{"id":9750,"date":"2023-10-31T15:14:41","date_gmt":"2023-10-31T15:14:41","guid":{"rendered":"https:\/\/virgohealth.com\/?p=9750"},"modified":"2023-11-08T17:07:55","modified_gmt":"2023-11-08T17:07:55","slug":"medical-affairs-digital-transformation-is-here","status":"publish","type":"post","link":"https:\/\/virgohealth.com\/us\/medical-affairs-digital-transformation-is-here\/","title":{"rendered":"Medical Affairs digital transformation is here<\/strong>"},"content":{"rendered":"\n

AI and digital opportunities abound for medical affairs (yes, medical affairs)<\/p>\n\n\n\n

By: Joe Doyle with Sachin Makani<\/p>\n\n\n\n

<\/p>\n\n\n\n

Digital transformation is a driving force for pharma communications teams and today it is rising in medical affairs, with a feast of channels and touchpoints for scientific learning. So when the Medical Affairs Professional Society (MAPS) group advertised a tech and innovation summit<\/a> my colleague, Sachin Makani<\/a> and I attended to join a new medical education world. Here\u2019s our takeaways:<\/p>\n\n\n\n

Leveraging Technology and Data to Create Innovative Solutions<\/strong><\/p>\n\n\n\n

Charged with caffeine, we took our first dive into the innovation syllabus with insights in artificial intelligence from Kevin Hartman, Practice Leader \u2013 Data and AI Solutions, UC Berkeley.<\/p>\n\n\n\n

Joe \u2013 AI is a reality for our teams at Virgo Health, and Kevin shared great insights \u2013 such as, “hallucinate is when AI makes up a result that is incorrect, but close.” His students\u2019 projects for healthcare included a clinical trials chatbot that optimizes real-world evidence and one that helps search relevant pub med articles for medical questions stood out the most.<\/p>\n\n\n\n

Sachin \u2013 Totally agree about that real-world evidence and mining through PubMed examples, Joe. I was excited as I imagined how much time something like that could save us. This was the first of many instances we heard that day of how AI can make us more efficient.<\/p>\n\n\n\n

Digital Transformation in Medical Affairs: Is it a Complex Goal?<\/strong><\/p>\n\n\n\n

Vruti Patel of Xeris moderated a group that included experts from IBM, Astellas, Pfizer, Inizio, and Alucio. The Q&A featured ideal thought starters for the day.<\/p>\n\n\n\n

Joe \u2013 My favorite question from the moderator was \u201cYou can\u2019t be super proactive with medical information; how do you balance that?\u201d The panelists referred to a time just five years ago when we didn\u2019t even say the words Marketing and Med Affairs in the same sentence. Jessica Wong of Alucio explained that our pharma data, especially peer-reviewed examples, is public, and corporate entities are helping health professionals find it for the betterment of patients. Rishi Ohri, Astellas, added that he\u2019s been able to achieve more by helping legal and compliance understand the importance of digital amplification. Virgo Health works with a couple of brands where this is a reality, and it makes all the difference.<\/p>\n\n\n\n

Sachin \u2013 This was my favorite panel session, the discussion that didn\u2019t have anything to do with AI or medical affairs per se<\/em> but team-building and collaboration. One approach highlighted by the participants was to \u201chighlight junior members\u201d and \u201ccelebrate small wins.\u201d Another highlight was 6-3-5 Brainwriting Ideation<\/a>, where 6 people come up with 3 ideas each, in 5 min. (After 6 rounds, this = 108 ideas). Good when the objective is to generate many ideas without a single voice dominating the room.<\/p>\n\n\n\n

Missing Link Between Organizational Vision, Strategy, and Execution for Medical Affairs<\/strong><\/p>\n\n\n\n

Another all-star cast was led by Bratati Ganguly of Planet Pharma. She guided a group of executives from Biogen, Ipsen, Servier and Syneos Health.<\/p>\n\n\n\n

Sachin \u2013 Main takeaway for me here, whether we\u2019re talking about a technological, personnel, or organizational innovation, is to fail small, fail fast, and fail forward<\/em>. By failing small, the sunk costs are small, and by failing forward you set yourself up for the next step, which will hopefully be a success.<\/p>\n\n\n\n

Joe \u2013 Our med affairs partners crave digital opportunities, but don’t always have the internal staff to help make new programs and channels successful. Hearing Shashi Singh of Agile N2N use the magic words \u201caudience first\u201d made me smile. Gerard Deisenroth of Ipsen added that it helps when your med affairs team has change management expertise, or your company has a COE with storytelling experts to envision success for decision-makers.<\/p>\n\n\n\n

The Promise and Potential of Augmented Intelligence for Medical Affairs<\/strong><\/p>\n\n\n\n

If the morning keynote tackled the origins of AI, the afternoon session followed perfectly with a call to action \u2013 AI is here, it is time to use it \u2013 with entertaining guest speaker, Matt Lewis<\/a>, Chief AI Officer of Inizio.<\/p>\n\n\n\n

Joe \u2013 It was nice to see focus on the human side of technology. Matt made us feel at ease by pointing to one fact \u2013 humans start and finish every use of AI. And AI can motivate employees, taking away the drudgery and opening it up for employees to think more, to be more strategic. A great question from the room asked about web3 technologies (bitcoin, metaverse, AI, etc.) and which is the right innovation to get behind. Matt pointed to one fact \u2013 AI is the only innovation that is already here and widely used.<\/p>\n\n\n\n

Sachin \u2013 We know this: AI is here and it\u2019s not going away. We are currently integrating AI with client partners to create the most positive impact, safely and ethically and identifying the next generation use cases for AI to assist our teams with creativity, efficiency, and quality. Leveraging new capabilities and channels will be vital for future medical affairs communications, Matt\u2019s real-world examples were a great validation that we are headed in the right direction.<\/p>\n\n\n\n

New capabilities and channels for future medical affairs communications gave us all assurance that we are getting more personalized to bring health with a human touch.<\/p>\n","protected":false},"excerpt":{"rendered":"

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