Does Aussie pharma pass the Pub Test?

Pharma companies in Australia have been urged to apply the "PUB Test" to upcoming initiatives designed to engage HCPs before going to market, to make sure they don't miss the mark.

The SoWhat? Doctor Engagement Barometer 2026 - based on a survey of 500 doctors, half of whom are specialists - identifies clear variation in the quality of experience companies are creating with three specific ways of engaging setting "great" pharma companies apart from their rivals.

It has developed a simple framework to help pharmas sense-check customer engagement by asking three questions. The first: Does it help a patient conversation tomorrow? The second: Does it contribute to a unified customer experience? and finally: Does it help remove a barrier to patient care?