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      "text": "Best-in-class (the top 10%) organizations are using medical analytics in four key areas: insights, tactics, execution and impact. By connecting these areas to business objectives, they improve decision-making, strategy and patient outcomes.",
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      "text": "The commercial function within a pharma organization invests millions in physician market research, while medical science liaisons (MSLs) spend an average of 30 minutes per interaction with KOLs. MSL interactions provide a continuous stream of \"free\" market insights that can directly shape unified asset strategy. Further, patient journeys are often developed too late in the life cycle.",
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      "text": "Medical affairs should own patient journeys and use RWD layered with literature and expertise to identify deviations from guidelines. This can uncover true unmet needs that can redefine an asset's trajectory and elevate the target product profile. Too often, medical decisions rely on small sample inputs, such as congress feedback or advisory boards. By integrating diverse data sources, uncovering unseen connections and broadening the analysis to include more treaters, medical affairs can strengthen strategic decision-making in both product positioning and perception shaping. This approach moves the pharma organization from mere information to actionable insights.",
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