This is the contentious conclusion of an Adelphi poster which supports the 'Politics In Healthcare' theme of the PBIRG conference which is appropriately being held in Washington DC (May 18-21).

The title of the paper may sound provocative.  Indeed we only uncovered this insight when we applied a new technique called Provocation. This is employed to shake people out of their comfort zone by challenging accepted beliefs and practices and revealing the truth behind any adopted professional mask.
The research examined the impact of PCP beliefs on future pharma marketing and compares emerging markets with western Europe.

The objectives of the study were to research insights into PCP typologies in terms of perceptions around values, mission, roles and threats in the current socio-economic climate, to help us better understand physician-patient relationships. The research aimed to compare two emerging markets (Ukraine and Russia) and two western European markets (UK and Germany).

Traditional research showed that the PCPs in all four countries have much in common. The peculiarities of the profession appear to attract a certain personality type. We utilized a novel approach called Provocation which took the interviews and analysis a step further. Provocation uncovered a series of typology clusters, each of which could be identified within and across at least three of the four countries.

Using Provocation, we were able to go beyond traditional understanding of the value and belief systems of PCPs and identify five PCP typologies. One typology appeared prominent. These systems of values and beliefs are common amongst the PCP profession, transcending country borders.

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