The pharmaceutical industry is witnessing a significant shift as companies increasingly turn to medical affairs teams to enhance clinical trial efficiency, according to Christoph Bug, Veeva's VP of global medical. This strategic move aims to address persistent challenges in trial operations and strengthen scientific dialogue between industry stakeholders.
Medical Affairs' Expanding Role in Clinical Trials
Medical affairs teams are taking on crucial responsibilities in improving trial operations across multiple dimensions. These include identifying new investigators and trial sites, enhancing trial communications, and addressing patient recruitment challenges. This evolution comes at a critical time, as industry data shows that low accrual remains the primary cause of trial terminations, with only approximately 10% of clinical trials resulting in approved drugs.
Growing Importance of Scientific Exchange
A recent Veeva survey of 100 key opinion leaders (KOLs) in non-surgical oncology worldwide revealed that 94% consider scientific exchange between clinical experts and pharmaceutical companies increasingly important. This trend reflects a growing need for deeper scientific dialogue before therapy adoption.
"[KOLs] want to discuss the clinical trial data, how the company is interpreting this," explained Bug, highlighting the importance of knowledge-based interactions between industry experts and pharmaceutical representatives.
Enhanced Communication with Prescribing Physicians
The landscape of physician-pharma interaction is evolving, with prescribing physicians seeking more regular and detailed communication with pharmaceutical companies. This is particularly crucial when introducing new drugs, as physicians require comprehensive information about:
- Patient co-morbidity considerations
- Potential adverse events
- Specific treatment protocols
Technology's Role in Medical Affairs
Technology is playing a pivotal role in facilitating these enhanced communications. The integration of artificial intelligence in medical operations is expected to drive significant innovation, with the AI in medical market projected to grow from $336 million in 2022 to $1.2 billion by 2027, representing a compound annual growth rate of 29.1%.
This technological evolution is enabling more efficient and intimate communication channels between healthcare providers and pharmaceutical companies, ultimately supporting better patient care and treatment outcomes.
