MEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESS
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.25756/rpf.v6i4.21 |
Resumo: | Along recent years Pharma operations became increasingly complex. Trying to adapt to the requests of a fast changing and demanding environment, companies moved from the standard medical, marketing and sales structure to a much more complex puzzle of units, departments, internal and external reporting lines. Along with these, the number of functions increased so much that titles became confused for customers as for colleagues. The number of systems and tools grew alike; some are useful while others not compatible or redundant. The medical structure which was minimal two decades ago, increased to meet the requirements for scientific evidence, both from prescribers and payers. The roles of these medical affairs (MA) functions, the way these are organized, the processes of interaction with other relevant players, their contribution to capture insights and translate these into actions, their reporting lines and the impact generated for the business and to the customers, are very much under discussion. Companies have been adopting different models to respond to these needs, but the change is constant, showing that most probably, the best fit has not yet been reached. The customer facing medical is a natural strategic evolution of the traditional MA role, demonstrating value, business alignment, integration and governance, which are essential pillars in building customer partnerships. This article describes the situation, and discusses pragmatic approaches to some of the most common challenges and issues, aiming to contribute to the improvement and effectiveness of the MA operations. |
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MEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESSMEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESSAlong recent years Pharma operations became increasingly complex. Trying to adapt to the requests of a fast changing and demanding environment, companies moved from the standard medical, marketing and sales structure to a much more complex puzzle of units, departments, internal and external reporting lines. Along with these, the number of functions increased so much that titles became confused for customers as for colleagues. The number of systems and tools grew alike; some are useful while others not compatible or redundant. The medical structure which was minimal two decades ago, increased to meet the requirements for scientific evidence, both from prescribers and payers. The roles of these medical affairs (MA) functions, the way these are organized, the processes of interaction with other relevant players, their contribution to capture insights and translate these into actions, their reporting lines and the impact generated for the business and to the customers, are very much under discussion. Companies have been adopting different models to respond to these needs, but the change is constant, showing that most probably, the best fit has not yet been reached. The customer facing medical is a natural strategic evolution of the traditional MA role, demonstrating value, business alignment, integration and governance, which are essential pillars in building customer partnerships. This article describes the situation, and discusses pragmatic approaches to some of the most common challenges and issues, aiming to contribute to the improvement and effectiveness of the MA operations.Along recent years Pharma operations became increasingly complex. Trying to adapt to the requests of a fast changing and demanding environment, companies moved from the standard medical, marketing and sales structure to a much more complex puzzle of units, departments, internal and external reporting lines. Along with these, the number of functions increased so much that titles became confused for customers as for colleagues. The number of systems and tools grew alike; some are useful while others not compatible or redundant. The medical structure which was minimal two decades ago, increased to meet the requirements for scientific evidence, both from prescribers and payers. The roles of these medical affairs (MA) functions, the way these are organized, the processes of interaction with other relevant players, their contribution to capture insights and translate these into actions, their reporting lines and the impact generated for the business and to the customers, are very much under discussion. Companies have been adopting different models to respond to these needs, but the change is constant, showing that most probably, the best fit has not yet been reached. The customer facing medical is a natural strategic evolution of the traditional MA role, demonstrating value, business alignment, integration and governance, which are essential pillars in building customer partnerships. This article describes the situation, and discusses pragmatic approaches to some of the most common challenges and issues, aiming to contribute to the improvement and effectiveness of the MA operations.Formifarma2014-12-30info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.25756/rpf.v6i4.21https://doi.org/10.25756/rpf.v6i4.21Revista Portuguesa de Farmacoterapia / Portuguese Journal of Pharmacotherapy; Vol 6 No 4 (2014): Outubro; 14-25Revista Portuguesa de Farmacoterapia; v. 6 n. 4 (2014): Outubro; 14-252183-73411647-354Xreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://revista.farmacoterapia.pt/index.php/rpf/article/view/21http://revista.farmacoterapia.pt/index.php/rpf/article/view/21/16Direitos de Autor (c) 2017 Revista Portuguesa de Farmacoterapiahttp://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessDias, José Aleixo2023-09-01T04:32:58ZPortal AgregadorONG |
dc.title.none.fl_str_mv |
MEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESS MEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESS |
title |
MEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESS |
spellingShingle |
MEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESS Dias, José Aleixo |
title_short |
MEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESS |
title_full |
MEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESS |
title_fullStr |
MEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESS |
title_full_unstemmed |
MEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESS |
title_sort |
MEDICAL AFFAIRS EFFICIENCY IN PHARMA – A PRAGMATIC APPROACH TO SUCCESS |
author |
Dias, José Aleixo |
author_facet |
Dias, José Aleixo |
author_role |
author |
dc.contributor.author.fl_str_mv |
Dias, José Aleixo |
description |
Along recent years Pharma operations became increasingly complex. Trying to adapt to the requests of a fast changing and demanding environment, companies moved from the standard medical, marketing and sales structure to a much more complex puzzle of units, departments, internal and external reporting lines. Along with these, the number of functions increased so much that titles became confused for customers as for colleagues. The number of systems and tools grew alike; some are useful while others not compatible or redundant. The medical structure which was minimal two decades ago, increased to meet the requirements for scientific evidence, both from prescribers and payers. The roles of these medical affairs (MA) functions, the way these are organized, the processes of interaction with other relevant players, their contribution to capture insights and translate these into actions, their reporting lines and the impact generated for the business and to the customers, are very much under discussion. Companies have been adopting different models to respond to these needs, but the change is constant, showing that most probably, the best fit has not yet been reached. The customer facing medical is a natural strategic evolution of the traditional MA role, demonstrating value, business alignment, integration and governance, which are essential pillars in building customer partnerships. This article describes the situation, and discusses pragmatic approaches to some of the most common challenges and issues, aiming to contribute to the improvement and effectiveness of the MA operations. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-12-30 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.25756/rpf.v6i4.21 https://doi.org/10.25756/rpf.v6i4.21 |
url |
https://doi.org/10.25756/rpf.v6i4.21 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://revista.farmacoterapia.pt/index.php/rpf/article/view/21 http://revista.farmacoterapia.pt/index.php/rpf/article/view/21/16 |
dc.rights.driver.fl_str_mv |
Direitos de Autor (c) 2017 Revista Portuguesa de Farmacoterapia http://creativecommons.org/licenses/by-nc-nd/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos de Autor (c) 2017 Revista Portuguesa de Farmacoterapia http://creativecommons.org/licenses/by-nc-nd/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Formifarma |
publisher.none.fl_str_mv |
Formifarma |
dc.source.none.fl_str_mv |
Revista Portuguesa de Farmacoterapia / Portuguese Journal of Pharmacotherapy; Vol 6 No 4 (2014): Outubro; 14-25 Revista Portuguesa de Farmacoterapia; v. 6 n. 4 (2014): Outubro; 14-25 2183-7341 1647-354X reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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1777301241708150784 |