How are doctors reading medical journals?
While doctors increasingly rely on digital information sources, the majority still choose to read the latest issues of medical journals in print, according to the Sources & Interactions Study, September 2013: Medical/Surgical Edition. They are decidedly multimedia information consumers: Nine in ten doctors read current issues of journals in print and more than half use digital platforms to read current issue. For journal content accessed for medical research – not necessarily from a current issue - the numbers reverse with higher online access
Among the 42 information sources that we study, journals – across all platforms – are unsurpassed in reach and importance. They are also one of the highest exposure information sources for physicians
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.