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  "documentTitle": "Medical Affairs Outlook Report 2023",
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      "text": "As they aim to improve the customer experience, 71% of internal respondents said their medical affairs organization will enhance customer centricity by optimizing customer experience with personalized solutions.",
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      "text": "Like last year, internal respondents said field medical is their top area of investment, followed by health economics and outcomes research (HEOR) and publications. As they work to advance from the evolving phase to best in class, organizations are prioritizing additional resourcing, as well as education and training for their field medical teams.",
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      "text": "To provide a more personalized experience, 36% of respondents said their medical affairs organizations are also implementing content modularization by creating blocks of content that can be easily shared in the manner a stakeholder prefers.",
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      "text": "Virtual channels provide the opportunity to use different data sources to generate insights that can support field medical engagement planning. Forty percent of internal respondents reported that implementation is underway for customer engagement planning process and tool development, while a third of internal respondents said their organizations are implementing systems for virtual channel data capture and analysis.",
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      "text": "In order to effectively implement KOL segmentation, medical affairs organizations need to have a 360-degree view of the KOL. Like we observed in 2022, 45% of internal respondents said their organization has implemented a centralized data, analytics and insights hub for field medical. And the percentage of respondents who said a centralized data hub is under ideation grew from 19% in 2022 to 34% in 2023.",
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      "text": "Still, there is room for improvement, as external respondents said they're missing the personal relationships they were able to form with medical affairs professionals before omnichannel gained traction. They also believe omnichannel initiatives are a bit time consuming.",
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      "text": "Medical stakeholder groups vary greatly across therapy area, specialty, age and more, making it important to segment stakeholders based on common interests, preferences and needs. To achieve this, medical organizations are implementing KOL segmentation and archetyping activities, as reported by almost half of the internal respondents. A quarter of respondents also reported that they're actively ideating to set up the same.",
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