Pharma talks a lot about being patient-centric but are doctors convinced?
This year, our So What? Research Survey of Australian Doctors asked over 400 Australian doctors what they think about the industry’s efforts. 1 in 3 doctors said pharma is not very or not at all patient-centric, revealing a gap between what pharmaceutical companies believe they are delivering and its impact.
In this article, we share insights on:
Where patient-centricity falls short
How different doctors rate pharma
Doctors’ unmet expectations
What meaningful patient support looks like
Where Patient-Centricity Falls Short and Who Thinks Pharma’s Getting It Right
When asked “How patient-centric do you believe the pharma industry is?”, doctors were divided:
1 in 3 said pharma is not very or not at all patient-centric
Meanwhile, 2 in 3 said pharma is at least somewhat or very patient-centric
The most positive specialists included:
79% of endocrinologists and 79% of dermatologists rated pharma as somewhat or very patient-centric
As did 75% of medical oncologists and 72% of psychiatrists
More critical views came from:
60% of haematologists who said pharma is not very or not at all patient-centric
As did 44% of gastroenterologists, 42% of cardiologists, and 36% of rheumatologists
Negative sentiment was also higher in the West Coast States (South Australia, WA and NT, 42%) compared to 30% in NSW/ACT.
How Patient-Centric Doctors Think Differently
Doctors who see pharma as patient-centric tend to rate the industry more favourably overall. Compared to those who don’t, they are:
More likely to feel listened to when giving feedback to pharma and,
More likely to rate pharma highly on supporting me and my patients and understanding me and my practice
What Doctors Want Pharma to Understand
Beyond the numbers, we also asked doctors What is the one thing they wish pharma understood better about them or their patients? Their responses painted a clear picture of unmet expectations across three major themes:
Understand Patients as People
Doctors want pharma to move beyond treating patients as clinical profiles. They want recognition of emotional, financial, and social realities including comorbidities, cultural background, and health literacy.
“It is better that they understand that medicine is not just always a science but also an art, sometimes guidelines don't always fit the individual patient.” - Cardiologist
“Pharma is very performative, materials that appear patient centred are really just camouflaged promotional materials.” - Psychiatrist
Address Affordability and Access
Affordability is a recurring pain point. Doctors voiced concern about patients skipping medications due to cost, the complexity of PBS requirements, and inequities in access especially in rural areas or for lower socioeconomic groups.
“Medication cost is a genuine factor why many patients cannot be adherent with new therapy especially in poorer demographics.” - General Practitioner
“Keep cost of medications under control. We know R&D costs a lot of money but some of these medications are getting ridiculous.” - Cardiologist
Provide Meaningful Support
Doctors aren’t just calling for cheaper medications, they want practical, educational, and accessible resources to help patients stay informed and supported throughout their treatment journey and beyond. That includes quality patient education materials, demo kits, digital tools, and coordinated support programs.
These resources are seen as essential to empowering patients, improving adherence, and driving more informed, long-term engagement with treatment.
“Patients appreciate access to demonstration pens, samples and patient information booklets.” - Endocrinologist
Where Pharma Can Do Better To Support Patients
Based on what we heard, here are five practical ways pharma can make patient-centricity real:
Move from messaging to execution.
Doctors want proof, not promises. Focus on co-developing tools and resources that directly support patients and clinicians.
Design for real life.
Step beyond rigid pathways and develop content that’s culturally sensitive, literacy-appropriate, and emotionally attuned. Acknowledge social and personal realities, not just clinical ones.
Be an active partner on cost.
Work hard for early and broad PBS access and tackle affordability head-on for non-PBS listed products.
Cut the corporate gloss.
Doctors are sceptical of anything that feels promotional. Audit your materials for authenticity and usefulness, not just brand polish.
Go deeper where it matters most.
Tailor your approach by specialty. Provide richer support that’s easier to integrate into care.
Final Thoughts
The bottom line is:
“Patient-centricity isn’t a slogan, it’s a standard”
Doctors want to see it lived out in real, measurable ways. From pricing and access to genuine patient understanding and practice support, they’re calling on pharma to do more.
So What? Research can help
Contact us to explore what your organisation can do for patients and uncover whether doctors perceive you as truly patient-centric. We can help you pinpoint what’s working and what’s falling short, so you can better support patients in a way that resonates.
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