Scientific Storytelling and Omnichannel Strategy in Modern Medical Affairs

In this episode of Pharma Sessions, host Jonathan Kaskey sits down with Matthew Krzywosz, Director of Scientific Communications & Content at Astellas, to explore how Medical Affairs teams can create differentiated scientific narratives, use omnichannel strategy to amplify impact, and help brands stand out in highly competitive markets.

What You’ll Learn:
How Medical Affairs teams can build differentiated scientific narratives in crowded markets
Why simplification strengthens scientific credibility rather than diluting it
How omnichannel strategy supports relevance, reach, and engagement with HCPs
What an effective global-to-local medical content model looks like in practice
How MSLs can move from data delivery to two-way scientific exchange
Where personalization, analytics, and emerging technology fit into the future of Medical Affairs

Matthew Krzywosz is Director of Scientific Communications & Content at Astellas Pharma, where he leads global medical content and communication strategies across multiple therapeutic areas. He brings deep experience in scientific storytelling, omnichannel engagement, and global Medical Affairs strategy, with prior roles at AbbVie and ZS Associates. Matthew is recognized for translating complex clinical data into clear, differentiated narratives that support healthcare professionals and elevate scientific exchange.

YouTube Chapters:
[00:00] Introduction
[03:02] Finding a Path Into Medical Affairs
[05:58] Why Differentiation Starts With Clarity
[08:33] Global Narratives and Local Realities
[11:48] Evolving the MSL Role Beyond Data Delivery
[13:49] Preparing for Better Scientific Conversations
[15:45] Personalizing Scientific Exchange in Practice
[17:11] Capturing HCP Preferences and Insights
[19:51] Omnichannel Strategy and the Limits of Personalization
[21:52] Staying Organized and Agile as a Leader
[24:12] Final Advice for Medical Affairs Professionals

Episode Resources:
Matthew Krzywosz on LinkedIn:   / mkrzywosz  
Astellas Pharma Website: http://www.astellas.com/
Jonathan Kaskey on LinkedIn:   / jonkaskey  
XSUNT Corporation Website: http://www.xsunt.com/

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