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CNS Medical Affairs Impact Equation: Linking Activities with Strategic Outcomes to Drive Real-World Impact

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Features:

19 Info Graphics

20 Data Graphics

350+ Metrics

16 Narratives

Pages: 48

Published: 2025

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

Medical Affairs is transforming from a tactical function to a strategic driver of clinical and organizational success in CNS. This report presents a proven framework to measure Medical Affairs impact through clear indicators, robust linkage assessments, and real-world evidence (RWE) integration. It connects leading Medical activities— including MSL insights, targeted scientific exchange, and evidence generation — to strategic outcomes,such as guideline updates, treatment adoption, and optimized care pathways.

By translating daily Medical Affairs activities into measurable business and patient outcomes, organizations can tell a compelling, data-driven story that resonates with the C-suite, payers, and clinical leaders.

As CNS therapies and care models grow increasingly complex, top-performing Medical Affairs teams are closing the activity-to-outcome gap through cross-functional alignment, advanced analytics, and targeted measurement strategies.

Explore how your CNS Medical Affairs organization can quantify its strategic value—and turn insight into real-world impact.

Video Brief:

Industries Profiled:
Pharmaceutical; Biopharmaceutical; Biotech; Health Care; Medical Device

Companies Profiled:
AbbVie; Alnylam Pharmaceuticals; Amgen; Azurity Pharmaceuticals; Boehringer Ingelheim; Eurofarma; Jazz Pharmaceuticals; Johnson & Johnson; Otsuka; Scholar Rock; Supernus; Takeda

Study Snapshot

Best Practices, LLC engaged 16 Medical Affairs executives from 12 CNS-focused biopharma companies. In-depth interviews further provide a closer look at how CNS Medical Affairs teams are mapping activity-to-outcome linkages and developing impact narratives that resonate with leadership.

Key topics covered in this report include:

CNS Medical Affairs Leading and Lagging Indicators
Strategic Impact Measurement Frameworks
Real-World Data Sources and Linkability
CNS Medical Insights and Launch Success
Performance Measurement and KPIs

Key Findings

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

Linking Activities to Outcomes Is the New Standard: 75% of CNS Medical groups now connect at least some tactical activities to measurable external outcomes—setting a new standard for accountability and influence.

Leading Field Indicators: Top field activity metrics deemed either “somewhat” or “highly important” for showing medical value by a majority of CNS benchmark respondents: 1) Insights from MSL interactions, 2) scientific concepts discussed, 3) total interactions, 4) % territory engaged, and 5) F2F %. Their prominence suggests Medical Affairs should sharpen how these metrics are defined and used to reflect true medical value.

Lagging Indicators Vary by Product Stage: 78% of organizations use different lagging indicators for launches versus mature therapies, showing a lifecycle-aware approach. This reinforces the importance of tailoring measurement strategies to product maturity to ensure relevance and strategic alignment.

Table of Contents

Sr. No.	Topic	Slide No.
I.�	Executive Summary	Pg. 5
II.�	Leading Indicators Which Demonstrate Value	Pg. 15
III.�	Linking Leading & Lagging Indicators	Pg. 21
IV.�	Lagging Indicators of Medical Impact	Pg. 28
V.�	Assessing Metrics, Outcomes & Data Sources for High Impact	Pg. 39
VI.�	Respondent Demographics	Pg. 46
VII.�	About Best Practices, LLC	Pg. 48

List of Charts & Exhibits

I. Executive Summary

One-page executive summary
Participating CNS-focused benchmark companies
Executive takeaways from the study
Medical impact cycle: Connecting activities to strategic outcomes
Key quantitative study findings
Insights vs. impact pathway

II. Leading Indicators Which Demonstrate Value

Top-rated activity metrics across CNS Medical Affairs
Case study: Measuring MSL strategic impact across three workstreams
Top CNS-focused field activity metrics
Top CNS-focused non-field activity metrics
Cycle of impact: Real-world examples showing the impact of disease awareness and knowledge retention

III. Linking Leading & Lagging Indicators

Benchmark activities to outcomes linkage rates across CNS organizations
Most linkable CNS medical activities to key external outcomes
Most linkable CNS-focused field activities to critical external outcomes
Cycle of impact: Real-world examples showing the impact of medical insights
Most linkable CNS-focused non-field activities to critical external outcomes
Cycle of impact: Real-world examples showing the impact of Congress presentations and post-Congress tracking

IV. Lagging Indicators of Medical Impact

Case study: Driving strategic outcomes through AI-identified care gaps and targeted MSL engagement
Prioritizing strategic outcomes and evaluating linkability to CNS-focused medical activities
Measuring the gap between outcome importance and linkability
Linkability trends across lagging indicators
Linking real-world data outcomes to CNS-focused medical activities
Connecting provider-level outcomes to tactical CNS medical engagement
Measuring CNS Medical’s influence on launch strategy, guidelines, and access
Cycle of impact: Real-world examples showing the impact of patient support
Cycle of impact: Real-world examples showing the impact of disease awareness and knowledge retention through field and digital engagement
Key challenges in linking CNS medical tactics to strategic outcomes

V. Assessing Metrics, Outcomes & Data Sources for High Impact

Differentiating activity metrics between new and mature CNS products
Tailoring strategic outcome measurement to product lifecycle stage
Revisiting metrics over time to align CNS-focused activities with strategic goals
Navigating competing strategic objectives across medical levels
Critical data sources to trace CNS medical impact
Tracking data granularity to strengthen activity-to-outcome linkage

VI. Respondent Demographics

Geographic coverage of benchmarked CNS Medical Affairs roles

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