Web content may cut into doc's journal reading

Web content may cut into doc's journal reading

Online content may be cutting into the time physicians spend reading printed medical journals, according to a white paper from DoctorDirectory.com.  According to a survey of physicians, 81% reported that they average five hours or less per week reading medical journals of any type. Compare that to a 1989 study, which reported an average of 6.2 hours per week spent reading journals. The DoctorDirectory.com survey also found that 41% of respondents said they spend three or more hours per week using Web-based sources for medical information. More than half--56%--said they routinely read Medscape and WebMD. The study shows that when it comes to advertising, pharma should invest in both print and online efforts, Tom St.Peter, vice president of business development for DoctorDirectory.com tells ePharm5. "Print journals are a foundation for what you do online," he says.