Australian doctors have delivered a clear message about where they believe pharmaceutical companies can make the greatest impact.
When asked to complete the sentence, “The biggest opportunity for pharmaceutical companies in Australia is…”, responses consistently centred on four key themes: improving access to medicines, supporting doctors and patients, maintaining trust in the healthcare system, and helping make healthcare easier to navigate.
Together, these insights suggest that the industry’s greatest opportunities extend well beyond developing new therapies. Doctors are looking for pharmaceutical companies to play a broader role in supporting patient care and addressing real-world healthcare challenges.
The four biggest opportunities doctors identified for pharma in Australia:
- Improving access to medicines
- Supporting doctors and patients with relevant education and resources
- Maintaining trust through transparency and ethical behaviour
- Making healthcare easier to navigate for patients and clinicians
Source: AusDoc BIG Doctor Survey, September 2025 (n=1,430)
What do Australian doctors say about access to medicines?
Access to medicines remains a significant priority for many doctors.
Respondents highlighted the importance of ensuring patients can obtain appropriate treatments in a timely manner while recognising Australia’s strong research capabilities and local expertise as important contributors to better health outcomes.
“By giving me samples, I can help my patient who can’t afford their medications.” – GP respondent, AusDoc BIG Doctor Survey 2025
For pharmaceutical companies, helping to improve access to medicines may represent one of the most meaningful ways to create value for both doctors and patients. This includes not only developing innovative treatments but also supporting pathways that help patients receive the care they need.
What kind of support do doctors want from pharma companies?
Many doctors identified opportunities for pharmaceutical companies to provide practical support that helps improve patient care.
Rather than broad engagement strategies, respondents expressed a preference for education, resources and information that are relevant to their clinical interests and everyday practice. Areas such as women’s health, disease-specific education and specialist support were frequently mentioned.
“Give me succinct information that helps in my everyday role.” – GP respondent, AusDoc BIG Doctor Survey 2025
Another highlighted the value of staying informed about emerging therapies:
“Education materials and sessions… keep me aware of what’s coming to market.” – GP respondent, AusDoc BIG Doctor Survey 2025
The feedback suggests doctors are most receptive to engagement that is relevant, practical and respectful of their time.
How important is trust in the pharma-doctor relationship?
Trust remains fundamental to the relationship between doctors and the pharmaceutical industry.
Respondents emphasised the importance of transparency, ethical behaviour and a genuine commitment to improving patient outcomes. Many viewed maintaining the integrity of Australia’s healthcare system as an important responsibility shared across the healthcare sector.
At the same time, some doctors expressed concerns about industry credibility.
“I don’t trust them… I can’t be sure important information hasn’t been omitted.” – GP respondent, AusDoc BIG Doctor Survey 2025
These comments highlight the ongoing importance of transparency and evidence-based communication in building stronger relationships with healthcare professionals.
How can pharma help reduce barriers in Australian healthcare?
Doctors also identified opportunities to reduce barriers that make healthcare more complex for patients and clinicians.
Suggestions included improving medicine access pathways, simplifying processes and supporting a more efficient healthcare experience overall. While opinions differed on specific solutions, the underlying objective was consistent: helping patients access care more easily and effectively.
“Improving health outcomes for patients, empowering patients to improve their health.” – GP respondent, AusDoc BIG Doctor Survey 2025.
For pharmaceutical companies, this represents an opportunity to contribute beyond medicines alone by helping address practical challenges that affect treatment access and continuity of care.
What do doctors expect from pharma beyond medicines?
Taken together, the findings suggest doctors increasingly see the role of pharmaceutical companies as extending beyond the development and supply of medicines.
The greatest opportunities lie in improving access, supporting doctors with relevant education and resources, maintaining trust through transparent engagement, and contributing to a healthcare system that works more effectively for patients.
“Implementation research in real-world multimorbidity is where pharma could really win GPs over.” – GP respondent, AusDoc BIG Doctor Survey 2025.
For pharmaceutical companies looking to strengthen relationships with doctors, the message is clear: success will increasingly be defined not only by the treatments they develop, but by the value they create across the broader healthcare ecosystem.
See how leading pharma brands are already responding to what doctors want — explore our campaign case studies →
Want to reach the doctors behind these insights?
Want to reach the doctors behind these insights? AusDoc connects pharma and life sciences brands with 62,000 AHPRA-verified Australian doctors through trusted, compliant engagement.
Alternatively explore our solutions.
Sources: About this research
Findings are drawn from two AusDoc research programs. Both surveys were conducted with verified members of the AusDoc community.
- AusDoc Survey: Doctor Understanding and Use of Digital Health Solutions, February 2025 (n=162)
- AusDoc BIG Doctor Survey, September 2025 (n=1,430 AHPRA-verified Australian healthcare professionals)