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      "text": "Scientific market shaping: More than 60% of external respondents indicated they would prefer MSLs begin scientific engagements during or before phase 3 of clinical trials. Patient centricity: In addition to customer centricity, medical affairs organizations are also increasing efforts to make the pharmaceutical landscape more patient-centric. One way they're doing this is by interacting with patient advocacy groups (PAGs) to gather patient insights, while also focusing on initiatives to address health disparities. More than 85% of the external respondents found the initiatives taken by medical affairs organizations to address health inequities to be moderately or extremely effective. Additionally, almost three-quarters of the external respondents said they are planning to become more patient-centric by identifying eligible clinical trials to improve patient access to therapies.",
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