Pharma must radically rethink its engagement with doctors

Amidst the massive technological and social changes upending the societal status quo, the culture of doctors around the globe is also in flux according to The Truth About Doctors, a new global research study conducted by McCann Health, in partnership with McCann Truth Central.

This landmark study which surveyed nearly 2,000 doctors in 16 markets, found that the practice of medicine is not everything doctors thought it would be. In fact, the expectations of the job are startling mismatched to the realities of the high-volume, cost-cutting, technology-driven health environment we live in today. There is a massive gap between expectations and reality for doctors around the globe that is impacting their ability to do their job, as well as their enthusiasm for it.

The takeaway for marketers is that brands must look beyond the task of selling medicine and enact bold, visionary change to help doctors future-proof their profession.

On the 19th October McCann Health, in association with PMGroup, will look at this vital piece of research and the truth it uncovered about health and the changing culture of doctors.