ADG Whitepaper_Feb2020 The future of the pharma and GP engagement model | Page 7

Maximising the effectiveness
of your investment
How GPs rank information sources 26
Research shows doctors become receptive to different
types of information over the course of a medication’s
lifecycle. 22 For example, they may be most receptive to
product-specific communication, treatment guidelines
and samples within 12 months of PBS approval.
As products mature, they may be less open to product
information and start to prioritise value-added offerings
such as patient resources and general disease-state
information.
Unsurprisingly, Australian GPs place the highest
value on independent sources of knowledge and
information 23 , including medical media such as
Australian Doctor and Medicine Today.
Ironically, the areas in which pharma companies
traditionally invest most of their budget appear to be
the least valued. 24
Another irony is that despite GPs demonstrating
their preference for finding their information online,
it is estimated that Australian pharma companies
increased their GP detailing investment by 22 per cent
between 2015 and 2018. 25
Ironically, the areas in which
“
pharma companies traditionally
invest most of their budget appear
to be the least valued.
Information Source Average
Score of value Rank
Independent CPD education 7.76 1
Drug references (MIMS – Therapeutic guidelines) 7.7 2
Independent medical newspapers/journals 7.61 3
Independent medical websites 7.1 4
Specialists 7.09 5
GP colleagues 6.9 6
Independent hosted events/ dinner meetings 6.79 7
Colleges 6.55 8
Browsing the internet 6.28 9
Prescribing software 6.2 10
Pharmaceutical CPD education 5.74 11
Foundation/NGO websites 5.49 12
Pharma hosted events/ dinner meetings 5.38 13
Brochures 4.43 14
Sales representatives 4.15 15
Pharmaceutical direct mail 3.75 16
Q: How valuable do you find the following sources of information in keeping up to
date and helping you in your job?
”
(0 = no value; 10 = most value)
Accessible GPs vs GP Detailing Investment
73%
$350
72%
70%
68%
$308
60%
$282
$332
65%
$287
$275
65%
61%
$325
60%
$300
$298
52%
$272
50%
$275
$250
40%
$225
20%
6
73%
2011
2012
2013
2014
2015
THE FUTURE OF THE PHARMACEUTICAL
AND GP ENGAGEMENT MODEL
2016
2017
2018
2019
2020
$200
80%
Medical Publishers
Association Readership
Survey
IQVIA ChannelDynamics TM
Australia GP Detailing
Spend
GP and Pharmaceutical
Sales Representative
Engagement Survey