When AI Becomes the First Stop: Repositioning Medical Affairs in the New HCP Workflow

Healthcare professionals are rapidly integrating AI into their daily clinical workflows, using it to synthesize evidence, support decision-making, and stay current with scientific advancements. Recent studies show that over 65% of physicians are already using AI in practice, with many turning to AI as a first point of reference.  

However, this shift introduces a critical paradox: while AI is accelerating access to information, it is not yet trusted as a final source of truth.  HCPs continue to validate insights through peer experts, clinical guidelines, and scientific exchange.  

IQVIA research indicates that generative AI is already emerging as a critical source of scientific information for some HCPs - outpacing traditional pharma-controlled channels - while human expertise remains essential for interpretation and trust-building. 

This evolving dynamic is fundamentally reshaping the role of Medical Affairs, from being a primary source of information to a trusted partner in contextualization, validation, and scientific dialogue. 

In this ‘outside-in’ session, IQVIA experts across AI, clinical workflows, field medical, and scientific communications will explore how pharmaceutical organizations can adapt to this shift. The discussion will focus on practical strategies to: 

• Align with how HCPs are actually using AI in real-world clinical practice 

• Redefine the role of field medical and scientific exchange in an AI-enabled ecosystem 

• Embed AI into Medical Affairs workflows to improve efficiency, insight generation, and impact 

• Measure and demonstrate medical impact in a landscape where traditional engagement metrics are no longer sufficient 

Attendees will leave with clear, actionable insights on how to evolve Medical Affairs operating models to remain relevant, trusted, and impactful in an AI-driven clinical environment.