Most doctors (74% of 2,982 respondents) rated colleagues as their most important source of new medical developments, followed by CME meeting attendance (71%) and medical journals (69%), a study shows.
Colleagues, journals and CME meetings—in that order—also scored the highest in reach (i.e., how often respondents said they had been exposed) among the 40 information sources included in Kantar Media’s Sources and Interactions 2011 study, conducted in the first and second quarters.
Eliciting lower scores, dinner meetings rated a 75% on the reach scale. Pharma reps didn’t make the list of top sources.
From the October 01, 2011 Issue of MM+M - Medical Marketing and Media
