Australian doctors have delivered a wake-up call. Despite acknowledging pharma’s vital role in driving medical breakthroughs, their trust in the industry is profoundly low. With an NPS of -68 and almost half rating trust as poor or fair, the credibility gap is now too large to overlook.
However, it’s not all negative. Doctors made something else clear: the pharmaceutical industry delivers substantial scientific progress. Many commented on the breakthroughs that have transformed patient outcomes over the past decades, acknowledging how different modern medicine would look without pharma’s innovation.
As one doctor noted, “Without pharma we’d still be stuck in the 1960s with no ACE inhibitors, statins or PPIs.”
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.
Trust matters more than ever
Trust ranked as the third most influential factor when doctors choose between clinically equivalent PBS-listed medicines. Only price and patient choice ranked higher. Commercially and reputationally, trust is now a differentiator the industry can no longer afford to overlook.
Doctors articulated the roots of their concern:
“I don’t trust them… I can’t be sure important information hasn’t been omitted.”
This reflects a deeper issue: doctors are not questioning pharma’s science, they’re questioning its intent, transparency, and balance.
Where trust is rebuilt: Transparency, evidence and empathy
Dr Charlotte Hespe captured the sentiment bluntly:
“If you want to prickle me, you do it by talking about your product upfront rather than the evidence.”
Doctors want engagement led by evidence, context and patient need, not brand-first messaging.
The new partnership model
The AusDoc survey revealed four areas where doctors want pharma to step up:
1. Evidence-first education
Doctors want education that leads with balanced, clinically relevant evidence rather than brand-first messaging. They consistently asked for clarity, brevity and unbiased interpretation.
Doctor quotes:
- “Give me succinct information that helps in my everyday role.”
- “Education materials and sessions… keep me aware of what’s coming to market.”
These statements reinforce that evidence must lead, product must follow, and value is measured in clinical usefulness.
2. Transparency in data and decision-making
Doctors want much clearer visibility into how data is generated, interpreted and shared. They’re not questioning the science; they’re questioning the intent behind how it’s communicated.
Doctor quotes:
- “I don’t trust them… I can’t be sure important information hasn’t been omitted.”
- “It is all one massive advertising campaign… I just don’t trust that the patient is their most important concern.”
This highlights the need for plain-spoken, balanced and transparent data discussions, especially around limitations, risks and class-wide effects.
3. Proof of real patient impact
Doctors want to see tangible outcomes that extend beyond clinical trials. Real-world support, compassion and practical help stand out and are remembered.
Doctor quotes:
- “By giving me samples, I can help my patient who can’t afford their medications.”
- “The rep helped me choose a safer and more effective option for a complex diabetic.”
- “A patient needed a biological medication on Christmas Eve… only one rep picked up and couriered the compassionate supply the same day.”
- “Key takeaways from latest trials, guidelines, papers, congresses”
These moments demonstrate that actions build trust far faster than messaging, and that humanity still matters deeply.
4. Support that reduces administrative burden
Administrative overload is now the leading frustration in medicine. Doctors are seeking practical support that helps them reclaim time and reduce red tape.
Doctor quotes:
- “Today was an example… spending around 2 hours on unpaid paperwork.”
- “The huge workload… constant expectation that I provide service at the expense of my wellbeing. Not sustainable.”
- “Excessive paperwork, form-filling… which has increased, not decreased.”
For pharma, this means offering tools, pathways and resources that genuinely lighten the load rather than adding to it.
MISSED THE WEBINAR:
The Uncomfortable Truth by AusDoc – Will the Doctor See You Now?
You can still hear the full and uncensored debrief of what over 1,000 Australian doctors revealed in the AusDoc Big Doctor Survey From Australia’s #1 platform for doctors, AusDoc.
Download the webinar recording and slides now.
https://www.adg.com.au/resources/the-uncomfortable-truth-by-ausdoc-webinar/
Conclusion
As Medicines Australia’s Elizabeth de Somer reminded the webinar audience:
“We need greater partnership with doctors… we must work together.”
The industry’s scientific contribution is strong. The trust underpinning the relationship is not. Closing this gap is not simply a communications task, it requires a strategic shift in how pharma listens, educates and supports.
The opportunity is clear: rebuild trust, and the relationship resets.
Contact us
Looking to run a campaign and engage doctors with confidence? For further information, contact us to discuss how AusDoc can support you with the reassurance you need.
Source
AusDoc BIG Doctor Survey, Sept 2025 (n=1,430)
WEBINAR: The Uncomfortable Truth by AusDoc – Will the Doctor See You Now? Nov 2025
This article was written with the assistance of AI