Digital Preferences of HCPs: this research study showcasing the media preferences of healthcare professionals focuses on actual digital use across multiple specialties. Conducted in 2013, the research will be updated again in Sept. 2014.

1. Page  1
A CMI/Compas Study
Digital Perspectives
of HCPs:
An Excerpt from the
CMI/Compas 2013 Media
Vitals

2. Page  2
CMI/Compas Media Vitals Digital
Perspectives of HCPs Excerpt
June 2013
Principal Authors:
Dr. Susan Dorfman
Chief Marketing & Innovation Officer
James Woodland
Chief Operations Officer
Lead Analysts:
Diane DeStefano
Marketing Research Manager
Christine Hardy
Senior Marketing Data Analyst
Ben Attix
Associate Marketing Data Analyst
Contributors:
Jose Ferreira
Associate Director, Customer Insights
Carly Kuper
VP, Strategic Marketing and Corporate Communications
© 2013 CMI/Compas. All rights reserved.
This document is the propriety and
intellectual property of CMI/Compas,
Pennsylvania-based corporations. Title
and ownership of this document
belongs exclusively to CMI/Compas.
No individual, organization or entity
may reproduce, distribute or make
copies of this document by any
means, in whole or in part, without
the express written permission of
CMI/Compas, which, in the event of
unauthorized use, shall seek legal
redress, including damages and
injunctive relief.

3. Page  3
Executive Summary
In recent months we have seen conflicting viewpoints and statistics on doctors being on the cutting edge of
technology, serving as early adopters of new mobile solutions, and even staying ahead of the curve on
technology innovation. We all want to know and understand if and how doctors across multiple specialties are
adopting varying technologies, how such adoption translates to use in their professional setting, and most
importantly how it impacts a pharmaceutical brand team’s ability to communicate, capture and engage them in
these channels.
In June 2013, CMI/Compas conducted its inaugural Media Vitals study to assess the varying key factors of
physician engagement, uncovering their knowledge seeking and gathering needs, preferences, sources, times of
day, and omni-channel touchpoints. The study was conducted by email, using email addresses procured from our
media partner DMD, a leading provider of email services to the healthcare community, having delivered over
200 million emails since initiating their service in 2006.
Although the full Media Vitals study will be released to clients in late July 2013, focusing on answers to over 58
questions, the CMI/Compas team wanted to assess a few key specialties and their digital/mobile
behaviors/experiences to help our industry make better use of these channels to connect with their targets.
The specialties assessed are:
Specialty Assessed
Cardiology
Endocrinology
Gastroenterology
General Practice/Family Practice
Oncology
Psychiatry
Responder Count
103
103
103
103
104
102
Here is what we found:
Key Findings – Highlights
• Doctors – regardless of specialty – are multi-screen users, relying on multiple devices such as a desktop
computer, smartphone, and tablet for both professional and personal use, with lines blurring in their
definitions of personal and professional use of these devices.
• Tasks most often performed via a mobile device by a majority of physicians across specialties are all
centered on knowledge seeking and gathering.
• The majority of doctors (with the exception of oncologists and psychiatrists) recall ads from a multitude of
channels, including print and online journals, conferences, search and digital websites. Mobile is rapidly
growing in ad recall success with nearly 3 in 10 doctors reporting becoming aware of ads on their devices.

4. Page  4
Specialty
Cardiology
Endocrinology
Gastroenterology
General Practice/Family Practice
Oncology
Psychiatry
Use 3 or more devices
for Professional Use
Use 3 or more devices
for Personal Use
68%
53%
57%
49%
59%
47%
76%
65%
71%
63%
64%
68%
While desktop computers are used by the highest percentage of physicians in the office setting, smartphones are
a close second for cardiologists, gastroenterologists and oncologists. For personal use, smartphones outperform
tablets.
Multi-Screen Proliferation
Physicians are increasingly using a combination of devices in both their personal and professional setting, as
lines begin to blur as to what constitutes professional and personal info-seeking and gathering behaviors.
This reality and the incredible pace of multi-screen adoption is forcing every sector of the digital economy –
publishing, entertainment, and advertising – to rethink how it provides the right environment and screen-specific
experiences to its customers while retaining continuity of overall user and brand experiences across those
screens.

5. Page  5
The smartphone is also an important device for each of the 6 specialties, particularly for searching online and
accessing drug reference databases (as will be further detailed in the next section of this report –
entitled “Tasks Most Often Performed Using Smartphones and/or Tablets.”) For those who use a smartphone
for professional purposes, all specialties state to use them an average of 8 times per day or more. Highest users
include general practitioners/family practitioners at an average of nearly 15 times per day, followed by
cardiologists at an average of 13 times per day.
Smartphones
Physicians are early adopters of smartphones. 78-87% of the physicians in the key specialties examined below
use smartphones for personal purposes. That is substantially higher than the national average, which is currently
hovering around 50%. Owning a smartphone does not necessarily mean that physicians are using them for
professional purposes. In some cases there is a higher than 20 point spread between smartphone owners and
users for professional purposes. We predict this will change with the growth of smartphone optimized and
accessible tools that lead to treatment efficiency – and marketers will contribute to that growth.
Cardi-
ology
Endocrin-
ology
Gastroen-
terology
General
Practice/
Family
Practice
Oncology Psychiatry
Smartphone for personal use 85% 81% 87% 79% 86% 78%
Smartphone for professional use 80% 58% 71% 58% 77% 53%
Smartphone for do not use 9% 17% 11% 18% 9% 22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
%ofPhysicians
Cardiology
Endocrin-
ology
Gastroen-
terology
General
Practice/
Family
Practice
Oncology Psychiatry
Smart phone average 13.0 8.2 11.3 14.9 12.6 8.0
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
%ofPhysicians
Average Smartphone Usage Per Day

6. Page  6
Tablets
The percentage of tablet users is lower than the smartphone usage rate for obvious reasons. The tablet market
is newer and is still far from reaching a point of ubiquity in healthcare and the general population. Physicians
are early adopters of tablets, like smartphones. 30% of the adult American population owns tablets, which is
much lower than what we see from physicians. The lowering cost, mobility, and relevant applications of tablet
devices will be important drivers of future usage for physicians.
Cardi-
ology
Endocrin-
ology
Gastroen-
terology
General
Practice/
Family
Practice
Oncology Psychiatry
Tablet computer for personal use 57% 52% 56% 57% 50% 55%
Tablet computer for professional use 42% 35% 38% 38% 33% 34%
Tablet computer for do not use 32% 43% 38% 39% 44% 40%
0%
10%
20%
30%
40%
50%
60%
70%
%ofPhysicians
Tablet Use
Cardiology
Endocrin-
ology
Gastroen-
terology
General
Practice/
Family
Practice
Oncology Psychiatry
Tablet (e.g., I-Pad) Average 9.0 4.2 7.9 9.1 7.2 4.7
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
%ofPhysicians
For those who use a tablet for professional purposes, the number of times it is used in a day lags behind
smartphones. Despite significant adoption, tablets are not yet ubiquitous in medical practices.
Average Times Used Per Day to Access Professional Information

7. Page  7
Desktop
The desktop computer is the most-used device for professional purposes by physicians across the six specialties
presented, and is also most utilized throughout the professional workday than any other reported device. For
those who use the desktop for professional purposes, all specialties state to use it an average of 13 times per
day or more. Highest users include endocrinologists, general practitioners/family practitioners, and oncologists
at an average of roughly 17 times per day, followed by gastroenterologists at an average of 15 per day. Lowest
reported daily use was by psychiatrists at an average of 13 times per day.
Cardi-
ology
Endocrin-
ology
Gastroen-
terology
General
Practice/
Family
Practice
Oncology Psychiatry
Desktop computer for personal use 70% 61% 68% 62% 67% 64%
Desktop computer for professional
use
89% 88% 83% 70% 81% 79%
Desktop computer for do not use 4% 6% 10% 17% 6% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
%ofPhysicians
Desktop Use
While recent research reports have shown a high percentage of physicians having tablet devices such as iPads,
our research indicates that utilization of such devices is slightly lower – for both personal and professional
purposes. Most interesting is what doctors perceive to be personal and professional use, as further probing
questions on how they use mobile devices such as smart phones and tablets reveal that for many the use of
such devices for their professional development, information-seeking and learning is as much a personal
activity for some as it is a professional one for others.
For those who do use a tablet for professional purposes, usage is between 4 and 9 times a day, with general
practitioners/family practitioners and cardiologists using it the most (on average 9 times per day) and
endocrinologists using it the least (at an average of 4 times per day).

8. Page  8
Cardiology
Endocrin-
ology
Gastroen-
terology
General
Practice/
Family
Practice
Oncology Psychiatry
Desktop PC average 14.6 17.4 15.1 16.9 16.8 13.1
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
20.0
%ofPhysicians
Average Times Used Per Day to Access Professional Information

9. Page  9
Tasks Most Often Performed Using Smartphones and/or Tablets
A majority of physicians use their smartphone and tablets to perform a number of tasks while in their
professional and personal settings. Which tasks do doctors perform most on their smartphone and/or tablet?
Tasks most often performed across selected specialties were identified and detailed from the following list:
• Check formulary status
• Conduct patient education
• Access electronic medical records
• e-prescribing
• Access financial assistance information
• Locate vouchers/coupons
• Drug reference databases
• Diagnostic tools or screening algorithms
• Prescription dosage calculator
• Enter clinical notes
• Receive updates about new products
• Access clinical articles or abstracts
• Remote patient monitoring
• Communicate with patients via email, text or chat
• Update medical records which patients can access
• Read medical news
• Engage with professional social networks
• Visit medical or professional websites
• Access pharmaceutical websites
• Conduct CME
• Watch professional videos
• Download and read article reprints
• Search online
A combination of smartphones and tablets is used by 60-70% of physicians across the 6 specialties for what
they perceive as personal and professional use such as searching online, reading medical news and accessing
drug medical databases. Surprisingly, receiving updates about new products and accessing pharmaceutical
websites also made it to the top of the list (with either a majority or high minority of responding physicians
using mobile devices to access this information) of key tasks performed on mobile by the selected group of
specialties highlighted in this report. These top tasks are:
• Searching Online
• Reading Medical News
• Accessing Drug Reference Databases
• Visiting Medical or Professional Websites
• Using Diagnostic Tools and Screening Algorithms
• Using Prescription Dosage Calculators
• Receiving New Product Updates
• Accessing Pharmaceutical Websites
• Accessing Clinical Articles and Abstracts
• Downloading and Reading Article Reprints

10. Page  10
Search Online
Read Medical News
Smartphone Tablet Neither
Read medical news via
Cardiology 55% 52% 20%
Endocrinology 51% 38% 28%
Gastroenterology 54% 47% 26%
General Practice/Family Practice 40% 49% 32%
Oncology 50% 37% 35%
Psychiatry 42% 48% 33%
0%
10%
20%
30%
40%
50%
60%
%ofPhysicians
Tasks Most Performed via Mobile Device
Smartphone Tablet Neither
Search online via
Cardiology 55% 63% 16%
Endocrinology 57% 47% 22%
Gastroenterology 69% 58% 14%
General Practice/
Family Practice
55% 53% 25%
Oncology 64% 46% 24%
Psychiatry 54% 53% 29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
A%ofPhysicians
Tasks Most Performed via Mobile Device

11. Page  11
Accessing Drug Reference Databases
Visiting Medical or Professional Websites
Smartphone Tablet Neither
Drug reference databases via
Cardiology 53% 44% 29%
Endocrinology 49% 32% 32%
Gastroenterology 45% 35% 39%
General Practice/Family Practice 44% 37% 39%
Oncology 53% 32% 36%
Psychiatry 47% 44% 32%
0%
10%
20%
30%
40%
50%
60%
%ofPhsycians Tasks Most Performed via Mobile Device
Smartphone Tablet Neither
Visit medical or professional websites via
Cardiology 50% 52% 25%
Endocrinology 50% 38% 30%
Gastroenterology 51% 45% 27%
General Practice/Family Practice 36% 49% 39%
Oncology 46% 39% 33%
Psychiatry 43% 50% 34%
0%
10%
20%
30%
40%
50%
60%
%ofPhysicians
Tasks Most Performed via Mobile Device

12. Page  12
Using Diagnostic Tools and Screening Algorithms
Using Prescription Dosage Calculators
Smartphone Tablet Neither
Diagnostic tools or screening algorithms via
Cardiology 39% 35% 46%
Endocrinology 40% 33% 41%
Gastroenterology 38% 33% 47%
General Practice/Family Practice 39% 41% 40%
Oncology 40% 28% 45%
Psychiatry 23% 28% 60%
0%
10%
20%
30%
40%
50%
60%
70%
5ofPhsycians Tasks Most Performed via Mobile Device
Smartphone Tablet Neither
Prescription dosage calculator via
Cardiology 48% 29% 40%
Endocrinology 39% 18% 51%
Gastroenterology 42% 26% 48%
General Practice/Family Practice 46% 30% 38%
Oncology 56% 23% 37%
Psychiatry 30% 25% 60%
0%
10%
20%
30%
40%
50%
60%
70%
%ofPhysicians
Tasks Most Performed via Mobile Device

13. Page  13
Receiving New Product Updates
Accessing Pharmaceutical Websites
Smartphone Tablet Neither
Receive updates about new products via
Cardiology 42% 41% 39%
Endocrinology 42% 30% 42%
Gastroenterology 48% 32% 41%
General Practice/Family Practice 37% 39% 44%
Oncology 40% 32% 49%
Psychiatry 36% 41% 46%
0%
10%
20%
30%
40%
50%
60%
%ofPhsycians Tasks Most Performed via Mobile Device
Smartphone Tablet Neither
Access pharmaceutical websites via
Cardiology 26% 38% 50%
Endocrinology 25% 32% 51%
Gastroenterology 33% 39% 43%
General Practice/Family Practice 36% 39% 42%
Oncology 29% 29% 54%
Psychiatry 35% 44% 43%
0%
10%
20%
30%
40%
50%
60%
%ofPhysicians
Tasks Most Performed via Mobile Device

14. Page  14
Accessing Clinical Articles and Abstracts
Download and Read Article Reprints
Smartphone Tablet Neither
Access clinical articles or abstracts via
Cardiology 35% 47% 34%
Endocrinology 42% 39% 34%
Gastroenterology 41% 44% 39%
General Practice/Family Practice 34% 46% 39%
Oncology 41% 41% 37%
Psychiatry 28% 47% 42%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
%ofPhysicians Tasks Most Performed via Mobile Device
Smartphone Tablet Neither
Download and read article reprints via
Cardiology 26% 45% 43%
Endocrinology 26% 38% 43%
Gastroenterology 33% 43% 42%
General Practice/Family Practice 27% 43% 45%
Oncology 27% 37% 49%
Psychiatry 21% 39% 52%
0%
10%
20%
30%
40%
50%
60%
%ofPhysicians
Tasks Most Performed via Mobile Device

15. Page  15
Likelihood and Use of Digital Information Sources
Responders across all specialties demonstrated to be high information seekers and gatherers, using a multitude
of sources based on varying needs and degrees of criticality to access information. Search and medical
databases were stated as the most likely used by physicians across all specialties when needing immediate
information requiring an answer within 10 minutes. For non-immediate needs, where 1 to 2 days to gather
information is ample, a majority of physicians chose digital resources that included the use of online medical
journals as well as professional websites and online communities.
Likelihood and Criticality of Using Search Engines
A high majority of physicians across all specialties rely on search engines to address immediate knowledge
needs, requiring an answer within 10 minutes. Eighty-seven percent of endocrinologists and 83% of
psychiatrists represent the top two specialties relying on search for immediate access to information, followed
by cardiologists. Additionally, we see that over 30% of physicians also use search for less immediate information
seeking, allowing for 1-2 days to find an answer to a specific medical question.
The implications of this are vast, as the full 21 specialty study also reveals that physicians search an average of
three times per day; seek medical information before, during and after work hours; use specific HCP terms in
their searches; and are increasingly aware of advertising presented through search results. A strong search
engine marketing and optimization strategy, both for paid and natural searches, is critical, along with in-depth
knowledge of top competitors and third-party content sites displayed in response to relevant search strings.
When using search engines, physicians are looking for answers to specific questions. It is important for Pharma
to understand what physicians may be looking for when using certain keywords and phrases to ensure that the
linked content answers the primary question. Content relevancy is extremely important after search conversion.
Cardio-
logy
Endo-
crin-
ology
Gastro-
enterol-
ogy
General
Practice/
Family
Practice
Oncology
Psychi-
atry
Immediate need - requires an
answer within 10 minutes
79% 87% 75% 75% 74% 83%
Non-immediate need - requires an
answer in 1 to 2 days
33% 33% 36% 31% 37% 34%
Educational/long term needs -
filling in gaps and updating
12% 20% 14% 20% 20% 23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
%ofPhsycians
Likelihood and Criticality of Search

16. Page  16
Likelihood and Criticality of Using Medical Databases
Like search, the use of medical databases is high amongst physicians across specialties in response to meeting
immediate knowledge needs, accessing critical medical information within 10 minutes. Similarly, over 30% of
these physicians also use Search for non-immediate needs allowing one to two days to get an answer.
Oncologists, gastroenterologists and endocrinologists represent the top users of medical databases when
needing a more immediate answer, at 79%, 76% and 75% respectively. Interestingly, although not surprisingly,
only 58% of psychiatrists state they use Search to get more immediate answers, with 48% also using Search for
non-immediate needs (representing the top specialty in this category, followed by gastroenterologists at 40%).
Cardio-
logy
Endo-
crin-
ology
Gastro-
enterol-
ogy
General
Practice/
Family
Practice
Oncology
Psychi-
atry
Immediate need - requires an
answer within 10 minutes
73% 75% 76% 61% 79% 58%
Non-immediate need - requires an
answer in 1 to 2 days
34% 47% 40% 37% 34% 48%
Educational/long term needs -
filling in gaps and updating
21% 26% 26% 30% 24% 24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
%ofPhysicians
Likelihood and Criticality of Medical Databases
Likelihood and Criticality of Using Online Medical Journals
The use of online medical journals, one of the top sources physicians use to stay on top of medical
developments (as shown again this year in the full 21-specialty study), is predominately used across all
specialties for non-immediate needs requiring an answer in one to two days, as well as fulfilling long-term
education needs and even immediate knowledge needs requiring answers in under 10 minutes.
Certain specialties show a high minority of physicians accessing online journals for immediate knowledge
needs, requiring an answer within 10 minutes. These include endocrinologists (46%), oncologists (45%) and
cardiologists (44%). Psychiatrists (51%) on the other hand, use online medical journals to fulfill their long-term
educational needs, followed by a high minority of general practice/family practice physicians (41%) and
endocrinologists (40%).
The implications of such uses reinforces the need for digital and mobile sites to be optimized for user
experience and enablement of quick and effortless search and information retrieval functionality. Also
important is for brand teams to consider partnering with key medical journals to enable owned content
planning and placement as part of their overall paid digital media engagement strategy.

17. Page  17
Cardio-
logy
Endo-
crin-
ology
Gastro-
enterol-
ogy
General
Practice/
Family
Practice
Oncology
Psychi-
atry
Immediate need - requires an
answer within 10 minutes
44% 46% 29% 20% 45% 26%
Non-immediate need - requires an
answer in 1 to 2 days
49% 55% 57% 56% 49% 50%
Educational/long term needs -
filling in gaps and updating
27% 40% 34% 41% 32% 51%
0%
10%
20%
30%
40%
50%
60%
%ofPhysicians
Likelihood and Criticality of Using Online Reference Publications
Online reference publications are utilized by a majority of endocrinologists (53%), as well as a high minority of
remaining specialties when an immediate answer is needed. The majority of psychiatrists (58%), oncologists
(52%), cardiologists (50%), and gastroenterologists (50%) rely on these online reference publications for less
immediate needs, with nearly 40% of endocrinologists and psychiatrists also using these publications for
longer-term education needs.
Cardio-
logy
Endo-
crin-
ology
Gastro-
enterol-
ogy
General
Practice/
Family
Practice
Oncology
Psychi-
atry
Immediate need - requires an
answer within 10 minutes
48% 53% 47% 45% 48% 39%
Non-immediate need - requires an
answer in 1 to 2 days
50% 47% 50% 41% 52% 58%
Educational/long term needs -
filling in gaps and updating
27% 39% 24% 30% 26% 37%
0%
10%
20%
30%
40%
50%
60%
70%
%ofPhysicians
Likelihood and Criticality of Online Medical Journals
Likelihood and Criticality of Online Reference Publications

18. Page  18
Likelihood and Criticality of Using Pharma Company Websites
In a surprising finding, our research also uncovered that Pharma company websites are utilized by 53% of
psychiatrists when seeking information requiring an answer in one to two days. Similar utilization is also seen in
a high minority of gastroenterologists (48%), general practitioners/family practice (48%), and cardiologists
(42%). Interestingly, a high minority of endocrinologists (44%) and oncologists (42%) rely on Pharma websites
when seeking immediate answers.
Like medical publishers, pharmaceutical companies need to consider investing in both content and device
readiness to ensure that when physicians access their sites for immediate and longer-term needs there is ample
information that is relevant, easy to find and download as needed.
Cardio-
logy
Endo-
crin-
ology
Gastro-
enterol-
ogy
General
Practice/
Family
Practice
Oncology
Psychi-
atry
Immediate need - requires an
answer within 10 minutes
37% 44% 31% 30% 42% 34%
Non-immediate need - requires an
answer in 1 to 2 days
42% 39% 48% 48% 36% 53%
Educational/long term needs -
filling in gaps and updating
27% 30% 28% 35% 31% 30%
0%
10%
20%
30%
40%
50%
60%
%ofPhysicians
Likelihood and Criticality of Using Professional Websites and Online
Communities
Professional websites and online communities are also used to address physicians’ non-immediate knowledge
needs, particularly with a majority of psychiatrists (57%), endocrinologists (54%), gastroenterologists (53%), and
cardiologists (51%). Additionally, approximately 3 out of every 10 physicians also use professional websites and
online communities to get immediate answers to their medical questions as well as longer-term educational
needs.
Likelihood and Criticality of Pharma Company Websites

19. Page  19
Cardio-
logy
Endo-
crin-
ology
Gastro-
enterol-
ogy
General
Practice/
Family
Practice
Oncology
Psychi-
atry
Immediate need - requires an
answer within 10 minutes
37% 33% 23% 30% 33% 30%
Non-immediate need - requires an
answer in 1 to 2 days
51% 54% 53% 43% 49% 57%
Educational/Long term needs -
filling in gaps and updating
21% 37% 33% 36% 38% 34%
0%
10%
20%
30%
40%
50%
60%
70%
%ofPhysicians
And Where Do Doctors Notice Ads Most?
Similar to physicians’ multi-channel info-seeking and gathering behaviors, a majority of responding physicians
(regardless of specialty) state that they notice brand advertising in and across multiple channels. While visibility
of advertising in medical conferences and print journals capture higher percentages of physicians, direct mail,
digital (including medical websites and digital journals) and search engines are not too far behind. We are also
seeing mobile advertising capturing early ad awareness with a mid-minority, as this channel gets more
utilization within Pharma.
As increasing saturation of brand messages continues to proliferate across channels and vehicles, it will become
much more important for brands to earn their attention and engagement with physicians rather than trying to
command it. Content planning as well as strong value propositions to stimulate interest and curiosity in the
brand will be key to accomplish this.
Likelihood and Criticality of Professional Websites/Online Communities

20. Page  20
Reading
medical
journals
online
Reading
medical
journals
in print
While
attend-
ing a
medical
confer-
ence or
meeting
Visiting
medical
news
websites
Using a
search
engine
Looking
through
the mail
Using
your
mobile
phone
Cardiology
Notice Ads Frequently/ Often
When:
53% 66% 58% 51% 50% 55% 36%
0%
10%
20%
30%
40%
50%
60%
70%
%ofPhysicains
Notice Ads Frequently/ Often When:
Ad Awareness Ranking
1. Print Medical Journals
2. Medical Conferences
3. Direct Mail
4. Online Medical Journals
5. Medical Websites
6. Search
7. Mobile Phone
Cardiology
Endocrinologists
Reading
medical
journals
online
Reading
medical
journals
in print
While
attend-
ing a
medical
confer-
ence or
meeting
Visiting
medical
news
websites
Using a
search
engine
Looking
through
the mail
Using
your
mobile
phone
Endocrinology
Notice Ads Frequently/ Often
When:
52% 66% 64% 52% 51% 61% 34%
0%
10%
20%
30%
40%
50%
60%
70%
%ofPhysians
Notice Ads Frequently/ Often When:
Ad Awareness Ranking
1. Print Medical Journals
2. Medical Conferences
3. Direct Mail
4. Tied:
5. Search
6. Mobile Phone
a. Online Medical Journals
b. Medical Websites

21. Page  21
Oncology
General practitioners/Family Practice
Reading
medical
journals
online
Reading
medical
journals
in print
While
attend-
ing a
medical
confer-
ence or
meeting
Visiting
medical
news
websites
Using a
search
engine
Looking
through
the mail
Using
your
mobile
phone
General Practice/ Family Practice
Notice Ads Frequently/ Often
When:
54% 62% 64% 50% 46% 60% 32%
0%
10%
20%
30%
40%
50%
60%
70%
%ofPhysicians
Notice Ads Frequently/ Often When:
Ad Awareness Ranking
1. Medical Conferences
2. Print Medical Journals
3. Direct Mail
4. Online Medical Journals
5. Medical Websites
6. Search
7. Mobile Phone
Reading
medical
journals
online
Reading
medical
journals
in print
While
attend-
ing a
medical
confer-
ence or
meeting
Visiting
medical
news
websites
Using a
search
engine
Looking
through
the mail
Using
your
mobile
phone
Oncology
Notice Ads Frequently/ Often
When:
54% 62% 53% 45% 46% 52% 33%
0%
10%
20%
30%
40%
50%
60%
70%
%ofPhysicians
Notice Ads Frequently/ Often When:
Ad Awareness Ranking
1. Print Medical Journals
2. Online Medical Journals
3. Medical Conferences
4. Direct Mail
5. Search
6. Medical Websites
7. Mobile Phone

22. Page  22
Psychiatry
Ad Awareness Ranking
1. Print Medical Journals
2. Direct Mail
3. Medical Conferences
4. Medical Websites
5. Online Medical Journals
6. Search
7. Mobile Phone
Reading
medical
journals
online
Reading
medical
journals
in print
While
attend-
ing a
medical
confer-
ence or
meeting
Visiting
medical
news
websites
Using a
search
engine
Looking
through
the mail
Using
your
mobile
phone
Psychiatry
Notice Ads Frequently/ Often
When:
41% 63% 50% 43% 40% 54% 26%
0%
10%
20%
30%
40%
50%
60%
70%
%ofPhysicians
Notice Ads Frequently/ Often When:
Gastroenterology
Ad Awareness Ranking
1. Print Medical Journals
2. Medical Conferences
3. Direct Mail
4. Online Medical Journals
5. Medical Websites
6. Search
7. Mobile Phone
Reading
medical
journals
online
Reading
medical
journals in
print
While
attending
a medical
conference
or meeting
Visiting
medical
news
websites
Using a
search
engine
Looking
through
the mail
Using your
mobile
phone
Gastroenterology
Notice Ads Frequently/ Often When: 53% 67% 68% 57% 45% 54% 38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
%ofPhysicians
Notice Ads Frequently/ Often When:

23. Page  23
Want the Full Report?
Please contact your CMI/Compas media or account lead or sales@cmicompas.com to purchase your copy of
the full 21-specialty CMI/Compas Media Vitals annual report.
The 21-specialty CMI/Compas Media Vitals annual report consists of over 58 questions related to multi-channel
knowledge seeking and gathering behaviors, preferences, needs and sources, including questions related to the
following topics:
• Electronic Medical/Health Records (EMR/EHR)
• Conferences
• Most used sources to stay abreast of medical information
• Rep Access
• Online Preferred Sources
• Offline Sources
• Needs from Pharma
• Reprints
• Video
• And many more insights into physician media preferences
All insights span across the following specialties:
1. Allergy/ Immunology
2. Cardiology
3. Dermatology
4. Emergency Medicine
5. Endocrinology
6. Gastroenterology
7. General Practice/Family Practice
8. General Surgery
9. Infectious Disease
10. Internal Medicine
11. Nephrology
12. Neurology
13. Obstetrics and Gynecology
14. Oncology
15. Ophthalmology
16. Orthopedic Surgery
17. Pediatrics
18. Pulmonology
19. Psychiatry
20. Rheumatology
21. Urology

24. Page  24
ByDoctor® is the industry’s only HCP-level multi-channel promotional access and affinity database covering
over 1.3 million prescribers. This promotional insights and modeling database allows CMI/Compas and its
customers to better plan engagement by uncovering the best promotional path to access target audiences,
understand HCP promotional affinity, and own the audience. ByDoctor® represents a unique, media-neutral,
customer-centric dataset for brand planning, execution and measurement that empowers pharmaceutical
marketing and sales teams to augment their audience knowledge, advance prescriber access, and close the
promotional loop between promotional dollars spent and the return on objectives and investments – down to
the individual prescriber level.
About Our ByDoctor® OnDemandSM and Custom Research Capabilities
CMI/Compas would like to thank DMD for facilitating the procurement of HCP email addresses for use in this
study. DMD is the leading provider of email services to the healthcare community. DMD provides digital
intelligence about healthcare markets by connecting marketers to practitioners through hyper-targeted email
deployment services. Its email database covers upwards of 85% of targeted audiences and is drawn on a
continuous basis from publishing and health care service partners on an opt-in basis. DMD mines campaign
results to yield proprietary insights for its clients about the digital behavior of their audiences that drives
increasing returns on their marketing investments.
Acknowledgements
About CMI/Compas
Well-known as a media planning and buying organization for healthcare clients, sister agencies Communications
Media, Inc. (CMI) and Compas, Inc. together form the indispensable strategic marketing partner to the world’s
game-changers in health, offering guidance at every level of marketing. CMI/Compas focuses on core service
offerings of Media Planning, Innovation, Customer Insights, Technology, and Buying. CMI/Compas is laser-
focused on helping clients move the promotional needle. CMI/Compas has offices in Philadelphia; King of
Prussia, PA; Pennsauken, NJ; and New York, NY.