holder as a repository of over 300 pieces of content on insight generation, illustrating how much the field is still refining the practice.

FAQ

Why is digital strategy now considered a Medical Affairs responsibility rather than Commercial's?
Holder says these roles are being created because medical affairs leaders want dedicated people focused on translating new technologies into the function's own processes, rather than adopting tools built for Commercial or IT.

What criteria should Medical Affairs use when selecting a technology partner?
Holder prioritizes vendors who can demonstrate real experience working with medical affairs teams and who ask informed questions about an organization's existing infrastructure and process maturity, rather than just describing product features.

How is AI actually being used in Medical Affairs today?
Holder describes two layers: analytical AI that mines large volumes of data to surface patterns, and generative AI that helps summarize those patterns and draft recommendations, both aimed at reducing the manual burden of traditional insight generation.

What's the biggest reason digital tools fail to get adopted in Medical Affairs?
Holder points to change management: teams that roll out a new tool without preparing champions, adjusting workflows, or aligning underlying processes tend to see the tool sit unused.

What traits does Donna Holder look for in a first digital hire for Medical Affairs?
She prioritizes medical affairs expertise over technical depth in the lead role, then looks for curiosity, flexibility, and strong communication skills as the team expands.

About Our Guest

Donna Holder is Global Oncology Medical Affairs Digital Strategy and Innovation Lead at Daiichi Sankyo. She is a recognized leader at the intersection of Medical Affairs and digital transformation, with experience guiding organizations through the practical challenges of adopting new technologies in a compliant, patient-centered way.

Connect with Donna on LinkedIn: https://www.linkedin.com/in/donnaholder/

Curious how this applies to your organization? Let's talk.

About OnPoint: The Medical Excellence Podcast

OnPoint: The Medical Excellence Podcast delivers insightful conversations on the most pressing issues facing top Medical Affairs professionals. Listen to stay ahead of industry trends and be inspired by leaders shaping the future of Medical Affairs.

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