DIA/Sindusfarma LATAM Medical Affairs Workshop

What if every interaction with Medical Information could contribute not only to answering a question, but also to understanding unmet needs, improving future experiences, and shaping better scientific engagement? As patient and healthcare professional support becomes increasingly connected and data-driven, Medical Information has a unique opportunity to transform the signals generated across interactions into meaningful action. This session brings together three real-world perspectives illustrating this evolution. Participants will explore how AI-enabled sentiment and empathy analytics can reveal emotional and informational signals within customer interactions; how robust data governance can turn operational Medical Information data into a trusted source for quality oversight and cross-functional insights; and how HCP preferences and engagement metrics can guide the development of an integrated omnichannel Medical Information journey. Across these examples, a common theme emerges data create value when they move beyond measurement and become insights that improve decisions, content, processes, and experiences. The session will connect analytics, governance, and engagement to demonstrate how Medical Information can contribute to a wider support ecosystem, creating a continuous learning cycle in which interactions generate insights, insights drive improvements, and those improvements enable more relevant and responsive engagement with patients and healthcare professionals.