Bridging research and clinical guidelines – interactive strategies for medical affairs success

Medical affairs is evolving. Once primarily viewed as a support function in healthcare, it now plays a central role in bridging the gap between research and clinical application. Today's medical affairs leaders are expected to demonstrate the real-world impact of scientific exchange, support evidence-based healthcare decisions, and align more closely with the needs of patients, healthcare professionals, and regulators.

As medical affairs continues to take on a more strategic role, understanding how to harness real-world data and digital insights is essential.

Join us on Tuesday 29th April [3pm BST, 4pm CET, 10am EST] for a pharmaphorum webinar, developed in partnership with Digital Science, to learn how digital insights and real-world data are being integrated into medical affairs strategy to enable smarter decision-making and more agile responses to scientific developments.

What to expect?

In this session, the panel will explore:

• The evolving role of medical affairs: How the function is being redefined as a strategic pillar within pharma organisations – bridging the gap between research outputs and real-world implementation in clinical settings. 
• The strategic value of clinical guidelines: Why guidelines are so influential in shaping healthcare decision-making, regulatory compliance, and market access, and how pharma teams are aligning their strategies accordingly. 
• Challenges in measuring real-world adoption: From regional variation to inconsistent physician adherence, the discussion will explore the barriers to tracking how and where clinical guidelines are being followed, and what this means for medical affairs.
• Monitoring influence beyond academic citations: Traditional tracking tools no longer offer the full picture. The panel will examine how teams are using tools like Altmetric to identify key conversations – such as policy documents, media, and social platforms – to better understand the reach and resonance of their scientific work.
• Practical guidance: Recommendations for how medical affairs functions can integrate digital insights into existing workflows in a sustainable, focused way – without becoming overwhelmed by data volume.

Why attend?

This webinar will equip you with practical approaches to tracking the influence of clinical guidelines beyond academic citations, measuring real-world adoption, and integrating digital metrics into everyday workflows. Whether you're looking to refine your evidence-generation strategy, enhance stakeholder engagement, or support access and reimbursement decisions, this session will provide actionable insights from industry experts to help your team stay ahead in an increasingly data-driven and outcomes-focused healthcare environment.

Meet the panellists

Erikka Brewer, MD Product Solutions Manager, Digital Science
Erikka Brewer is a physician and epidemiologist with over a decade of experience in project and product management, clinical informatics, and medical affairs within the pharmaceutical and HealthTech industries. She has led the development and implementation of digital health solutions, AI-powered tools, and initiatives to optimise patient care workflows. Guided by a vision to bridge technology and empathy, her work focuses on enabling better clinical decisions, streamlining processes, and expanding access to meaningful health information.

Mike Taylor, Head of Data Insights and Customer Analytics, Digital Science
With 29 years of experience in scientific publishing, Mike Taylor is a leader in shaping communications and tailoring solutions to meet client needs. He specialises in creating metrics and insights from diverse data sources, analysing millions of lines of data in a cloud environment. An inspiring leader and an effective communicator, he excels at fostering collaboration and understanding.

Eloise McLennan, Deep Dive editor (moderator)
Eloise McLennan is the editor for pharmaphorum’s Deep Dive magazine. She has been a journalist and editor in the healthcare field for more than five years and has worked at several leading publications in the UK.