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      "text": "Evolution of medical affairs organizations: Like last year's report, we found a majority of medical affairs organizations are still in an evolving phase of organizational maturity.\nA hybrid engagement landscape: As the industry anticipated, a hybrid model of engagement is the future. External respondents continue to expect about 40% of their interactions to be virtual in 2024 and beyond.\nEvolving medical roles: As the medical engagement landscape evolves, newer roles such as virtual medical science liaisons (MSLs) are becoming more prominent. More than half of external respondents indicated they have interacted with a virtual MSL in the past year.\nOmnichannel maturity: Like last year, more than half of internal respondents said their organization has at least a foundational state of omnichannel interaction capabilities and they're focusing on optimizing the customer experience through personalized solutions.\nInvestment areas: While field medical continues to be the top area of investment in medical affairs, internal respondents indicated their organizations are becoming more agile by focusing on tools and technology, insight generation, impact measurement, real-world evidence strategy and more.",
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