fikr-i kumbara
medical affairs design studio

Medical Affairs Design: Quantify the qualitative.

AI-supported omnichannel design, therapeutic-area CRM content, and MSL adaptation programmes that turn every HCP interaction into strategy-aligned, measurable evidence.

Read the thesis →
the thesis

Medical affairs runs on conversations that don't show up in dashboards. Field visits, scientific exchanges, KOL relationships, congress-floor dialogue. The value created lives in interactions finance can't see and leadership can't easily reward.

The studio designs the instruments (AI-supported omnichannel architecture, therapeutic-area CRM content, MSL adaptation programmes) that finally make that work countable, comparable, and strategically aligned.

what I build

Medical Affairs Services: three programmes, one measurement system.

Pulse
AI-Driven Insight Mining
Advanced qualitative sentiment processing and behavioral HCP segmentation. Pulse integrates Large Language Models (LLMs) to capture unstructured field dialogue and automate scientific congress tracking in real time, converting medical insights into structured compatibility profiles, content trends, and diagnostic pain-point maps.
Outputs: LLM insight parsing · automated congress tracking · behavioral pain-point maps
Narrative
CRM content that measures
Tailor-made therapeutic-area case reports and clinical storytelling assets optimized for 1:1 interaction, symposium tracks, or asynchronous outreach. Fully MLR-disciplined and KAP-embedded, so every piece of custom content educates clinicians and quantifies clinical sentiment within the same touchpoint.
Outputs: TA-specific CRM materials · KAP delta tracking · async insight loops
Orbit
Orchestration & AI Enablement
Omnichannel architecture connecting F2F, digital, content, and congress touchpoints into a single closed-loop system. Orbit includes training pathways that turn MSL teams into AI-native field operators, using secure LLM co-pilots within strict regulatory guidelines to capture structured, standard-aligned data.
Outputs: omnichannel design · AI co-pilot enablement · strategy-aligned dashboards
how it works

Our methodology: four instruments built for Medical Affairs.

01
Email open-tracking and digital compatibility segmentation
A behavioral signal layer built on top of standard CRM platforms. It isolates and segments HCPs who actively engage with digital scientific assets versus those who only tolerate passive communications, establishing high-trust deployment paths for field teams.
02
Storytelling case reports with embedded KAP questions
Clinical narratives that double as real-time measurement tools. Each custom module captures changes in baseline Knowledge, Attitude, and Practice (KAP) signals as the clinician reviews the material across 1-to-1 or async touchpoints.
03
Congress QR live polling for real-time speaker intervention
A responsive measurement layer running on top of symposium tracks. Audience alignment, knowledge deficits, or therapeutic concerns surface within seconds, so moderators and faculty can adjust mid-session rather than next quarter.
04
Decision-tree case reports for async pain-point mapping
Branching clinical simulations that double as an automated national medical registry. Clinicians reveal where they hesitate, deviate, or seek diagnostic support, producing macro evidence maps without consuming MSL bandwidth.
interactive proof

Experience the measurement layer in real time.

Micro-Demo // Interactive Case Simulator

The RWE Standback

Illustrative simulation. Methodology demo, not benchmark data.

Context: You are launching a new indication in the Rare Disease segment. Your MSLs report heavy field resistance. Regional KOLs are deferring treatment adoption, citing the absence of Local Real-World Evidence (RWE) and dismissing global data as non-representative.

what becomes countable

Outputs your dashboard can finally hold.

Channel-format compatibility, per HCP
KAP delta per asset, per region
Real-time symposium comprehension
National pain-point heat-mapping
LLM-parsed content performance
Strategy-narrative drift, by team
behind the studio

A practitioner, not an outsider.

Oguz Kizilkaya
MD · Medical Affairs · Founder
MAPS EMEA
Faculty · Mentor · Competency Team Member

MD. Medical affairs practitioner. Contributing to the discipline's capability standards through the Medical Affairs Professional Society (MAPS): Faculty for the EMEA leadership workshops, Mentor in the MAPS Mentorship Programme, and Competency Team member shaping the field's professional benchmarks.

Every framework on this site was built in field reality first, then turned into an instrument a team can deploy. No theory imported from outside the room.

fikr-i kumbara engagements are offered independently. Frameworks, programmes, and assets developed for sponsoring organisations remain attributed to them, and views expressed here do not represent the position of any employer.
work with the studio

Let's design something that learns.

Email
oguz@fikrikumbara.com
LinkedIn
linkedin.com/in/oguzkizilkaya
Based
Istanbul · serving EMEA