Sources & Interactions Study, September 2013: Medical/Surgical Edition

by Kantar Media Healthcare Research Team

Sources & Interactions Study

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 Medical/Surgical edition, conducted every six months, reports on the media preferences and habits of more than 3,000 physicians across 22 specialties; annual studies provide similar perspective on Pharmacy, NP/PA, Eyecare, Dental, Radiology, Managed Care, and Hospital C-Suite audiences. Sources & Interactions was designed to help marketers 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.

What insights are available?

  • Sources of Information -  Importance & Frequency of Exposure
  • Tools used for various tasks
  • Frequency of Internet access
  • Time spent using the Internet for professional purposes
  • Degree of professional smartphone and tablet usage
  • Platform preference for reading medical journals
  • E-Detailing participation


How is data collected?

The data in this report are comprised of two six month data collection periods. The most recent six month cycle of data were gathered via mail questionnaires between May 2013 and August 2013 as well as an online survey in July & August 2013. A portion of the sample received an original mailing in May and a follow-up in July, while the other portion of the sample received an email invitation to an online survey in July.

What's new in September 2013?

This report includes two waves of data (October 2012–January 2013 and May 2013–August 2013) for increased data stability.

We added two new sources of information to the study - Patient Medical Records: Online and Prescriptions: Electronic Software.

Supplemental data on tablet/smartphone usage — due to the rapid adoption of mobile technologies by physicians, this edition of the report includes a "bonus" set of tables representing current-wave-only data on these emerging technologies.

For more information on how to get full access to the study, contact us.

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