Medical affairs organizations are under growing pressure to demonstrate impact across a broader, more complex healthcare ecosystem. The ZS Medical Affairs Outlook Report 2025 offers new insights into how medical affairs organizations are evolving, where they’re investing and how they’re engaging with external stakeholders. Drawing from a survey of more than 200 medical affairs professionals and 150 key opinion leaders (KOLs) across the U.S., Canada and Europe, the report highlights capability gaps, shifting engagement preferences and emerging opportunities for medical affairs to drive clinical practice change.
This year’s analysis shows a dip in the number of organizations identifying as best in class, reflecting a recalibration of maturity standards and growing complexity in the industry. Field medical remains the top investment area, with a surge in focus on digital platforms, omnichannel strategies and real-world evidence.
The report also offers new findings into what KOLs want. We found they continue to value in-person interactions, but expect earlier engagement with medical affairs, deeper scientific knowledge and better personalization.
Defining success is important for medical affairs, and we detail how organizations can prioritize capabilities, effectively measure practice change and broaden their influence through patient-centric strategies. Make sure to read the full report if you’re seeking to strengthen stakeholder relationships, support clinical decision-making and adapt to the changing demands of the industry.
Add insights to your inbox
We’ll send you content you’ll want to read – and put to use.
