Physician Attitudes toward print advertising are mostly positive

According to Kantar Media's Sources & Interactions Study, March 2016: Medical/Surgical Edition, 43% of physicians feel that ads in print medical journals are a necessary compromise because they keep costs down. What is perhaps even more optimistic is that 44% said ads are a useful component in journals.

Only 9% that think ads interfere with their ability to read journal content, and even less (5%) prefer to read medical journals that do not carry any advertising even if it means paying more. We’ve also discovered that 23% of those surveyed only pay attention to ads for new products.

Kantar Media’s Sources & Interactions studies power informed decisions on healthcare professional promotional mix strategy for marketers and agencies, and provide medical publishers and content providers with actionable data on where their offerings fit into healthcare professionals’ information inventory.

The Medical/Surgical edition of the study, conducted every six months and based on input from more than 3,000 physicians across 22 specialties, documents how doctors prefer to learn and keep up to date on medical developments through media, meetings, sales rep interactions and more. Sources and Interactions provides critical insight into how to most effectively engage physicians and reach them with news, educational content and promotional messaging.

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