Summary
The 2024 ZS Medical Affairs Outlook Report is a comprehensive analysis of the evolving landscape of medical affairs within the healthcare industry. It outlines key insights and emerging trends, focusing on advancements in medical affairs, go-to-market strategies, and the increasing role of technology. The report synthesizes perspectives from both internal medical affairs professionals and external key opinion leaders (KOLs), providing a holistic view of the medical affairs ecosystem. It details the evolution of medical affairs organizations, highlighting an increase in those classified as best in class. The report also identifies priority investment areas, emphasizing the importance of field medical and the growing reliance on external vendor support. Technological advancements, including the use of generative AI, are discussed, along with the varying perceptions of pharmaceutical companies by KOLs. The report concludes by stressing the need for medical affairs organizations to adapt their strategies to meet the diverse needs of stakeholders and enhance engagement with KOLs.
