衡量科学传播对推动卓越上市的影响：医疗事务的数据驱动框架

Measuring the Impact ofScientific Communications toDrive Launch Excellence A data-driven framework for Medical Affairs REBECCA GALBRAITH, Head of IQVIA Medical Communications, IQVIAJOSEPH LAUDANO, Medical Director, Innovation, Medical Affairs, IQVIAMARKUS GORES, Vice President, EMEA Thought Leadership, IQVIA Table of contents Executive summary1Introduction2Methodology: Measuring scientific communicationsimpact4Case study 1: Pembrolizumab in NSCLC5Building a multi-dimensional view of scientific performance5Owning the right scientific themes6Targeting the right experts and channels7Driving clinical adoption and sustaining scientific leadership: The role of RWE indemonstrating long-term outcomes andvalue8Case study 2: Dupilumab in asthma9Building scientific visibility9Reinforcing strategic themes11Best practices in scientific communications strategy12Linking successful scientific communications activities with clinical adoption13References14About the authors15 Executive Summary In an increasingly complex and competitive launch environment, MedicalAffairs teams are under growing pressure to engage with a broader and busierset of stakeholders than ever before, to communicate often complex science toensure a strong understanding of a product’s profile, to build advocacy, and todeliver metrics that measure the strategic value and operational effectivenessof their work. This can be challenging for two reasons. First, establishingappropriate metrics around results in the non-promotional, pre-launchsetting can be more difficult than post-launch, where adoption and sales area clear marker of impact. Second, despite the growing range of data sets andanalytical tools available to assess the results of scientific communicationsactivities, meaningful analysis can be difficult, especially given the need forthese metrics to be compliant within the scope of Medical Affairs. Traditional metrics, such as publication counts or eventattendance, often fail to capture the true influence andvalue of scientific communications, especially in today’sfast-paced, complex Medical Affairs environment.To demonstrate real impact, it is essential tomove beyond these activity-based measures andinstead show the tangible ways that Medical Affairsleverages insights and evidence to inform clinicalpractice and stakeholder understanding. While“return on investment” is an appropriate measurein the commercial setting, capturing a “return onintelligence” best summarizes the optimal approach forMedical Affairs. products and their impact on a successful introductionat launch. The white paper also demonstrates howanalytics, when applied with strategic intent, canelevate scientific communications from a tacticalfunction to a driver of launch excellence, optimallycommunicating information to afford the best clinicaland patientoutcomes. The findings illustrate best practices in thecommunication approaches of products thatwere successfully introduced into their respectiveclinical pathways and demonstrate a data-drivenframework for evaluating the effectiveness ofthose approaches. Drawing on two real-worldcase studies, pembrolizumab in non-small celllung cancer (NSCLC) and dupilumab in moderate-to-severe asthma, we explore how Medical Affairsanalytics can be used to plan, deliver, and assessevidence dissemination strategies that driveclinical adoption and support launch excellence. This white paper presents findings from an analysisusing IQVIA’s Share of Scientific Voice™(SoSV) tool,1which evaluated scientific communications activitiesfor two products that achieved launch excellence (asidentified in IQVIA’s Launch Excellence I–IX series ofbiennial publications, 2007–2025). The analysis wasdesigned to retrospectively evaluate the effectivenessof the activities which supported each of these “In an increasingly complex andcompetitive environment, strategicand evidence-based Medical Affairsengagement is fundamental toachieving launch success.” Introduction Medical Affairs has become a vital strategic functionwithin pharmaceutical organizations, particularlyin the context of product launches. Its role isespecially important during the pre-launch phase,which typically begins 24 to 30 months beforemarket entry. During this period, Medical Affairsis uniquely positioned to engage with externalstakeholders in a compliant and scientificallycredible manner. The effectiveness of activities, suchas evidence generation, scientific communication,and stakeholder education, can have a decisiveimpact on launch outcomes. A data-driven approachis essential to ensure that scientific informationis delivered with precision and relevance. Successdepends on providing the right information to theright audiences at the right time, through the mosteffective channels. Central to this evolution is the role of scientificcommunications, which now extends farbeyond publications and congresses. Scientificcommunications establish the foundational frameworkfor Medical Affairs by con