Doctors’ offices were never a place you’d go to read the latest issues of your favorite magazines. Of course, these days, you may not read printed magazines—or newspapers—at all. And the media consumption of the doctors and other healthcare practitioners who work in those offices has also changed.
While traditional tactics including emails, trade journals (increasingly online), and medical websites may still play a role, the fact is some of the most popular sites don’t allow ads. And it turns out that HCPs are spending less time on them than other digital activities.