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Where do MDs get medical information?
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Medical journals continue as one of the main sources of medical information even as newer
communication methods such as the e-conferences, PDA news sites, etc. are expanded.
Of the top twenty-two medical information sources studied by ACNielsen HCI (February 2004), 76.2%
of office-based high prescribers (GPs, FPs, DOs, and IMs) identified medical journals as their most
important source of medical information. Next in importance were CME courses (72.4%), conferences/symposia
(70.9%), and colleagues (57.1%). Pharmaceutical reps ranked fifth at 46.5%.
Other sources that were noted by over twenty percent of the respondents included dinner meetings (43.5%),
reference publications (31.9%) and government bulletins/literature (24.2%). Some of the newer communication
methods, namely Internet e-detailing interactive (14.1%), e-conferences (11.8%), and PDA news sites (10.0%)
were far less likely to be important sources of medical information.
These findings were based on a sample of 4,391 physicians.
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Click for a larger image
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Do's and Don'ts
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Do's
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Remember that traditional medical information sources (medical journals, CME courses,
conferences/symposia, colleagues, pharmaceutical reps, and dinner meetings) continue
to be more important to physicians than any others.
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Dont's
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Don't ignore newer promotional tools such as Internet and e-promotional activities, but
recognize that their importance as a major source of medical information is still
somewhat limited.
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