What Sources of Information are Reaching More Physicians?

by Dave Emery

Colleagues and medical journals (accessed via print) are the information sources with the highest reach among doctors, according to the Kantar Media Sources & Interactions: March 2013 Medical/Surgical Edition.

Colleagues also rank as the top information source in terms of exposure and importance among the doctors surveyed, but rankings do differ according to physician specialty. For example, CME: Attendance at Meetings has the highest reach among dermatologists.

Of the 39 sources listed in the survey, the following are the top information sources in terms of reach for all physicians surveyed.

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 21 specialties, exploring their media preferences and habits. Sources & Interactions was designed to help manufacturers 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 21 specialties.