Fredrik Holmboe
Dualia AB
Owner & Commercial Excellence Expert
AI Avatars and the New Era of Personalized Storytelling
- Crafting a Dynamic Narrative with AI Avatars
- Scaling Personalisation
- A Structured Path to Digital Success
AI-driven avatars brings the scientific story to life, delivering consistent and meaningful experiences that captivate, inform, and engage.
AI avatars adapt (in real-time), shaping interactions to ensure each audience member experiences a unique and relevant narrative.
Gen-AI and avatars equip organisations with superpowers—don’t stumble by failing too fast! A structured framework ensures optimised storytelling that aligns with market positioning and audience expectations.
Olga Andreeva
Novo Nordisk
Global Medical Excellence Director
Activating Insights in Medical Affairs: Navigating the Rare Disease Landscape
- Navigating the Rare Disease Landscape: Maximizing impact where patient and specialist numbers are limited, emphasizing the importance of each contribution to the insights process.
- Comprehensive Insights Generation: Combining field insights with diverse sources — no detail is too small to be valuable in the rare disease space.
- Efficient Insights Analysis: Tailoring analysis to volume—manual validation for low, inconsistent input, with AI support as data scales up.
- Delivering Actionable Insights: Providing high-quality insights that influence team tactics and overall strategy, with medical becoming an invaluable partner in co-creating the full insights picture. By collaborating with other teams, medical co-delivers on the core insights narrative, shaping strategy across the organization.
- Leveraging Insights for Future Engagement: Using insights to inform future interactions and strategies with external stakeholders and customers.
Piotr R. Wlodarczyk
BieGene
Medical Director
The Future of Medical Affairs: Equal footing with R&D and Commercial
- In the past- supporting function
- Currently - at the transition
- In forthcoming future - strategic partner
- Examples from recent launches
- Barriers during transformations and drivers for development
Ilksen Ungan Yoruk
GSK
Senior Medical Director, Head of General Medicines Europe
Elevating the Patient Voice: Transforming Medical Affairs to Support Better Outcomes for Patients
- Creating consistent approach to appropriately collecting, and interpreting insights into patient unmet needs
- Empowering our medical teams with the core competencies and capabilities for elevating the patient voice to support better patient outcomes
- Establishing clear and consistent principles for measuring the impact of elevating the patient voice
Catarina Santos
Novartis Pharma AG
Executive Director, Launch Medical IM Europe
Increasing role of Medical Affairs in driving product launch strategy
- Medical Affairs in the Driver’s Seat for Launch Excellence
- Leveraging data-driven insights and experience to optimize launch support strategies
- Future avenues and key challenges for launch excellence
Sandra Casiano
Sanofi Genzyme
Senior Global Medical Director
Next generation of Medical Affairs - eclipsed by the coming era of patient-centric healthcare
- Advancing Medical Affairs to be a Value Based Strategic Partner
- Embracing Digital Technologies and Patient-Centred Care
- Navigating AI, omnichannel, and digital health
The role of Medical Affairs has evolved from a primarily scientific support function to a dynamic, patient-centric, and data-driven discipline. With advancements in digital health, global expansion, and the emphasis on value-based care, Medical Affairs professionals now navigate a complex landscape, collaborating cross-functionally and advocating for evidence-based medicine. Join us as we continue to explore how to bridge the gap between science and commercial objectives and ensure that safe, effective, and patient-centered healthcare products remain paramount in an ever-changing healthcare environment.