A12. Medical Information in the Post-Pandemic Era: Embracing Change for the Future
Tracks
Medical Operations
| Tuesday, June 3, 2025 |
| 1:30 PM - 2:30 PM |
| C2.5+C2.6 |
Chair & Speakers
Wenna Zhang
Head Of Medical Information
Commercial Eyes
Medical Information in the Post-Pandemic Era: Embracing Change for the Future
Abstract
The COVID-19 pandemic, emerging in late 2019 and officially transitioning out of the public health emergency phase by mid-2023, profoundly reshaped global healthcare and pharmaceutical practices. In response to unprecedented challenges, the pharmaceutical industry—particularly Medical Information (MI) services—rapidly adapted to ensure continuity, innovation, and resilience. Companies embraced cloud-enabled platforms to support remote working, enabling uninterrupted service delivery despite a distributed workforce. Simultaneously, there was an accelerated shift toward digital and self-service channels, including the integration of QR codes, which provided healthcare professionals (HCPs) with quick and efficient access to vital information.
These adaptations not only addressed the immediate demands of the crisis but have since evolved into lasting enhancements, positioning MI as a pivotal and dynamic function within Pharma. This session explores how the pandemic accelerated the evolution of MI, focusing on:
· Ensuring continuity of MI services during times of crisis
· Adapting to changing HCP engagement and information delivery preferences
· Expanding digital communication channels while maintaining personalised interactions
Attendees will gain actionable insights into aligning MI strategies with the evolving needs of HCPs, improving patient outcomes, and driving meaningful organisational impact in the post-pandemic healthcare landscape.
These adaptations not only addressed the immediate demands of the crisis but have since evolved into lasting enhancements, positioning MI as a pivotal and dynamic function within Pharma. This session explores how the pandemic accelerated the evolution of MI, focusing on:
· Ensuring continuity of MI services during times of crisis
· Adapting to changing HCP engagement and information delivery preferences
· Expanding digital communication channels while maintaining personalised interactions
Attendees will gain actionable insights into aligning MI strategies with the evolving needs of HCPs, improving patient outcomes, and driving meaningful organisational impact in the post-pandemic healthcare landscape.
Biography
Wenna Zhang, Head of Medical Information Wenna joined CE in 2012 and now leads a Medical Information team serving over 30 Asia Pacific clients. She ensures the accuracy and currency of information provided to healthcare professionals and patients, liaising closely with clients. With over 10 years of Med Info experience, Wenna has designed and implemented cutting-edge Medical Information databases using advanced technologies. She has represented Medical Information in 11 TGA and 1 FDA PV inspections. Her dedication earned her the Commercial Eyes’ Managing Director’s Award in 2015.
Sudeep Mavila
Medical Information Cluster Lead
Pfizer
Medical Information in the Post-Pandemic Era: Embracing Change for the Future
Abstract
The COVID-19 pandemic, emerging in late 2019 and officially transitioning out of the public health emergency phase by mid-2023, profoundly reshaped global healthcare and pharmaceutical practices. In response to unprecedented challenges, the pharmaceutical industry—particularly Medical Information (MI) services—rapidly adapted to ensure continuity, innovation, and resilience. Companies embraced cloud-enabled platforms to support remote working, enabling uninterrupted service delivery despite a distributed workforce. Simultaneously, there was an accelerated shift toward digital and self-service channels, including the integration of QR codes, which provided healthcare professionals (HCPs) with quick and efficient access to vital information.
These adaptations not only addressed the immediate demands of the crisis but have since evolved into lasting enhancements, positioning MI as a pivotal and dynamic function within Pharma. This session explores how the pandemic accelerated the evolution of MI, focusing on:
· Ensuring continuity of MI services during times of crisis
· Adapting to changing HCP engagement and information delivery preferences
· Expanding digital communication channels while maintaining personalised interactions
Attendees will gain actionable insights into aligning MI strategies with the evolving needs of HCPs, improving patient outcomes, and driving meaningful organisational impact in the post-pandemic healthcare landscape.
These adaptations not only addressed the immediate demands of the crisis but have since evolved into lasting enhancements, positioning MI as a pivotal and dynamic function within Pharma. This session explores how the pandemic accelerated the evolution of MI, focusing on:
· Ensuring continuity of MI services during times of crisis
· Adapting to changing HCP engagement and information delivery preferences
· Expanding digital communication channels while maintaining personalised interactions
Attendees will gain actionable insights into aligning MI strategies with the evolving needs of HCPs, improving patient outcomes, and driving meaningful organisational impact in the post-pandemic healthcare landscape.
Biography
Sudeep Mavila is the Medical Information Lead for the ANZ & Korea Cluster at Pfizer. With over 20 years of experience in leadership roles within Medical Information & Operations in the pharmaceutical industry, Sudeep is dedicated to leveraging medical information capabilities to support patients and health professionals while delivering value to internal stakeholders. He has successfully led teams through significant transformations driven by external events such as the Covid-19 pandemic, changes in the business environment, and technology-driven innovations.
