The Intersection between New Product Planning and Medical Affairs with Cathy Symonds, PhD

In this episode of Medical Affairs unscripted, Peg Crowley-Nowick, PhD, MBA, Senior Advisor, Medical Affairs Consulting at Lumanity, and Cathy Symonds, PhD, Program Lead and Head of New Product Planning at Arbor Biotechnologies, engage in an insightful discussion about the evolving role of new product planning and its intersection with Medical Affairs. Peg and Cathy explore the strategic importance of new product planning in the lifecycle of medical products, emphasizing how early commercial strategy is essential for successful development and market entry. They discuss various frameworks and best practices, including the creation of a Target Product Profile (TPP), which helps align the team on what success looks like and guides the development process from early stages through to commercialization. The conversation delves into the critical partnerships between new product planning and other functions such as Medical Affairs, clinical development, and market access. They highlight how these collaborations are essential for gathering comprehensive insights from healthcare professionals, patients, and the broader market landscape. They share their experiences and perspectives on the importance of strategic narratives that communicate the value of new products effectively to both internal teams and external stakeholders, including investors. Throughout the discussion, they underscore the necessity of continuous planning and adaptation to ensure that products not only meet regulatory requirements but also achieve commercial success and ultimately improve patient outcomes.