What is a KPI?
A Key Performance Indicator (KPI) is a quantifiable measure used to track how effectively a team, process, or initiative is achieving its stated objectives. In life-science companies, KPIs translate high-level strategy—patient outcomes, scientific influence, market penetration—into concrete metrics that can be monitored, compared, and optimized.
Why KPIs Matter in Medical Affairs?
Medical Affairs teams sit at the crossroads of science, strategy, and stakeholder engagement. Clear KPIs provide a shared language for demonstrating value to senior leadership, aligning cross-functional efforts, and ensuring resources stay focused on activities that improve patient care and business outcomes. Without well-chosen KPIs, success defaults to activity counts rather than meaningful impact.
Typical KPI Categories
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Scientific Engagement – number and quality of HCP interactions, advisory-board outcomes, congress presentations.
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Evidence Generation – studies supported, manuscripts accepted, real-world data sets published.
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Insight Conversion – percentage of captured insights that lead to concrete actions (protocol changes, new publications, updated slide decks).
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Operational Excellence – response-time adherence in Med Info, compliance audit scores, on-time completion of training modules.
Design Principles for Effective KPIs
Every indicator should be SMART—specific, measurable, achievable, relevant, and time-bound. Leading KPIs (predictive signals) are as important as lagging KPIs (retrospective results); together they provide both early warnings and final scorecards. Regular review cycles allow teams to retire vanity metrics, adjust targets, and embed new indicators that reflect evolving strategic goals.
Pitfalls to Avoid
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Over-counting activity at the expense of outcomes.
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Setting targets in isolation, without cross-functional alignment.
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Ignoring qualitative feedback that explains the why behind the numbers.
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Failing to update dashboards as scientific priorities shift.
Glossary
May 16, 2025