Depending on who you speak to, the relationship between doctors and industry is either far too cosy or a battle ground.
Some say doctors are ‘in the pocket’ of the pharmaceutical industry, prescribing drugs that aren’t needed and ‘over medicalising’ our health with treatments we could do just fine without.
Others argue that doctors and industry are at constant odds, with pharmaceutical companies trying to push their products on an unreceptive and hostile medical profession.
The growth of a pervasive mistrust in the pharmaceutical industry through the COVID years has done nothing to soften these views – but in reality, neither of these extremes could be further from the truth.
In my experience both doctors and industry ultimately just want one thing, the best outcomes for patients. Doctors understand the part that industry plays in developing new and innovative therapies and industry recognises their responsibility to provide quality, balanced support and education as healthcare becomes more complex and the needs of doctors and patients evolve. When doctors and industry work in harmony, patients are the ones who benefit.
But this begs the question, what do doctors really want from industry?
So What? Research recently published a survey of over 500 GPs and specialists that showed doctors value the support of industry…but the right kind of support matters.
At the top of the list for doctors was more education and events. Maybe as a final bounce back from COVID times, they wanted more hands-on, in-person educational sessions and hybrid options where they can better connect with peers and experts. Disease area and product information is valued, but quality was important. It’s not just enough to put on an educational event, doctors are looking for engaging, discussion-driven meetings led by true experts in the field that enriches their clinical practice.
Doctors also want industry to deliver high quality and honest information. They don’t want to be pitched or sold to and they certainly don’t want to deal with reps or MSLs who are trying to convince them to use their products. Straightforward, relevant and balanced information on product efficacy and safety is important. Building trust through non-biased sharing of medical information is key.
There is an understanding of the important role industry can have in patient education and support beyond the clinic. Doctors recognise that more and higher quality patient support programs and resources can help to improve outcomes for their patients.
The report finishes with the following statement, which I think sums up exactly what those of us who work at the interface of industry and the medical profession should be striving for in everything we do:
“The desires of doctors for enhanced engagement with pharmaceutical companies in 2024 are clear: they seek collaborative partnerships focused on education, transparency, and patient-centred care. By heeding these calls and adapting their approaches accordingly, pharmaceutical companies can forge stronger bonds with the medical community and ultimately improve healthcare outcomes for all.”
This really aligns with our view at SenateSHJ – communication can help organisations drive progress on issues that matter – in this case, better public health. I love the fact that when health communication is done well, our clients, stakeholders and most importantly patients win.