MedAffairs Transformation Congress: advancing the strategic role of Medical Affairs

Last week’s MedAffairs Transformation Congress brought together leaders from across the industry, resulting in a day filled with honest discussion and a clear sense that Medical Affairs is stepping confidently into a more strategic future.

Sheetal Patel and Steve Wilson from Amiculum had the opportunity to join sessions, connect with peers and present on the role of influence and behaviour change in strengthening scientific engagement.

Key themes from the congress:

Harnessing behavioural science for greater impact

• Sheetal Patel’s session on influence and behaviour change sparked dynamic conversations, demonstrating how Medical Affairs teams can intentionally shape thinking and decision-making
• By applying Cialdini’s levers of influence¹ and Fogg’s Behaviour Model,^2,3 teams are adopting human-centred approaches to communicate evidence, support healthcare professional decision-making and design effective scientific exchange

Demonstrating value through data and early involvement

• A standout session by Ron Weathermon from TEVA introduced the use of net present value and financial modelling, tools more commonly used in commercial functions, to quantify the impact of Medical Affairs
• Simulations showed that engaging Medical Affairs earlier in the development journey can significantly increase long-term value, reinforcing the case for expanded leadership

Addressing measurement challenges

• One recurring question was how to measure behaviour change in Medical Affairs. While attribution remains complex, progress can be tracked through micro-indicators such as knowledge acquisition, confidence and readiness, early signs of adoption, and activation within broader programmes
• Scaling initiatives also increase the visibility and measurability of impact, a strong theme throughout the discussions

Elevating Medical Affairs to strategic leadership

• Medical Affairs is increasingly recognized as a strategic driver and no longer just a tactical executor
• Speakers explored how Medical Affairs can shape the healthcare ecosystem by improving patient access and contributing to long-term business outcomes
• This evolution highlights Medical Affairs’ unique position at the intersection of science, clinical practice and patient needs

A spirit of collaboration and knowledge sharing

• Perhaps the most inspiring takeaway was the collective appetite for ongoing collaboration. Attendees expressed enthusiasm for workshops, round tables and cross-company benchmarking, conversations that continued well beyond the formal sessions

Looking ahead

The congress reinforced a core belief at Amiculum: the future of Medical Affairs lies in combining strategic insight with powerful scientific communication to improve patient outcomes.

Thank you to everyone who contributed their perspectives and energy. We look forward to continuing this important conversation and driving meaningful change together.

References

1. Cialdini RB. Influence: The Psychology of Persuasion. Harper Business 2007/2021.
2. Fogg BJ. A behavior model for persuasive design. Proceedings of the 4th International Conference on Persuasive Technology (Persuasive ’09). ACM; 2009.
3. Fogg BJ. Tiny Habits: The Small Changes That Change Everything. Houghton Mifflin Harcourt 2020.