Pharmacy Readership & Non-Journal Media Study

by Kantar Media Healthcare Research Team

Kantar Media’s 2013 Pharmacy Readership study is designed to provide an unbiased evaluation of media brand consumption, publication readership and information sources used by pharmacists, tied to their customer interactions, prescription filling habits, work location and role, to assist marketers as they evaluate promotional potential in pharmacy media.

What insights are available?

Professional publication readership, non-journal and website usage data.

• See how frequently and thoroughly pharmacists read their print publications.
• Find out the probability of ad page exposure in a particular publication.
• Evaluate publication performance using the most trusted, stable, projectable data available in the healthcare market.
• Fine tune your media mix with metrics on usage and ad exposure potential for a range of digital and alternative media, including drug references, web portals, mobile services, broadcast, Rx pads, patient record forms, mailers, and other media targeted to healthcare professionals.
• Understand audience size and exposure potential for a wide range of non-journal media
• Gain insight on new media such as mobile, social networking sites, etc.

How is data collected?

Pharmacist Readership data were gathered via mail questionnaires between January 2013 and April 2013 as well as an online survey in April 2013. A portion of the sample received an original mailing in January and a follow-up in March, while the other portion of the sample received an email invitation to an online survey in April.

What’s new in 2013?

Beginning in 2012, we made several changes to the non-journal media data. By expanding the measurement of online media, these data provide a better model of "total brand" usage for media available on multiple platforms. More specifically:

• More complete data for each product is now available. The new total "Any Format" score for each product shows the number of unique users across all media formats.
• Frequency of usage for digital media and email/e-newsletters now reported in the same table as other media for easier cross-media comparison.
• Non-Journal Media tables are now organized to make it easier to compare publication and non-journal media usage for a particular sub-group.
• Non-Journal Media data is now available in the MARS Medical system.

For more information on how to get full access to the study, contact us.