The Evolving Strategic Role of Medical Affairs in the Middle East: An Analysis of Pharmaceutical Industry Professionals' Perceptions in the UAE and KSA
DOI:
https://doi.org/10.70301/CONF.SBS-JABR.2025.1/1.3Keywords:
Medical Affairs, Pharmaceutical Industry, Pharmaceutical Product Launch, MSLs, Medical DirectorsAbstract
The Medical Affairs Function (MAF) has evolved from a tactical support role into a strategic pillar within the global pharmaceutical industry. However, there is limited empirical data on its perceived role and value within the Middle East, a rapidly growing and dynamic region. This study aims to address this gap by analyzing the perceptions of pharmaceutical industry professionals in the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA). To investigate how pharmaceutical industry professionals across different functions, management levels, and company types perceive the role of MAF in achieving business objectives and managing the pharmaceutical product lifecycle (PLC). A quantitative, cross-sectional online survey was conducted with 74 pharmaceutical industry professionals with experience in the UAE and/or KSA markets. The survey collected data on demographics, MAF operational parameters, and perceptions of MAF's role and impact across the PLC. Data were analyzed using descriptive statistics, thematic analysis of open-ended questions, and non-parametric inferential statistics (Kruskal-Wallis test with post-hoc comparisons). The study received ethical approval and adhered to strict confidentiality and informed consent protocols. Significant differences were found in the perception of MAF's role across functional groups, particularly during the Launch (χ²=8.27, p=0.01) and Post-Launch (χ²=6.74, p=0.03) stages of the PLC. MAF professionals reported a significantly higher understanding of their own role compared to their sales counterparts (W=-5.74, p<0.001). A strong industry-wide consensus (96%) affirmed that an active local MAF contributes to more successful product launches. Thematic analysis revealed three core themes regarding MAF's expected contributions: strategic stakeholder management, digital leadership, and enhanced cross-functional collaboration. This study confirms MAF’s recognition by the industry professionals in the UAE and KSA markets as a critical strategic partner, essential for successful product lifecycle management and achieving patient-centric business objectives. However, a perception gap persists across different internal functions, highlighting the need for MAF’s leaders to articulate its value proposition more effectively. To maximize its impact, MAF must continue to build its strategic capabilities, embrace digital innovation, and foster deeper cross-functional leadership.
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