{"id":69571,"date":"2023-03-02T10:36:10","date_gmt":"2023-03-02T09:36:10","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?p=69571"},"modified":"2026-03-05T12:13:10","modified_gmt":"2026-03-05T11:13:10","slug":"empowering-medical-affairs-to-take-on-its-expanding-leadership-role","status":"publish","type":"post","link":"https:\/\/www.veeva.com\/eu\/blog\/empowering-medical-affairs-to-take-on-its-expanding-leadership-role\/","title":{"rendered":"Empowering Medical Affairs to Take on its Expanding Leadership Role"},"content":{"rendered":"<p>By 2030, medical affairs leaders are expecting their teams to <a href=\"https:\/\/medicalaffairs.org\/future-medical-affairs-2030\/\" target=\"_blank\" rel=\"noopener noreferrer\">transition from an executional to a strategic role<\/a> and serve as the industry\u2019s external earpiece. However, they need the right technology and solutions to generate, disseminate, and discuss evidence and secure safe product use to achieve this.<\/p>\n<p>The latest innovations across Veeva\u2019s medical solutions help medical teams work more effectively as a strategic partner and voice of the patient. From optimizing content dissemination and coordinating with clinical teams to streamlining medical information, here are the key capabilities medical affairs can leverage to successfully take on its new leadership role.<\/p>\n<h2>Strengthen scientific relationships through enhanced engagement<\/h2>\n<p>Today\u2019s field medical organizations must navigate a more hybrid engagement approach that includes in-person and digital channels, pushing them to rethink and optimize how they work. Recent Veeva Pulse data shows that 70% of medical engagements happen in person, with the rest spread across video, email, phone, chat, and text<sup>1<\/sup>.<\/p>\n<p>Capabilities introduced in Veeva\u2019s medical solutions help medical teams leverage engagement opportunities regardless of channel or device to establish long-lasting relationships with HCPs.<\/p>\n<h3>Support new ways of working<\/h3>\n<p>Field medical teams today are looking for more choices in the devices and platforms they use to navigate new engagement models. Veeva enables CRM across all major platforms, including iPad, desktop\/laptop (both PC and Mac), iPhone, and Android. This expansion provides the ultimate flexibility in mixing and matching devices for the right user at the right time and ensures medical science liaisons (MSLs) can work efficiently.<\/p>\n<p><a href=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2023\/02\/veeva-crm.png\"><img decoding=\"async\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2023\/02\/veeva-crm.png\" alt=\"veeva-crm image\" width=\"100%\" class=\"alignnone size-full wp-image-77474\" \/><\/a><\/p>\n<h3>Making it easier to find and share content<\/h3>\n<p>Content powers engagement and makes interactions more valuable to customers. However, it can be difficult for MSLs to find the right content from a continuously growing asset library, quickly modify it to best suit the conversation, and deliver it in the stakeholder\u2019s channel of choice.<\/p>\n<p>The Veeva CRM Desktop app and new capabilities introduced in <a href=\"\/eu\/products\/crm-suite\/clm\/\">Veeva CLM<\/a> optimize the finding, assembling, presenting, and sharing of content. They help to ensure field medical teams can access the most up-to-date and relevant content for their stakeholders, along with automated insights and traceability. Highlights across releases in 2022 include:<\/p>\n<ul>\n<li><strong>Advanced Text Search<\/strong> to help MSLs quickly find specific content across large libraries <\/li>\n<li><strong>Multi-Presentation Support<\/strong> and <strong>Custom Presentation Assembly<\/strong> to quickly and easily reorganize and tailor content <\/li>\n<li><strong>Instant and seamless content sharing,<\/strong> no matter how the interaction happens (over the phone, in socially distanced in-person meetings, through email)<\/li>\n<li><strong>Fully tracked interactions<\/strong> to provide automated insights into content usage and sentiment <\/li>\n<\/ul>\n<h3>Improve cross-functional collaboration<\/h3>\n<p>MSLs frequently call upon the same thought leaders involved in their company\u2019s clinical studies. But clinical operations and field medical teams often track their interactions in different systems, leading to inefficiencies, poor coordination, and missed opportunities with key opinion leaders.<\/p>\n<p>New bidirectional integration connects activity records from <a href=\"\/eu\/products\/vault-crm-medical\/\">Veeva Medical CRM<\/a> and <a href=\"\/eu\/products\/clinical-operations\/\">Vault Clinical<\/a> to ensure activities planned and completed in Vault Clinical inform MSLs in Medical CRM. Likewise, as MSLs log their interactions, clinical research associates have visibility to them in Vault Clinical. This sharing of actionable information provides a 360-degree view of each HCP and allows for a more coordinated customer experience.<\/p>\n<p><a href=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2023\/02\/clinical-operations-to-medical-crm-connection-1.png\"><img decoding=\"async\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2023\/02\/clinical-operations-to-medical-crm-connection-1.png\" alt=\"clinical-operations-to-medical-crm-connection image\" width=\"100%\"class=\"alignnone size-full wp-image-77475\" \/><\/a><\/p>\n<h2>Communicate effectively across the connected ecosystem<\/h2>\n<p>With the life sciences industry\u2019s shift to digital and more remote engagement, medical teams are doubling down on creating compelling digital content to better inform and educate HCPs. This also applies pressure to medical information departments, which must quickly answer inquiries from multiple sources and stakeholders. <a href=\"\/eu\/products\/medical-solutions\/\">Veeva Medical<\/a> can help these critical medical functions communicate with a consistent narrative across the organization.<\/p>\n<h3>Create a single scientific voice across channels and functions<\/h3>\n<p>To ensure consistency and improve operational efficiency across scientific communications and medical information organizations, Veeva recently introduced Veeva Vault Medical. Vault Medical comprises two applications, <a href=\"\/eu\/products\/veeva-medcomms\/\">Vault MedComms<\/a> and <a href=\"\/eu\/products\/veeva-medinquiry\/\">Vault MedInquiry<\/a>, which can be used together or independently of one another. Vault MedComms supports the creation, review, approval, and distribution of medical and scientific content. Vault MedInquiry streamlines case management and the intake and fulfilment of medical information requests.<\/p>\n<p>With a dedicated operating model, product roadmap, and increased investment in both medical content and inquiry management, Veeva customers can expect an increased focus on product excellence and customer satisfaction.<\/p>\n<script>\n\t\t\twindow._wq = window._wq || [];\n\t\t\t_wq.push({\n\t\t\t  id: \"7rohqnewfp\",\n\t\t\t  options: {\n\t\t\t\tplugin: {\n\t\t\t\t  \"captions\": {\n\t\t\t\t\tonByDefault: false\n\t\t\t\t  }\n\t\t\t\t}\n\t\t\t  }\n\t\t\t});\n\t\t\t<\/script><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/7rohqnewfp.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\"><div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\"><div class=\"wistia_embed wistia_async_7rohqnewfp videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><div class=\"wistia_swatch\" style=\"height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;\"><img decoding=\"async\" src=\"https:\/\/fast.wistia.com\/embed\/medias\/7rohqnewfp\/swatch\" style=\"filter:blur(5px);height:100%;object-fit:contain;width:100%;\" alt=\"\" aria-hidden=\"true\" onload=\"this.parentNode.style.opacity=1;\" \/><\/div><\/div><\/div><\/div>\n<h3>Disseminate medical content with speed and accuracy<\/h3>\n<p>Creating memorable scientific narratives at a fast pace that are consistent, scalable, and easily distributed can be challenging. That\u2019s why Vault MedComms helps get content out to the field quickly and ensures effective content management across the medical ecosystem.<\/p>\n<p>Highlights across 2022 releases include:<\/p>\n<ul>\n<li><strong>Auto-publishing<\/strong> to simplify content creation and distribution of medical content and Approved Email<\/li>\n<li><strong>Vault Mobile <\/strong> to review and approve documents on-the-go from mobile phones<\/li>\n<li><strong> Based-on Notification <\/strong> improvements to help keep documents up-to-date and accurate across global and local affiliates<\/li>\n<li><strong> Google Workspace Integration <\/strong> to allow content teams standardized on Google Drive to collaborate more efficiently and compliantly<\/li>\n<\/ul>\n<h3>Streamline the intake and fulfillment of medinfo requests<\/h3>\n<p>For many medical information teams, focusing on automating and scaling inquiry fulfillment helps them respond to more cases quickly and accurately.<\/p>\n<p>Recent innovations in Vault MedInquiry center around email intake, including the automated creation of cases and the pre-population of case details from email inquiries. In addition, the dedicated medical inquiry user interface helps med info teams rapidly capture all the essential case details dynamically in one place.<\/p>\n<p>To further streamline this process, the data-agnostic CRM connector automatically sends contact information entered by sales representatives or MSLs to Vault MedInquiry without requiring CRM account records to be synched. With the new Network Connection for OpenData HCP Search, users can search for reliable and accurate HCP reference data when creating a contact for their cases.<\/p>\n<script>\n\t\t\twindow._wq = window._wq || [];\n\t\t\t_wq.push({\n\t\t\t  id: \"zi1jvi4vyu\",\n\t\t\t  options: {\n\t\t\t\tplugin: {\n\t\t\t\t  \"captions\": {\n\t\t\t\t\tonByDefault: false\n\t\t\t\t  }\n\t\t\t\t}\n\t\t\t  }\n\t\t\t});\n\t\t\t<\/script><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/zi1jvi4vyu.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\"><div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\"><div class=\"wistia_embed wistia_async_zi1jvi4vyu videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><div class=\"wistia_swatch\" style=\"height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;\"><img decoding=\"async\" src=\"https:\/\/fast.wistia.com\/embed\/medias\/zi1jvi4vyu\/swatch\" style=\"filter:blur(5px);height:100%;object-fit:contain;width:100%;\" alt=\"\" aria-hidden=\"true\" onload=\"this.parentNode.style.opacity=1;\" \/><\/div><\/div><\/div><\/div>\n<h2>Gain deep customer intelligence and insights<\/h2>\n<p>Gain deep customer intelligence and insights<br \/>\nGaining deeper insights into customer preferences and behavior patterns helps medical teams better understand the educational needs, activities, and interests of their key stakeholders to maximize the impact of their engagements.<\/p>\n<h3> Ensure relevant engagement with new stakeholders <\/h3>\n<p><a href=\"\/eu\/products\/veeva-link\/\">Veeva Link Key People<\/a> provides rich profiles of scientific and medical experts in one place and seamlessly integrates into Veeva CRM, helping users make real-time decisions without navigating multiple applications.<\/p>\n<p>In addition to curated profiles across 24 therapeutic areas, Link Key People now offers enhanced data sets, including profiles of local community leaders. Community leader scores combine claims data with referrals, peer nomination surveys, and local association and congress activity to help identify HCPs who are shaping clinical practice locally.<\/p>\n<p><a href=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2023\/02\/key-people-ecosytem-1.png\"><img decoding=\"async\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2023\/02\/key-people-ecosytem-1.png\" alt=\"key-people-ecosytem\" width=\"100%\" class=\"alignnone size-full wp-image-77476\" \/><\/a><\/p>\n<p>These recent innovations are focused on helping medical affairs take on the responsibilities of their expanding role and work more efficiently with an outcome-oriented mindset.<\/p>\n<p>Learn more about <a href=\"\/eu\/products\/medical-solutions\/\">innovations for medical affairs teams<\/a>.<\/p>\n<p><footnotes><\/p>\n<hr>\n<p>   <sup>1<\/sup>   Veeva Pulse Metric data, April-October 2022<br \/>\n<\/footnotes><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Innovations across Veeva\u2019s medical solutions empower the medical function to take on an increasing leadership role.<\/p>\n","protected":false},"author":323,"featured_media":67542,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"product":[1006],"area":[974],"coauthors":[1547],"class_list":["post-69571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","product-crm-for-medical","area-medical","blog-area-medical","blog-product-content-management","blog-product-data","blog-product-multichannel-crm","blog-html-content-yes"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/69571"}],"collection":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/users\/323"}],"replies":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/comments?post=69571"}],"version-history":[{"count":42,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/69571\/revisions"}],"predecessor-version":[{"id":94982,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/69571\/revisions\/94982"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media\/67542"}],"wp:attachment":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=69571"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/categories?post=69571"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/tags?post=69571"},{"taxonomy":"product","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/product?post=69571"},{"taxonomy":"area","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/area?post=69571"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/coauthors?post=69571"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}