Colleagues and print medical journals reach the greatest percentage of all physicians

Despite the uptick in digital media and technology, colleagues and medical journals (accessed via print) are still the information sources with the highest reach among physicians, according to the Sources & Interactions Study, March 2014: Medical/Surgical Edition. However, the most far-reaching information sources differ among physicians of various specialties.  For example, Gastroenterologists say they are more often reached by print medical journals than colleagues. The same holds true for General Surgeons.

Of the top 10 sources of information by reach, two are print sources, five are in-person and three are digital. The top digital source by reach is medical journals accessed online. This source has a 79% reach among all physicians.

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.

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