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Medical Affairs in a Post-COVID Environment: A New Customer Engagement Model


A white paper shedding new light on the accelerated shift to digital engagement in Medical Affairs.
  • Author Name: Amplity Health
Editor: Abbie Boyd Last Updated: 18-Aug-2021

COVID-19 has had devastating effects on individuals, economies, and health systems around the world. If there is a pandemic silver lining, part of it may be that the disruption has created an opportunity for biopharmaceutical companies of all sizes to revisit how they engage with customers, including the chance to take a fresh look at how their Medical Affairs teams communicate with increasingly important stakeholders. While communication prefer- ences had already been shifting toward more digital platforms over the last several years, COVID amplified the dynamic, creating an urgency for biopharma manufacturers to quicken the pace of change.This paper sheds new light on several aspects of the accelerated shift to digital engagement in Medical Affairs

·         Quantifies the impact of COVID-19 on Medical Affairs customer engagement

·         Identifies pre-COVID communication channel shifts

·         Proposes a new blended engagement model for Biopharma and discusses the benefits for Medical Affairs organizations and customers

·         Introduces the need to flex and coordinate Medical and Commercial efforts across a product’s lifecycle, and

·         Summarizes considerations for sourcing Medical Affairs field teams


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