Medical Affairs SMART framework scientific ROI share of scientific voice business case for SMART metrics insights versus impact measurement metric analysis strategic impact message alignment ROI influence of Medical Affairs implementation of SMA

From Interactions to Impact: How Medical Affairs Can Prove Its Value

by MLS Talk: Tom Caravela, Lusine Kodagolian
· The Carolan Group

Aug 12^th 2025
32 mins
E266

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Summary

In this episode, Tom Caravela is joined by Lusine Kodagolian to discuss how to measure the value of medical affairs. They explore the SMART framework, emphasizing its application in measuring scientific ROI and share of scientific voice. The discussion highlights the balance of various metrics and how to build a business case for SMART metrics, especially for smaller or early-stage companies. The conversation covers insights versus impact measurement and the implementation of new strategies. Consistency, trends, and feedback in metric analysis are underscored as essential elements. The episode concludes with actionable steps for integrating these strategies in medical affairs.

Key Points

Medical Affairs can enhance their strategic impact by adopting the SMART framework to measure specific, relevant, and time-bound goals.
Tracking scientific share of voice and message alignment ROI provides deeper insights into the true influence of Medical Affairs beyond traditional activity metrics.
Even smaller teams with limited resources can begin implementing SMART measurements by starting simple, focusing on one key message, and consistently tracking its adoption and impact.

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Medical Affairs, SMART framework, scientific ROI, share of scientific voice, business case for SMART metrics, insights versus impact measurement, metric analysis, strategic impact, message alignment ROI, influence of Medical Affairs, implementation of SMA