Commercial success now requires selling to a broader and more complex set of stakeholders with increasingly limited access. In order to effectively influence stakeholders, Medical Affairs teams must bring its capabilities to bear more proactively and effectively than what has been asked of them historically.

In his article for Pharmaceutical Executive, It’s Time for Pharma to Reimagine a New Role for Medical Affairs, Michael Abrams discusses the demand that’s driving an expanded role for medical affairs in the commercialization process.