Doctors Rank Professional Portals Among Most Important Information Source
According to Kantar Media’s Sources and Interactions Study: September 2016 Medical/Surgical Edition, the top three (3) sources physicians indicate as most important for staying on top of new medical developments are professional portals, meetings and current medical journals (printed editions).
Professional portals were used by 90% of doctors on an average of 147 times annually. These portals are support platforms where physicians can connect with one another to evaluate clinical decisions. Of the physicians surveyed, 71% rated professional portals either very important or important.
However, print media is certainly not an outdated communication format when it comes to reaching physicians. 92% of all doctors surveyed reported reading current medical journals in print and 66% consider them an important source of information for staying abreast of medical developments.
Among those exposed to print and digital medical journal formats, 61% say they usually or always prefer print while 24% usually or always prefer the digital format. These findings show consistency with last year’s findings of 60% and 23% respectively.
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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