​How does the Amazon business model relate to Medical Affairs? It’s about having a customer-centric mindset, especially in this era of rapid digital transformation.

During the webinar the Amazon approach was outlined by Todd Neuville. Understanding customer needs involves using the ‘Working Backwards’ methodology and asking questions about customers, their problems and their experiences. For example:

1. Who is the customer?

2. What is the customer problem or opportunity?

3. Is the most important customer benefit clear?

4. How do you know what customers need or want?

5. What does the customer experience look like?

It's important to used the methodology to “Get clarity, not to document what you’ve already decided to do”.

There is a lot of digital transformation happening in Medical Affairs, because of COVID. Eg the growth of virtual engagement with HCPs with an increase in virtual MSLs; an increasing comfort level with, and expectation of using, virtual platforms; the expansion of on-demand virtual engagement; the growth in online chats and chat bots; and the growth in virtual conferences.

These emerging trends are providing Medical Affairs with opportunities to identify and execute innovative customer-centric digital engagement programs, utilising Amazon’s strategic planning methodology.