Tehran University of Medical Sciences Journal of Pharmacoeconomics and Pharmaceutical Management 2383-4498 10 4 2024 10 14 1 6 Abhijit Trailokya Head Medical affairs, Indoco Remedies Ltd, Mumbai. 2024 11 14 2025 09 14 The pharmaceutical market is both complex and diverse. It differs from country to country, even region to region and it is constantly evolving. India’s pharmaceutical sector ranks among the largest and most advanced science-based industries within developing nations globally. In the rapidly evolving pharmaceutical industry, strategic planning is crucial for maintaining competitive advantage and ensuring sustainable growth. One of the key players in this strategic landscape is the Medical Affairs (MA) department. Strategic planning start from pre-clinical development and continue till the product is in market. A well-developed strategic plan in medico-marketing can significantly impact a company's market presence, brand loyalty, and patient outcomes. Medical Affairs will always remain a cornerstone of strategic planning in the pharmaceutical industry. https://jppm.tums.ac.ir/index.php/jppm/article/view/239