Pharmafile Logo

From activity to impact: 5 takeaways from MAPS Americas 2026

June 2, 2026 |  

Across sessions, panels, and conversations on the ground in Denver, there was a noticeable shift in both mindset and momentum. Many of the themes discussed in previous years are now being actively implemented, with teams moving beyond theory and into execution.

- PMLiVE

Here are five key takeaways shaping the future of Medical Affairs.

1. Medical Affairs is stepping into a strategic leadership role

Medical Affairs is no longer operating at the margins of strategy. It is increasingly being brought earlier into the development process, co-leading product launchesin some situations functionally leading product launch, and influencing enterprise decision-making.  

As Gemma Pfister (Senior Consulting Executive, Inizio Ignite) and Eric Wood (Head of Commercial, Transformation, Inizio Ignite) observed, teams are now “required to translate complex science into enterprise value,” reflecting a fundamental shift in expectations.  

There is also a growing emphasis on engaging at a more senior level. Varun Renjen (Partner, Inizio Ignite) highlighted the importance of Medical Affairs leaders being able to “speak the pipeline, the top line and the bottom line,” reinforcing the need for commercial fluency alongside scientific expertise.  

This evolution marks a turning point. Medical Affairs is not just supporting strategy, it is helping define it.

2. The shift from activity to impact is accelerating

A consistent theme throughout MAPS was the need to move beyond activity-based metrics and demonstrate real, measurable impact. 

Jo Ann Saitta (Head of Data & AI, Inizio Ignite), pointed to the growing focus on “where they are moving the needle on patient impact,” with teams increasingly leveraging real-world data to demonstrate changing behaviors and value.  

Importantly, this is not about proving value for the first time. As Eric Wood reflected, “medical has already reached the milestone of proving effectiveness.” The challenge now is to communicate that value more clearly and consistently across the organization.  

Dean McAlister (Executive Vice President, Biotech Enterprise Solutions, Inizio Biotech) captured this shift powerfully, highlighting the importance of bringing data to life through storytelling: “we move it from hands and feet to the hearts and minds of the people involved.”  

The implication is clear. Demonstrating impact is no longer optional. It is a core capability for Medical Affairs teams.

Read the full blog here. 

This content was provided by Inizio

Company Details

 Latest Content from  Inizio 

Exploring the Opportunity For Halal In Healthcare

Published in Medical Marketing & Media November 2015

Case study: Opportunity Assessment for a Rare Disease Product in Emerging Markets

Using in-depth-interviews to determine how to maximise the commercial opportunities in different emerging markets

12 Challenges Big Pharma Faces in China

Published in eyeforpharma 16 November by Rachel Howard

Using mobile “diary” research to capture patient-generated insights in COPD

Our latest case study demonstrates how a mobile app methodology was used to deliver key insights into issues faced by COPD patients

Biosimilars in 2018: EU doctors’ perceptions of RA drug market

Published in pharmaphorum October 2015 by Laurent Chanroux

Webinar: Understanding the Patient Journey in China 2015

Utilising local knowledge and detailed case studies, this webinar examines the likely impact on the patient journey and consider the possible implications for market researchers.

Understanding Patient Willingness to Pay

Published in eyeforpharma 12 October by Rachel Howard

Infographic: Spondyloarthritis

Overview of spondyloarthritis patient profiles and treatment pathways.

Webinar: Demand assessment – Reflecting real world choices

How study design which reflects doctors’ real world choices can optimise results.

Evaluating the potential of a pre-launch prodct in a real-life setting

Using in-depth-interviews as well as a SmartPhone app to collect real patient cases from physicians to find out opportunity for a new product.