Panel: Beyond Proactive & Reactive: Making Every Interaction Scientific

Session details:

Traditional distinctions of “proactive” vs. “reactive” in Medical Affairs can create confusion and limit patient-centric communication. This panel explores the shift toward a unified model of scientific exchange, ensuring every interaction provides value to HCPs while maintaining compliance and strategic impact. 

• Redefine scientific exchange by adopting a unified engagement model that moves beyond reactive vs. proactive labels and ensures every HCP interaction delivers clear scientific value.
• Strengthen field conversations by learning how to ask better, insight-driven questions that uncover real needs and enable more meaningful, patient-centered dialogue.
• Apply practical storytelling techniques that help MSLs translate complex data into relevant, compliant scientific narratives that resonate long after the interaction ends.