Inside the Mind of Physicians: What Grabs Their Attention?

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the MM&M take:

 

Understanding what information physicians crave can be a great starting place for organizations looking to maximize the effectiveness of their physician outreach. Whether it is a guideline update, an opinion article, a groundbreaking clinical or research trial, or general healthcare news, physicians utilize these sources of information to stay up to date on innovative topics as they work to provide positive outcomes. And if you're a brand targeting a message to physicians, it is even more imperative that you understand what drives a doc to engage with one piece of information and not another.

So, to better understand what news inspires the 900,000+ US physicians who receive a daily eNewsletter from BulletinHealthcare every day, we asked our data insights and analytics team to analyze click data from each of our 32 specialty publications. According to the data, the following topics are what docs care about right now.

Broadly, physicians care about:

  1. Hospital Rankings: U.S. News 2017-18 Best Hospitals US News & World Report

  2. The Opioid Epidemic: Opioids: End the Epidemic AMA's End the Epidemic

  3. Gene Mutation: Correction of a Pathogenic Gene Mutation in Human Embryos Nature

  4. Gene Mutation: In Breakthrough, Scientists Edit a Dangerous Mutation From Genes in Human Embryos The New York Times

  5. Colorectal Cancer Rates: Colorectal Cancer Mortality Rates in Adults Aged 20 to 54 in U.S. JAMA

We also looked at the data across a selection of specialties.

Oncologists care about:

  1. The Microbiome: The “Hidden Organ” That Plays a Complex Role in Cancer, Part II ASCO

  2. Breast Cancer Updates: Role of Bone-Modifying Agents in Metastatic Breast Cancer ASCO

  3. NSCLC: Systemic Therapy for Stage IV NSCLC: ASCO Clinical Practice Guideline Update Journal of Clinical Oncology

  4. Colleague's Opinions: Why I Keep Quiet About Being a Cancer Doctor Journal of Clinical Oncology

  5. Immunotherapy Genes: Identification of Essential Genes for Cancer Immunotherapy Nature

Dermatologist have clicked on stories about:

  1. Moisturizers: Consumer Preferences, Product Characteristics, and Potentially Allergenic Ingredients in Best-Selling Moisturizers JAMA

  2. Gene Mutation: Germline Hypomorphic CARD11 Mutation in Severe Atopic Disease Nature

  3. Infection Guidelines: Infection Inspection AAD

  4. Onychomycosis: Classification and Prognosis of Periocular Complication Related to Blindness Following Cosmetic Filler Injection Journal of the American Society of Plastic Surgeons

  5. Physician Burnout: Feeling the Burn AAD

In the AAP Daily Briefing, pediatricians have clicked on stories about:

  1. The Flu Vaccine: AAP Issues Flu Vaccine Recommendations for 2017-18 AAP

  2. Mental Health: Website - Mental Health Initiatives AAP

  3. Tattoos and Body Modifications: AAP Announces its 1st Recommendations on Tattoos, Piercings and Body Modifications AAP

  4. Chronic Cough: Chronic Cough Post-Acute Respiratory Illness in Children BMJ Journals

  5. U.S. Suicide Rates: Suicide Rates for Teens Aged 15-19 Years, by Sex – U.S., 1975-2015 CDC

According to clicks in ACC's CV News Digest, cardiologists care about:

  1. ESC Congress: Website - ESC 2017 Meeting Coverage ACC

  2. Cryptogenic Stroke: Patent Foramen Ovale Closure or Antiplatelet Therapy for Cryptogenic Stroke NEJM

  3. Cardiovascular Disease Risk: 2017 Update of 2016 ACC Expert Consensus Decision Pathway on the Role of Non-Statin Therapies for LDL-Cholesterol Lowering in the Management of Atherosclerotic CV Disease Risk JACC

  4. Long-Term Stroke Outcomes: Long-Term Outcomes of Patent Foramen Ovale Closure or Medical Therapy after Stroke NEJM

  5. Myocardial Infarction: 2017 AHA/ACC Clinical Performance and Quality Measures for Adults with ST-Elevation and Non-ST Elevation Myocardial Infarction JACC

Metrics and Tracking

BulletinHealthcare's data team utilizes analysis methods that exceed industry standards to deliver clear and verifiable campaign metrics reports to all our advertising clients. Our metrics reports include total sends, the briefing open rates, gross impressions, CTR, CTR by creative and creative size, and audience profile. View a sample metrics report here. Additionally, we work with verified, third-party organizations to perform ROI and attitudinal studies measuring the impact of advertising in BulletinHealthcare briefings.

BulletinHealthcare reaches 900,000 US-physicians who operate across 40+ distinct specialties and sub-specialties. We can target audiences across any of our 32 daily briefings, by specialty and sub-specialty, by NPI number, or by geographic location.  

If you'd like to learn more about reaching the right physicians, in a credible environment, with a message that will resonate, click here.

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