Colleagues are the most important information source to majority of physicians
To better understand the information sources doctors value, we ask physicians to rate, on a scale of 1 to 5, where 1 is “Least Important” and 5 is “Most Important,” the importance of 40 sources of information in helping them stay up-to-date on new medical developments. Above you’ll find the top 5 sources by mean importance.
Colleagues are the most highly-valued by physicians, according to the Sources & Interactions Study, September 2013: Medical/Surgical Edition. 70% of doctors placed colleagues as one of their top two valued information sources, and 42% ranked them as the most important. Following colleagues were print medical journals. 69% of doctors placed this source in the top 2.
Digital sources continue to increase in their value to physicians with two making the top five: online patient medical records and electronic software prescriptions. Further, 60% of doctors placed drug reference mobile apps as one of the top 2 most important info sources and 58% said so of online medical journals.
As you dig deeper into the study by physician specialty, you’ll find that the top information sources tend to vary.
The Sources & Interactions™ Study is a detailed examination of doctors’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, convention and more. The study is conducted every six months and targets more than 3,000 physicians annually across 22 specialties, exploring their media preferences and habits. 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 get access to specialty-specific data, contact us now. We study physician media behaviors and preferences annually across 22 specialties.