Home Insights Insights from MAPS Americas 2024 in Puerto Rico

Insights from MAPS Americas 2024 in Puerto Rico

The recent MAPS Americas conference in Puerto Rico brought together a vibrant community of healthcare professionals. This article, compiled by Luis Perez, Cameron Tew, and Brandon Boland,  delves into the key takeaways, exploring themes of collaboration, medical excellence, omnichannel strategy, patient centricity, and the pioneering role of Artificial Intelligence (AI). 

Collaboration & Leadership 

The success of the healthcare system relies on teamwork. Different groups, from doctors to administrators, need to work together to find solutions that meet both the needs of the healthcare system itself and the needs of the patients it serves. While eliminating divisions between departments might not be realistic, strong communication and collaboration across these “silos” is key. This bridges the gap between specialties and fosters innovation. This requires leadership that breaks the mold. Medical professionals who aspire to lead need to be willing to think, connect, and act in new ways, demonstrating the courage it takes to push boundaries for better healthcare. 

Medical Excellence 

Today’s healthcare landscape is complex and constantly evolving. To keep pace, Medical Science Liaisons (MSLs) need a wider range of knowledge than ever before. This includes not just therapy areas and diseases, but also market access, patient advocacy, and more. They play a crucial role in bridging the gap between this complexity and clarity. By understanding the bigger picture and collaborating with internal experts like Managed Market Liaisons, MSLs can ensure healthcare providers have the information they need to deliver the best possible care to their patients. 

Omnichannel, Innovation, and AI 

Effective omnichannel healthcare marketing requires understanding your audience. Not all Key Opinion Leaders (KOLs) are decision-makers, and vice versa.  Therefore, segmenting your audience is the first step. 

The focus of omnichannel discussions has matured.  It’s no longer just about using multiple channels, but also about considering how feedback from those channels informs future efforts.  In other words, there needs to be a feedback loop.  Additionally, organizations need the capabilities to implement omnichannel strategies.  Simply put, don’t just use multiple channels because you can; understand why you’re using them and how they work together. 

Artificial intelligence (AI) can be a powerful tool for creating, organizing, and analyzing content to inform your omnichannel strategy.  Embrace AI and find the right partners to help you leverage it effectively. 

Patient Centricity as the Heart of Healthcare Innovation

The healthcare industry continues to undergo a shift towards a patient-centered approach. This means prioritizing the needs and preferences of patients throughout their entire healthcare journey, from the initial research stages to receiving treatment.  This isn’t just about making information accessible but also tailoring solutions to individual needs. By prioritizing empathy, understanding, and direct patient engagement, the industry is aiming to significantly improve the overall care experience. 

The Pioneering Role of AI in Shaping Healthcare 

Artificial Intelligence (AI) is emerging as a game-changer in healthcare. AI-powered tools are enhancing how patients interact with the system, fostering better virtual engagement. These tools hold promise for gleaning deeper patient insights, improving health literacy, and ultimately enabling personalized care. However, discussions recognize the challenges and ethical considerations surrounding AI in healthcare. The need for robust frameworks to ensure patient privacy and responsible use of AI is paramount. 

Medical Affairs as The Hub of an Interconnected Healthcare Ecosystem 

Within the complex web of healthcare, Medical Affairs acts as a central hub. These professionals bridge the gap between the scientific world and the practicalities of patient care.  By combining their deep knowledge of medicine with strategic thinking, they foster collaboration across research, clinical practice, and patient communities. This not only ensures new treatments have a strong scientific basis but also guarantees they align with the real-world needs and expectations of patients, ultimately driving innovation in the pharmaceutical industry.