Medical Information Request data is a rich source of insight for Safety, R&D, and Commercial teams — but only when it is analysed at content level and presented in the context each function needs to act on it. A Safety professional needs a different framing than a Commercial director. An R&D scientist needs different evidence than a regulatory affairs lead. Delivering the same generic summary to all of them is not cross-functional intelligence — it is undifferentiated noise. MIR Analytics from WPP Enterprise Solutions solves this by reading every inquiry in context and packaging insights tailored to the specific decision environment of each function.

What Safety teams get from MIR Analytics:

• Early identification of rising or off-taxonomy inquiry themes with potential safety relevance — surfaced before they would reach threshold visibility in standard pharmacovigilance channels.
• Triangulation with adverse event and Field Medical data, increasing confidence in the significance of any safety-adjacent signal detected in MIR data.
• Curated Cross-Functional Insights formatted for Safety stakeholders — with evidence rationale, signal type classification, and Action Generator recommendations for proportionate response.

What R&D teams get from MIR Analytics:

• Evidence gaps identified from recurring HCP inquiry patterns around specific clinical scenarios — providing a real-world data-led foundation for prioritising data generation activities.
• Off-label interest patterns from specialist HCPs, representing early intelligence about unmet clinical needs that may inform future label expansion strategy or trial design.
• Emerging scientific question clusters, revealing where the medical community is beginning to probe the boundaries of current clinical knowledge on a product.

What Commercial teams get from MIR Analytics:

• Real-world friction points and adoption barriers — including access questions, handling confusions, and prescribing hesitations — identified from inquiry patterns at launch and throughout the product lifecycle.
• HCP understanding gaps that are directly affecting prescribing decisions, enabling targeted education and engagement strategy adjustments.
• Competitive inquiry patterns that indicate market pressure or HCP interest in alternative therapies, providing Commercial with an early-warning signal from within the MI data.

Medical Affairs is arguably the function that stands to gain the most from MIR analytics — because its core activities (scientific communications, MSL engagement, KOL strategy, education programme development, and field medical deployment) are all directly informed by the same intelligence that MIR data contains: what HCPs actually want to know about a product, where the scientific evidence base falls short, and where education investments will generate the most impact.

MIR Analytics from WPP Enterprise Solutions is purpose-built to surface exactly this intelligence for Medical Affairs teams, at scale and in real time. Rather than relying on anecdotal field reports or periodic survey data, Medical Affairs can access a continuously updated, evidence-based picture of HCP knowledge and information needs drawn directly from unsolicited inquiry data.

The full range of Medical Affairs insights from MIR Analytics includes:

• HCP information needs by therapy area and product — including which topics are generating the most questions, which HCP specialties are asking them, and how those needs are evolving over time.
• Evidence gaps and scientific uncertainty zones — clusters of inquiry patterns that collectively indicate where the current clinical evidence base is insufficient to answer HCP questions, informing publication planning, data generation priorities, and label evolution strategy.
• Off-label interest patterns — the volume, nature, and source of off-label inquiries, providing Medical Affairs with a data-led foundation for MSL education strategy and regulatory engagement on potential label expansion.
• Education priorities — inquiry clusters that identify specific knowledge gaps across HCP populations, enabling Medical Affairs to allocate education resources to the areas of greatest unmet need rather than relying on assumed priorities.
• Emerging clinical questions — new inquiry themes forming around specific patient populations, dosing scenarios, or treatment combinations — enabling Medical Affairs to get ahead of questions before they become widespread HCP concerns.
• Scientific communications intelligence — patterns of inquiry that reveal which aspects of a product’s clinical profile are generating the most confusion or curiosity, informing the content priorities for publications, symposia, and congress materials.

Sharing MI insights effectively means doing four things simultaneously: delivering the right insight to the right function, in the right format, at the right time. Most pharmaceutical organisations currently fail on at least three of these four dimensions. They share the right data with the wrong audience (a generic summary that no function can act on directly), in the wrong format (an MI-centric report that requires translation before it has cross-functional meaning), and at the wrong time (a quarterly cycle that ensures insights are historical before they are shared).

MIR Analytics from WPP Enterprise Solutions is built to solve all four dimensions simultaneously — automating the tailoring, formatting, and timing of insight delivery so that each function receives intelligence it can immediately act on, without the MI team needing to manually produce five different versions of the same report.

The before and after of cross-functional insight sharing:

The four sharing modes available in MIR Analytics: