Columbus, OH — When I finished reading the report out from our survey of millennial physicians, my first reaction was: We’ve got work to do. And, clear opportunities to do it.
The data show new attitudes toward patients and peers, for sure. But also a significant distrust of pharma. Numbers that stood out to me, included: 65% of millennial physicians says they don’t trust information from pharmaceutical companies to be fair and balanced and 79% said they’d only turn to pharma as a secondary source of information.
But the study also pointed to key needs for help and partnership from brands. For example, only 12% of millennial physicians feel prepared to have discussions about particular brands of drugs with informed patients. And, they say the tools they need most from industry are disease state education, discussion guides and adherence support.
I hope you’ll have an opportunity to read the full report.* If you want a great, fast preview first, take a look at the infographic below.
*There is a brief registration required to download the full report (anyone can create an account). If you want a fast pass around that, just send me a note or leave a comment here and I’ll send you the report directly.
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.
