The Australian general practice landscape is changing and so should pharma’s playbook. For years, pharmaceutical companies have focused their energy on reaching doctors. But the real gatekeepers of access, time, and influence increasingly sit just outside the consulting rooms: Practice Managers.

They may not prescribe drugs, but they decide who gets in the door, when, and on what terms. In a system under pressure, that power is only growing.

ADHD is no longer peripheral to Australian general practice. Rising patient demand, prolonged specialist wait times, and growing public awareness mean GPs are now central to ongoing ADHD care.

For pharmaceutical companies, this creates a clear opportunity, but also exposes the limits of traditional engagement models.

Doctors were clear that pharma delivers substantial scientific progress but equally clear that trust hasn’t kept pace. Addressing this gap between high innovation and low trust is exactly where the opportunity lies to reset the doctor–pharma relationship.

Our latest GP survey reveals clear patterns in how Australian doctors are managing menopause with some therapies dominating and others barely used.

The findings highlight important opportunities for pharma to support doctors’ decision-making and improve patient care.

Most Australian GPs encounter rare disease patients without the knowledge or tools to act quickly. AusDoc survey data reveals exactly where the confidence gaps are — and why pharma has a significant and largely untapped opportunity to step in with targeted GP education.