Changes in physicians' exposure to medical journals
Although doctors are most often exposed to digital information sources used regularly in their daily workflow, such as online patient medical records and electronic prescription software, they are exposed to medical journals – online and in print – more than 140 times annually, making journals one of their most regularly accessed information sources.
According to the Sources & Interactions Study, September 2013: Medical/Surgical Edition,doctors are exposed to print versions of journals slightly more than 80 times per year. Another good sign for journal advertisers, that number has continued to increase since 2008 when it was about 68 annual exposures.
Medical journals that are accessed online have also seen growth over the last several years. Currently, physicians are exposed to this information source about 67 times per year, while in 2008 that number was closer to 51.
Kantar Media’s Sources & Interactions™ Studies offer a detailed examination of healthcare professionals’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, conventions and more. The Medical/Surgical edition, conducted every six months, reports on the media preferences and habits of more than 3,000 physicians across 22 specialties; annual studies provide similar perspective on Pharmacy, NP/PA, Eyecare, Dental, Radiology, Managed Care, and Hospital C-Suite audiences. Sources & Interactions was designed to help marketers and their agencies cost-effectively allocate resources to their overall promotional mix, and provide publishers with specific insight about where their offerings fit into physicians’ (and other healthcare professionals’) information inventory.
To find out more about the study and specialty-specific data, let us know.