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.