Sources & Interactions Study: Pharmacy Edition

by Kantar Media Healthcare Research Team

Pharmacy

Kantar Media’s Sources & Interactions™ Studies offer a detailed examination of healthcare professionals’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, conventions and more.

The Pharmacy Edition, conducted every year, is designed to profile pharmacists’ media use in areas of interest to advertisers, agencies, and publishers.

What insights are available?

  • Sources of Information Importance & Frequency of Exposure
  • Frequency of Internet access
  • Time spent using the Internet for professional purposes
  • Degree of professional mobile device usage
  • Publication versions read

How is data collected?

Data were gathered via mail questionnaires between January 2013 and April 2013 as well as an online survey in April 2013. A portion of the sample received an original mailing in January and a follow-up in March, while the other portion of the sample received an email invitation to an online survey in April.

What's new in 2013?

This year, we’ve expanded our survey to better display how this group of healthcare professionals interacts with digital media.

We have expanded our mobile device usage section to better understand how pharmacists use their smartphones and tablets and how they interact with medical journals, newspapers and magazines via smartphone apps, tablet apps, etc.

To show how these behaviors are changing over time, we now display digital trend charts for Internet Usage: Mean Weekly Uses & Mean Minutes Per Session (2011-Present) as well as Mobile Device Usage for Professional Purposes: Smartphone (2008-Present) and Tablet (2011-Present).

In the “Tools Used” section, where the respondent says how they performed a certain professional task, we now include “Any Digital,” which is defined as unduplicated usage of each task done on a Computer, Smartphone and/or Tablet. That way, we can more accurately compare tasks done via print vs. via any digital device.

Further, to show how physicians are reading professional publications, we now report the different versions (print, website, etc.) as well whether people read Print-Only, Digital-Only, Both Print & Digital, or Neither.

For more information on how you can get full access to this study, contact us here.

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