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Session 5: Medical Leads: The Liaison Between Patients, HCPs, and Industry
Session Chair(s)
Marta Avellar, MBA
Medical Information Regional Head, Latin America Canada
Takeda, Brazil
Monalisa Bocchi, MD, MS
LatAm Senior Medical Manager
Merz Aesthetics Latam, Brazil
Medical Leads play a pivotal role in bridging scientific expertise with real-world healthcare and patient needs. This session will explore how Medical Leads collaborate cross-functionally to address patient needs, align with therapeutic goals, and meet industry expectations—ensuring insights from healthcare professionals (HCPs) and patients are translated into meaningful actions. Focusing on medical inquiry management, scientific content creation, and insights generation, we will examine how Medical Leads contribute across the entire product life cycle, from launch preparedness to discontinuation, while maintaining customer centricity. Attendees will gain a deeper understanding of how Medical Leads drive strategic value by fostering partnerships that prioritize both HCP and patient perspectives.
The primary aim of this session is to examine the evolving role of Medical Leads as pivotal connectors among patients, healthcare professionals (HCPs), and the pharmaceutical industry, emphasizing their influence on clinical development, scientific exchange, and the advancement of patient-centric innovation.
Learning Objective : - Examine the role of Medical Leads throughout the product life cycle, with an emphasis on how early cross-functional collaboration shapes customer-centric strategies
- Recognize opportunities to advance customer centricity by deepening the understanding of HCP and patient needs
Speaker(s)
Cristiane Licursi, MBA
BeOne Medicines, Brazil
Director, Market Access and Pricing
Speaker
Lorena Antunes, MD, MBA, MHA
Procter & Gamble, Brazil
Medical and Technical Affairs Director
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