HRS Hospital Readership Survey 2005

The latest update of the Hospital Readership Survey has just been published…with new addition for 2010: HRS Pharmacy! Hospital Readership Survey 2010

Journals: the key information source for senior hospital doctors!  92% claimed medical journals are useful…the highest score out of a range of sources.  High readership levels for individual journals…many reaching 50% plus of a given target speciality with an average issue.

HRS: the best way to target and reach your audience!  Independent readership data on over 200 journals.  Robust sample of over 2,500 senior clinicians.  Opportunity to drill down within each of 28 specialities.  Schedule analysis capabilities to ensure you use the best combination of journals and make the most of your promotional budget.

Next step: contact your media buyer or one of the sponsoring publishers!

Publishers *BMJ Publishing Group *The British Editorial Society of Bone & Joint Surgery *The British Journal of Cardiology *Elsevier Health Sciences *Lippincott, Williams & Wilkins *Nature Publishing Group *Oxford University Press/Oxford Journals *Pinpoint Scotland *SAGE Publishing *SB Communications Group *Wiley-Blackwell

Media Buyers *Bartlett Davis Communications *GEM Associates *MSA Market Media *Medical Media Services *Wrigley Foster Media Direct. Hospital Readership Survey 2010: launch of the sixth independent readership survey of senior hospital Doctors provides insights into trends in media behaviour

The results of the new Hospital Readership Survey were released to the Survey Sponsors on 23 June 2010, providing… * readership data on senior hospital doctors across a wide range of specialties. * planning and schedule analysis capabilities for a comprehensive list of journals. * independent joint industry research (sponsored by 11 publishers and 5 media buyers) * high technical standards, with robust samples and good response rates. * a barometer of medical readership habits over time. * extensive data on doctors’ information priorities and ways in which they use the Internet.

Medical journals score highest on usefulness, followed by Events. Clearly online media usage is important and the survey shows that medical journal websites are well rated as a useful source of information. Notably, pharma reps and literature are regarded as relatively less useful than ‘independent’ sources.

Usefulness of Sources

100 Useful (NET) 90 Very Quite 80 70 60 50 40 30 20 10 0 Journals Events CME/CPD Journal Re-Prints Pharma Pharma lit. sites reps Hospital Readership Survey 2010 Base: all respondents HRS 2010 Launch 23 June, Hilary Birt In spite of the increasing importance of the internet, trends over the HRS series show the enduring importance and role of medical journals.

Usefulness of Sources: Trends

100 90 80 70 2005 60 2006 50 2007 40 2008 30 2009 20 2010 10 0 Med. Journal Reps Journals Sites

Base: all respondents HRS 2005/6/7/8/9/10; net of very/quite useful

Hospital Readership Survey 2010 Launch 23 June, Hilary Birt

Usage of the Internet is prevalent, but not all use it regularly: virtually all doctors (97%) now use the Internet for work, but still only 41% on a daily basis. Interestingly these figures do vary substantially by specialty: doctors in Infectious Diseases and Microbiology are much more likely to use the Internet for work purposes on a daily basis (80% and 77%) than those in Obstetrics & Gynaecology, Anaesthetics and Psychiatry (27%, 28% and 28% respectively)). And when we probed doctors further about what they were using online for, online journals came out top for weekly usage, as shown in the chart overleaf. HRS 2010 for the first time asked doctors which specific journal and other websites they were using, providing users with more detail on doctors’ overall media consumption. Top Uses of the Internet 100 90 Weekly 80

70 Past 4 weeks 60 50 40 30 20 10 0

Base: all respondents HRS 2010

Also asked: Search Hospital Readership Survey 2010 Launch 23 June, Hilary Birt

HRS Pharmacy 2010, responded to media buyer and publisher demand to extend the HRS brand into hospital pharmacy. Comparable questions were used and it is interesting to note that hospital pharmacists are more online orientated than their senior doctor counterparts but that the common theme of the importance of journals and journal sites carries through. HRS Pharmacy can be used by sponsoring publishers and media buyers to plan campaigns specifically aimed at hospital pharmacists.

Publishers *BMJ Group (BNF; BNF for Children) *Campden Publishing Ltd (Hospital Pharmacy Europe) *John Wiley (Prescriber) *The Pharmacy Publishing Company Ltd (The British Journal of Clinical Pharmacy) *PJ Publications (The Pharmaceutical Journal/PJ; Clinical Pharmacist)

Media Buyers *Bartlett Davis Communications *GEM Associates *Medical Media Services *Wrigley Foster Media Direct The HRS 2010 Universe The Survey measures a universe of 51,847 senior hospital doctors (consultants, associate specialists and staff grades) across 28 different specialties:

•A&E •Neurology •Anaesthetics •Obstetrics & Gynaecology •Cardiology •Oncology •Cardio-Thoracic Surgery •Ophthalmology •Dermatology •Oral/Maxillofacial Surgery •Diabetes/Endocrinology •Orthopaedic Surgery •ENT •Paediatrics •Gastroenterology •Palliative Care •General Medicine •Psychiatry/Mental Illness •General Surgery •Radiology •Geriatrics •Renal Medicine •Haematology •Respiratory Medicine •Infectious Diseases •Rheumatology •Microbiology •Urology/GU

Technical Details

*high quality postal methodology with response monitoring procedures. *robust sample of 2547 (minimum samples of c50 for smaller specialties, rising to c150 for larger specialties). *response rate of 28%. *grouped specialty specific questionnaires to ensure relevance and to accommodate more journals (204 journals measured in total). *standardised readership measures to ensure consistency across the weekly general journals and the specialist journals. *use of mastheads as a secondary visual prompt to help sort our title confusion. *fieldwork conducted in two waves to ensure coverage of a longer period (October-December 2009 & February-June 2010). *the research contractor for HRS 2010 was Think Media Consultancy.

And finally…through the incentive donations of doctor respondents since the Survey started with HRS 2005, we have donated an impressive £19,101 to charity. Once again, Medecins sans Frontieres was the top choice charity for doctors in HRS 2010.

For further information… contact any of the sponsors or the Survey Manager, Hilary Birt tel. 01582 469149/07970 066572 e-mail [email protected].