It goes without saying that doctors hold a unique position in society. They are viewed as respected professionals, lifesavers and gatekeepers of our healthcare system. But behind their clinical expertise and decision-making authority, physicians are also consumers. They shop online, scroll through social media and make choices based on usability, branding and peer reviews. Yet when marketing to physicians this basic truth is often overlooked. That’s the reason why brands often fall short. when engaging with HCPs.
Recognizing that doctors are consumers, too, is key to building tools, systems and messages that actually resonate with them. This paradigm shift is especially important in Canada’s strained healthcare system, where physicians face mounting workloads, digital fatigue and administrative burdens.
Doctors Are Not a Monolith: GPs vs. Specialists
According to our segmentation partner, Head Research, not all doctors behave the same way as consumers – especially when comparing general practitioners (GPs) with specialists.
General Practitioners:
- Acting as the first point of contact in the Canadian healthcare system, they deal with a wide variety of cases in rapid succession
- They prefer communication that is simple, efficient, easy to understand and act upon. They have no time to waste
- They are highly focused on serving diverse needs. Special needs will be referred on
Specialists:
- Work in focused areas of care with much more complex diagnostics
- Many are fuelled by complex cases
- They rely on highly specific data, tools and procedures
- They expect high technical precision and depth
- They often face institutional and/or regulatory constraints on product use, especially for expensive treatments
Recognizing these differences helps marketers create better-targeted tools and communications, just like any smart business would for different consumer segments.
GP vs. Specialist: Consumer Behaviour Comparison
Understanding how generalists and specialists behave as consumers can improve product development, marketing and service provision.
| Theme | GPs | Specialists |
| Tool Preferences | Integrated, time-saving, intuitive | Precision tools, configurable, evidence-rich |
| Motivation for Use | Workflow efficiency, accessibility | Technical excellence, peer or institutional validation |
| Content Engagement | Short, mobile-friendly, practice-relevant | Deep-dive, specialty-specific, academically supported |
| Adoption Drivers | Ease of use, peer recommendations | Clinical rigor, regulatory fit, brand trust |
This table highlights that while all doctors value quality and evidence, their day-to-day needs and expectations differ significantly, just like different types of consumers in any other market.
Think about it: are you treating all doctors the same? Are you also considering how doctors behave outside of work to fine-tune your communications strategy?
Doctors are People first.
Doctors are more than just providers of care; they are users, buyers and human beings shaped by convenience, trust, habit and emotional relevance. In a healthcare system that increasingly demands efficiency, treating physicians as thoughtful consumers can drive better communications, engagement and use, resulting in better patient care.
In Canada’s evolving healthcare landscape, this shift in mindset when engaging with HCPs, is not just helpful, it’s essential.
Need assistance in reaching and engaging HCPs? Let’s chat.