Is pharma overwhelming doctors?

Australian doctors are suffering digital exhaustion thanks to a constant barrage of pharma digital information, especially emails, with 30 per cent of those surveyed admitting they had unsubscribed from pharmaceutical emails and other promotional channels in the last 12 months.

A white paper produced by Australian Doctor Group (ADG) titled How are Digitally Overwhelmed Doctors Responding to the  Omnichannel Revolution? revealed more than half of Australian doctors agreed with the statement: "I feel overwhelmed by the amount of digital information and communication being sent to me from pharmaceutical companies" and 55 per cent of doctors said they would like to receive less digital information from pharma companies or their reps.

ADG Managing Director Bryn McGeever said the digital overload came from the sheer volume of companies vying for a connection with the same HCPs.