Trinity Life Sciences, a leader in strategy, insights, and analytics for the life sciences industry, has introduced a groundbreaking approach to evaluating the impact of Field Medical Affairs in its new white paper, Measuring the Impact of Field Medical Affairs. As a cornerstone of the life sciences sector, alongside R&D and Commercial, Medical Affairs plays a pivotal role. However, Field Medical Affairs has long faced challenges in demonstrating its value due to the qualitative and non-promotional nature of its responsibilities.
Traditionally, organizations have relied on sales-driven, activity-based metrics to measure Field Medical Affairs, which often fall short in capturing its true impact. Trinity’s white paper urges a shift from tracking “inputs,” such as activity levels, to focusing on “outputs” like healthcare provider (HCP) perceptions and patient outcomes. This strategic pivot aims to prioritize improvements in clinical practice and standards of care over numerical metrics.
A Four-Step Approach to Impact Measurement
Trinity outlines a structured four-step plan to help organizations adopt this transformational model:
- Redefine key performance indicators (KPIs) to emphasize HCP perception and patient outcomes.
- Align measurement strategies with clear medical objectives.
- Use insights and analytics to track changes in HCP behavior and patient care.
- Customize the approach to suit the asset’s lifecycle stage and organizational goals.
“There is a strong drive among leadership to understand the return on investment and the broader impact Field Medical Affairs has on organizational goals,” said Khalil Ahmed, Managing Director of Medical Affairs at Trinity Life Sciences. “The most effective way to demonstrate value is by selecting KPIs that influence HCP perceptions, enhance clinical practice, and positively affect patient outcomes.”
A Tailored Approach for Maximum Impact
The paper emphasizes the need for a customized, multi-faceted evaluation model that blends qualitative and quantitative methods. Trinity highlights that this shift requires careful planning and innovation, leveraging industry best practices and emerging trends.
Sarah Odeh, Vice President of Medical Affairs at TGaS Advisors, a division of Trinity Life Sciences, added, “We’re seeing industry leaders adopt innovative strategies to demonstrate the impact of Field Medical Affairs. We are excited to help our clients through this transformation and build world-class Field Medical Affairs programs.”
Trinity concludes that a “one-size-fits-all” approach is insufficient for measuring Field Medical Affairs’ performance and impact. By adopting a tailored, comprehensive evaluation model, organizations can better demonstrate the value of these activities and support their critical role in advancing patient care.
