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Wednesday, October 19 • 1:15pm - 1:45pm
The Evolving Role of Medical Affairs in Omnichannel Communication, Embracing the Power of Digital Engagement & Partnership

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There has been exponential growth in digital communications fueling an external ecosystem of Marketing in Pharma. But what about Medical Affairs? Many Medical teams are prudent to take the initiative—and risk—to make a difference in Medical Affairs Digital Communication either with HCPs or even with patients/caregivers. We (MA) stumble upon many limitations (i.e., On & Off label communications, Pharmacovigilance requirements, Proactive vs Reactive Communication, …etc.), oftentimes leading to the decision not to do anything!

Disruptive digital technologies are always an exciting topic when thinking futuristically. For example, take the role of virtual assistants, such as AI-enabled smart chatbots and how they can offer the opportunity to optimize the way HCPs can get answers instantaneously 24/7 on their computers or phones for their inquiries to make the best medical decisions for their patients. How about “voice tech” or “digital voice virtual assistants?” There is no doubt in my mind that both voice and audio are new horizons with significant runway to completely transform customer-centricity and disrupt how pharma has previously engaged with customers. For instance, we’ve managed to develop the first voice assistant for Pharma which works with Google Assistant, and have gained a lot of learnings. Finally, it is an exciting journey that may soon expand to the metaverse. Join me during my session to learn about my Medical Affairs experience, learn about what has gone well and what has not!

avatar for Wagdy Youssef MD, MBA

Wagdy Youssef MD, MBA

Executive Director Medical Affairs Comm/Info/Pubs, Digital Innovation and Patient Engagement, Bayer
Wagdy Youssef MD, MBA has more than 17 years’ experience in Medical Affairs mainly with Bayer Health Care. In Wagdy’s journey with Bayer he assumed many responsibilities at Bayer building and leading Medical Affairs Pharma and Consumer teams for different geographical and Global... Read More →

Wednesday October 19, 2022 1:15pm - 1:45pm EDT