More than 4.8 billion prescriptions were filled in the U.S. in 2022, and a medical affairs team had a hand in each one—even if the average patient doesn’t know they exist. Steve Casey, managing partner of Omni Healthcare Communications, joins Justin to explain the evolving role of medical affairs and why life science organizations are struggling to find KPIs that accurately measure the impact of their work from drug development through provider and payor education and beyond.

Justin and Steve look at the big questions facing medical affairs teams and the life science organizations they work for: Can developers use behavioral science to more effectively gauge MSL influence? How does the role of medical affairs change over the next decade? And how clearly defined is the line between medical affairs and marketing?

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