This white paper explores how Field Medical teams can thrive in the omnichannel era. With healthcare professionals now digital natives, personalized, data-driven engagement is expected. The report identifies evolving roles for Medical Science Liaisons—profiler, expert, orchestrator, assessor—who ensure impactful, tailored interactions. Success requires skills in customer understanding, digital literacy, communication, and commercial acumen, though gaps remain in strategic thinking and adaptability. Cross-functional collaboration, leadership buy-in, training, and integrated platforms are critical supports. Omnichannel transformation enables Medical Affairs to serve patients, advance science, and deliver measurable value.

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