How can Medical Affairs teams move faster, align global brand strategy, and use artificial intelligence (AI) while keeping patients first? Emad Siddiqui, Senior Vice President, Head of Medical Affairs Global Brand Strategy at Astellas Pharma, joins host Peg Crowley-Nowick on Medical Affairs Unscripted. A surgeon by training, Emad describes his move from clinical practice into Medical Affairs and his belief in putting patients and science first. He explains the Astellas "Brand at the Center" model, where Medical Affairs and Commercial co-lead global brand teams and build the integrated global brand plan together with the five largest markets. Small agile core teams and on-demand value teams speed up execution, and clear guardrails balance global alignment with local autonomy. Emad also shows how AI-assisted scientific writing is changing the work. AI now produces the first draft of a congress abstract, and the authors review and refine it, cutting development from weeks to days. He also looks at how AI could support clinical study reports and help teams turn field insights into clear evidence gaps. This episode is for Medical Affairs leaders, MSLs, and pharma strategists rethinking how global teams work.

What happens when one Medical Affairs leader is responsible for oncology, neurology, immunology, fertility, HIV, and rare disease, all at the same time? The answer is not a bigger playbook. It is an entirely different way of thinking.

Host Peg Crowley sits down with Lori Lebson, Senior Vice President of Global Medical Affairs at CalVista Pharmaceuticals, to dig into one of the most underestimated challenges in the field: leading Medical Affairs strategy across a truly diverse portfolio.

Lori has lived this challenge from the inside. From large pharma to biotech, she brings a rare perspective on how portfolio diversity changes everything, from scientific narrative and data generation strategy to team design, resource trade-offs, and global launch planning across the U.S., Europe, and beyond.

Together, Peg and Lori explore why a lift and shift approach across therapeutic areas fails every time, and what Medical Affairs leaders must do instead. They dig into how oncology, neurology, and rare disease each demand a fundamentally different strategy, why the pace, the patient community, and the evidence generation priorities are worlds apart, and what that means for how Medical Affairs shows up at the enterprise level.

They also get into the biotech reality, where diverse pipelines inside small organizations create compounding pressure, and why getting Medical Affairs to the table early is no longer optional.

Running through it all is the belief that the patient is the true North Star, and that no drug has truly succeeded until it reaches the patient who needs it.

If you lead across franchises, manage a diverse Medical Affairs portfolio, or are building your career and want to understand what it really takes to operate at this level, this episode is essential listening.

The FDA finalized its guidance on Scientific Information on Unapproved Uses (SIUU) in January 2025, giving pharmaceutical and biotech companies a framework for proactive off-label communication with healthcare providers. Yet many medical affairs organizations are still navigating what it means in practice. In this episode, Peg Crowley-Nowick, PhD, MBA talks with Josh Bryson, PhD, Head of U.S. Medical Affairs and Evidence Generation at Argenx, about the real-world implications for medical affairs strategy.

Josh and Peg examine what the FDA guidance permits, the data integrity and publication requirements that must be in place, and how the shift from reactive to proactive scientific exchange changes HCP engagement. They also discuss how SIUU raises the bar for evidence generation, driving companies to think more deliberately about data quality, study design, and publication strategy in order to meet the criteria the guidance requires. Medical Science Liaisons and Medical Affairs leaders will find this conversation directly relevant to how they approach both field engagement and evidence planning.

A practical conversation for medical affairs professionals looking to understand how the FDA off-label communication guidance reshapes communications strategy and the evidence needed to support it.