[Doctor Survey Results Released] Premises of Pharmaceutical Marketing Shift | New Changes in Doctors' Information Needs Amid Worsening Management of Medical Institutions

Medinew, a medical marketing magazine operated by Pin-Japan Co., Ltd. (Iya-ku Jouhou Net), conducted the "Survey on Environmental Changes Surrounding Doctors and Their Relationships with Pharmaceutical Companies (2026 Edition)" targeting physicians nationwide.

The survey results revealed that the environment surrounding doctors is undergoing major shifts—including management difficulties at medical institutions, changes in doctors' working styles, the penetration of digital channels, and the rise of generative AI—and that information-seeking behaviors as well as expectations toward pharmaceutical companies are beginning to change.

Survey Results Summary

Regarding Information Needs: - 35% of doctors responded that their facility's management status is "poor" or "extremely poor." - The economic aspect most considered when selecting drugs is "cost-effectiveness" (64%). Additionally, many doctors also consider "whether it contributes to a profit surplus" (57%) and "cost management and efficiency" (57%).

Usage of Digital Channels: - Over the past year, online participation in academic societies/study groups and pharmaceutical company seminars increased, while in-person participation trended downward. - 27% of doctors reported that their use of generative AI and AI agents has increased, representing the highest growth rate among all channels.

Relationships with Pharmaceutical Companies: - The rate of regular face-to-face meetings with Medical Representatives (MRs) is 42%. 36% responded that they have accepted new regular meetings over the past year. Furthermore, 33% conduct meetings outside of scheduled appointments. - 47% are registered on at least one website dedicated to medical professionals.

Needs and Changes Identified from the Survey:

Amid the nationwide decline in the management of medical institutions, many doctors maintain a strong awareness of costs and profitability. In particular, those in higher positions, such as facility administrators and clinical department heads, show a stronger interest in economic perspectives.

Additionally, the core of information gathering has shifted online, accompanied by the active adoption of generative AI. Notably, among generative AI users, its influence on clinical decision-making is beginning to rival that of pharmaceutical company seminars. Although the user base is currently limited, further penetration could fundamentally transform doctors' information-seeking behavior in the future.

Furthermore, evaluations of pharmaceutical company channels vary significantly depending on the physician's role. Facility administrators value MRs and pharmaceutical company seminars highly in terms of their influence on clinical decisions and informational efficiency, viewing them as vital resources. In contrast, clinical department heads already possess abundant sources of academic information, suggesting that conventional academic information provision alone may fail to differentiate pharmaceutical channels.

With the rise of new information channels including generative AI, doctors' information-seeking behaviors are expected to evolve further. Pharmaceutical companies are entering an era where they must provide more personalized information tailored to the specific roles and interests of individual physicians.

Free Survey Report Available Now:

In addition to the insights in this article, the "Survey on Environmental Changes Surrounding Doctors and Their Relationships with Pharmaceutical Companies (2026 Edition)" includes data on: - Information needs analysis by job title - Characteristics of doctors using generative AI - Comparative evaluations of MRs, web seminars, and portals for medical professionals - Website content requested by doctors from pharmaceutical companies - Characteristics of pharmaceutical companies highly rated by doctors, and more.

Please use this as reference material when reviewing pharmaceutical marketing strategies and channel designs. https://www.medinew.jp/downloads/research/dr-survey-2604-dl

About Medinew:

Medinew is a medical marketing magazine operated by Pin-Japan Co., Ltd. It provides a wide range of content, from industry updates to practical pharmaceutical marketing strategies and effective material production techniques, targeting planners and executors of ethical drug marketing campaigns at pharmaceutical and medical device companies. https://www.medinew.jp/