ADG Whitepaper_Feb2020 The future of the pharma and GP engagement model | Page 10

But what do doctors
actually want?
GPs are deeply patient centric, applying a patient
minded lens in how they prioritise their time and the
decisions they make.
GPs gratification from their job comes from
seeing the longevity of care, being part of a patient’s
complete health journey end to end. Many form strong
relationships with individuals, their families and build
ties within the community, and are highly invested in
every aspect of what is best for their patients.
However, medicine is constantly changing and
evolving, therefore a key part of the job description
is therefore to stay up to date. Yet, with all the
information available, GPs are prioritising the
information they want and use this to rapidly navigate
and interrogate multiple sources of information to find
what they need.
Doctors remain hungry for evidence-based content –
whether it’s in the form of medical education or native
content – that informs practice decisions.
So, when looking at product information, how
should pharma companies better support and educate
GPs about their products?
Prioritising the information needs of GPs from the perspective of GPs 31
Doctors want to know what this drug can do for their patients
• What are the benefits
• What are the side effects
• What it costs their patients
They want assurance what is being said is credible
• That there is strong research
• That there are case studies
They then want help to align it with
their own existing knowledge
• How it compares with other drugs they already
know / prescribe
• What patient scenarios may it better suit
And the real world prescription scenarios
• What kind of patient, demographics
• What different cases
• What the right doses are
Ways to communicate this easily with patients
• Visual resources to use as consultation props
Ways to get samples
• To allow patients to trial it.
9
THE FUTURE OF THE PHARMACEUTICAL
AND GP ENGAGEMENT MODEL