Throughout 2025, Medical Affairs continued to broaden its impact, moving well past its roots as a support function and becoming a strategic pillar inside pharmaceutical organizations. As we look to 2026, that trajectory shows no signs of slowing.
Drawing on new research, recent surveys, and insights from upcoming conferences, six trends stand out as the forces likely to shape Medical Affairs in the year ahead.
1. Artificial Intelligence Integration and Ethical AI Adoption
Artificial intelligence (AI) is no longer a “nice to have” for Medical Affairs, it’s becoming essential infrastructure. According to the Accreditation Council for Medical Affairs (ACMA), AI and machine learning tools now help teams move more quickly from raw information to meaningful insight, turning large data sets and literature searches into clearer guidance on where evidence is still missing.
Industry-wide AI investments are projected to reach $200 billion by 2030, and the 5th Annual AI in Medical Affairs conference, scheduled for January 2026, demonstrates this growing focus, bringing together leaders to discuss practical implementation, change management, and ROI.
The focus in Medical Affairs isn’t just on AI adoption, it’s on ethical adoption. Poorly designed AI systems can introduce bias or make unsafe recommendations that compromise trust and efficacy. That’s why Medical Affairs teams are prioritizing transparency and oversight in their use of AI.
2. Real-World Evidence as a Strategic Priority
Real-world evidence (RWE) has moved from nice-to-have supporting data to a true strategic priority. Regulators and payers are giving RWE a larger role in submissions and reimbursement, a trend underscored by the European Health Data Space regulation and its push toward wider data sharing.
According to ZS’s Medical Affairs report, 69% of Key Opinion Leaders (KOLs) now expect data on RWE and patient-reported outcomes from Medical Science Liaisons (MSLs). This isn’t a future state, it’s the current expectation, and it will only intensify in 2026.
Medical Affairs teams must become adept at interpreting RWE, designing post-marketing studies, and effectively communicating findings to support clinical and regulatory goals. Publications professionals, guided by standards from organizations like the International Society for Medical Publication Professionals (ISMPP), play a critical role in translating RWE into peer-reviewed evidence.
The 2026 IMPACCT RWE Summit will unite experts seeking to apply RWE across the drug development lifecycle.
3. Patient-Centric Engagement Models
Patient-centricity has become increasingly central to Medical Affairs strategy, and Medical Information teams are at the forefront of this shift. These teams are handling growing volumes of patient-initiated inquiries and adapting their communication approach to be more accessible while maintaining scientific rigor. Through collaboration with patient advocacy organizations, these teams ensure information reaches patients in clear, actionable formats.
Moving forward, Medical Information professionals are continuing to evolve their response strategies to address diverse patient needs, creating templates and resources that balance regulatory compliance with patient-friendly language. This patient focus improves satisfaction and strengthens the foundation for healthcare professional engagement, as HCPs increasingly value companies that prioritize patient understanding.
Next year’s 8th Patient Centricity Congress will focus on “a strategic approach prioritising the patient’s needs, preferences, and values from drug development to treatment and beyond,” and brings together industry, advocacy groups, clinicians, and researchers.
4. Omnichannel Engagement Strategy
The days of relying solely on face-to-face interactions are over. Medical Affairs organizations have been increasing investments in nonpersonal engagement channels, including websites, virtual congresses, and social media, to drive efficiency and broaden reach.
Medical Information teams are leading this transformation, implementing AI-powered chatbots, multi-channel inquiry management systems, and self-service portals. Organizations like the Pharmaceutical Information and Pharmacovigilance Association (PIPA) provide guidance on best practices for evolving channels.
Despite this momentum, most organizations are still finding their footing: 78% remain in the ideation or foundational phase of omnichannel engagement, according to the ZS report. Teams plan to increasingly focus on personalizing engagement strategies through seamless omnichannel integration, targeting a 39% anticipated improvement in achieving their engagement objectives.
The report’s data also reveals that KOLs expect a 56%/44% split between in-person and virtual or digital planned interactions in 2026 and beyond. Medical Affairs teams must master this hybrid model, ensuring a seamless customer journey across all touchpoints. The Digital Strategy and Innovation for Medical Affairs 2026 conference in February will address effective omnichannel strategies for the year.
5. Rare Disease and Specialty Therapeutics Focus
Rare diseases are becoming increasingly common in Medical Affairs portfolios. There’s been a significant rise in FDA-approved drugs targeting rare conditions, driven by the Orphan Drug Act and other incentives. According to Oliver Wyman’s analysis, orphan drugs could make up 20% of all prescription sales in 2026.
This shift brings unique challenges. MSLs must expand their competencies to engage diverse stakeholders with nuanced, science-based communication. Traditional performance metrics don’t work well in rare disease settings with smaller patient populations and fewer treating physicians. Instead, companies are pivoting toward qualitative metrics that demonstrate impact and value.
Product launches in rare disease fields are inherently risky, but well-prepared medical affairs teams significantly improve launch success rates. MSLs with expertise in rare diseases are compensated more competitively, reflecting the specialized value they bring. Two major 2026 events, the Access USA Rare Disease Summit in Philadelphia and the 4th International Conference on Rare Diseases and Orphan Drugs in Barcelona, will address strategies for navigating this complex area.
6. Harmonization and Standardization Through Certification
As Medical Affairs grows in complexity and strategic importance, the demand for standardization has intensified. Post-COVID, public scrutiny of the pharmaceutical industry has increased, elevating expectations for transparency and consistency. Adopting a standardized approach will help organizations establish minimum standards across field teams and improve credibility with healthcare professionals.
Certification programs are emerging to help address the need for standardization. The data is compelling: according to ACMA, standardized training reduces compliance risk by 30% and improves effectiveness by up to 35%, translating to potential savings of over $160 million annually in large organizations.
The Medical Affairs Professional Society (MAPS) is launching its Foundations program in spring 2026, which was developed with over 60 industry experts and covers 42 key competencies across seven critical domains, and communities like the DIA Medical Affairs and Scientific Communications Forum bring Medical Affairs professionals together to share best practices across these competencies.
Looking Ahead
These six trends confirm the shift happening in Medical Affairs, moving the function into a strategic role that reaches across the entire organization. The influence of Medical Affairs is growing as teams adopt new technologies, deepen their approach to evidence, work more closely with patients and clinicians, and respond to rising expectations for professional rigor.
The teams best positioned for success in 2026 are the ones embracing this shift by developing stronger capabilities, cultivating organizational relationships that amplify their impact, and giving members of their team the support and resources they need to excel within an evolving field.