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Establishing a glocal operating model to ensure team success

How to ensure the successful performance of your medical affairs team?

To me, successful performance requires to pay specific attention to a strong collaboration between a headquarter team who is close to the strategy and data, and the affiliates who are active in the field and are our precious ears to collect feed-back and share insights back internally. Establishing a communication positive feed-back loop and facilitating strong exchange of information and experience with HQ and between affiliates are critical. Within the recent years we have substantially evolved the way we work between HQ and affiliates, developing a model we call glocal model. In short, we identify our priorities and gaps together, aligning on what is key for us to work on together for success, and we build the solutions together too. We also reenforced the level of exchange between affiliates. I will explain more about the glocal model at the summit.

How will the role of medical affairs professional change in the future and how has it changed during the past years?

Medical Affairs professional role is not always well understood within a company, because the role cannot be easily summarised, the expertise is spanning across multiple disciplines, and the interface with stakeholders within the company is very large. The role will not get easier to explain or define as in continuous evolution and with increased level of complexity. I think that the role will continue to enlarge from rethinking how we provide Medical Education and engage with HCPs, new ways to generate and share medical insights across regions and brands with access to new technologies, sources and channels, new approaches to RWE generation and value demonstration, or increased focus on patient centricity in drug development and overall.

What areas of the medical affairs department need special attention so that the MA department can improve more successfully?

I think that Field Medical needs special attention. Today both reps and MSLs co-exist in most companies, while specific companies are starting to experiment with new models rethinking or even without reps role. I think that the role of medical in the field in the future can evolve dramatically, potentially with a new definition of the role, putting the patients we serve and the HCPs we interact with at the centre of our engagement at another level than we do today. With high focus on omnichannel-types of approaches. The role of field medical will need to be re-assessed together with other field based roles in this future new norm.

In terms of capability development, I also think that overall most MA areas need to develop some degree of tech savviness to be able to leverage new technologies optimally forward, as well as develop strategic internal partnership with IT experts/departments.

Caveat: the above answers only represent the views of the interviewee, not those of her employer or any other organisation.

Join Laëtitia at our 4th Annual Global Medical Affairs Summit, on 1st – 2nd June 2022 in Berlin where she will be sharing a presentation on Medical Affairs, from a Strategic Partner to a Strategic Driver

Laëtitia BOUÉRAT DUVOLD is a Senior Director, Head of Global Medical Affairs Excellence at Lundbeck. She has more than 20 years’ experience working in the Pharmaceutical Industry and above 10 years’ experience working in Medical Affairs. For the past 2 years she has been focussing on strengthening the Global Medical Affairs organization at Lundbeck.

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