Resource Type: Inside Healthcare

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.

While it’s unrealistic for busy GPs to be on top of every rare disease, these survey results point to an opportunity to raise awareness among doctors.

While digital health solutions promise to revolutionise healthcare, not all doctors are convinced. An AusDoc study examining doctors’ views on technology adoption found that those with the most medical experience remain cautious, voicing concerns about security, accuracy, and over-reliance on technology.

As patient interest in wellness continues to rise, GPs are largely supportive of incorporating lifestyle-based interventions into primary care.
However, only about one in three GPs (34%) say they feel fully confident discussing it with patients.

While AI has the potential to revolutionise healthcare, many doctors remain sceptical about its implementation. To foster greater AI adoption in healthcare, companies may benefit from prioritising the following 5 actions.

Engaging doctors effectively is one of the most challenging, yet crucial tasks.

Drawing from AusDoc’s exclusive studies, including feedback from over 1,615 doctors, here are five evidence-backed strategies to engage doctors and cut through the digital noise.

Fertility has become a routine topic in general practice with 88% of GPs reporting discussing fertility-related issues with patients on a regular basis.

But while the conversations are frequent, many clinicians report a lack of clarity when it comes to referral pathways, treatment options, and clinic relationships.

If you’re a pharmaceutical company, marketer, agency, or healthcare brand, a key question to ask before any campaign is: “Is my audience AHPRA-verified?”