Advertising in medical journals, while underused in the past according to most experts, does provide value to pharmaceutical marketers. Experts say recent industry trends are likely to encourage pharma companies to focus more of their efforts on journal advertising in the future.
Professional medical journals have consistently outranked other vehicles as doctors’ most preferred and trusted source for educational information. In a 2004 study conducted by ACNielsen HCI, 80% of doctors selected journals as an important source of information…
Sound Bites from the Field
Peter Ashman, Publisher of Nature Clinical Practice, Nature Publishing Group. For more information, visit nature.com.
Cameron Bishop, President and CEO, Ascend Media. For more information, visit ascendmedia.com.
Experts on this Topic
Jon Bigelow. Group VP and General Manager, Cliggott Publishing Group, CMP Healthcare Media LLC, Darien, Conn.; CMP delivers information to healthcare professionals via a diverse range of marketing and communication vehicles including publications, Websites, and special projects. For more information, visit cmphealth.com.
Charlie Hunt. Managing Director, DeSilva and Phillips, New York; DeSilva and Phillips is an investment banking firm specializing in the media and digital media industries. For more information, visit mediabankers.com. Mr. Hunt also is Research Consultant, Association of Medical Publications, Westfield, N.J., an organization composed of publishing firms in the medical field that is dedicated to helping publishers better serve readers and advertisers. For more information, visit amponline.org.
Alan Imhoff. President, International Medical News Group, Elsevier, Morristown, N.J.; Elsevier, a part of the Reed Elsevier Group Plc., is a multiple-media publisher of scientific, technical, and health-information products and services. For more information, visit elsevier.com.
Joetta Melton. Publisher, American Family Physician, Family Practice Management, and Annals of Family Medicine, American Academy of Family Physicians (AAFP), Leawood, Kan.; AAFP is a national medical organization that represents more than 94,000 physicians and medical students with the mission to preserve and promote the science and art of family medicine and to ensure high-quality, cost-effective healthcare for patients of all ages. For more information, visit aafp.org.
Robert J. Osborn Jr. President, Professional Division, Dowden Health Media, Montvale, N.J.; Dowden is a health-media company that specializes in communicating to both consumers and physicians. For more information, visit dowdenhealth.com.
Art P. Wilschek. Executive Director, Advertising Sales, the New England Journal of Medicine, Waltham, Mass.; The New England Journal of Medicine is a weekly general medicine journal that publishes new medical research findings and editorial opinions on a wide variety of topics. For more information, visit nejm.org.