Reality Check: Turning Real-World Data Into Real-World Decisions-

Session details:

As evidence generation becomes more complex, Medical Affairs stands at the center of transforming fragmented data into actionable insights that shape strategy and drive outcomes. This session dives into how integrated evidence planning (IEP) combines clinical, real-world, and digital data to inform smarter decisions across the product lifecycle. Panelists will explore how AI is accelerating this evolution—enabling teams to connect data sources, uncover evidence gaps, and personalize engagement strategies that resonate with diverse stakeholders. 

• Examine how Medical Affairs is leading the charge in leveraging real-world evidence (RWE) to support product differentiation, regulatory confidence, payer engagement, and guideline development across the product lifecycle.
• Explore how AI and advanced analytics are transforming integrated evidence planning by connecting clinical trial data, real-world insights, and scientific literature into unified evidence ecosystems that translate complex data into clear, decision-ready scientific insights.
• Discover strategies to operationalize integrated evidence plans that align Medical Affairs, HEOR, market access, and commercial teams, enabling tailored evidence communication for clinicians, regulators, payers, and policymakers while addressing real-world unmet needs.
• Hear ways to translate complex real-world data into credible, decision-ready scientific narratives that inform clinical practice, regulatory review, payer decision-making, and health policy.
• Discuss how to bridge evidence generation and evidence application by aligning publications, congress materials, and scientific platforms with how stakeholders actually use data to guide treatment decisions, diagnostics, and guideline development.