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

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Publishers and Advertisers Can’t Go 100% 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

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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

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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 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