How medical affairs are shaping the future of HCP engagement

		By Sarah Seilly, Head of Medical Education at Onyx Health

In a healthcare environment that’s evolving faster than ever, the importance of strong, strategic engagement with healthcare professionals (HCPs) is a constant. But who ensures that these connections are grounded in science, trust, and meaningful value? Increasingly, the answer lies with medical affairs teams.

Medical affairs have moved beyond their traditional role as scientific gatekeepers. Today, they sit at the intersection of clinical insight, strategic thinking, and healthcare communication, uniquely positioned to drive authentic, impactful relationships with HCPs across the globe.

Navigating the New Normal: The Evolving Role of Medical Affairs

Pharmaceutical and medtech companies are facing unprecedented challenges: increasing regulatory scrutiny, the demand for real-world evidence, personalised medicine, and a shift towards value-based care. At the same time, HCPs are becoming more selective about who they engage with and what they want is relevant, timely, and scientifically credible information.

By acting as a bridge between scientific innovation and clinical practice, medical affairs teams (particularly Medical Science Liaisons (MSLs)) play a pivotal role in translating data into value. Their deep clinical expertise, combined with their ability to engage in peer-to-peer conversations, builds trust and enables meaningful dialogue with HCPs that drives optimal outcomes for patients and commercial success for businesses.

MSLs: A Critical Link in the Engagement Chain

The MSL function is more critical now than ever. In an increasingly competitive landscape, the ability to foster credible relationships with HCPs can make the difference between a treatment that’s understood and trusted, and one that’s overlooked.

MSLs provide a human connection to complex data, helping clinicians interpret evidence, apply it in practice, and stay informed about the latest developments. More than that, they act as the eyes and ears on the ground, gathering crucial insights that inform wider medical and marketing strategies.

This two-way flow of information is vital, not only to ensure that the right messages are reaching the right people, but also to shape future strategies based on real-world needs and experiences.

Real-World Impact: How Insight Drove Success

At Onyx Health, we’ve seen firsthand how medical affairs can unlock value when approached strategically. In a recent global project, we supported a pharmaceutical client ahead of a major product launch by conducting in-depth interviews with MSLs across multiple regions.

The goal? To identify knowledge gaps and unmet needs that were unique to each market.

The insights gained from these conversations were instrumental in shaping a suite of educational tools and content tailored to regional priorities. This not only ensured alignment with the needs of both internal teams and HCPs, it also played a crucial role in delivering a smooth, successful product launch with materials that resonated.

It’s a powerful example of how strategic listening, paired with scientific storytelling, can turn information into impact.

Partnering for the Future

As the expectations placed on medical affairs teams continue to grow, so too does the need for expert partners who understand the evolving demands of HCP engagement.

At Onyx Health, we’re a healthcare communications agency committed to continuous learning, deep collaboration, and delivering results that go beyond checkboxes. Our work is rooted in a passion for science, shaped by insight, and driven by a desire to make a real difference for our clients and the patients they ultimately serve.

Onyx Health acts as an extension of your team, providing bespoke medical education programmes that resonate with stakeholders and reflect regional nuances. From content development to strategic planning, we help your teams deliver high-impact engagement, aligned with business goals.

Because in a world full of noise, clarity and credibility matter. And when medical affairs teams are empowered with the right tools and strategies, they don’t just support HCP engagement, they lead the way in driving meaningful, science-led conversations.