In today’s high-pressure clinical environment, every minute counts. Doctors are navigating packed schedules, complex cases, and an avalanche of information to sift through not to mention mountains of admin. So, when a pharmaceutical rep walks through the door, the interaction better be worth it.
Our latest So What? Research Survey of 400 + Australian Doctors shows that for many healthcare professionals, it isn’t. One in three doctors rate their interactions with pharma reps as not valuable.
Our takeaway: reps need to stop turning up and start showing up and engaging with purpose.
In this article, we share insights on:
When asked to rate the value of their interactions with pharma reps on a scale of 1 to 10, only a third of all doctors, or one in three, rated the experience 8 or higher, which reflects a very valuable rating, while one in three (35%) rated them not valuable (6 or lower).
There was a significant difference between GPs and Specialists, where 42% of GPs rated pharma reps as very valuable [8 or higher] compared to 30% of Specialists. Notably, only one in five (19%) Haem/Oncs rated their interactions with pharma reps as very valuable.
While many reps are getting it right, there is also a significant number of doctors that feel they don't gain something meaningful from their rep visits.
So, what does a great rep do that a forgettable one doesn’t? They engage with purpose. Purposeful engagement isn’t just about showing up, it’s about showing up with the right message, in the right way, for the right doctor.
Delving into more detail, our data highlights the following insights:
Time is respected, but not always well used
Many doctors (57%) said reps do a good job of respecting their time, but this is undermined when reps fail to make the interaction personally relevant. Less than half of doctors (44%) feel reps understand their practice well and only a third think the information provided by pharma is tailored to their interests.
Clear Communication is your strongest asset
Doctors scored pharma reps high on their ability to deliver clear and concise information, with 56% rating this positively. This is a strong foundation to build from.
Trust and format are underwhelming
Trust in rep-delivered information and the format in which it's delivered both received average scores, with only a small proportion rating them great. This shows a gap in both content and communication style.
You’re not always connecting personally
Personalisation and relevance were the weakest area overall with higher levels of dissatisfaction (13%) than other areas. Over half of doctors rated these areas as average or poor, highlighting a need to shift from generic to personalised interactions.
This is not just a communications issue; it’s a strategic one. To truly support HCPs and drive engagement, reps must shift from generic pitches to meaningful, clinician-centred conversations.
Engaging with purpose means understanding what doctors do want. Here’s what they told us.
1. Provide evidence-based updates
Clinicians crave reliable, up-to-date information that supports better patient outcomes. That means well-sourced data and clear, timely clinical relevance that supports better patient care.
2. Be useful, not just informative
Doctors value reps who can help with practical tools like patient education materials or help navigating PBS and access programs.
3. Respect time and deliver with professionalism
Doctors notice when reps prepare for visits, stick to time, and remain professional. A well-run meeting builds trust and mutual respect, which is especially valued in regional areas.
4. Tailor each visit
Focus on what’s most relevant to their patients and ask what would be most useful to them. Show you care about their specific needs.
“I think they need to vary their message according to the audience. Specialists are likely to be across the studies they are quoting, and information should be tailored” Endocrinologist
5. Support ongoing learning
CPD sponsorships and educational content when unbiased and clinician-led, rather than commercially driven, are seen as a valuable extension of rep engagement.
When we asked doctors what reps should avoid, their answers were quite consistent.
1. Don’t be pushy or promotional
Doctors are wary of hard-sell tactics. They want facts, not a product pitch and will push back when reps oversell or imply their product is the only good option. And don’t run down your competitors. Doctors want objective comparisons, not corporate mudslinging.
“Stay with the clear facts and studies. Don’t make it promotional. Just present the information and then the doctor is informed and can chose to prescribe it or not if suitable.” GP
“Avoid being too pushy with their product. And avoid talking negatively about other competing products” Cardiologist
2. Don’t deliver non-evidence-based claims
Avoid speculation, cherry-picked data, or messaging that lacks scientific backing.
“Some of us know it back to front and it's patronising when they misinterpret the data. Approach as conversation and ask if we have areas of uncertainty or if we want questions answered.” Medical Oncologist
3. Don’t waste their time
Long, unstructured, or repetitive visits are frustrating, especially during busy clinics.
“Make appointments before coming in. Present the data and leave the scripting to us.” Gastroenterologist
4. Don’t show up unannounced
Dropping in without booking ahead is seen as disrespectful and disruptive.
5. Don’t rely on rehearsed scripts
Pre-packaged talking points can come across as robotic. Doctors prefer real, informed conversations.
“Often, they ask if we can think of a patient that can benefit from this new product and will lock in an appointment to check on our progress. The whole thing is so scripted that it becomes boring and meaningless.” GP
These insights reveal something fundamental: doctors aren’t anti-rep. They’re anti-waste-of-time. They’re looking for partners who help them care for patients, not just people pushing products.
That means respecting their clinical expertise, acknowledging their time pressures, and tailoring your message to their unique needs.
As one GP described it: “They should be real. Their own character should come out to really shine and make the product stand out.”
Marketers have a critical role to play in equipping reps with the tools and training to shift toward meaningful, clinician-focused engagement.
Here’s how to embed purposeful engagement into your sales and marketing:
🎯 Segment with intent
Use behavioural and other data to better target reps' messages and resources. GPs and specialists have different needs - reflect that in your approach.
💪 Arm reps with useful content
Go beyond the product brochure. Think about practical CPD support, diagnostic guides, access tools, and patient comms.
👂 Invest in listening
Feedback loops from reps, surveys like this one, and real-time field insights should shape your engagement tactics. Don’t assume, ask.
💡 Prioritise relevance over repetition
Cut the generic slides and focus on what matters to that doctor on that day.
📏 Measure what matters
It’s time to move beyond call volume and start tracking satisfaction, perceived value, and trust.
Doctors are willing to engage, when it’s worth it. That means your reps need to bring more than information. They need to bring relevance, respect, and real support.
So, before your next engagement, ask: Is this adding value for the doctor, or just ticking a box for us?
Purposeful engagement isn’t just a best practice, it’s a competitive advantage.
Subscribe to our newsletter for exclusive access to frontline research, clinician feedback, and strategies that help pharma marketers lead with purpose.