In this Internal Edition of the Zipher Medical Affairs Unscripted podcast series, Dr. Peg Crowley-Nowick, Founder & President of Zipher Medical Affairs is joined by Zipher’s own Julie Cahill, M.D., Vice President of Consulting and Medical Director Services to continue the conversation from Episode 4: Data Generation • The Intersection Between Medical Affairs and Clinical Development by expanding further on the need to identify data gaps and how organizations can work together to consider the full scope of research that can be used to fill those gaps. Dr. Cahill, an industry expert and a board-certified general surgeon, shares how Medical Affairs, though often overlooked in early data generation planning initiatives, can actually be a strategic partner in building a cross-functional data generation program. Our host and expert guest discuss the importance of early consideration of potential data gaps, what data/evidence generation means to different companies, and when Medical Affairs should start planning for data generation. They also take us on a detailed tour on how to coordinate the collective and complementary perspectives of each of the functional areas to create a prioritized and persisting, but pliable data generation program. Dr. Crowley-Nowick also asks Dr. Cahill to provide an overview of the advantages and disadvantages of using technology to conduct these planning workshops in our unprecedented times of the COVID-19 pandemic. Lastly, because of the ever-evolving organizational priorities and landscape of clinical care, the frequency in which a data generation program should be reviewed and refined is discussed as well as the value of developing a communication plan to ensure consistency in external messaging.