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<p>The role of Medical Information in the pharmaceutical industry is undergoing a profound transformation, driven by evolving stakeholder expectations, digital innovation, and the increasing complexity of therapeutic landscapes. Traditionally perceived as a reactive function focused on providing accurate and timely responses to healthcare professionals (HCPs), AstraZeneca’s Medical Information department has now evolved into a proactive, strategic partner within Medical Affairs (MA). This shift has been accelerated by the COVID-19 pandemic, which amplified the demand for rapid, accessible, and reliable medical information among HCPs, regulatory agencies, patients, and caregivers. This article describes the transformation of AstraZeneca’s Medical Information department, highlighting the integration of advanced digital platforms, artificial intelligence (AI)–enabled tools, and self-service channels that enhance the efficiency, consistency, and accessibility of responses. Initiatives, such as the medical information leaders in Europe centralized hub and the Medical Information website, exemplify how technology enables the real-time, multi-channel delivery of evidence-based content. In parallel, Medical Information processes have been standardized to ensure regulatory compliance, uphold ethical standards, and maintain the quality and personalization of interactions. Beyond information provision, Medical Information now functions as an analytical hub, systematically capturing, synthesizing, and interpreting insights from medical inquiries and other MA touchpoints. These insights inform the refinement of core medical messaging, support evidence generation priorities, and identify knowledge gaps or misconceptions within the healthcare community. The department’s cross-functional collaboration with Regulatory Affairs, Pharmacovigilance, Market Access, and Commercial ensures that global scientific content is adapted to local healthcare realities, strengthening both internal alignment and external engagement. Key performance indicators (KPIs) have been implemented to measure Medical Information’s impact, including enquiry volume trends (related to the number of requests), digital adoption rates (such as the volume of interactions per digital channel), stakeholder satisfaction (measured through qualitative feedback collected in surveys), and insight utilization (i.e., number and impact of generated insights). Such metrics enable continuous performance monitoring and facilitate data-driven decision making. Looking ahead, the Medical Information function is poised to further integrate real-world evidence, expand multi-channel communication capabilities, and deepen its role as a “listening post” for unmet needs and patient-centric innovation. By combining operational agility, technological innovation, and scientific expertise, Medical Information can continue to enhance informed decision making, improve patient outcomes, and deliver sustained value to the healthcare ecosystem.</p>

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Transformation of a Medical Information Department to Meet the New Healthcare Realities of the Post-Pandemic Era

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年4月9日

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  • Almudena Rovirosa,
  • Sara Jericó,
  • Ana Muñiz,
  • Ana Pérez

摘要

The role of Medical Information in the pharmaceutical industry is undergoing a profound transformation, driven by evolving stakeholder expectations, digital innovation, and the increasing complexity of therapeutic landscapes. Traditionally perceived as a reactive function focused on providing accurate and timely responses to healthcare professionals (HCPs), AstraZeneca’s Medical Information department has now evolved into a proactive, strategic partner within Medical Affairs (MA). This shift has been accelerated by the COVID-19 pandemic, which amplified the demand for rapid, accessible, and reliable medical information among HCPs, regulatory agencies, patients, and caregivers. This article describes the transformation of AstraZeneca’s Medical Information department, highlighting the integration of advanced digital platforms, artificial intelligence (AI)–enabled tools, and self-service channels that enhance the efficiency, consistency, and accessibility of responses. Initiatives, such as the medical information leaders in Europe centralized hub and the Medical Information website, exemplify how technology enables the real-time, multi-channel delivery of evidence-based content. In parallel, Medical Information processes have been standardized to ensure regulatory compliance, uphold ethical standards, and maintain the quality and personalization of interactions. Beyond information provision, Medical Information now functions as an analytical hub, systematically capturing, synthesizing, and interpreting insights from medical inquiries and other MA touchpoints. These insights inform the refinement of core medical messaging, support evidence generation priorities, and identify knowledge gaps or misconceptions within the healthcare community. The department’s cross-functional collaboration with Regulatory Affairs, Pharmacovigilance, Market Access, and Commercial ensures that global scientific content is adapted to local healthcare realities, strengthening both internal alignment and external engagement. Key performance indicators (KPIs) have been implemented to measure Medical Information’s impact, including enquiry volume trends (related to the number of requests), digital adoption rates (such as the volume of interactions per digital channel), stakeholder satisfaction (measured through qualitative feedback collected in surveys), and insight utilization (i.e., number and impact of generated insights). Such metrics enable continuous performance monitoring and facilitate data-driven decision making. Looking ahead, the Medical Information function is poised to further integrate real-world evidence, expand multi-channel communication capabilities, and deepen its role as a “listening post” for unmet needs and patient-centric innovation. By combining operational agility, technological innovation, and scientific expertise, Medical Information can continue to enhance informed decision making, improve patient outcomes, and deliver sustained value to the healthcare ecosystem.