Measuring what matters in Medical Affairs

Do Medical Affairs professionals have access to the technology needed to effectively measure the real-world impact of their work? This question, along with other important issues related to technology and data measurement in Medical Affairs, was discussed in a recent roundtable event hosted by Altmetric in collaboration with the Medical Affairs Professional Society (MAPS). Titled “Measuring What Matters: Leveraging Data and Technology for Strategic Engagement and Impact in Medical Affairs,” the event brought together global leaders and experts to explore how data and technology are transforming the success of Medical Affairs.

The discussion emphasized the transformative influence of metrics, data, and technology, particularly Artificial Intelligence (AI), on the strategic role of Medical Affairs. It highlighted a critical need to better align performance metrics with what truly matters in this field: behavior change, patient outcomes, and cross-functional alignment.

Moving beyond traditional metrics to capture real impact

A key theme that emerged during the session was the need to fundamentally reshape how success is evaluated. Participants emphasized a crucial shift away from traditional metrics and toward capturing meaningful outcomes and real-world influence. It became clear that metrics such as the number of engagements or publications offer limited insights unless they are aligned with broader strategic objectives.

Key take aways  from the Discussion:

• Storytelling vs. slide decks: While traditional methods such as slide presentations were noted as a default tool for internal reporting, the discussion highlighted a growing trend toward more innovative techniques, including storytelling. 
• True validation occurs when acknowledged by the field: Dr. Zoran Hasanbasic M.D., Vice President of Global Medical Affairs Strategy & Integrated Evidence Generation, Therapeutic Area Ophthalmology at Bayer, who participated in the discussion, shared that within their organization, success is most clearly seen when recognition comes directly from the field. When respected thought leaders spontaneously acknowledge the contributions of medical teams, it indicates not only operational excellence but also relational strength and strategic alignment. This type of feedback, while anecdotal, provides compelling validation that goes beyond traditional Key Performance Indicators (KPIs).
• Utilizing AI to improve strategy and efficiency: The application of Artificial Intelligence in the field of Medical Affairs was a key topic. AI is increasingly being used by Medical Affairs teams to streamline operations, analyze sentiment from field surveys, draft content, summarize scientific outputs, and provide operational support for Medical Science Liaisons (MSLs).

Rethinking KPIs for a strategic function

Some participants also noted that in rare disease or resource-constrained settings, KPIs may focus more on qualitative measures, such as improved diagnosis rates or enhanced patient satisfaction, further emphasizing the need for contextually relevant metrics.

Toward meaningful measurement in Medical Affairs

This session reaffirmed a shift already underway: success in Medical Affairs is no longer defined by volume, but by value. Whether it’s influencing behavior, informing policy, or catalyzing scientific adoption, the ability to demonstrate impact has become more important than simply reporting activity.

As technology continues to advance and AI tools become more integrated, the challenge for Medical Affairs will be not just to collect data, but to turn it into actionable, strategic intelligence. With the right metrics, and the right storytelling, Medical Affairs professionals can lead the way in demonstrating the real-world impact of science.

Explore how Altmetric can help Medical Affairs teams leverage data and technology to effectively measure the real impact of their publications. Contact the Altmetric team today!