In our June article How Doctors Rate Pharma, almost half (42%) of the 500 Australian Doctors surveyed in the 2024 So What? Research Survey of Australian Doctors said that up-to-date, informative, and relevant content delivered by pharmaceutical companies is a main driver of their satisfaction with pharma.
High-quality information is the cornerstone of informed clinical decisions, effective patient care, and ongoing professional development. Staying informed about the latest treatments, medications, and research findings is crucial for doctors, with pharma playing a significant role in providing this information.
Indeed, in our March article What Doctors Want in 2024, ‘deliver better information’ was number two on doctors' wish list for pharma this year.
In this article we look at:
There are some key factors that influence the perceived quality of information delivered by pharma companies and medical reps. These include:
Up-to-date or new information on new treatments and medications was highlighted by 23% of doctors in the 2024 So What? Research Survey of Australian Doctors as the essence of quality information, which allows them to stay ahead in their practice and offer the best possible options to their patients.
Doctors said they find it valuable when pharma companies can help them sift through large amounts of data and research and keep them up to date about advancements in the field, especially important given how busy they are and the continual pace of medical advancements.
Regular engagement from pharmaceutical companies is also crucial to ensure doctors receive timely updates on new data, clinical trial results, and product efficacy. This continuous flow of information helps doctors integrate the latest advancements into their practice, leading to more well-informed clinical decisions and better patient outcomes.
Doctors ask that information is new, and pharma isn’t wasting their time with old information or information that has already been supplied by a third party..
In addition to being up to date, the information provided should be instructive. 19% of doctors say they value content that is educational and supports their ongoing professional development. The clarity and quality of communications from pharmaceutical representatives is critical, as well-presented information enhances understanding and retention.
Further, informative sessions and materials that are interactive and engaging can significantly improve the learning experience for doctors, and they love to learn!
On the flip side, delivering poor-quality information can be damaging. In the same survey, 15% of doctors cited ‘poor-quality information’ as a driver of low value engagement with pharma. This includes biased or unreliable information, too much repetitive information, and minimal new information.
Biased or unreliable information can erode trust and confidence in the content being delivered. Excessive or overly repetitive content can overwhelm doctors, making it difficult for them to identify what is truly important.
It is essential to ensure that the information provided is not only accurate and trustworthy but also concise and relevant.
To make sure you are always delivering the highest-quality communications, we have put together a checklist below, identifying key tips for creating and delivering value-add content.
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If you want to check how your communications are rated by doctors, contact us today!