Quantifying excellence: A framework for medical affairs success measurement

We’ve identified six key metrics that every Medical Affairs Director should prioritize to excel in their role

These metrics not only offer clear insights into performance but also foster strategic alignment and support data-driven decision-making. For example, tracking KOL engagement frequency and quality ensures that relationships with key opinion leaders are productive and aligned with organizational goals. Publication impact metrics, such as citation counts and journal impact factor, help assess the influence of scientific communications. Additionally, monitoring advisory board effectiveness, including attendee feedback and actionable outcomes, ensures these meetings deliver real value. By focusing on these and other metrics like medical inquiry response time, educational program reach, and clinical trial support contributions, Medical Affairs Directors can drive measurable success for their organizations, stakeholders, and the broader scientific community. Below, we dive deeper into these six essential metrics.

1. Impact of publications 

Assess the effectiveness of scientific communication by tracking metrics such as the number of citations per publication, Altmetric attention scores, and year-over-year improvements in journal impact factors. Monitor the reach of publications by analyzing downloads, full-text views, and geographic spread of your audience. Medical Affairs Directors can set benchmarks—such as achieving at least a 20% increase in citation counts annually or publishing in journals with an impact factor above a defined threshold—to continuously elevate publication influence and support organizational credibility.

2. Communication impact measurement 

Evaluate the resonance of your communications by measuring event attendance, open and click-through rates for digital mailings, and post-event knowledge assessments. Quantify engagement at congresses by tracking booth visits, queries received, and follow-up communications. Implement knowledge checks or surveys with ≥80% participant completion to ensure scientific messages are understood and retained, then use these findings to refine future communications.

3. Speed to insights 

Track the average time taken from medical inquiry receipt to response, as well as the turnaround time for generating evidence summaries or field medical team insights. Aim to decrease medical inquiry response time to under 48 hours and ensure at least 90% of evidence summaries are delivered within established deadlines. Regular monthly reviews of response metrics can spotlight bottlenecks and identify opportunities for process optimization.

4. Customer insights impact 

Measure the value of Medical Affairs by tracking how customer insights influence organizational decisions. Monitor the number of insights shared with key stakeholders, the percentage adopted into strategic plans, and specific outcomes resulting from these insights. Ensure a feedback loop to assess the quality and relevance of insights provided

5. Stakeholder satisfaction and engagement 

Measure stakeholder sentiment by collecting post-engagement Net Promoter Scores (NPS), analyzing survey-based satisfaction ratings, and tracking repeat participation in advisory boards or educational events. Strive for NPS scores above industry benchmarks and ≥90% satisfaction in post-event surveys. Monitor how often recommendations are implemented by external KOLs or adopted into clinical practice as additional indicators of success.

6. Regulatory and compliance adherence 

Track the frequency and timeliness of updates made in response to changing regulations, the number of materials reviewed and approved by compliance, and the rate of successful regulatory submissions with zero major observations. Run quarterly audits to evaluate process adherence, aiming for 100% of staff completing required compliance training annually. Maintaining these standards mitigates risk and reinforces the organization’s reputation for excellence.