Key insights from MAPS EMEA

At MAPS EMEA 2025, the energy was unmistakable – Medical Affairs leaders from around the world came together not just to reflect on progress, but to challenge convention and shape the future. Across spotlight sessions, workshops, and conversations, three core themes stood out: the rising urgency to measure meaningful impact, the pivotal role of AI in accelerating capabilities, and the growing need for scalable frameworks that tie activities to outcomes.

From metrics to meaning: Redefining impact in Medical Affairs

It’s no longer enough to track activity. A clear message from MAPS EMEA was that Medical Affairs must shift toward demonstrating measurable value, both inside the organization and in the wider healthcare ecosystem.

Dr. Anne-Kathrin Heling, VP, Global Strategic Accounts at STEM, an Inizio Advisory company, brought attention to the low uptake of outcome-focused measurement across the industry:

“There is an urgency for Medical Affairs organizations to challenge the status quo… Only 37% of pharmaceutical companies are measuring outcomes. Doing nothing is not an option – start to measure the impact now.”

This need for change was echoed by Madeleine Lacaille, AVP, Global Strategic Accounts at STEM, who emphasized the critical role of insight loops:

“One of the things we see at STEM is the challenge of feeding back how insights are used to MSLs and further, to KOLs. Building that feedback loop is vital to strengthen relationships and to ensure MSLs keep uncovering valuable insights.”

These perspectives reflect a growing awareness that real impact is defined not just by what’s done, but by what changes as a result – how insights drive decisions, shape strategy, and ultimately benefit patients.

Creating frameworks that scale and adapt

Another major theme was the challenge of building frameworks that are both globally consistent and regionally adaptable, allowing organizations to prove the value of field medical activities in a structured, strategic way.

Shauna Aherne, President, Medical Excellence at Inizio Medical, led an interactive workshop on the 360 evaluation and impact framework for field medical effectiveness. Her takeaway was clear:

“Activity does not equal impact. Teams are still struggling to demonstrate how engagements translate into clinical or patient outcomes.”

She encouraged attendees to adopt end-to-end frameworks that serve both cross-functional and long-term business goals:

“Teams need to start thinking about frameworks that support strategic impact – from cross-functional needs to long-term business goals. That’s where the rubber meets the road.”

These frameworks aren’t just about measurement. They’re about alignment. They help teams connect their day-to-day actions to broader objectives that drive patient care, shape medical strategy, and deliver value to stakeholders.

AI in Medical Affairs: From concept to capability

Artificial Intelligence (AI) was one of the most discussed themes at MAPS EMEA 2025 – not as an abstract future promise, but as a present-day catalyst for transformation. From accelerating content creation to elevating insight generation and optimizing MSL effectiveness, AI is quickly becoming a core capability in Medical Affairs.

Rudi Papsch, Partner in the Medical & Scientific Affairs Practice at Putnam, an Inizio Advisory company, described the shift:

“AI is a force multiplier. It already impacts everything from content generation to training field medical teams. But scaling AI responsibly and building trust through explainability will be critical.”

This sentiment was echoed by Patrick Giordani, SVP and AI Solutions Architect at Inizio Medical, who highlighted the focus on accessibility:

“The focus on AI was clear – it came up in almost every presentation. At Inizio, we’re making AI approachable and reducing barriers to entry so clients can bring their ideas to life.”

That commitment is reflected in real-world tools like iON.AI and InizioNavigator.ai, both developed to help clients unlock the full potential of data-driven decision-making.

iON.AI is a powerful platform purpose-built for Medical Affairs to connect data across client ecosystems, eliminating silos and enabling seamless integration of insights, strategy, and execution.

InizioNavigator.ai is a data platform that combines human expertise and AI-driven insights, so our consultants can support you with faster strategic decision making when bringing your drugs to market.

As Gerard Mortimer, Digital Product Director at Inizio Medical, explained:

“We’re working on AI use cases to support medical writers and unlock the full potential of MSLs. With AI, we can manage massive data sets, generate insights, and even automate content delivery.”

These innovations are a clear signal that AI isn’t just something Medical Affairs teams should prepare for – it’s something they can actively use today to improve how they operate and engage.

A vision for what’s next

Across every conversation at MAPS EMEA, the need for transformation was evident. Whether it’s rethinking how we define success, investing in scalable infrastructure, or responsibly integrating AI, Medical Affairs leaders are charting a path toward greater relevance, deeper partnerships, and more meaningful outcomes.

The future is no longer abstract – it’s here, being built by teams who choose to lead with purpose, act with precision, and innovate with integrity.

Ready to explore what’s possible?

Inizio is reimagining Medical Affairs by leveraging our connected suite of capabilities and expertise at every pivotal moment.

As the world’s leading Medical Affairs partner, we provide innovative solutions that combine complex data, advanced technology, and AI with human precision, delivering faster, smarter decision-making and impactful results at every stage of the product and patient journey.

Get in touch to learn how we can help you drive meaningful transformation across your Medical Affairs strategy.