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MAPS 2022 EMEA Annual Meeting
Christina Cullen
May 18, 2022

3 Key Takeaways from the MAPS 2022 EMEA Annual Meeting

It’s a defining time for Medical Affairs.

In a pivotal post-pandemic moment, Medical Affairs is leading the way as the third strategic pillar across the biopharmaceutical and MedTech industries. This progress has never been more apparent than at the 2022 Medical Affairs Professional Society (MAPS) EMEA Annual Meeting in Paris, France. 

This week, from May 15-17th, Sorcero was thrilled to be among the over 250 Medical Affairs professionals who came together for the largest annual gathering in the EMEA region. It was a memorable two days of best practice sharing, industry-leading programming, and networking. 

The theme of the 2022 EMEA Annual Meeting, “From Vision to Action-Medical Affairs’ Time to Lead is Now,” was brought to life by each of the innovative MA leaders in attendance. The pandemic has ignited many global changes, and Medical Affairs is adapting and coming out stronger than ever. 

“The need for innovation and leadership in Medical Affairs has never been greater, and MAPS looks forward to convening the leaders of today and tomorrow to create a confluence of ideas and progress for the profession,” João Dias, Medical Affairs Lead at Haemonetics and incoming President of the MAPS EMEA Region, shared in preparation of the event. 

Sorcero took this conference as an opportunity to collaborate and learn more about the successes, challenges, and innovations driving the future of Medical Affairs. Here are three key takeaways from the event:

3. Medical Affairs is driving decision-making from more sources than ever before

Since the pandemic, the volume of data and information is higher than ever. Patients and providers are using more varied channels for information, including social media, which increases the diversity of information sources. Statistics referenced in a compelling presentation on the role of Medical Information in patient care show that:

  • 56% of US HCPs use a general online search engine, such as Google or Yahoo, frequently or very frequently
  • 68% of EU5 physicians use a general online search engine on a daily basis

Growth of data and content by industry

What does this mean for Medical Affairs?

HCPs' and patients' increased desire for and access to information, alongside the spread of potentially inaccurate information, shows that there is a heightened need for the expertise and value that MA can provide. MA professionals are true experts who can deliver quality scientific and medical data and information to HCPs, and in turn, patients. The impact of Medical Affairs rises each day. Technology is also enabling teams to pull together internal and external data sources. This creates a single source of truth to guide decision-making. 


2. Medical Affairs is realizing the real-world advantages of technology

There's no doubt that MA is advancing in its digital transformation. Teams are exploring advanced solutions and artificial intelligence to enhance productivity and value. This has led to the discovery and application of use cases for new technology across a multitude of workflows. Overall, the leading digital strategies combine human expertise with technical capabilities. 

What are the benefits of combining AI analytics and human expertise in a real-world setting? Here are a few. With AI, Medical Affairs can: 

  • Capture and communicate Insights - in context - in a more continuous, real-time manner
  • See the full picture of their landscape and use it to focus strategies and decisions
  • React quicker to Insights - delivering the most relevant data to stakeholders at the right time
  • Close the gap between any data silos and improve collaboration
  • Better personalize the delivery of content to HCPs and KOLs
  • Better incorporate real-world data and lead with a patient-centric vision 

In real-world settings, technology enables MA to be more productive and strategic. This supports both patients and HCPs in their market.


1. Medical Affairs is delivering value to patients through data and insights

At their core, the biopharmaceutical and MedTech industries are dedicated to improving patient outcomes. Data plays a key role in ensuring the right treatment is being delivered to patients. It also opens the door to new treatments and methods of care.

When MA is equipped with the right data, it can deliver higher value to health care professionals and patients. 

MA is now reviewing the tools and processes in place to increase the value and accuracy of Insights. A faster Insights cycle means that the accuracy, value, and relevance are heightened. This funnels throughout the organization to influence outputs for patients. 

The role of patient insights also came into focus during the event. MA is closer than ever to the patient, which is transforming the relationship into a more systematic approach. Delivering value to patients through medical data and insights will play a critical role in the future of Medical Affairs. 


Sorcero at the 2022 MAPS EMEA Annual Meeting

Sorcero was proud to be among the 70+ expert speakers at this year’s EMEA Annual Meeting. 

CCO and Co-founder Richard Graves joined João Dias, Tim Mikhelashvili, Chairperson of the Global Mentorship Program for Medical Professionals in the Biopharmaceutical Industry at MAPS, and Robin Winter-Sperry, MD, Global Field Medical Lead at Ipsen, for the panel discussion workshop, "Medical Insights Management: Elevating Decision Making.”


Sorcero at MAPS EMEA 2022

The workshop highlighted Medical Insights generation and communication processes. As MA continues to innovate these workflows, speakers noted the timely importance of evaluating each element of the insights cycle - from generation and capture to communication.

Insights Feedback Cycle

Medical insights have the power to inform and transform the overarching strategies of companies within the biopharmaceutical and MedTech industries, further emphasizing the “strategic pillar” of the role of MA. 

Panelists examined the practical application of advanced analytics, NLP (Natural Language Processing), and artificial intelligence for medical insights. They paired use cases for AI against the following pieces of the insights cycle:

  1. Capturing
  2. Aggregating
  3. Analyzing
  4. Communicating
  5. Validating

AI makes it possible to analyze complex sets of both structured and unstructured data to extract meaning and context for pharma and medical device companies. It lifts the manual burden off of teams to capture and analyze vast streams and sources of information, which dramatically speeds up each stage of the insights cycle. 

In this recent webinar, we outline the applications of AI for medical insights:

MIM Webinar Watch

Access Free Insights Webinar Recording


After the panel discussion workshop, panelist Tim Mikhelashvili encouraged, “Let's build on our conversations on Insights, the need for more training, and the new norms of collaboration and communication of Insights across our functions that may also take advantage of the new technology we have to manage the Insights data that is growing exponentially.”

It’s an exciting time to see how innovations to the Insights cycle through artificial intelligence will continue to elevate Medical Affairs. 


Thank you, Medical Affairs Professional Society!

Sorcero would like to extend a huge thank you to the Medical Affairs Professional Society for organizing such a memorable, meaningful event. We would also like to thank the speakers and attendees for sharing impactful takeaways and helping to shape the future of Medical Affairs. We are inspired by each and every one of you and the work you do for patient health outcomes. 

We’d love to stay in touch after the event. Be sure to find us on LinkedInFacebook, and Twitter to keep connected. 

We will see you at the next MAPS event!

Learn more about the future of Medical Insights Management in this free webinar: Better Insights Faster.




Christina Cullen

Christina is a skilled content marketer and storyteller with a knack for SEO.