OzDoc stretches its lead over Medical Observer
Australian Doctor, the weekly newspaper for medical practitioners, has stretched its lead in the annual survey of readership in the lucrative B2B niche.
The publication clocked up an average issue readership of 86.9% among GPs, ahead of its rival Medical Observer’s 81.2%. Both publications increased their readership on last year, from 81.7% and 78.5% respectively. Australian Doctor is published by Reed Business Information, while Medical Observer belongs to CMP Medica.
Medicine is one of B2B’s most valuable niches because pharmaceutical companies queue up to advertise to persuade doctors to prescribe their products. However, it also tends to have a low profile within the media agency landscape as most buying is controlled by a handful of specialist agencies.
The survey – carried out for Medical Publishers of Australia by Competitive Advantage Research – quizzed a base of 829 GPs about their reading habits.
The results of the survey indicate a continuation of the status quo, with the five magazines covered by the MFA all maintaining their respective positions. The other titles are the Royal Australian College of GPs’ Australian Family Physician (66.9%); Medicine Today (63.9%) and the Australian Medical Association’s Medical Journal of Australia (22.1%). AFP and MJA both saw slight increases in audience, while Medicine Today had a small decline.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Yay! Good to see some healthcare coverage on this fine site. As part of one of the specialist agencies dealing in healthcare it’s hard to make anyone care very much but there is a LOT of money that flows through these titles that won’t get picked up by any (major) media monitoring service.
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