Study:Doctors turn mostly to peers and print journals
By Mia Burns (email@example.com)
Physicians are constantly looking for ways to absorb medical information from various sources and during the last decade, these sources have evolved to include digital, according to Kantar Media Sources & Interactions Study, March 2013 – Medical/Surgical Edition. Despite this, colleagues and print journals continue to remain the most important information sources to surveyed physicians.
In the study, Kantar Media asked physicians to rate on a scale of one to five the importance of 39 sources of information in helping them stay current of new medical developments. A rating of one indicated the least importance; a ranking of five reflected the most importance.
Kantar Media's Healthcare Research Team told Med Ad News Daily, “Among the 39 sources listed in the survey, the following are the top information sources in terms of reach for all physicians surveyed: colleagues and medical journals: accessed via print, which were tied for first; CME: meeting attendance; conference/symposium on a product or therapy: meeting attendance; and reference publications: printed.”
Researchers also asked physicians to indicate their exposure to each source. A deeper exploration into the study by physician specialty tells a different story, according to Kantar Media. Cardiologists ranked CME: attendance at meeting as more important than colleagues. In addition, anesthesiologists rated mobile apps: drug reference as the third most important information source on average, while that source did not even crack the top five when looking at all physicians.
In his experience, Edward Zissman, MD, FAAP says that he combines the knowledge of colleagues and websites for his inquiries. “I go to colleagues, the American Academy of Pediatrics website, and the Centers for Disease Control and Prevention website,” he told Med Ad News Daily. “I read the print AMA and AAP materials, but also access them electronically.”
Posted: September 2013