GPs are managing more complexity than ever before, from rising patient expectations to evolving treatment pathways and time pressures within the consult. While GPs remain the cornerstone of patient care, there are clear areas where additional support from the broader healthcare ecosystem, including pharma, can make a meaningful difference.
For pharma, it represents an opportunity to move beyond promotion and play a more valuable role in clinical practice.
Based on recent AusDoc survey insights, the five clinical areas where Australian GPs are seeking more support are mental health management, chronic disease management, women’s health, rare diseases and complex diagnoses, and digital health including AI. For pharma and healthcare partners, these areas highlight where practical education, decision-support tools, referral guidance and real-world case studies can create meaningful value in general practice.
Where Australian GPs Want More Clinical Support
| Clinical area | Why GPs need support | Best support format |
|---|
| Mental health management | Time-intensive care, complex pathways and ongoing management | Treatment pathways, referral guidance, patient management tools |
| Chronic disease | Multimorbidity, newer therapies and treatment escalation | Case studies, escalation guidance, therapy positioning |
| Women’s health | Rising menopause demand and confidence gaps | Practical education, prescribing guidance, communication tools |
| Rare diseases | Low exposure but high diagnostic impact | Red flags, referral pathways, concise education |
| Digital health and AI | Interest mixed with caution | Workflow guidance, use cases, risk and limitation education |
1. Mental Health Management
Mental health continues to be one of the most time-intensive and challenging areas in general practice. GPs are often the first and sometimes only point of care for patients dealing with anxiety, depression, and more complex psychiatric conditions.
Where support is needed:
- Clearer treatment pathways beyond first-line therapies
- Practical tools for ongoing patient management
- Faster, more accessible referral options
“Implementation research in real-world multimorbidity is where pharma could really win GPs over.”
Despite the availability of therapies, the challenge lies in long-term management, particularly when patients don’t respond to initial treatments. There’s a strong need for education that goes beyond diagnosis and focuses on sustained care.
2. Chronic Disease (Diabetes, Cardiovascular, Obesity)
With a fast-aging population, chronic disease management is a constant in general practice, but it’s also becoming more nuanced. With new medications, evolving guidelines, and multi-morbidity in patients, GPs are navigating increasingly complex decision-making.
Where support is needed:
- Simplified guidance on treatment escalation
- Real-world patient case studies
- Clarity around newer therapies and where they fit
“The rep helped me choose a safer and more effective option for a complex diabetic.” — GP
GPs don’t just need information, they need confidence in applying it, particularly when managing patients with overlapping conditions.
3. Women’s Health (Including Menopause)
Women’s health, particularly menopause, has seen a surge in patient demand, but many GPs report gaps in training and confidence in this area.
Where support is needed:
- Up-to-date, practical education on menopause management
- Clear prescribing guidance for hormone therapies
- Patient communication tools to support sensitive conversations
“I’ve had training on menopause, but I still feel I don’t know all the details around risks. It’s easy to feel a bit unsure.” GP, <10 years in practice
This is a space where expectations are rising quickly, and GPs are looking for support that helps them deliver more personalised care.
4. Rare Diseases and Complex Diagnoses
Individually rare but collectively common, rare diseases present a unique challenge in general practice. GPs are often responsible for recognising early signs, yet many conditions fall outside everyday clinical exposure.
Where support is needed:
- Red flag indicators and early detection tools
- Clear referral pathways
- Concise, accessible education resources
“We need to keep reading and learning and sharing our knowledge and experience with others.”— GP
In this area, support isn’t about volume it’s about precision and awareness. Even small improvements in recognition can significantly impact patient outcomes.
5. Digital Health & Emerging Technologies (Including AI)
The rapid rise of digital health tools and AI is beginning to reshape the consult, but adoption isn’t always straightforward. Many GPs are still working out where these tools add value and where they don’t.
Where support is needed:
- Practical use cases within the consultation
- Guidance on integrating tools into existing workflows
- Clarity on risks, limitations, and patient perceptions
“If AI can justify its decisions in a way that aligns with clinical reasoning, I’d be more inclined to trust it.” – GP
There’s strong interest but also caution. GPs want support that is grounded in real-world application, not just innovation hype.
Conclusion
These gaps highlight a clear shift in expectations. GPs are not just looking for product information they’re looking for practical, clinically relevant support that helps them navigate complexity.
For pharma, this presents an opportunity to:
- Deliver education that aligns with real clinical challenges
- Provide tools that support decision-making, not just awareness
- Position themselves as partners in patient care, not just suppliers
The most effective engagement strategies will be those that recognise the realities of general practice limited time, increasing complexity, and the need for clarity.
GPs are asking for support, but it needs to be the right kind of support.
Those who can deliver clear, relevant, and practical value in these key clinical areas will not only capture attention but build lasting trust.
Because in today’s environment, relevance isn’t optional, it’s what drives impact.
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.
Sources
- AusDoc Survey “ADHD Assessment and Management in Australia”, Jan 2026 (n = 201)
- AusDoc “BIG Doctor Survey”, Sept 2025 (n=1,430)
- AusDoc Survey “AI in healthcare: Your thoughts on the benefits and risks’, February 2025 (n = 212)
- AusDoc Survey “Understanding doctor insights and behaviours with the use of weight-loss medications”, May 2024 (n = 391)
- AusDoc Survey “General Practitioners on the Awareness and Management of Rare Diseases” (April 2024) (n = 159)