THE
MEDICAL
MARKETER’S
HANDBOOK
MEDIA HABITS OF CANADA’S PHYSICIANS
Why trust our data?
For nearly 60 years, The Medical Post has been proud to be a foundational part of the information infrastructure for Canadian physicians.
Media Consumption Survey of Canadian Physicians
Medicine attracts life-long learners for a reason. But where do Canadian physicians find and share information?
In 2024, we conducted an audience survey to examine how physicians engage with medical media and other sources of information.
Where do physicians access professional insights?
Source: 2024 The Medical Post Audience Study, n=100
How to use this data
Learn the best way to
educate and influence
Canada’s physicians
Assess the Unique Needs
of Your Audience
Evaluate the Importance of Integrated Omnichannel Marketing
Identify the B2B Media Difference
Physician Media Habits:
Sources used to access professional insights in
the past 12 months
Marketers can level up the impact of their messaging by prioritizing the channels that physicians trust and frequent most: websites, newsletters, and magazines.
Over half of
physicians who
consult
WEBSITES (66%) and NEWSLETTERS (52%) do so at least
once per week.
What's Missing?
Social media,
vendor-owned channels,
and podcasts are only consulted by a fraction of
physicians as a source
for professional insights.
Source: 2024 The Medical Post Audience Study, n=100
66%
61%
61%
60%
58%
56%
54%
52%
Scientific
Journals
Virtual Events
Print
Magazines
Newsletters
In-Person
Events
Websites
Reglulatory Body Guidelines
Provincial
Health Comms
#1 Most
Frequently
Accessed
#2 Most
Frequently
Accessed
How will physician
media consumption
habits change?
Physicians will continue to rely on traditional media while also embracing more digital channels. Medical marketers have to prioritize omnichannel campaigns to continue to reach physicians.
This recommendation is backed by best practice data from an Analytic Partners survey of over 3,200 global campaigns, showing that combining offline and online strategies has a 45% more efficient ROI.
Do not anticipate a change in how they access professional insights
47%
1 in 5
Expect to prioritize digital content for their learning in the future
Sources: 2024 The Medical Post Audience Study, n=100; 2018 ROI Genome Marketing Intelligence Report - Analytic Partners
Access the full report on physician media habits
Learn what topics physicians are interested in, how they engage with various channels, and other keys to medical marketing success.
How will their media consumption habits change?
How do physicians engage with The Medical Post?