### April 6, 2022

# Within3 on MAPS: Modern Insights Management

Medical affairs organizations can modernize their operations in the pre-launch and launch phase by harnessing insights management technology.

On the [MAPS](https://medicalaffairs.org/) Content Hub, a Q&A with Within3 CEO Lance Hill reveals how medical affairs teams can build on their role as a value center within the wider organization, and how they are positioned to lead operational transformation efforts with access to real-time insights and global visibility, often in a more cost-effective way than traditional methods, with modern insights management.

“Historically, it’s been difficult for Medical Affairs to demonstrate value – to show ROI to the groups left and right of them. A lot don’t see Med Affairs as a strategic asset. They see it as a cost center. It’s not sales. It’s not R&D,” says Hill. “But when you step back, you see that Med Affairs brings an understanding of the market and disease community – and is positioned to translate the heavy science coming out of R&D to what it means to patients and physicians.”

Hill goes on to discuss the value of insights and how [insights management](https://within3.com/product-insights-management-platform) can strengthen medical affairs’ value provision. “My definition of insights is things you are learning that can inform your strategy…the ability to gain and harvest insights is a fundamental pillar of what makes medical affairs valuable.”

To learn more about how medical affairs teams can benefit from diversifying insight sources, harness insight in near real-time, and how technology enables modern insights management, [read the article](https://medicalaffairs.org/insights-management-lance-hill/).