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

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ID: POP-412

Features:

19 Info Graphics

23 Data Graphics

430+ Metrics

21 Narratives

Pages: 51

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 equips Medical Affairs executives with actionable benchmarks and strategic insights to enable them to connect day-to-day activities with critical external outcomes among KOLs, HCPs, patients and other stakeholders. By linking leading indicators—such as MSL insights, evidence generation, and stakeholder engagement—to lagging indicators like guideline evolution, patient adoption, and care change, leaders can strengthen measurement frameworks, refine alignment, and elevate Medical’s impact across the product lifecycle.

In a landscape where traditional metrics fall short, Medical leaders are under mounting pressure to prove how Medical Affairs creates tangible value for patients, providers, and the business—moving beyond activity counts to measurable, outcome-driven influence.

Developed by Best Practices, LLC, this research reveals how top organizations are advancing the Medical Affairs impact equation through strategic indicator mapping, real-world data integration, and innovative measurement approaches. At the same time, it highlights a persistent capability gap: the inability to consistently tie activities to outcomes. For all Medical leaders, closing this gap is not only urgent but transformative—an opportunity to redefine Medical’s value narrative and firmly position it as a driver of real-world impact.

Video Brief:

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

Companies Profiled:
AbbVie; Alcon; Alnylam Pharmaceuticals; Amgen; Astellas Pharma; Azurity Pharmaceuticals; Bayer; Boehringer Ingelheim; CSL Vifor; EMD Serono; Eton Pharmaceuticals; Eurofarma; Gilead Sciences; Grifols; Jazz Pharmaceuticals; Johnson & Johnson; Merck & Co.; Novartis; Organon; Orphalan; Otsuka; Pacira BioSciences; QIAGEN; Sanofi; Santen Pharmaceutical; Scholar Rock; Stallergenes Greer; Supernus; Syndax Pharmaceuticals; Takeda

Study Snapshot

Best Practices, LLC engaged 40 Medical Affairs executives from 30 biopharma companies. The research team also conducted deep-dive interviews with select participants to capture additional insights on how Medical teams are linking activities to strategic outcomes and measuring impact.

Key topics covered in this report include:

Medical Affairs Leading and Lagging Indicators
Strategic Impact Measurement Frameworks
Real-World Data Sources and Linkability
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: 62% of Medical Affairs organizations link some activities directly to strategic external outcomes. However, only 5% have achieved full linkage—highlighting a major opportunity for improvement.

Real-World Data Is Key to Demonstrating Impact: Organizations are increasingly using claims, EHR, and CRM data to trace Medical’s influence on outcomes like diagnosis rates, treatment adoption, and care model changes.

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. 29
V.�	Assessing Metrics, Outcomes & Data Sources for High Impact	Pg. 41
VI.�	Respondent Demographics	Pg. 48
VII.�	About Best Practices, LLC	Pg. 51

List of Charts & Exhibits

I. Executive Summary

One-page executive summary
Participating 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 Medical Affairs
Case study: Measuring MSL strategic impact across three workstreams
Top field activity metrics
Top 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 organizations
Most linkable medical activities to key external outcomes
Linking a successful outcome to many activities
Most linkable field activities to critical external outcomes
Cycle of impact: Real-world examples showing the impact of medical insights
Most linkable 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 medical activities
Measuring the gap between outcome importance and linkability
Linkability trends across lagging indicators
Linking real-world data outcomes to medical activities
Connecting provider-level outcomes to tactical medical engagement
Measuring 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
Mapping perceived vs. measured impact across lagging indicators
Key challenges in linking medical tactics to strategic outcomes

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

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

VI. Respondent Demographics

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

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