2025 wasn’t just another year of progress for Medical Affairs. It was a year of transformation.

In this special OnPoint: Medical Excellence Podcast episode, Scott Thompson looks back across the conversations, leaders, and moments that defined the past year and distills them into six themes that are reshaping how Medical Affairs teams operate, lead, and create impact.

This is not a rewind. It’s a synthesis of what changed, why it matters, and how the most forward-thinking teams are already applying these lessons.

OnPoint: The Medical Excellence Podcast delivers insightfulconversations on the most pressing issues facing top Medical Affairs professionals. Listen to stay ahead of industry trends and be inspired by leaders shaping the future of Medical Affairs.

OnPoint is available on several podcast platforms, includingthe Acceleration Point YouTube channel.

[00:00] – The Year of Transformation

[01:29] – Stop Waiting for Big AI. Start Now

[03:34] – Integration Is Excellence

[05:56] – Measure What Changed, Not What You Did

[08:09] – Start Small. Prove Value. Scale.

[11:04] – Maturity Is Built One Coordinated Step at a Time

[13:37] – What Should the Modern MSL Be Mastering?

[16:42] – Everything Connects

In this episode of the OnPoint Podcast, Scott sits down with Joyce Lo, Director of Medical Omnichannel Strategy at Blueprint Medicines. Joyce shares her perspective on modernizing Medical Affairs engagement through digital and customer-centric channels. Together, they explore how omnichannel can expand reach, personalize education, and deliver measurable impact across the Medical Affairs landscape.

Together, they discuss:

• Defining omnichannel for Medical Affairs and why it matters today.

• How to set clear goals before selecting channels or tactics.

• Navigating compliance and legal considerations in digital engagement.

• The role of segmentation and the customer journey in building strategy.

• Measuring outcomes beyond channel metrics to real-world impact.

• Collaboration across Medical, Marketing, and Commercial to achieve true omnichannel.

Connect with Joyce on LinkedIn: https://www.linkedin.com/in/joyce-lo-pharmd/

OnPoint: The Medical Excellence Podcast delivers insightful conversations on the most pressing issues facing top Medical Affairs professionals. Listen to stay ahead of industry trends and be inspired by leaders shaping the future of Medical Affairs.

OnPoint is available on several podcast platforms, including the Acceleration Point YouTube channel.

#MedicalAffairs #MedicalExcellence

[00:00] – Welcome and Introduction

[01:00] – What Omnichannel Really Means for Medical Affairs

[04:00] – Setting Goals Before Choosing Channels

[07:00] – Navigating Compliance and Regulatory Guardrails

[10:00] – Measuring Impact Beyond Open Rates

[14:00] – Customer Journeys and Segmentation

[19:00] – Why Omnichannel Must Be Cross-Functional

[22:00] – First Wins and Lessons Learned

[28:00] – Scaling MSL Impact Through Omnichannel

[34:00] – The Role of AI and Next Best Action

[40:00] – Building the Skills and Mindset for Omnichannel Success

In this OnPoint Podcast episode, Joe Giuliano joins Acceleration Point CEO Scott Thompson to reflect on his nine-year journey leading Medical Affairs at Amicus Therapeutics—and the bold transformation he spearheaded before his recent retirement.

From rethinking Medical Affairs’ role to building belief-driven strategies and enabling digital capabilities, Joe shares hard-earned lessons and practical insights for leaders ready to drive real change.

Together, they discuss:

• What a real Medical Affairs transformation looks like from the inside

• Why starting small can lead to enterprise-wide change

• Building belief-based engagement and aligning field and strategy

• Using data and AI to drive influence, not just measure activity

• Aligning Medical and Commercial with clear, complementary roles

• The critical role of leadership vision in successful change management

Connect with Joe on LinkedIn: https://www.linkedin.com/in/joseph-giuliano-b364476/

You can learn more about his company, Rare Medical Affairs, by visiting his website at https://www.raremedicalaffairs.com/about-rma or by emailing him at JGiuliano@RareMedicalAffairs.com.

OnPoint: The Medical Excellence Podcast delivers insightful conversations on the most pressing issues facing top Medical Affairs professionals. Listen to stay ahead of industry trends and be inspired by leaders shaping the future of Medical Affairs.

OnPoint is available on several podcast platforms, including the Acceleration Point YouTube channel.

#MedicalAffairs #MedicalExcellence

[00:00] Introduction and Welcome

[00:39] Joe's Career Journey

[02:44] The Concept of Transformation

[05:12] Implementing Digital Tools

[07:52] Overcoming Challenges

[16:14] Achieving Success and Measuring Impact

[30:56] Collaboration and Team Dynamics

[41:29] Future Plans and Closing Remarks