The 2030 Vision for Medical Affairs with Pascal Vande Gucht

The pressure on Medical Affairs to demonstrate strategic value has never been greater -- and the window to build the right infrastructure before 2030 is narrowing fast.

In Episode 9 of OnPoint: The Medical Excellence Podcast, Scott Thompson sits down with Pascal Vande Gucht (Medical Affairs Digital Lead at UCB) to explore what it will take for Medical Affairs to remain a credible, indispensable function within pharma over the next five years. Pascal brings a practitioner's perspective on digital adoption, insights generation, omnichannel engagement, and the metrics that actually matter for demonstrating Medical's impact. If you're responsible for shaping Medical Affairs strategy heading into 2030, this episode gives you a concrete frame for the work ahead.

Key Takeaways:

• Digital readiness is a prerequisite, not a differentiator -- Medical Affairs teams that haven't yet built the data and analytics infrastructure to support omnichannel engagement risk falling behind as the pace of transformation accelerates.
• Insights generation requires a closed loop -- Capturing field insights is only valuable when those insights drive belief change and feed back into strategy; the mechanics of that loop need to be deliberately designed.
• Omnichannel in Medical is not a Commercial concept -- Pascal frames omnichannel scientific exchange as a distinct Medical Affairs capability that must be built on compliance-first principles, not adapted from Commercial playbooks.
• Measuring impact means measuring clinical practice change -- Moving beyond activity metrics toward outcomes that reflect genuine shifts in how HCPs engage with the evidence is central to Pascal's vision for Medical accountability.
• 2030 is closer than it feels -- The steps Medical Affairs teams take now to invest in digital capabilities, data governance, and strategic positioning will determine whether the function leads or follows in the next phase of industry transformation.

About Our Guest

Pascal Vande Gucht is Medical Affairs Digital Lead at UCB, a global biopharmaceutical company focused on severe diseases in neurology and immunology. Pascal works at the intersection of Medical Affairs strategy and digital innovation, helping teams build the operational foundations needed to engage HCPs at scale, generate actionable insights, and demonstrate the value of Medical in a data-driven environment.

Connect with Pascal on LinkedIn: https://www.linkedin.com/in/pascal-vande-gucht

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.

Find more episodes on our OnPoint YouTube channel.