Lori Klein, PharmD

The role of medical affairs in the pharmaceutical industry has evolved significantly, shifting from a reactive function to a proactive, strategic partner in a company’s success. With the increasing complexity of scientific data, the need for personalized engagement between patients and healthcare providers (HCPs), and the constant pressure for efficiency, medical affairs teams are at a critical juncture. 

The next phase of this evolution is increasingly enabled by artificial intelligence (AI), which is fundamentally changing how medical science is communicated and applied. The ultimate goal of using AI in this field is to improve patient outcomes and enhance the strategic value of medical affairs within the biopharmaceutical industry.

From data overload to actionable insights

One of the most profound impacts of AI on medical affairs is its ability to transform raw, disparate data into cohesive, actionable insights. The traditional methods of data synthesis, such as manual literature reviews, social listening, and analyzing clinical trial results, are time-consuming and often fail to uncover hidden connections. AI, particularly through machine learning and natural language processing, can ingest and explore vast, multi-source datasets with unprecedented speed and accuracy.

This capability enables medical affairs teams to move beyond basic reporting to a higher level of analysis, where previously latent patterns and undetected correlations are revealed. For instance, AI can synthesize information from electronic health records, claims data, and real-world evidence (RWE) to identify unmet needs in a specific patient population, providing a roadmap for targeted medical strategies.

This shift in data analysis enables what can be called a “precision medical affairs” approach. Instead of a one-size-fits-all communication strategy, AI-driven insights allow for a more nuanced understanding of different HCP segments and their specific informational needs.

Imagine a heatmap mapping care gaps and key opinion leader influence. AI is capable of achieving this level of granularity, revealing the drivers of healthcare disparities and enabling teams to tailor their strategies accordingly. This data-driven, focused approach ensures that the correct information reaches the right audience at the right time, fostering more meaningful and impactful dialogue.

Enhancing operational efficiency and collaboration

Beyond its role in generating insights, AI is proving to be a powerful tool for streamlining day-to-day operations. Many routine tasks that consume valuable time for medical affairs professionals can be automated, freeing up bandwidth for more strategic work. Simple “everyday AI” applications, such as transcribing meetings, drafting summaries, or organizing scientific literature, can immediately alleviate task burdens. This not only increases efficiency but also helps teams become comfortable with AI integration in a low-risk environment.

This focus on operational efficiency also helps break down the traditional silos that have often existed between Medical Affairs and other key functions, such as R&D and commercial teams. By using AI to create shared knowledge bases and analyze data across different departmental activities, a common understanding can be developed. For example, AI-powered tools can integrate and analyze R&D and clinical trial data alongside RWE, allowing Medical Affairs to collaborate with R&D in identifying emerging insights, refining study design, and shaping evidence generation strategies. 

By leveraging a shared AI framework, medical affairs can translate scientific findings into actionable insights for both internal and external stakeholders, ensuring that scientific integrity and strategic alignment are maintained throughout the product development lifecycle.

The essential role of the human-AI partnership

While the capabilities of AI are transformative, it is critical to recognize that AI is not a replacement for human expertise. Instead, it is a tool to augment and amplify human judgment. The concept of “human-in-the-loop” is an essential component of a successful AI strategy. AI can analyze data and recommend actions, but it cannot replicate the decades of medical leadership, ethical judgment, and deep understanding of patient and HCP nuances that human experts possess.

For example, an AI algorithm can identify trends in physician sentiment or unmet clinical needs from scientific literature and social platforms, but only a seasoned medical affairs professional can interpret those insights in the context of real-world clinical practice, evolving evidence, and regulatory standards.

Similarly, although AI can assist in drafting scientific content, a human expert is necessary to ensure the final output is medically accurate and resonates with its intended audience. The true power of AI lies in this partnership, using AI for large-scale data analysis and pattern recognition, while medical affairs professionals apply scientific judgment, strategic insight, and communication expertise to inform decision-making and foster credible scientific exchange.

 Medical affairs is evolving from a reactive function to a proactive, strategic partner in the pharma sector.

 To improve patient outcomes and enhance the strategic value of medical affairs within the biopharmaceutical industry.

 AI uses machine learning and natural language processing (NLP) to convert vast, multi-source datasets into cohesive, actionable insights with unprecedented speed and accuracy.

Strategic adoption, responsible AI, and governance

For organizations to successfully leverage AI, they must adopt a thoughtful, phased approach. This begins with establishing a strong foundation. Simply buying an off-the-shelf AI tool is insufficient for most medical affairs applications. Instead, organizations should start with a clear understanding of their specific pain points and identify high-impact use cases where AI can provide immediate value. A great starting point is to explore proof-of-concept projects that demonstrate high accuracy and provide a clear return on investment, building internal confidence and momentum.

Equally important is the establishment of responsible AI policies and robust governance frameworks. AI, like any technology, is not without its risks, including issues of bias, data privacy, and the potential for “hallucinations” or inaccurate outputs. 

A well-defined governance structure is essential for ensuring that AI is used responsibly, ethically, and in compliance with industry regulations. This includes clear guidelines for data management, validation of AI-generated content, and a commitment to ongoing monitoring of the tools’ performance and impact. Medical affairs organizations need to understand their company’s RAI policies and upskill team members on both AI tools and everyone’s role in upholding RAI.

Looking ahead, the integration of AI is a foundational capability for high-performing medical affairs teams. By embracing AI, the function can directly address the mounting pressures, such as data complexity, the demand for personalized engagement, and the constant need for greater efficiency. 

The goal is to leverage these technologies to achieve measurable outcomes, such as faster evidence synthesis, higher content accuracy, and improved field inquiry response times. With its unique position at the intersection of science and stakeholder engagement, medical affairs is set to lead this journey, demonstrating that AI, when guided by human expertise, can launch a new chapter of precision and impact for the benefit of patients.

Lori Klein, PharmD, is partner and medical & scientific affairs practice lead at Putnam. Her expertise includes multi-stakeholder engagement, center of excellence profiling, organizational design, strategic medical launches, integrated medical evidence ideation, omnichannel strategy, and digital health platforms, including digital therapeutics, AI algorithms, and software as a medical device.

Articles

The role of medical affairs in the pharmaceutical industry is evolving from a reactive function to a strategic partner, driven by AI advancements. AI transforms raw data into actionable insights, enabling precision medical affairs and personalized engagement with healthcare providers. It enhances operational efficiency by automating routine tasks and fostering collaboration across departments. The human-AI partnership is crucial, with AI augmenting human expertise. Strategic adoption of AI requires responsible governance to address risks like bias and data privacy. AI integration is essential for high-performing medical affairs teams to improve patient outcomes.

Artificial intelligence is fundamentally transforming medical affairs from a reactive function into a strategic partner by converting disparate data into "precision medical affairs" insights, driving targeted HCP engagement and operational efficiency. 