UK doctors consider search engines ‘the most useful source of information’, ahead of medical education materials, according to a new survey. The 2013 National Medical Readership Survey also found that pharmaceutical reps and social media are among the less-preferred means of industry communications for the British general practitioner, and GPs are turning increasingly to digital […]
UK doctors consider search engines ‘the most useful source of information’, ahead of medical education materials, according to a new survey.
The 2013 National Medical Readership Survey also found that pharmaceutical reps and social media are among the less-preferred means of industry communications for the British general practitioner, and GPs are turning increasingly to digital media to fit their needs.
The survey, conducted by the Joint Industry Committee of Medical Advertisers, found that GPs in the UK rate journals, educational materials and events over literature, websites and reps from pharmaceutical companies when it comes to communicating information, according to the 2013 National Medical Readership Survey (MRS).
The survey found that doctors valued search engines for their ability to search for specific information.
However, printed publications are still valued, but GPs now consider print for ‘longer, serendipitous and more leisurely reading’, as well as to keep up-to-date with developments in clinical practice and for ongoing professional education.
Social media and product websites ‘not as useful’
In terms of medium, the survey found that GPs found search engines the most useful source, following by medical educational materials. Social media for GPs was considered second least useful, ahead of pharmaceutical company and product websites.
Types of information
The top five types of information sought after, regarless of meium, were those which fulfil surgery information needs: clinical information on diseases and conditions; information on drugs/treatments and prescribing; clinical guidelines; local protocols; and patient information.
The 2013 survey included – for the first time – an online element. Combined with the established postal survey, this provided extensive data on the ‘media landscape’ as used by GPs, and the survey now delivers data on print readership, digital edition/ app usage and website usage.
Source: http://www.nrs.co.uk/
