Aug 5, 2026
Jerry Arbittier
In my last blog, I shared what I learned from a panel discussion with four physicians at the Insights Association‘s Ignite Healthcare conference. They spoke candidly about what they enjoy about participating in pharmaceutical market research and the frustrations that make the experience more difficult than it needs to be.
That conversation left me with a different question. If these concerns have been around for years, what’s standing in the way of fixing them?
For a brief moment, I came up with a completely irrational conspiracy theory.
Maybe pharmaceutical market researchers secretly don’t like physicians.
Relax. I’m kidding.
But after listening to their experiences with pharmaceutical market research, I couldn’t help but wonder why so many of the same frustrations continue to surface year after year.
The physicians talked about repetitive screening questions, spending valuable time on surveys they ultimately didn’t qualify for, physician surveys that lasted much longer than expected, and the way seemingly small frustrations add up over time.
None of those concerns felt unreasonable. And more importantly, none of them felt new.
The Physicians We Aren’t Hearing From
Most people working in pharmaceutical market research have probably heard these same concerns before. That’s what made the conversation so interesting.
These weren’t physicians who had given up on participating in research. They were physicians who still made time for studies and cared enough to attend a conference and openly discuss how the research experience could be improved.
If our most engaged physician respondents are still describing these frustrations, what aren’t we hearing from the physicians who have already decided participating isn’t worth their time?
So What’s Standing in the Way?
That’s the question I left the conference asking.
If physician insights are valuable enough to justify millions of dollars in pharmaceutical market research every year, why do so many physicians still describe an experience that feels unnecessarily difficult?
I’m sure the answer isn’t simple. Research teams are balancing timelines, budgets, compliance requirements, stakeholder expectations, and operational realities. Every study comes with trade-offs, and improving one part of the process may create challenges elsewhere.
But I also wonder whether the research experience receives the same level of attention as questionnaire design, sampling strategy, and data quality. If it doesn’t, perhaps it should.
Better Research Experiences Lead to Better Research
Improving the research experience isn’t simply about making physician surveys easier to complete. It’s about making it easier for physicians to share their expertise.
When physicians have a positive experience, they’re more likely to participate again. That leads to stronger participation over time, broader representation, and ultimately better pharmaceutical market research.
That seems like a worthwhile investment for everyone involved.
The Question I Left With
I don’t pretend to have the answers. But I do think the physicians who shared their perspectives at Ignite Healthcare gave our industry something worth thinking about.
So I’ll end with the same question I left the conference asking:
What are the biggest barriers to improving the research experience, and what would it take to overcome them?
Let’s Continue the Conversation
At AOPS, we partner with agencies and research organizations to connect with high-quality physician participants while creating research experiences that respect their time and encourage meaningful participation.
If you’re looking for a pharmaceutical market research partner who values both physician surveys and the overall research experience, we’d love to talk.
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Want more market research best practices information?
Contact Jerry Arbittier at jerry.arbittier@getaops.com or 917-327-0533, or visit https://getaops.com/ to learn more today!