This EVERSANA point of view paper examines how Medical Affairs has evolved into a strategic function responsible for launch readiness, evidence generation, stakeholder engagement, and enterprise decision-making while facing growing pressures from regulatory uncertainty, organizational restructuring, limited resources, and increasing demands for measurable outcomes. It argues that traditional operating models are no longer sufficient and advocates for flexible, integrated, and scalable frameworks supported by digital tools, structured governance, and outcome-based metrics. The paper introduces EVERSANA’s MAxEnable framework, which combines expert staffing, functional service support, and operational integration to strengthen Medical Affairs capabilities, improve agility, maintain compliance

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