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December 2008 Issue Reader Assessment Survey Results January 2009

December 2008 Issue Reader Assessment Survey Results January 2009. Methodology. Survey: An online survey was designed by the editors of Veterinary Medicine and the corporate research department.

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December 2008 Issue Reader Assessment Survey Results January 2009

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  1. December 2008 Issue Reader Assessment Survey Results January 2009

  2. Methodology • Survey: An online survey was designed by the editors of Veterinary Medicineand the corporate research department. • Sample: A random sample of practices from Veterinary Medicine’s circulation including: • Exclusive Small Animal Practices • Over 50% Small Animal Practices • Mixed Practices (50% - 50%) • Incentives: To encourage participation, survey participants were offered the chance to win a $100 gift card fromVeterinary Medicine. • Field Time: January 7th, 2009 through January 19th, 2009 (A reminder was sent) • Maximum Statistical Error @ 95% Confidence Level: + 5.0%

  3. Topline Results • From a list of industry publications: 96% receive Veterinary Medicine monthly, the next closest competitor was JAVMA at 84% Almost a majority have read 4 of the last 4 issues of NAVC Clinician's Brief (49%) and Compendium (47%) 43% would read Veterinary Medicine if they could read only one publication Veterinary Medicine was rated as the best publication that: “Offers useful multimedia extras” (61%) and “Provides clinical information in a variety of formats” (51%)  74% are extremely likely or likely to refer Veterinary Medicine to a colleague or co-worker • 46% read the December 2008 issue of Veterinary Medicine in print only, while 10% reported reading the issue online • Top readership rating was given to the following feature in the December issue: “IMHA: Diagnosing and treating a complex disease ” (64%) * (Read all, most, or some) • Top readership ratings were given to the following departments in the December issue: “Idea Exchange” (62%) and “Mind Over Miller: The ghosts of Christmas past” (60%) * (Read all or most)

  4. Topline Results • Survey participants would like to see more coverage on the following topics: Surgical Technique (55%), Ophthalmology (52%), and Internal Medicine (51%) * (A lot more coverage and more coverage scores combined) • 31% look through Veterinary Medicine for the first time within a day or two of receiving it, and 31% look through it within one week • 35% of survey participants read between 51-75% of the pages in a typical issue of Veterinary Medicine • The average amount of time spent reading or looking through a typical issue of Veterinary Medicine is 46.1 minutes • 44% have looked through 4 of the last 4 issues of Veterinary Medicine • 82% report that 1-2 other veterinarians read their copy of Veterinary Medicine, while 26% report 1-2 technicians read their copy • The average survey participant has been reading Veterinary Medicine for 9.2 years • 91% say the number of articles and departments in a typical issue of Veterinary Medicine is just right • In the last 12 months, 38% have visited a company’s website or sent an email to a company and 36% have recommended/discussed a product/service as a result of seeing advertisements in Veterinary Medicine • In the past month, 51% report visiting 1-3 different profession-oriented web sites. In the past month, 74% have searched for veterinary medical literature online, while 71% have searched for product information

  5. Topline Results • The average number of hours each week spent on the Internet for professional purposes is 5.0 hours • Respondents’ favorite professional website is the Veterinary Information Network site • 31% visit www.dvm360.com once a month or less, while 21% never visit www.dvm360.com • In the last two years, 50% report their usage of www.dvm360.com has increased somewhat • The features that would make resondents want to visit Veterinary Medicine’s website more often are: ‘Article archives’ (69%) and ‘Videos showing step-by-step procedures’ (67%) • 70% work in a small group practice with 2-10 veterinarians, while 18% work in a solo practice • 50% recommend/influence/pass information to the decision-maker about products and/or services, while 27% are the decision-maker • The average number of years in practice is 13.3 years • 29% of survey participants are located in the Midwest, while 22% are located in the Southeast • The average survey participant is 41.5 years old • 63% of survey participants are female

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