Print medical journals reach almost all physicians

Colleagues and medical journals (accessed via print) continue to have the highest reach among doctors, according to the Sources & Interactions Study, September 2014: Medical/Surgical Edition. Understandably, the most far-reaching information sources differ among physicians of various specialties.  For example, Rheumatologists are more likely to be reached by email newsletters than urologists and family medicine physicians.

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 followed by online reference publications. This former has an 82% reach among all physicians and the latter has a 79% reach.

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.

To find out more about the study and get access to specialty-specific data, contact us now. We study physician media behaviors and preferences annually across 22 specialties.

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