Cirrus Media has been publishing content for Australian healthcare professionals for over 30 years. Each month we reach an audience of more than 40,000 unique healthcare professionals across print and digital - reaching a weekly audience of over 85% of Australian GPs. The following information represents data we have collected from our major healthcare mastheads: Australian Doctor, Medical Observer and 6minutes on the trends of how GPs are consuming content online.

1. Key Trends In australian
Healthcare Digital Media
How GPs in australia Consume Digital Content
[ An Audience Report ]
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2. Cirrus Media has been publishing content for Australian
healthcare professionals for over 30 years. Each month we
reach an audience of more than 40,000 unique healthcare
professionals across print and digital - reaching a weekly
audience of over 85% of Australian GPs.
The following information represents data we have collected
from our major healthcare mastheads: Australian Doctor,
Medical Observer and 6minutes on the trends of how GPs are
consuming content online.
how are australian gps
consuming content online?
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3. Digital Uptake
About
insight
This graph shows the device that our users
have been utilising to access our healthcare
websites from 2010 to present.
Despite a gradual decline in tablet
usage, smart phones are driving a relentless
growth in traffic from mobile devices.
Demographics indicate that this will
continue to rise.
100%
80%
60%
40%
20%
0%
jan 2010 may 2015
DESKTOP MOBILE TABLET
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60%
28%
12%

4. who is online?
About
insight
This graph shows the age group split for the
readership across our healthcare sites.
Our digital readership is split almost evenly
across working age GPs.
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18-24
25-34
35-44
45-54
55-64
65+
18-24 3.7%
25-34 20.2%
35-44 19.9%
45-54 21.5%
55-64 22.4%
65+ 12.3%

5. which device
for who?
About
insight
Here’s how our digital readers access our
sites, broken out by age group.
First and foremost, for GPs between 25-44,
mobile devices account for half of their usage.
Having digital design and content formats
optimised for mobile is critical as this
proportion is likely to grow as these age groups
progress.
The 18-24 age group desktop usage may be
because they are likely to be students studying,
rather than physicians consuming on the go in
their busy lifestyles.
Desktop and tablet usage is stronger in the
older age groups.
DESKTOP MOBILE TABLET
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100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
18-24 25-34 35-44 45-54 55-64 65+

6. There are billions of people using social media daily around
the world.
93% of Australian’s have used Facebook in the past year.
In one month, Cirrus Health saw it’s content generate 85,000
Facebook impressions and over 323,000 Twitter impressions.
GPs are engaging with social media just like everyone else
in Australia. In fact, in a recent survey conducted by Cirrus
Health, we found that 49% of Australian healthcare
professionals login to Facebook everyday.
SOCIAL MEDIA AT CIRRUS HEALTH
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7. Social media
About
insight
In the last month, Cirrus Health has reached over
400,000 users through social media. Here’s how our
sites acquire their social traffic.
As per the general population, Facebook is the king of
social referral traffic for our websites, 2:1 over Twitter.
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Facebook - 63.20%
Twitter - 32.56%
LinkedIn - 2.64%
Other (Reddit, Blogger, Pinterest, Disqus) - 1.60%

8. social age
profiles
About
insight
These graphs demonstrate the proportion of
each age group utilising Facebook and Twitter to
access and engage with content. Facebook being
the primary social traffic source across our sites.
Facebook users clearly skew towards younger
demographics, and Twitter users older. The size
of the Facebook user group coming into the
profession points to a Facebook future.
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25-34 42%
35-44 21%
45-54 24%
55-64 7%
65+ 6%
25-34 5.9%
35-44 24.9%
45-54 40%
55-64 16.6%
65+ 12.6%
twitter
facebook
25-34
25-34
35-44
35-44
45-54
45-54
55-64
55-64
65+
65+

9. Although the digital revolution has made a massive impact on how
healthcare professionals access their content - print will remain an
important channel for GPs in Australia.
In fact, between 75-85% of Australian GPs read Cirrus Media’s print
publications each week*.
*Medical Publications Readership 2014, Medical Publishers Association
Print is not dead!
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10. 3 key insights
1 2 3Relentless mobile
Now at 40% of usage, mobile is
on its way to being the dominant
device for GPs in Australia.
digital is blind to age
Our websites are accessed
almost equally across the main
GP age groups.
Facebook is king of social
GPs aren’t immune to Facebook
and as time goes on it will only
become more integral to online
content consumption.
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for digital engagement with australian gps

11. Get in touch with Cirrus Media directly at
contentmarketing@cirrusmedia.com.au
Learn more about how to engage your audience
through content marketing from our piece
‘The 3 Rules of Content Marketing Club’.
READ IT HERE
want to learn more
about how to engage hcps in australia?
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