How Do Physicians Want to Receive Information? We Asked Them.

Recent national surveys of physicians show that the content we’re creating at Hopkins is helpful to them as they seek information within their specialties. Through various communications vehicles, we share news of our research breakthroughs and clinical innovations or case studies. From the quality of medical information and readability, to the sophistication of visual storytelling and format, respondents overwhelmingly expressed that our work is valuable in informing them and potentially enriching their knowledge on patients’ care.

But what we didn’t  know is how these doctors prefer to receive our information—digitally, via print publications or in-person visits to their offices. So, we asked them to generally rate the value of the methods by which we reach them: 59.9 percent said digital communication is “very valuable,” compared with 34.6 percent for print and 23.5 percent for in-person communication. This also depends on the age distribution of the audiences.

I personally rarely seek info about my field in printed form unless I am reading a book. I also share my own news and professional updates digitally.

However, I do find that in-person professional meetings with other chief marketing officers in the nation and internationally are best for sharing points of views and learning about how to improve processes.

At these meetings, real ideation and learning occurs with my peers. Based on our survey results, physicians seem to also think that professional meetings are the most valuable venues for learning and sharing. After all, human interactions are the best way to go one step further in learning.

We also asked the group how they liked to receive communications directly from Hopkins physicians, and  53.7 percent said that presentations at a conference in their specialty  are “very valuable.” This was followed by e-newsletters pertaining to specialty (42.3 percent) and print newsletters pertaining to their specialties (40.6 percent).

Insights like these help us improve how we communicate with physicians nationally and internationally as we partner with them to improve the health of patients and families and communities and the world.