Medical Insights Challenges in Medical Affairs | Acceleration Point | Resources

One of the hallmarks of an experienced Medical Affairs professional is the ability to turn clinical data into insights with tangible impact.

But even with reliable data sources, collaborative analysis, and efficient medical insights management techniques, turning raw data into actionable, business-critical medical insights can be challenging. The task of capturing these insights is further compounded by the fast pace of the industry and the ever-evolving work of identifying emerging trends. To help you work through it, this article pinpoints five of the most common medical insights challenges we have seen teams face, along with practical strategies to overcome each one.

A medical insight is a conclusion drawn from analyzing field-collected data, such as MSL notes from KOL and HCP engagements, that can inform a Medical Affairs decision. Data is the raw material; the insight is what the analysis reveals.

Key Takeaways

The five most common medical insights challenges are data quality, underused data, KOL engagement complexity, CRM data structure, and over-reliance on a single MSL.
Data collected without clear objectives tends to produce insights that are not actionable.
Directed insight generation gives MSLs specific questions to answer before they engage with healthcare professionals.
A dedicated insights platform can reduce the time internal stakeholders spend accessing and analyzing field data.
Engaging multiple MSLs with diverse expertise widens scientific coverage and reduces blind spots.
AI and natural language processing are emerging tools for processing field data at scale, with human analysts interpreting the results.

Challenge #1: How Do You Ensure Your Field Data Is High Quality?

The Problem: This is one of the most common issues faced by Medical Directors worldwide. While there is usually no shortage of data collected by medical science liaisons (MSLs) and their teams, how do you ensure that it is valuable and can help your organization make decisions based on strategic thinking?

This happens when data is not collected strategically. The resulting insights do not offer actionable steps, which reduces their value.

Strategy: Many MSL teams try to gather as much data as possible, but this data is largely meaningless without specific goals in place, especially when it is collected organically in one-on-one conversations with key opinion leaders (KOLs).

Begin with clear objectives. Answer the question of why you want to collect data and what specific information gaps you are looking to fill. For the data you collect to be meaningful, it has to correlate with specific decisions that need to be made.

We call this directed insight generation. It is the practice of answering these questions and sharing them with MSLs so they know what data they are looking for when engaging with healthcare professionals.

Challenge #2: What If You Are Not Using the Insights in Your Data?

The Problem: Your team has gathered a large volume of real-world data, but you are not using it to its full potential, so it does not translate into a stronger ability to anticipate trends or sharpen how you interpret field signal.

At its core, this problem has to do with how you process and analyze your data, and whether it is done in a way that reveals meaningful patterns, trends, or correlations that support informed decisions.

Strategy: Move toward strategic alignment. Consider whether the root cause is a need for organizational change. Do you have systems in place for how data is processed and reported? How does it get in front of your team's decision-makers?

A platform like Kwello can help you bridge this gap. It can reduce the complexity of analyzing your data and the time it takes internal stakeholders to access it. It can also help you measure the impact of Medical Affairs activities, something a number of teams struggle with.

Challenge #3: Why Is Engaging With KOLs So Difficult?

The Problem: With more intense compliance regulations around KOL engagement and increased competition for their time, finding and engaging with KOLs has become more difficult. It has also become more common for initial engagements to start digitally, as KOL presence on social media has surged in recent years.

Strategy: Use a diverse variety of channels, such as conferences, social media, and publications, to expand your network and access to data. Be strategic about how you approach digital avenues in particular.

Digital media offers real opportunities for MSLs to cast a wider net, but it can also be overwhelming. Solutions for social listening and alerts can help MSLs cut through the noise and keep their approach efficient.

Challenge #4: How Do You Fix the CRM Data Problem?

The Problem: CRM systems can often feel like a quagmire of unstructured data, which can be caused by a lack of proper organization or incorrect data entry. This can prevent you from capitalizing on the potential of your CRM data.

Strategy: One part of the problem is what MSLs are entering into the system. As noted above, your field team and the notes they type into your CRM are only as good as their understanding of your key objectives. When data collection is strategic and purposeful, it is easier to identify emerging patterns.

There is also something to be said about the system itself and reconfiguring it to facilitate this process.

Kwello, for example, makes it easier for MSLs to capture the data they collect in a single platform, where they can see everything at a glance. On your end, it gives you an overview of every point of contact and engagement, and it lets you compare the quality of the data that has been collected and identify trends.

This supports your analysis and your future strategy in working with MSLs, and it gives you the ability to review and refine the process over time.

Challenge #5: What Are the Risks of Relying on a Single MSL?

The Problem: Relying on a single MSL limits the breadth and depth of scientific exchange.

A single MSL's individual expertise and focus may not provide all the coverage you need across the industry, or the scope to engage with every healthcare professional (HCP) or KOL relevant to your work. This can create blind spots in your insights and make it harder to fully grasp the nuance of your therapeutic area.

The limited perspective can lead to an incomplete understanding of emerging data, such as new treatment pathways or evolving clinical practice.

Strategy: Engage with multiple MSLs to gain a broader perspective. A team of MSLs with diverse expertise can provide more comprehensive scientific coverage and help build rapport with a wider range of HCPs, giving you a deeper understanding of the evolving scientific landscape.

The Way Forward: Staying Ahead by Adopting the Right Technology

In industries as fast-paced as medtech and pharma, it is easy to feel overwhelmed at the thought of adopting new technology, particularly in a corporate context where upskilling teams and implementing new solutions can strain company resources. But the practice is not only about keeping up with trends. It is about helping your enterprise operate more effectively.

According to Pascal Vande Gucht, Medical Affairs professionals should embrace digital technologies now to stay ahead by 2030. This includes omnichannel strategies and data analytics.

AI technologies are particularly promising for generating validated insight. In our experience, blending AI with human analysis has proven valuable for processing field data for humans to interpret and for identifying connections between data points quickly.

FAQs

What is the main purpose of Medical Affairs?

Medical Affairs is critical in bridging the gap between scientific innovation and clinical practice. Its primary purpose is to understand the needs of patient care and healthcare professionals by gathering real-world insights.

These insights are then used to develop and implement evidence-based strategies that enhance patient outcomes, support healthcare decision-making, and ensure the effective communication of medical and scientific information.

What is the difference between Medical Affairs and MSLs?

Medical Science Liaisons (MSLs) primarily engage with healthcare professionals (HCPs) and key opinion leaders (KOLs) through scientific discussions, serving as the link between clinical research and medical practice.

In contrast, Medical Affairs focuses on the broader strategic aspects of the process, ensuring that medical insights inform business decisions and industry advancements.

What is omnichannel in Medical Affairs?

Omnichannel is a cohesive approach to sharing medical information across multiple platforms, tailored to each healthcare professional's preferences. It ensures consistent and personalized communication through channels like email, CRM, and social media.

What is the difference between data and insights?

Here is the main difference between data and insights in the context of Medical Affairs:

Data refers to the raw facts and figures collected by medical science liaisons through engaging with HCPs and KOLs. This data is typically stored in a CRM system.
Insights refers to the conclusions that can be drawn from the emerging patterns in the raw data through analysis.

What modern technology is being used in Medical Affairs?

The rapid advancement of artificial intelligence (AI) and natural language processing (NLP) is changing how Medical Affairs teams analyze data and gather insights. While these technologies have developed significantly over the past few decades, their adoption in Medical Affairs is still emerging. They are expected to become standard practice in the near future.

Leverage the Right Tools to Unlock the Full Power of Medical Affairs Insights

Give your Medical Affairs team the tools they need to generate more powerful insights and overcome the most common challenges that stand between raw field data and real decisions.

If you need support streamlining your operations, partner with Acceleration Point. Our Medical Excellence services can help you align personnel and resources, adopt critical systems, and strengthen your team's approach to Medical Affairs. Connect with our team to talk through where to start.

Unlock the Power of Medical Affairs Insights