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» Products & Services » » Medical Affairs » Medical Affairs Excellence

Medical Affairs 2030: Innovating the Medical Affairs Model with New Roles, Capabilities & Competencies

Medical Affairs 2030

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ID: POP-409

Features:

24 Info Graphics

33 Data Graphics

320+ Metrics

22 Narratives

Pages: 70

Published: 2025

Delivery Format: Shipped

 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
To remain relevant and drive strategic impact in an AI-enabled, patient-centered world, Medical Affairs leaders must begin transforming their organizations now. By 2030, the function will shoulder broader responsibilities across scientific engagement, data-driven insight generation, and cross-functional leadership—spanning R&D, commercial, and market access—within an increasingly complex healthcare ecosystem. This transformation hinges on embracing emerging technologies, building future-ready roles, and upskilling teams with critical new competencies.

As part of this strategic shift, Best Practices, LLC conducted an in-depth benchmarking study to explore how forward-thinking organizations are integrating AI, redefining collaboration models, evolving staffing strategies, and realigning medical initiatives with long-term strategic priorities. This report delivers actionable benchmarks, qualitative insights, and peer-tested innovations to help Medical Affairs leaders create impactful organizations for 2030 and beyond.

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


Companies Profiled:
AbbVie; Alexion Pharmaceuticals; Alnylam Pharmaceuticals; Arrowhead Pharmaceuticals; AstraZeneca; Axsome Therapeutics; Bayer; Biogen; bioMerieux; Boehringer Ingelheim; Corcept Therapeutics; Daiichi Sankyo; Eisai; EMD Serono; Eurofarma; Grifols; Guardant Health; Indivior; Jazz Pharmaceuticals; Johnson & Johnson; Merck; Novartis; Opella; Organon; OTSUKA; Sandoz; Sanofi; Santen; Scholar Rock; Servier; Sobi; Spur Therapeutics; Takeda Pharmaceuticals; Vantive; Verastem Oncology; Vertex Pharmaceuticals; Xenon Pharmaceuticals

Study Snapshot

Best Practices, LLC engaged 54 Medical Affairs leaders from 37 biopharma companies. The research team also conducted deep-dive interviews with select study participants to capture additional insights on the numerous innovations and advancements that Medical teams are undertaking for better impact over the next 5 years.

Key topics covered in this report include:

  • Medical Affairs Vision of Success: 2025 & 2030
  • Innovation and Technology Adoption
  • Evolving Roles, Skills, and Staffing Priorities
  • Resource Allocation and Forecasted Changes
  • Enhancing Collaboration and Organizational Impact

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.
  • Becoming the evidence generator function: The highest number of respondents predict that the Medical function will evolve to support more evidence generation over the next 5 years (43% of organizations). Others predict Medical evolution toward customer service or care model expertise (23%). Some see Medical becoming “the KOL access function (13%).”
  • Outsourcing is affected by resourcing & organizational structure: Of the activities which are expected to have stagnant growth, outsourcing is the most affected by resourcing (large pharma will do 45% less than mid-sized orgs on average) and by the adoption of a standalone innovation group (“no innovation group” will outsource 28% more on average than if an org has an innovation group).
Table of Contents

Sr. No.
Topic
Slide No.
I. Executive Summary Pg. 4
II. Benchmarking Medical Affairs in 2025Pg. 15
III. Adapting New Changes for Innovation & Improved Impact Pg. 23
Improving Medical Affairs’ TechnologyPg. 24
Improving Medical Affairs’ RolesPg. 29
Improving Medical Affairs’ Skills, Competencies & TrainingPg. 37
Improving the Impact of Medical Affairs’ Resource AllocationsPg. 44
Improving Medical Affairs Internal Collaboration Practices & InnovationPg. 48
IV. The Future of Medical Affairs: 2030 and BeyondPg. 54
V. Demographics of Benchmark ParticipantsPg. 67
VI. About Best Practices, LLC Pg. 70

    List of Charts & Exhibits

    I. Executive Summary

    • Participating companies
    • Key findings from the study
    • Timeframe for Medical Affairs strategic planning
    • Current factors influencing Medical Affairs success and innovation by 2030
    • Rapid expansion of technology use in Medical Affairs
    • Emerging roles being added within Medical Affairs
    • Anticipated changes in key operational areas by 2030

    II. Benchmarking Medical Affairs in 2025

    • Medical organization’s ability to adopt new capabilities, tools, and processes
    • Key factors driving the future success of Medical Affairs
    • Initiatives to strengthen people and culture in Medical Affairs
    • Efforts to advance management, investment, and technology
    • Projected evolution of the Medical Affairs function by 2030
    • Enablers for elevating Medical Affairs to the next level by 2030
    • Required improvements to maximize Medical Affairs impact

    III. Adapting New Changes for Innovation & Improved Impact

    A. Improving Medical Affairs’ Technology

    • Technology improvements needed to enhance Medical Affairs’ impact
    • Peer success story around AI-driven impact
    • Current and projected uses of AI in Medical Affairs and tools in use
    • Current and projected uses of analytics and omnichannel activities in Medical Affairs and tools in use

    B. Improving Medical Affairs’ Roles

    • Role improvements needed to boost Medical Affairs effectiveness
    • Emerging roles and competencies to support Medical Affairs’ evolving objectives
    • FTE additions for new roles over the past and upcoming 12–24 months
    • Snapshot of staffing trends over the past and upcoming 12–24 months
    • Snapshot of staffing trends by segment: growth segment, stable segment, late mover segment, and no recent or new movement segment
    • Qualitative insights on role evolution aligned with Medical Affairs' mission

    C. Improving Medical Affairs’ Skills, Competencies & Training

    • Skills and competencies requiring enhancement in Medical Affairs
    • Peer success story around enabling advanced engagement and insights
    • Qualitative insights on capability-building within Medical Affairs teams
    • Real-world example of data sharing to support provider engagement
    • Training practices in need of improvement across Medical Affairs
    • Qualitative insights on evolving training approaches in line with new demands

    D. Improving the Impact of Medical Affairs’ Resource Allocations

    • Priority areas for improving Medical Affairs’ resource allocations
    • Peer success story around optimizing resource planning and decision-making
    • Qualitative trends in Medical Affairs’ approach to resource allocation

    E. Improving Medical Affairs Internal Collaboration Practices & Innovation

    • Collaboration practices requiring improvement for greater impact
    • Presence and focus areas of dedicated innovation groups in Medical Affairs
    • Key sources driving innovation within Medical Affairs organizations
    • Peer success story around organizational restructuring to enhance collaboration
    • Qualitative trends in collaboration strategies to support Medical objectives

    IV. The Future of Medical Affairs: 2030 and Beyond

    • Predicted evolution of key Medical Affairs responsibilities by 2030
    • Weighted growth predictions for Medical Affairs activities
    • Predicted operational changes segmented by organization size
    • Predicted operational changes segmented by presence of innovation group
    • Strategic vision for how Medical Affairs will evolve by 2030
    • Future direction of evidence generation in Medical Affairs
    • Future direction of customer-centricity in Medical Affairs
    • Future direction of care model in Medical Affairs
    • Future direction of KOL access in Medical Affairs
    • Predicted AI-driven innovations shaping Medical Affairs by 2030
    • Predicted data and connectivity trends shaping Medical Affairs by 2030
    • Predicted operations and metrics innovations shaping Medical Affairs by 2030

    V. Demographics of Benchmark Participants

    • Therapeutic areas represented by benchmark partners
    • Geographic coverage of Medical Affairs roles among benchmark partners

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