How do international primary care specialists differ?

According to Kantar Media’s Sources & Interactions 2018 - International Edition study, doctors residing in France, Germany, Italy, Spain or the United Kingdom see a wide range of patients in an average week. For example, results range from less than 100 up to over 150 patients seen across the five countries measured. Among total Primary Care Physicians (PCPs) surveyed, these individuals see an average of 148 patients per week.

PCPs are typically a patient’s first point of entry into the health care system. This person is most often a doctor. However, a PCP could also be a Family Medicine, Internal Medicine or General Practice specialist. In this blog post, we’ll explore the characteristics of international/EU Primary Care specialists, their preferences for staying up-to-date on industry developments and how they interact with various sources of information.

Demographic characteristics of EU PCPs

EU Primary Care doctors exhibit varied practice characteristics and demographics. The ranges listed below are among the five EU countries measured (France, Germany, Italy, Spain and the United Kingdom):

  • See over 100+ patients in an average week – scores range from 53% to 88% 
  • Are office-based – scores range from 67% to 94%
  • See sales representatives – scores range from 89% to 99%

Source: Kantar Media’s Sources & Interactions 2018 - International Edition
Note PCPs specialists included Primary Care, Internal Medicine or Family Medicine/General Practice specialties surveyed

Interactions with sources of information

Cultural or regional difference among physicians impact their daily interactions with media, technology, news, educational content, promotional messaging and more. Below you’ll find some examples of country differences among international Primary Care specialists when it comes to their personal or education sources of information and to how they interact with online and print sources of information:

Personal or educational sources of information

EU primary care doctors demonstrate contrasting values across various personal or educational sources of information. The ranges listed below are among the five EU countries measured (France, Germany, Italy, Spain and the United Kingdom):

Rated as very important/important as a source of information

  • Colleagues – scores range from 48% to 82%
  • CME (Continuing Medical Education) – results range from 83% to 94%
  • Social Communities/Networks – scores range from 36% to 64%

Source: Kantar Media’s Sources & Interactions 2018 - International Edition

How do EU PCPs interact with online sources of information?

There are variations in the activities they perform online and among the online sources they highly value for health-related information.

Do EU PCPs interact differently with current issues of medical journals compared to PCPs in the US?

PCPs in the EU and the US read print versions of current medical journals more compared to other formats measured (full digital reproduction, the publication’s website, smartphone/tablet application). However, PCPs in the US are more likely to read smartphone or tablet application versions of current medical publications compared to total international doctors surveyed.

Medical Journals

There are other interesting variances across the five EU countries measured. For example, printed versions read of current medical journals scores range from 87% to 99%. 

Want to Learn More?

The Sources and Interactions study allow analysis by other demographics and customized targets. Find out how to most effectively engage physicians and allied healthcare professionals with your advertising. Kantar Media’s Sources & Interactions 2018 - International Edition includes 5 countries studied (France, Germany, Italy, Spain and the United Kingdom) and 9 physician specialties across 40+ different sources of information including traditional and emerging media, pharma reps, CME, convention, and more.

Kantar Media is the global leader in connected intelligence. To learn more, please contact Kantar Media Healthcare Research Client Services at or 646-895-8528.

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