What information sources do physicians value for staying abreast of new medical developments?
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.
Unsurprisingly, colleagues are the most highly-valued by physicians, according to the Sources & Interactions Study, March 2015: Medical/Surgical Edition. 70% of doctors placed colleagues as one of their top two valued information sources. Following colleagues were CME: Attendance at Meetings and print medical journals. Digital sources continue to increase in their value to physicians. For example, 67% of doctors responded that drug reference mobile apps are one of their top two valued information sources. Interestingly, 60% also placed online patient medical records in their top two.
As you dig deeper into the study, you’ll find that the top information sources tend to vary. For example, younger physicians ranked medical journals accessed online as their most important source while the 35-59 age group listed colleagues and the 60+ age group cited medical journals accessed in print.
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.
If you need specialty-specific data, let us know. We study physician media behaviors and preferences annually across 22 specialties.