Medical publishing bucks media trends

Medical publishing in Australia continues to buck media trends with the latest industry research revealing continued high overall readership of medical titles and a surprisingly strong commitment by doctors to print as well as digital products.

According to the Medical Publications Readership 2017 survey, print is read by 95% of GPs nationwide. Countering any argument that doctors are too time poor to consume media, the busiest GPs (defined by the survey as those who see more than 31 patients per day) reported the highest readership. Of those, 83% had read Australian Doctor in the past week.

Australian Doctor retained its reign over the market and stemmed a 5-year decline in print readership with the 2017 results showing almost three in four (72%) GPs regularly read the print publication. On two other key measures in the survey – depth of readership and regularity of readership – both Australian Doctor and Medical Observer trumped the other titles.

“While we all go to great lengths to innovate and augment our offerings with digital products that cater to our readers’ every need, we can’t forget the power of print and its relevance to our readers,” says Bryn McGeever, managing director of the Australian Doctor Group (publisher of Australian Doctor and Medical Observer).

This year, digital engagement was measured for the first time with Australian Doctor outperforming all other publications in terms of digital reach on a daily and monthly basis. Almost one in two doctors visited Australian Doctor’s website in the past month, ahead of the next most visited website, the RACGP’s Australian Family Physician with reach of 34% of GPs.

The numbers at a glance:

E-newsletters (EDMs), widely regarded as the biggest traffic driver to digital assets, proved popular as shown by the survey results. On a daily basis, GPs turn to Australian Doctor and Medical Observer EDMs more than any other in the market providing a powerful channel for marketers.

“When you also factor in our wider digital network that delivers content – 6minutes, specialist updates and our recently launched clinical website – our engagement with doctors across Australia is enormous,” says McGeever.

“We reach 85% of Australian GPs and have 100,000 touchpoints with GPs every month. For cross-channel marketing campaigns, this is extremely powerful and unparalleled in the market.”

“The data shows digital is a strong tactical execution in addition to print for clients wanting to target doctors with advertising or branded content,” says McGeever. “And the more integrated those campaigns, the better.”

The annual survey, sponsored by the Medical Publishers Association, surveyed 4200 GPs with a response rate of 20% (854 doctors).




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