Healthcare professionals across Australia have spoken loud and clear: they want more medical education (Med Ed) from pharmaceutical companies. This key finding from the 2024 So What? Research Survey of Australian Doctors, which engaged over 500 specialists and GPs, sends a strong message to pharma companies: delivering high-quality, tailored Med Ed isn't just valued, it’s essential.

In this article we explore:

• What doctors want from pharma
• Driving satisfaction through education
• The power of social media
• Pharma’s opportunity

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Top Request: Medical Education and Events

When asked the open-ended question “What is the one thing you would like to see pharma companies do more of?” an overwhelming 37% of respondents requested “medical education and events”, making it the top request by a significant margin.

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Doctors are asking for more opportunities to engage with the latest information, whether through face-to-face events or hybrid formats that combine in-person and virtual elements. While webinars are convenient for busy doctors, many still crave the in-person experience for networking, asking personalised questions, and exchanging ideas with colleagues. Some even shared they are “tired of webinars”, and many noted their interest in different types of educational opportunities including dinners, weekend events and traditional conferences.

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The Hybrid Model

While face-to-face interaction is important, there's also a call for flexibility. A recurring theme throughout the survey was the preference for hybrid events that offer both in-person and online participation. These formats help doctors balance their demanding schedules while ensuring they stay current with medical advancements.

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Offering virtual attendance for those who cannot travel or participate in person ensures that no one is left behind.

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Pharma can seize this opportunity by offering diverse Med Ed formats that cater to different learning preferences, ensuring they accommodate busy physicians' needs while maintaining the depth and quality of the content.

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Medical Education as a driver of satisfaction with pharma

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In our survey, doctors highlighted educational support as a key driver of satisfaction with pharma companies, emphasising the value of educational sponsorships, event invitations, and training opportunities.

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As one GP explained:

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In an era where virtual communication has become the norm, many professionals are nostalgic for in-person interactions, seeing great value in direct engagement with industry experts and the chance to exchange knowledge with peers. Another GP shared:

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This opportunity to engage with colleagues and have space for robust discussions rather than formalised education sessions was requested by many respondents.

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What Doctors Are Asking For

Some key requests from survey respondents:

• Tailored Content: Educational events need to align with their specific interests.
• Fresh speakers: Pharma often seem to have the same presenters speak repeatedly which is not working for doctors.
• Diverse Formats: Many respondents requested more hybrid or in-person events which allow for deeper engagement with both educators and peers and the ability to hold real-time discussions.
• Regional Outreach: There’s a need for more events in underserved, regional and rural areas
• Interactive and Engaging Events: More than just lectures, doctors want collaborative discussions with their peers and the opportunity to share knowledge and experiences.

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Social Media as an Education Tool

Half of the 500 doctors in our survey use social media for work, and almost all of these do so to stay up-to-date on the latest research and trends.

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When asked about their main reasons for using social media, the top response was related to accessing educational content.

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Doctors use social platforms to browse educational material, follow the latest research developments, and exchange information with peers. This trend points to the growing importance of high-quality, accessible content that pharmaceutical companies should prioritise creating. By leveraging social media platforms, pharma can reach doctors in real-time, providing them with the medical education they crave.

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As one psychiatrist explained:

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... showcasing the need for dynamic, on-demand educational resources available through digital channels.

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Stay tuned for a deep dive into ‘doctors and social media’ next month!

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Pharma's Opportunity: Delivering What Doctors Want

Doctors in Australia are asking for more educational opportunities, interaction and flexibility. For pharma, this is an opportunity to build stronger relationships by providing high-quality, relevant educational content through events, webinars and social media.

By investing in diverse, flexible, and interactive educational formats, pharma can remain a trusted partner for doctors, helping them stay informed and improve patient care.

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For pharma companies, the message is clear - providing high-quality, tailored medical education is not just appreciated, it's expected.

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Contact us today to discuss how your educational offerings can better meet the needs of doctors.

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