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Excellence in Medical Affairs – Transformation

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Highly Commended

Transforming Medical Affairs: From Support Function to Strategic Value Driver

by Ipsen Medical Affairs Team

Summary of work

It takes compelling insight, a clear vision and courage to rethink and transform a global department. That’s exactly what Ipsen, a global mid-sized specialty pharmaceutical company, demonstrated as they implemented a holistic transformation of their Medical Affairs (MA) organisation This transformation was driven by insights gained from benchmarking and interviews with key internal stakeholders and external healthcare professionals.

The transformation addressed challenges expressed by Ipsen's healthcare professional customers and commercial partners as well as shifting focus to become more patient-centric. The ultimate intent was to evolve from a support function to a strategic value driver, delivering better outcomes for patients, whilst embedding medical leadership across the company.

A comprehensive communications and engagement plan was developed by the in-house MA Transformation team. Strong participation, clear measurement and feedback have been keys to the success so far. Initial feedback shows MA staff are feeling more engaged and confident in their ability to provide strategic input, driven by a strong brand that is recognised by colleagues. Reports from physicians and patient group representatives confirm the company is developing more patient-centred outcomes.

Judges' comments

This is a strong, multidimensional, training programme. It was a well planned and executed multichannel MSL training program, that clearly demonstrated customer impact. It was well-written and compelling.


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Category Sponsors

Louise Dunn, Communications Consultant – Co-chair Communiqué Awards

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Saoirse Meenaghan
Tel: 01372 414253