ZS Medical Affairs Outlook Report 2026
Medical affairs organizations are under growing expectations to demonstrate impact across a broader, more complex healthcare ecosystem. The ZS Medical Affairs Outlook Report 2026 provides a view into the shifting expectations shaping medical affairs, highlighting how stakeholder needs, AI adoption and evolving engagement models are influencing the future role of the function.
Drawing on two industrywide surveys fielded in the first quarter of 2026, including responses from senior medical affairs professionals at more than 20 global companies and 150 key opinion leaders (KOLs), the report examines how the role of medical affairs is being redefined in a more connected, data-driven environment.
This year’s analysis shows that medical affairs is moving through a structural reset. In recent years, engagement models have become more hybrid and selective, stakeholder groups have expanded beyond traditional KOLs and organizations have increasingly relied on data, advanced technologies and cross-functional collaboration to create value. The report frames this transformation through three shifts likely to shape the future of medical affairs:
- The growing importance of payers and patients in treatment decision-making
- Changing expectations driven by AI and advanced analytics
- Greater focus on stakeholder engagement to support launch success and measurable impact
For organizations seeking to strengthen stakeholder relationships, improve evidence translation and better connect scientific engagement to patient and clinical outcomes, the ZS Medical Affairs Outlook Report 2026 offers a practical view of where medical affairs is headed next.
