The Future of Medical Affairs Is About Demonstrating Impact
As AI reshapes how healthcare professionals access scientific information, the role of Medical Affairs is evolving. Clinicians increasingly need more than clinical data. They need trusted scientific partners who can interpret complex evidence, provide meaningful context, and help inform patient care.
For Medical Affairs leaders, this raises a critical question: How do you empower MSLs to deliver greater scientific value while demonstrating the impact of their work?
This research report examines the evolving expectations of Medical Affairs, the growing gap between field activity and measurable impact, and how responsible, agentic AI can strengthen scientific exchange and field medical performance.
What the Research Reveals
Drawing on research from MAPS, ZS, ACTO’s Responsible AI in Life Sciences (RAIL) Roundtables, and additional industry sources, the report reveals a significant gap between priorities and execution:
81%
Of U.S. physicians now use AI in their practice¹
92%
Of organizations rely primarily on activity-based metrics to evaluate MSL performance²
40%
Track whether field insights are acted upon³
64%
identify AI as a priority, yet only 20% have integrated it into daily operations³,⁴
What you'll learn
- Define scientific impact beyond traditional activity-based metrics
- Give MSLs time back to focus on high-value scientific exchange and stronger HCP relationships
- Capture decision-shaping insights while critical clinical context is still fresh
- Connect field intelligence to outcomes that inform medical strategy, evidence generation, and organizational decisions
Discover how Medical Affairs can move beyond measuring activity to demonstrating meaningful scientific impact, with human expertise at the center and AI held to the standards of being both compliant and capable.
Sources
- American Medical Association (AMA), 2026 Physician Survey on Augmented Intelligence.
- Medical Science Liaison Society (MSL Society), Challenges of KPIs and Metrics for Measuring MSL Performance, Pharmacy (2025).
- Medical Affairs Professional Society (MAPS), 2026 Annual Benchmark Report.
- ZS, Medical Affairs Outlook Report 2026.