As technology reshapes the pharmaceutical landscape, medical affairs teams must adapt to remain relevant, Jeff Keller, president of medical affairs at Propel Health, told Fierce. Keller emphasized the importance of understanding the needs of patients, clinicians and payers, and using technology to provide timely, scientifically relevant information. He also highlighted the growing need for business acumen within medical affairs, calling it essential alongside scientific expertise for guiding cross-functional alignment.
Keller outlined Propel Health’s push toward an omni-channel approach, combining live programs, digital content and AI-enabled tools to deliver meaningful scientific communication. He said the focus remains on improving patient outcomes while providing credible, timely information to healthcare providers. Despite technological advances, Keller stressed that the patient remains at the center of all medical affairs efforts. Watch the full interview for more insights on the future of the field.
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