At this year’s MAPS EMEA 2025 Annual Meeting in London, the message was clear: the patient voice is central to every stage of the drug development journey, a theme eloquently showcased in the Opening General Assembly: Patient Impact on Medical Affairs.
Global leaders in Medical Affairs gathered to explore how the industry can evolve from traditional models to more inclusive, patient-driven approaches. From early research and clinical design to post-launch engagement, the sessions emphasized the importance of co-creation, transparency, and trust. Our team left inspired by the shared commitment to not just listen to patients, but to actively embed their insights into our communications.
Our learnings aligned with this overarching theme, reinforcing the vital role of the patient voice across the entire drug development lifecycle:
The patient voice should be deeply embedded, from the outset
“We need to stop thinking HCPs are the proxy for what patients want or need.” – Trishna Bharadia (Multi-award winning Patient Engagement Professional & Health Advocate)
Listening to patients is not enough; we must also understand, interpret, and act on what we hear in ways that are meaningful and impactful. There is a need to improve how we communicate with patients, not just in tone but in accessibility. This includes a moral obligation to provide plain language summaries, open access to information, and collaboration with organizations like the Patient Information Forum (PIF) to improve health literacy across the board.
The patient voice needs to be embedded earlier and more deeply into the drug development process, well before regulatory approval. Patients should be involved in shaping clinical trial design, identifying meaningful endpoints, and understanding unmet needs from the outset. A thought-provoking example highlighted how traditional endpoints like walking ability in clinical trials for spinal cord injury may not reflect what patients value most, such as bladder or bowel control.
The definition of “patient engagement” should be expanded to include caregivers, families, and communities. This broader lens reinforces the importance of inclusive, empathetic communication strategies.
“When you engage with a patient, you engage with a community.” Felice Bombaci (CLL Advocates Network)
Storytelling is also a powerful tool in helping to bring the patient journey to life, shifting perceptions, and creating emotional resonance that data alone cannot achieve. It’s about developing a deep, dynamic understanding of patient experiences and translating that into educational content with real impact.
Omnichannel is a strategic imperative for patient impact
In the session “From Intent to Impact – A Path to Realizing Omnichannel Transformation in Medical Affairs,” speakers emphasized that true omnichannel success begins with a clear outcome-driven strategy aligned with patient impact.
Moving from a tactics-focused multichannel strategy to a data-driven, impact-focused omnichannel strategy is essential for bridging scientific knowledge gaps, enhancing HCP engagement, and ultimately improving patient outcomes.
The transformation requires breaking down silos, both within Medical Affairs and across functions, to become a truly HCP-centric, insight-led organization. A key insight from the session was the importance of aligning engagement plans and content with shared outcomes, with each function contributing unique tactics but working toward the same goal. This alignment is powered by deep insights, not assumptions.
“We may think we know our HCPs, but they often say what they think they need rather than what they actually need.” Natasha Hansjee [Visiting Lecturer at Center of Pharmaceutical Medicine Research (CPMR), King’s College London and Integrated Medical Engagement Catalyst at Roche]
Measure what matters: From activity to true impact
Medical Affairs needs to move beyond outdated metrics like the number of MSL visits or KPIs with soft terms like “Will you change your daily clinical practice” and embrace a more meaningful, technology-enabled, patient- and outcomes-driven approach.
“This is not a definitions session on how to measure—this is a session on how we can make a difference supporting both businesses and society.” Evelyne Vanvlasselaer (Global Director Launch Excellence at Novartis)
Despite growing awareness, the industry still has a long way to go. According to MAPS data, only 37% of organizations have initiated outcomes-accountable impact measurement. But the tools exist and they’re ready to be used. Frameworks like Patient Outcomes Impact (POI) and Target Population Outputs (TPOs) offer structured, compliant ways to link Medical Affairs activities to real-world changes in HCP behavior and patient outcomes.
Our key takeaway
The MAPS EMEA 2025 Annual Meeting reinforced a powerful message: to truly drive meaningful change in healthcare, Medical Affairs must evolve into a more integrated, insight-driven, and patient-empowered function. From embedding the patient voice early in development to transforming how we communicate and measure impact, the path forward is clear. It’s not just about doing more – it’s about doing better together. By embracing co-creation, omnichannel strategy, and outcomes-based measurement, we can ensure that every action we take serves the people who matter most: the patients.
Disclosure: This article was generated using Microsoft Copilot’s assistance for drafting. The authors curated, edited, reviewed, and verified the final output.
Karen Holmes
Senior Director, Medical and Scientific Services
