Amber has been working in the healthcare sector for almost 25 years, analyzing the behavior of healthcare professionals in relation to the different diseases they treat and the medications they use—all from the broadest possible perspective.
At the end of 2023, recognizing the unique nature of a profession where the emotional and human components play an essential role, we decided it was time to take a step forward and analyze healthcare professionals from a personal and emotional standpoint.
Thus, we conducted the Emotional Barometer 2023/2024 with a representative sample of 700 professionals from 17 different specialties, including hospital pharmacists, with the goal of repeating the study in successive waves year after year.
In this year’s wave, 2024/2025, we have drawn interesting conclusions, some of which are detailed below:
- Female professionals dedicate more hours to their profession (50%) than male professionals (47%) and spend less time on non-family leisure activities, while the time spent with family remains the same.
- Good health and family are the top priorities for healthcare professionals, with importance ratings of 9.4 and 8.9, respectively, on a scale from 1 to 10. The percentage of those who consider health very important has significantly increased throughout 2024.
- One in three doctors considers their professional burnout level to be very high (35%), with Neurologists and Endocrinologists experiencing the highest levels of burnout (6.4 on a scale of 10). Regionally, healthcare professionals in the Canary Islands report the highest burnout level (7.7 out of 10).
- Only half of the doctors are certain they would choose their profession again (53%).
- Despite several critical aspects identified, the overall happiness level among respondents is relatively high (7.3 on a scale of 1 to 10). 79% of respondents rate their happiness at 7 or above, with similar scores between men and women.
- Currently, 86% of medical consultations are conducted in person, following the pandemic period when virtual visits were the norm.
- Four out of ten professionals foresee a greater presence of Artificial Intelligence in medicine within three years (40%), marking an increase from 36% recorded last year. This rise is particularly significant among female doctors and younger physicians, who are driving the upward trend.
- 82% of healthcare professionals prefer face-to-face interactions when engaging with pharmaceutical companies, with this preference being higher among older individuals (85.5%) and male professionals (88.1%).
- More than half of doctors are highly satisfied with the pharmaceutical industry, with satisfaction increasing significantly among female doctors (61.1%) and less experienced professionals (62.7%).
- When measuring affinity towards pharmaceutical companies (assessing 17 of the most important in the country), the key factors influencing their rating – either positively or negatively – are: medical scientific reputation, product portfolio, relevance to the specific specialty, training initiatives, and commercial activity.
If you are interested in further information on these topics, please contact: abermejo@ambermarketing.com
