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Activating Your Customers: Optimize Medical’s Investment and Performance with the Channels and Content that Matter

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Features:

16 Info Graphics

25 Data Graphics

380+ Metrics

20 Narratives

Pages: 49

Published: 2025

Delivery Format: Shipped

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STUDY OVERVIEW
BENCHMARK CLASS
STUDY SNAPSHOT
KEY FINDINGS
VIEW TOC AND LIST OF EXHIBITS

This report provides current performance metrics and strategic insights to help Medical Affairs executives optimize engagement, elevate content effectiveness, and align investment with organizational goals. The findings will enable leaders to build scalable, customer-centric engagement models that boost activation, maximize ROI, and position Medical as an indispensable strategic partner driving treatment uptake and business growth.

Medical Affairs leaders are increasingly challenged to demonstrate strategic value through precise, data-driven engagement across a rapidly evolving stakeholder landscape. As traditional models give way to digital-first strategies, Medical Affairs teams must rethink their channel mix, content strategy, and investment priorities to activate high-value customer segments and deliver measurable impact.

Developed by Best Practices, LLC, this benchmarking research uncovers how Medical Affairs is advancing beyond face-to-face interactions to embrace omnichannel systems, AI-powered content creation, and targeted outreach to rising stakeholder groups such as Digital Opinion Leaders (DOLs), Advanced Practice Providers (APPs), and advocacy organizations. Yet, despite these advances, only a small percentage of companies report yet achieving high-impact omnichannel maturity—highlighting a critical gap and growth opportunity for most Medical Affairs groups across the industry.

Video Brief:

Industries Profiled:
Pharmaceutical; Biopharmaceutical; Biotech; Manufacturing; Diagnostic; Health Care; Service; Medical Device; Clinical Research; Laboratories

Companies Profiled:
AbbVie; Alnylam Pharmaceuticals; AstraZeneca; Axsome Therapeutics; Biogen; bioM�rieux; BIOVIIIx; Boehringer Ingelheim; Eisai; EMD Sereno; EVERSANA; Exact Sciences; ImmunityBio; Ipsen; Jazz Pharmaceuticals; Johnson & Johnson; Lantheus; Merck & Co.; Merck KGaA; Organon; Orion Pharmaceuticals; Otsuka; Premier Research; Relay Therapeutics; Sanofi; Sobi; Stallergenes Greer; Taiho Oncology; Vertex Pharmaceuticals; Xenon Pharmaceuticals

Study Snapshot

Best Practices, LLC engaged 31 Medical Affairs leaders from 30 biopharma companies. The research team also conducted deep-dive interviews with select participants to capture additional insights on how Medical teams are advancing engagement, content, and investment strategies.

Key topics covered in this report include:

Medical Affairs Channel Mix and Investment Strategy
Customer Segmentation and Activation
Content Creation and Deployment Trends
Omnichannel Maturity and Integration
Performance Measurement and KPIs

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

Digital Engagement Is Redefining Stakeholder Strategy: Medical Affairs teams are expanding beyond KOL-centric models to engage non-traditional stakeholders—particularly Advanced Practice Prescribers (APPs), Digital Opinion Leaders (DOLs), and advocacy groups. These segments are increasingly influential in care decisions and require digital-first approaches such as chatbots, plain language content, and on-demand medical information portals.

AI Is Reshaping Content Creation and Delivery: AI is increasingly embedded in the content lifecycle—from audience analysis and topic selection to video production and impact measurement. Many organizations are transitioning from vendor-supported pilots to insourced AI-driven content hubs, enabling faster, more personalized stakeholder engagement.

Table of Contents

Sr. No.	Topic	Slide No.
I.�	Executive Summary	Pg. 5
II.�	High-Impact Engagement: Channel Mix, Key Segments & Strategies to Activate Customers	Pg. 14
III.�	Efficient Content Creation and Effective Deployment	Pg. 27
IV.�	Insights & Integrated Engagement	Pg. 40
V.�	Participant Demographics	Pg. 46
VI.�	About Best Practices, LLC	Pg. 49

List of Charts & Exhibits

I. Executive Summary

One-page executive summary
Participating benchmark companies
Executive takeaways from the study
Medical Engagement Analyzer: Strategic priorities for Medical Affairs engagement
Strategically important engagement channels
Key customer segments with growing strategic importance
Multi-factor strategy for content selection
Content development and deployment trends
Omnichannel advancement

II. High-Impact Engagement: Channel Mix, Key Segments & Strategies to Activate Customers

Medical’s current state of external engagement
Medical’s current state of external engagement – Large pharma vs. mid-small pharma segment
Strategic importance of engagement channels, as determined by engagement potential, ability to fulfill medical strategy, and provide business value
Success stories around activating medical customers
New KPIs used to measure engagement
Average Medical Affairs spend level by channel
Medical Affairs channels spend mix – Large pharma vs. mid-small pharma segment
Peer success stories in engagement –Targeted innovations for more engagement
Peer success stories in engagement –Targeted innovations for better activation / pull-through
Peer success stories in engagement –Targeted innovations for higher reach / frequency
Emerging customer segments for Medical’s launch strategy

III. Efficient Content Creation and Effective Deployment

Content creation – internal vs. external usage
Top content for training and internal enablement
Top content for scientific exchange and engagement
Innovative content for scientific exchange and engagement
Data-driven content creation
Multi-factor strategy for content development
AI-driven content creation for impactful engagement
Average medical FTEs dedicated to content creation
Average medical FTEs dedicated to content creation – Large pharma vs. mid-small pharma segment
Reusable vs. single-use content
Content strengths and weaknesses across organizations
Content strengths and weaknesses across organizations – Large pharma vs. mid-small pharma segment

IV. Insights & Integrated Engagement

Integrated omnichannel coordination and insight sharing
Integrated omnichannel coordination and insight sharing – Large pharma vs. mid-small pharma segment
Omnichannel engagement curve
Omnichannel maturity levels – Large pharma vs. mid-small pharma segment
Peer innovations in omnichannel strategy

V. Participant Demographics

Therapeutic areas represented in the study
Geographic coverage of benchmarked Medical Affairs roles

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