The Struggle to Show Value in Medical Affairs

Proving value is straightforward in most business functions. Sales teams, for example, have it easy. They can point to the numbers. Revenue generated, number of prescriptions, market share gained. Those metrics are direct, easy to understand, and no one questions their impact.

It’s a different story on the Medical Affairs side. The struggle to show value in Medical Affairs is real, and not so simple. The work is all about long-term strategies, educating healthcare professionals, and building relationships. Most of the impact is indirect, meaning it influences how internal teams make decisions or how HCPs treat their patients. And trying to pin down and measure that kind of indirect impact? That’s where things get tricky.

Why the Struggle to Show Value in Medical Affairs Exists

The real challenge lies in needing internal validation. Medical Affairs teams depend on their cross-functional colleagues to recognize the impact of their work. Unlike sales, where success is defined by obvious numbers, the value Medical Affairs brings isn’t always immediately clear unless those relationships are strong.

If demonstrating value is challenging, it’s usually because the relationship isn’t there. Stronger relationships make it easier for others to see the impact of Medical Affairs activities. Without those solid internal relationships, even the most strategic contributions or educational efforts go unnoticed or unappreciated.

Sales vs. Medical Affairs: Understanding the Struggle

Sales teams have numbers to validate their success. Generate revenue and the value is immediately understood. Medical Affairs, on the other hand, deals in the power of relationships and strategic influence. The “success” here often comes from the connections built with internal partners and how these relationships help influence company decisions.

These relationships are at the core of what Medical Affairs does, but they don’t lead to immediate results that are easily quantifiable. When those relationships are underdeveloped or weak, it becomes much harder to demonstrate the true value. That’s why the struggle to show value in Medical Affairs often boils down to how well those internal relationships are nurtured and whether internal partners understand and appreciate the contributions.

Why Communication Is Key to Addressing the Struggle to Show Value in Medical Affairs

One of the most critical tools for demonstrating value is communication.  Communication is the bridge between what Medical Affairs does and how others perceive that impact. It’s not about relying on better KPIs to solve the problem. Great KPIs mean nothing if the message doesn’t land. The key lies in how that impact is communicated.

It’s about making sure others understand what is being done, why it matters, and how it benefits them. Whether sharing data with internal teams or discussing data with HCPs, the message must be clear, actionable, and directly connected to their goals. Without effective communication, even the best efforts can fall flat, contributing further to the struggle to show value in Medical Affairs.

Actionable Steps to Overcome the Struggle to Show Value in Medical Affairs

To strengthen internal relationships and demonstrate value more effectively, here are some practical steps that can help:

1️⃣Frame the “So What” for Internal Teams
Every time insights or updates are shared, make sure they’re tied directly to what the company cares about. Instead of just presenting data, focus on what it means for internal teams. Ask, “Why should my cross-functional partners care about this?” Make the relevance of the insight crystal clear.

2️⃣Figure Out How to Add Value
The biggest struggle for Medical Affairs is to find ways to add tangible value that internal teams can appreciate. It’s important to understand what matters most to each internal partner and then tailor contributions to meet those needs. By proactively seeking areas where Medical Affairs can provide unique insights or support, it becomes easier to add value and later demonstrate value.

3️⃣Get Internal Partners Involved Early
Engage with internal partners from the start. Getting commercial or R&D involved early in an initiative ensures buy-in and helps them see Medical Affairs as an integral part of the process. Not just a support function brought in at the end.

4️⃣Be Proactive and Persistent in Highlighting Insights
Don’t wait for someone to ask for insights; be proactive in sharing them. If there’s an observation that could change a strategic direction or add value, make sure it’s heard. And don’t shy away from repetition. Sometimes it takes several conversations for the importance of an insight to sink in for internal partners. It positions Medical Affairs as a valuable strategic partner and not just a data collector.

5️⃣Communicate with Impact—Focus on Storytelling
The difference between being understood and being ignored often comes down to how information is presented. Use storytelling techniques to make insights more compelling and relatable. Rather than overwhelming colleagues with data, tell them what the data means for their goals and the company’s direction. This type of communication helps cut through the noise and make an impression. If there’s a need to improve, consider tools like my Presentation Mastery course. It’s a great resource for turning complex data into engaging stories.

Read Next

Let’s Connect On Social Media