In today’s crowded scientific landscape, medical affairs teams aren’t short on data—they’re under pressure to turn it into action. In this executive interview, Ian McKinnon managing director and global head of consulting at Within3, and Jason Smith, CTO of AI and analytics, explore what it takes to move beyond information gathering and become true drivers of insight and decision-making.
McKinnon explains why teams must anticipate where the scientific narrative is headed, rather than reacting to where it has been. Smith adds that medical affairs teams play a critical bidirectional role—bringing insights from the external community into the organization while shaping outbound engagement using internal evidence.
The conversation also highlights the importance of early coordination between medical affairs and commercial teams, particularly around launch. By investing in tools that distill vast amounts of data into a shared source of scientific truth, the speakers outline how medical affairs leaders can stay ahead of complexity and deliver meaningful value across the organization.
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