Marketing & Strategy

The future of the pharmaceutical and GP engagement model 

Health Industry Hub | March 18, 2020 |
[Total: 1    Average: 4/5]

As many GPs are no longer seeing pharma reps there is a growing demand for pharma companies to be forward-thinking and to look to innovative digital communication solutions, reveals a new industry white paper.   

The evolving commercial landscape provides the imperative for a new way of doing business. For pharma companies, this means recognising that GPs are time poor, and whilst choosing not to see drug reps, are raising their digital interactions with pharma. 

Half of GPs are choosing not to see drug reps. This leading to questions over what the future of pharma interactions look like, reveals a new industry white paper.

A series of surveys conducted by independent medical publisher Australian Doctor Group (ADG) shows more than half (54%) say they are too busy to see them, 53% believe they aren’t an objective source of information and 35% prefer to get their information from other places.

The decline in GP engagement is not for lack of trying on pharma’s part – with more than 40% of GP responders reporting that reps attempt to see them or speak to them in person every week.

The surveys’ findings are published for the first time in ADG’s The future of the pharmaceutical and GP engagement model white paper, which warns that the situation is set to worsen with rising GP workloads and a shift to sourcing clinical information online.

Latest Department of Health figures cited in the paper reveal Australian GPs are delivering 18% more services a year than they did a decade ago – leaving them increasingly time poor.

Meanwhile, qualitative research commissioned by ADG shows GPs are looking for real-time information and are routinely using Google searches during patient consults to make sure they have the most up-to-date information to hand.

Australian pharma companies have been slow to respond to this changing environment, the paper reveals

It highlights data from pharmaceutical consulting firm IQVIA that show, despite more GPs choosing not to see reps, investment in marketing materials for drug rep visits increased by 22% between 2015 and 2019.

However, the pharma companies and their marketing teams that are willing to embrace this new digital landscape and engage GPs in the ways they want are seeing strong positive results. 

Register FREE and join 20,000+ industry professionals who receive the latest industry news, innovations and insights from Health Industry Hub; the ONLY one-stop-hub connecting Australia’s Pharma, MedTech and Biotech industry professionals and its key stakeholders.

About the author

About the author

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam luctus finibus scelerisque. Nunc bibendum ipsum sed augue fringilla fringilla. Nullam at consectetur leo. Praesent viverra rutrum porta. Quisque vitae mi vel purus vulputate tincidunt. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Suspendisse et mi quis nisi rhoncus feugiat at ac tellus. Sed aliquam sodales nulla ac auctor. Sed pretium lobortis purus accumsan ullamcorper. Phasellus sodales vel odio in lobortis. Duis maximus sagittis bibendum. Interdum et malesuada fames ac ante ipsum primis in faucibus. Nunc dictum tincidunt ipsum in vestibulum. Donec ut sem consectetur, aliquam quam vitae, pharetra orci. Nam egestas non velit eu rhoncus. Duis congue neque non lacus tincidunt porta. Vestibulum ultricies pulvinar sem, molestie congue dui aliquet non.
  • Ut imperdiet leo id lorem fermentum consectetur.
  • Ut vitae orci et dui varius tincidunt.
  • Ut id magna non libero vestibulum pharetra ac faucibus nulla.
Aliquam erat volutpat. Vestibulum vitae varius diam. Nulla eget congue ante. Nunc ullamcorper sagittis augue vel dictum. Mauris finibus nibh ut pulvinar auctor. Vestibulum ut faucibus nisi. Orci varius natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Quisque porta tortor ac justo malesuada elementum. Nulla tellus ante, cursus nec ex sit amet, suscipit bibendum arcu. Duis posuere orci dui, et mollis enim dictum at. Sed ullamcorper, sapien ut vulputate viverra, sem purus porttitor tellus, nec mattis mauris ligula sed risus. Nulla sagittis id ipsum eu mattis. Link to full profile

Human Resources

Human Resource Management - MSD revealed as finalist in Australian HR Awards

MSD revealed as finalist in Australian HR Awards

Health Industry Hub | July 13, 2020 |

The Australian HR Awards celebrates the outstanding achievements of the country’s top Human Resources leaders, companies and teams. MSD reveals […]


News & Trends - Medical Technology

MedTech News - Radiologists report a significant drop in diagnostic imaging services during COVID-19

Radiologists report a significant drop in diagnostic imaging during COVID-19

Health Industry Hub | July 13, 2020 |

MedTech News: Clinical radiologists are concerned that patients are delaying their required imaging procedures and encourage people to continue their […]



Medical Pharma Biotech MedTech - First-of-its-kind liver cancer research

First-of-its-kind liver cancer research

Health Industry Hub | July 13, 2020 |

Medical News: Primary liver cancer patients will benefit from a new research project in Western Australia that will apply the […]


News & Trends - Biotechnology

Biotech News - Australian researchers' cancer vaccine shows early promise

Australian researchers’ cancer vaccine shows early promise

Health Industry Hub | July 13, 2020 |

Biotech News: Mater University of Queensland Researchers have achieved publication in the highly-ranked journal, Clinical and Translational Immunology detailing their […]