What's on Doctors' pharma wish list?

Most doctors can easily find the medical information they need. The challenge for pharmas is to provide the information that doctors really want, researchers say.

“Doctors want content that helps them make better clinical decisions, not just more information,” said Gerry Guinan, the Managing Director of So What? Research. “They’re asking for clear summaries of evidence, guidance on safe use, and comparisons between treatments. 

“The pattern is clear: they value content that reduces complexity and makes evidence easier to interpret and apply efficiently and effectively in their busy day-to-day practice.”