Artificial Intelligence (AI) along with Generative Artificial Intelligence (GenAI) is currently the next significant update which really did induce the dynamics from the world of innovation to make complicated efforts simpler and has begun from its early levels in this type.
The MA teams are also looking at how GenAI can enhance their efforts and help upgrade to a more strategic role in healthcare.
A study by Strategy& modeled a hypothetical pharmaceutical company (PharmaCo) with $30 billion in annual operating profit. The research suggests that deployment of GenAI in MA could raise profits every year by $130 million to $370 million. It may be in content creation, account management, to the regulatory filing side of things.
The Transformation of Medical Affairs
We typically say MA is not and should not be a support function anymore. At Prime Well Med Solutions, we help healthcare providers strategically adopt compliance-focused technologies while exploring how GenAI complements Medical Affairs functions.
Now, it is a crucially strategic play. As described in the article, The Future of Medical Affairs, the MA function acts as a conduit between internal teams and external stakeholders and leverages its medical/scientific knowledge at critical tipping points during the product lifecycle.
GenAI can complement this function in several critical areas and with the need for more extensive specialized knowledge as we move to advanced and personalized medicines.
How Medical Affairs Can be Supported by GenAI?
1- Saving Time on Routine Tasks
Healthcare requires faster and more accurate communication, however, this is more true today than ever. Since GenAI is all about making the lives of MA teams easier, it takes up your slack by doing things that simply need to be done such as routine tasks, so you can focus on work other than rote.
For example:
- In the life science field, Yseop has used AI to create medical reports and regulatory texts. It will increase productivity no question.
- One startup, Abridge, provides a voice-activated AI assistant designed to automatically record and organize medical conversations in the form of structured summaries that enable faster and more efficient followup.
This could help MA teams work more efficiently and give them more time for higher level strategic efforts.
Smart Queries Management With GenAI
GenAI can also streamline the management of medical queries by adjusting how responses are structured according to urgency and complexity. For instance, it can provide straightforward generated responses to simple questions such as routine dosing or indication, thus freeing up time for the medical teams.
GenAI can statutorily develop in-depth draft responses or monographs for complicated queries, which are later reviewed by specialists and endorsed.
GenAI-Powered Optimization of Questions
GenAI can analyze the incoming questions to determine patterns on repeated grounds or areas where updated information is needed. This makes it possible for the Medical Affairs teams to establish relevant FAQs or educational resources that can be forwarded to healthcare professionals beforehand.
Such materials might also support virtual AI assistants, which answer most of the common queries and subsequently minimize repeated inquiries.
Automated Conversation GenAI for Visit-Preparation
Such GenAI tools will be able to help pre-visit planning by conversing with HCPs in a chat mode. They can elicit and summarize important aspects needed by an HCP, followed by aligning the agenda or preparation note for a medical representative meeting with them. In this way, HCPs and medical teams come prepared, resulting in more focused interactions and productive performance.
2- Engaging Stakeholders Through Omnichannel Communication
They inevitably include new stakeholders, such as patient advocacy groups, payers and regulatory bodies in the larger healthcare ecosystem. It does so by connecting with all these groups, not just doctors.
GenAI-powered omnichannel approach for MA teams:
- Send personalized messages tailored to each stakeholder’s preferences and role.
- Deliver personalized content to different segments in as less time as possible.
- Translation + Local culture / region adaptions
- Use text, video or voice based on what stakeholders respond to.
This is not only to help better communicate but also to develop more stable relationships across the board.
Higher integration of Stakeholders Across Teams
With the help of different omnichannel platforms, various team members can all communicate with the same stakeholders in one place. Collective communication with one stakeholder saves time, makes messages sound the same, gives meaning and stays compliant too-through this omnichannel ingenuity.
Using Suitable Channels for Particular Stakeholders, Even When Unstated
Different stakeholders have different preferences preconditioned for personal interaction. GenAI facilitates each team that uses it to cater channel styles of individual clients’ through their respective preferences. These could range from in-depth written insights to individuals who enjoy reading, to clear messaging through video and audio clips. This is designed to enhance general comprehension and results in marketer performance.
Better Language and Culture Matching
GenAI also delivers an important feature in the localization of the tone. Using advanced NLP, GenAI translates and adapts the content of communications into different languages and for different cultural contexts. That also considers elements through strict regulatory frameworks and regional rules that are particular to individual regions, especially concerning the communication requirements.
3- Sharing Medical Insights Effectively
MA teams collect valuable insights from healthcare professionals throughout the product lifecycle. But this knowledge is often contained due to regulatory concerns or internal silos.
GenAI can help in:
- Quickly organize and discern structured data points from vast amounts of unstructured data.
- Getting the reports automated, time saver.
- Enhancing departmental collaboration
With these tools, MA teams can help ensure valuable information shapes strategy across the lifecycle and the organisation in general. From launch preparation through research and development, marketing and market access, these tools will help with everything.
AI is an Insight Organizer Smarter
Imagine using AI as the tool that sorts and highlights useful information from massive datasets employed in Medical Affairs, such as MedInfo queries, HCP visit notes, surveys, and feedback. Compliance suppresses the data and exposes insights relevant to actionable strategies across functions.
GenAI for Automatic Personalized Report Generation
GenAI automatically generates reports according to the special needs of each team. These are reports that summarize data but include next steps as required, visual charts, and strategic recommendations. This reduces manual workload and offers teams additional time for the smart decisions that matter.
GenAI for Cross-Functional Proactive Collaboration
GenAI can serve as some coordination organization across teams, analyzing similar inputs to discover duplicates or absences and recommending corrections to ensure data collection efficiency and usefulness in insights across regions and roles. For example, insights from doctors in Germany treating certain patients would also help U.K. doctors treating patients with similar issues.
A Roadmap to AI Adoption in Medical Affairs
To successfully integrate GenAI into Medical Affairs, companies should take a phased approach:
Phase 1 (0–12 months)
Setting a solid base starting with creating global AI Guidelines, plus involving local staff to ensure relevance.
Phase 2 (12–24 months)
Launch initial GenAI projects in high-priority areas, and track value through measurable outcomes.
Phase 3 (24–36 months)
Expand successful strategies across departments and regions, scaling impact organization-wide.
Conclusion
GenAI holds strong prospects for Medical Affairs in terms of efficiency gains, enhancement in stakeholder engagement, and new intelligence possibilities. However, MA teams should work hard and think strategically for applying the technologies to benefit from them and discover ways AI can be incorporated into their workflows.
