Digital or print medical journals readership data 2013

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Digital or Print Medical Journals Readership Data 2013Document Transcript

1. 1 Independence Way Suite 220 Princeton, NJ 08540 T 609 987 5550 F 609

987 5589 KantarMediaNA.com Publishers and Advertisers Can’t Go 100%

1

‹ › /3

+ Follow

Digital or Print Medical Journals Readership Data 2013by Anup Soans, Editor - MedicinMan at Pharmaceutical Industry Sales Training on Jul 01, 2013

245views

98% Doctors Still Read Print Journal - A Kantar Media Report

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Digital If They Want to Reach Majority of Doctors Physicians are more likely

to read the print version of new medical journals versus any type of digital

version, including full digital reproductions, the publication’s website as well as

tablet and smart phone applications, according to the Kantar Media Sources &

Interactions Study, March 2013 – Medical/Surgical Edition. The study reveals

that 89% of doctors read the print version of current issues of medical journals,

far more than the 51% reading journals digitally. Of all doctors surveyed, 99%

read current issues of journals and 46% utilize two or more platforms for

reading. About one in five doctors use 3 or more devices. “Over the last several

years, print has remained the most effective method for reaching doctors

through medical journals, going against the widespread notion that print is on

its way out," said Dave Emery, General Manager of Healthcare Research at

Kantar Media. "At the same time, the fact that younger physicians and key

opinion leaders are more likely to access articles digitally demonstrates a

critical shift that publishers and advertisers need to know as they strive to reach

the next generation of doctors." The study measured physicians across the

following 21 specialties: Family Medicine, Internal Medicine, Cardiology,

Allergy, Anesthesiology, Dermatology, Diabetes/Endocrinology, Emergency

Medicine, Gastroenterology, General Surgery, Hematology, Infectious Diseases,

Neurology, Obstetrics/Gynecology, Oncology, Orthopedic Surgery, Pediatrics,

Psychiatry, Pulmonary Diseases, Rheumatology and Urology. The study

surveyed 1,500 doctors during Q1 2013, with an overall margin of error of +/-

2.1% at the 90% confidence level. The doctors in the following specialties

topped the list of print readers: Dermatology (96%) Family Medicine

(95%) Allergists (94%) Orthopedics (94%) 89% 51% 31% 23% 14%

13% 1% 1% 0% 20% 40% 60% 80% 100% Print Edition Any Digital Full

Digital Reproduction Publication Website Tablet App Smartphone App Other

Does Not Read How Doctors Read Current Issues of Journals


987 5589 KantarMediaNA.com Rheumatology doctors are the lowest of the

specialties in print readership, at 79%, demonstrating that print still has a lot of

value. The audiences for full digital reproductions are strongest among:

Infectious Disease specialists (43%) Rheumatologists (40%)

Cardiologists (40%) Internal Medicine doctors, Psychiatrists, and

Diabetes/Endocrinologists (all 28%) have the greatest readership on publication

websites; while tablet readership is highest among Anesthesiologists at 23% and

Cardiologists at 21%. Internal Medicine Medicine doctors have the highest use

of smartphone applications for reading journals at 16%. Almost Half of Doctors

Surveyed are Multiplatform Readers Even through print seems to dominate,

with 9 out of 10 doctors reading current journals in print, 42% use digital as

well. Almost one in 10 of studied physicians only read digital editions, while

about half only read print versions. Age and Key Opinion Leader Status are Key

Factors in Usage Differences Unsurprisingly, younger doctors are more inclined

to be digital readers than their older colleagues. However, even among the

youngest demographic, print is still the most-used platform for reading current

issues of journals. Print Only 48%Both Digital and Print 42% Digital Only 9%

Does Not Read Publications 1% Versions Read of Current Issues of Medical

Journals


987 5589 KantarMediaNA.com One-fifth of the doctors younger than 35 read

current journals via smartphone apps, one-third read off of the publication’s

website and more than half read full digital reproductions. Key Opinion Leaders

are heavier users of digital platforms for current issue readership than the

general population, with more than higher digital reproduction readership, tablet


4 of 6 21/11/13 3:35 PM

app readership and website readership. About the Sources & Interactions Study

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. About Kantar Media Healthcare Research Kantar Media

helps marketers, agencies and media companies understand how healthcare

professionals and consumers interact with their entire information inventory. We

deliver actionable research that helps our clients succeed in a changing

marketplace. Kantar Media is the leading supplier of medical audience

measurement and competitive ad intelligence. Our Professional Health solutions

include syndicated website, journal, and non-journal media audience data and

behavioral insight, as well as print and digital ad tracking and images. With

tools to integrate and analyze these data, we help our clients evaluate media

performance, optimize promotional tactics and manage media investments.

MARS Consumer Health provides marketers, ad agencies and the media with

consumers’ consumption of both traditional and new media tied to detailed

information on ailment conditions (including various treatment options); drug

brand usage for Rx and over-the-counter remedies; extensive psychographic,

attitudinal and behavioral information concerning pharmaceuticals and

healthcare; and consumer segmentation analyses. 0% 10% 20% 30% 40% 50%

60% 70% 80% 90% 100% <35 35-44 45-59 60+ Journal Readership: Platform

vs. Age print digital edition website tablet smartphone

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Health & Medicine

Digital or print medical journals readership data 2013