DIA/Sindusfarma LATAM Medical Affairs Workshop

Despite growing efforts to become more patient-centered, many Medical Affairs decisions continue to be primarily informed by clinical, operational, and internal perspectives. Important aspects of the patient experience often remain invisible, even when organizations have access to large amounts of information. This session will explore three complementary sources of patient insight. Through structured patient listening initiatives, real-world interactions captured through Medical Information and customer support channels, and the lived experience of a patient advocate, speakers will highlight where the patient voice is often overlooked and what organizations may be missing. Using practical examples from patient journey studies, Medical Information operations, and patient communities, the session will demonstrate how patient experiences can reveal unmet needs, barriers to care, communication gaps, and opportunities for more effective Medical Affairs strategies. Attendees will leave with practical approaches to recognize, connect, and act upon patient insights already available within their organizations.