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.