From activity to impact: 5 takeaways from MAPS Americas 2026

MAPS Americas 2026 made one thing clear. Medical Affairs is stepping into a new era. 

Across sessions, panels, and conversations on the ground in Denver, there was a noticeable shift in both mindset and momentum. Many of the themes discussed in previous years are now being actively implemented, with teams moving beyond theory and into execution. As Matt Pugh (SVP, Inizio Medical) noted, there has been a “step change” this year, driven in large part by digital innovation and the application of generative AI.  

Here are five key takeaways shaping the future of Medical Affairs.

1. Medical Affairs is stepping into a strategic leadership role

Medical Affairs is no longer operating at the margins of strategy. It is increasingly being brought earlier into the development process, co-leading product launches, in some situations functionally leading product launch, and influencing enterprise decision-making.  

As Gemma Pfister (Senior Consulting Executive, Inizio Ignite) and Eric Wood (Head of Commercial, Transformation, Inizio Ignite) observed, teams are now “required to translate complex science into enterprise value,” reflecting a fundamental shift in expectations.  

There is also a growing emphasis on engaging at a more senior level. Varun Renjen (Partner, Inizio Ignite) highlighted the importance of Medical Affairs leaders being able to “speak the pipeline, the top line and the bottom line,” reinforcing the need for commercial fluency alongside scientific expertise.  

This evolution marks a turning point. Medical Affairs is not just supporting strategy, it is helping define it.

2. The shift from activity to impact is accelerating

A consistent theme throughout MAPS was the need to move beyond activity-based metrics and demonstrate real, measurable impact. 

Jo Ann Saitta (Head of Data & AI, Inizio Ignite), pointed to the growing focus on “where they are moving the needle on patient impact,” with teams increasingly leveraging real-world data to demonstrate changing behaviors and value.  

Importantly, this is not about proving value for the first time. As Eric Wood reflected, “medical has already reached the milestone of proving effectiveness.” The challenge now is to communicate that value more clearly and consistently across the organization.  

Dean McAlister (Executive Vice President, Biotech Enterprise Solutions, Inizio Biotech) captured this shift powerfully, highlighting the importance of bringing data to life through storytelling: “we move it from hands and feet to the hearts and minds of the people involved.”  

The implication is clear. Demonstrating impact is no longer optional. It is a core capability for Medical Affairs teams.

3. AI is now embedded, and scaling is the next challenge

AI, particularly generative AI, was front and center at MAPS. But what felt different this year was the level of maturity. 

Leonie Pinkham (EVP, Global Business Lead, Inizio Medical) noted that Medical Affairs teams are “no longer waiting to be told what to do with AI” and are instead actively embedding it into workflows to drive efficiencies.  

At the same time, Phil Wakefield (Chief Strategy and Commercial Officer, Inizio Medical) emphasized that successful AI adoption must be “personalized, scalable, and designed to drive behavior change,” particularly when it comes to supporting field teams.  

The conversation is now moving beyond experimentation. The next phase is about scale. As organizations look ahead, the challenge will be how to embed AI across the enterprise in a way that is sustainable, compliant, and impactful. 

This is where the real transformation begins.

4. Connecting data and insights is unlocking better decisions

Another key theme was the importance of bringing together disparate data sources to generate actionable insight. 

Matt Pugh highlighted how digital innovation and AI are enabling teams to “connect the dots” between real-world evidence, insights, and strategy to drive meaningful change.  

Jo Ann Saitta reinforced this, pointing to the need to rapidly synthesize high volumes of “multi-source, multimodal data” to measure impact and inform decision-making.  

Paul Hatton (President, Medical Analytics and Innovation, Inizio Medical) described how this connectivity is being applied in practice, with AI tools helping teams understand HCP engagement, identify pain points, and continuously optimize strategy.  

The ability to connect data across the ecosystem is becoming a critical differentiator. Organizations that can integrate insight effectively will be better positioned to make faster, more confident decisions.

5. Field teams and stakeholder engagement are evolving rapidly

The role of field teams, particularly MSLs, continues to expand. They are being asked to do more than ever before, including leading scientific engagement with more diverse stakeholders accounting for care pathways, access, diagnostics, equity and local system realities.  

There is also a growing focus on ensuring these teams are future-ready. As Eric Wood noted, MSLs must be equipped with the right skills and capabilities to navigate an increasingly complex healthcare landscape.  

AI is playing a key role here. Phil Wakefield described how immersive, AI-driven tools are enabling teams to practice “the moments that matter,” helping to build confidence and improve performance in real-world interactions.  

At the same time, organizations are looking for ways to maximize the impact of their resources. As Keith Fuller (Business Development Lead, Inizio Engage) highlighted, there is a strong focus on ensuring every investment in field teams delivers maximum value.  

The direction of travel is clear. Smarter, more connected, and more capable field teams will be central to future success. 

Connecting it all: from insight to impact 

Across all of these themes runs a common thread. The need to connect data, insight, technology, and execution to drive better outcomes. 

As Paul Hatton put it, there is significant potential in interconnected solutions that bring together insight, analytics, and engagement to continuously improve performance.  

This is where Intelligent Commercialization™ comes to life. By connecting capabilities across Medical and Commercial, organizations can move faster from insight to action, and from action to impact. 

Continuing the conversation 

Thank you to everyone who connected with us in Denver. 

We’re looking forward to continuing these conversations at MAPS EMEA in Zurich later this week where you’ll find us at booth 221. 

Book a slot to come and chat, we’d love to connect.