Last year’s AusDoc’s webinar ‘The Uncomfortable Truth’ gave us an insight into how clinicians are feeling about their work, future and their relationship with the pharmaceutical industry. In collaboration with Valeur Consulting, they conducted a study based on almost 1,000 Australian doctors, and the findings are sobering. Rising burnout, falling trust, and a profession that feels stretched thin are among the concerns clinicians are facing. However, the study also highlights a major opportunity for pharma and health communicators to step up and support doctors in ways that genuinely make a difference.
One message stands out the most: doctors value education, transparency and partnership. They want pharmaceutical companies to help them improve patient outcomes, not solely promote products. That’s exactly where strategic communications come into play.
A profession under pressure
The research shows that while 71% of doctors say they’re satisfied in their role, almost half report that their satisfaction has declined over the past five years. The reasons are familiar but no less serious: heavy workloads, burnout and administrative overload. Many doctors spend 10 or more hours a week on admin tasks alone, a valuable time they feel should be spent with patients.
This pressure is reshaping how doctors view their careers. Only 35% would encourage others to pursue medicine, and half say they wouldn’t choose the profession again. Younger doctors (such as millennials, registrars, and residents) are the most pessimistic, with some even considering leaving for corporate roles in finance, consulting, or business.
This generational divide matters. Baby Boomers and Gen X clinicians report higher satisfaction, while younger doctors are more likely to feel overwhelmed and undervalued. This raises an important question: how do we better support and engage the next generation of clinicians? And how do we increase retention for those who are already in, so we don’t face another shortage?
Trust in pharma is low, but not lost
One of the most striking findings is the level of distrust towards pharmaceutical companies. The industry’s Net Promoter Score sits at –68, and 49% of doctors say they lack trust in pharma. Negative sentiment is strongest among younger clinicians, the very group the system needs to retain.
But the research also shows that doctors are open to rebuilding trust.
When choosing between clinically equal medicines, trust in the company ranks third in importance. Doctors say pharma can strengthen relationships by focusing on three things:
Doctors don’t want more promotion. They want clarity, relevance and support.
Education as a bridge
Despite the pressures they face, doctors remain committed to staying informed. They want to understand new treatments, new evidence, and welcome new ways to improve patient outcomes.
Three things they find most valuable:
While their preferred channels vary, GPs still value in‑person or online rep calls, while specialists and registrars prefer journal clubs and peer‑to‑peer learning.
Only 33% say rep calls are their preferred way to stay up‑to‑date, which reinforces the need for more diverse, clinician‑centred communication strategies.
Communication matters
This is why strategic healthcare communications matters more than ever. It’s not just about visibility, it’s about value. Doctors want support that helps them do their jobs better and improve patient outcomes, not more messaging that adds to their workload.
The panels at AusDoc’s webinar suggested five things:
Engage clinicians at the start of a project to understand their challenges, their time pressures, and their patient needs. Younger doctors in particular want to feel heard.
Partner with clinicians to develop guidelines, explainer content, and evidence summaries. When doctors help shape the content, it becomes more relevant and trustworthy.
Provide tools and resources that save time, not create more admin. Practicality builds trust faster than any over-the-top campaign. Infographics, brochures, playbook, or video content that can be shared with clinicians are strongly encouraged.
Younger clinicians prefer digital formats, peer‑led learning, and transparent communication. Older clinicians value established relationships and traditional channels. It’s best to do a blended approach, depending on who you are targeting.
Track outcomes that clinicians care about: patient impact, time saved, clarity gained. Engagement metrics alone aren’t enough.
This year, pharma has a real opportunity to show up differently as a partner in solving problems, not just promoting products. And for health communicators like us at London Agency, this is the moment to help shape that shift.
By elevating education, amplifying clinician voices, and building trust through transparency and value, we can help strengthen the relationship between pharma and the medical community and ultimately improve health outcomes for Australians.
If you’d like to chat about your communication strategies on how to engage with clinicians and patients better, contact us at [email protected]
