Is the Pharma Rep dead? No way

Posted 14 July 2026 AM

Doctors still want to see product reps and MSLs, but different specialties have very different preferences, according to a new survey. And if pharmas think Millennial doctors love digital content, they need to think again.

“The appetite for pharma field teams is unambiguous,” Gerry Guinan, the Founder and MD of So What? Research, told Pharma in Focus. “Only four per cent of GPs and five per cent of specialists say they want less of both reps and MSLs. The majority want to keep the current balance or have more engagement, not less.