Changes in the value of print and online medical journals according to doctors

Since 2008, the percentage of doctors who place high value on print medical journals as a source of information has remained stable –hovering just over 70% according to the Sources & Interactions Study, September 2013: Medical/Surgical Edition . What has changed is the percent of physicians who give similar high value ratings to online medical journals. In 2008, less than half rated online journals as one of their most important information sources. In this year’s study, that percent almost reached 60%.

How are physicians currently accessing journals online? About 74% of physicians responded that they use their desktop computers to read articles from medical publications. About 28% of doctors use tablets to do the same.

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.

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