Resources

Doctor burnout is reshaping Australian medical practice, with rising administrative burden and time pressure affecting how doctors engage with industry. Traditional approaches that add complexity or consume time are increasingly misaligned with doctors’ needs. Clinicians are seeking concise evidence, practical tools, and support that reduces administrative load. Engagement that saves time and improves patient care is now far more valued than additional touchpoints. This article argues that pharma and health tech companies must redesign engagement to prioritise efficiency, clarity and practical clinical support if they want to remain relevant and trusted partners.

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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.

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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.

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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.

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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.

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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.

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