How marketers can navigate the evolving content consumption habits of cardiology specialists

Discover insights into cardiology specialists' evolving content consumption habits and learn how marketers can effectively engage them in this new environment.

In 2024, cardiology specialists continue to trust peer-reviewed and medical-society-affiliated content for the latest insights into emerging treatment options, patient outcomes, and progress in their field. But they are increasingly pressed for time. Year after year, it becomes harder for them to stay informed and keep up with important content from the resources they value most.

As a result, succinct, easy-to-access materials aligned with their most trusted resources are growing in popularity. Based on the results of our 2024 content consumption survey,* this article identifies opportunities for advertisers seeking to reach cardiology specialists alongside new content types—especially as their habits with those materials become more established year after year.

Trusted online sources are growing in influence

Cardiology specialists continue to trust peer-reviewed journals—both in print and online—to keep themselves up to date on the latest research and information in their fields. Online journals are now the most commonly used resource for staying up-to-date, with 56% accessing them. Society websites are also popular, used by 44% to stay current.

Rather than a shift away from print resources, these developments represent a new evolutionary step in their content consumption habits: one where cardiology specialists are more likely to access content in a direct, "on-demand" way online. As we will find, this trend aligns with changes in cardiology specialists’ available time for accessing and absorbing professional content.

Succinct content appeals to cardiology specialists strapped for time

The increase in online activity coincides with another growing trend: Cardiology specialists are struggling to find time to absorb professional content. The majority (64%) claim they do not have enough time to read everything they want when accessing journal content.

Cardiology specialists want the full picture—quickly

Despite their lack of time, cardiology specialists still want the "full picture" of professional insights within their preferred resources. It's understandable, then, that a significant number are interested in article summaries authored by thought leaders that not only highlight the main points of a journal article but also discuss the article's applicability to practice.

Notably, 83% expressed interest in such summaries. Also notably, most (88%) would prefer a text-based article summary of this kind, either print or online—as opposed to a video, infographic, or podcast.

Building credibility through industry-sponsored content

Fortunately, cardiology specialists’ perspectives on industry-sponsored messages are working in marketers' favor. More than half (56%) expect to see industry-sponsored messages of interest to them in the resources they use. Additionally, 52% believe industry-sponsored messages offer some value, depending on the topic covered, and over one-third (35%) believe industry-sponsored messages are valuable in learning about new devices, drugs, and treatment options.

Additionally, marketers can help build the credibility of their advertisements in the eyes of cardiology specialists through certain placements and the content those ads contain. Notably, 52% believe the placement of industry sponsorship in online journals gives those sponsored messages more credibility. Half of cardiology specialists believe having clinical data citations adds credibility and value to an industry-sponsored message, while 42% believe having supporting or substantiating peer-reviewed research adds credibility.

Next steps for marketers

In particular, marketers can capitalize on cardiology specialists’ increasing trust in online resources by creating short summaries authored by thought leaders that explain the applicability of research or topics to practice. Marketers can also work with publishers in understanding the best placements for industry-sponsored messages that will be most visible and credible as they access these types of content. Finally, marketers should couple their content with clinical data and peer-reviewed research as much as possible, substantiating claims or even supporting their products when presenting insights and opportunities.

By understanding the nuances of cardiology specialists’ professional content consumption habits and taking careful steps in their advertising campaigns, marketers can create engaging experiences that are timely and trustworthy—all while respecting cardiology specialists’ time limitations. Marketers will only maximize value from their interactions \as these new content preferences continue to mature.

Navigate the new content landscape with Lippincott® HCP Access

Physicians’ content consumption habits are difficult to anticipate because of the medical priorities these professionals face every day. But our experts can help. When you’re ready for more personalized advice on building a successful content strategy, contact us.

* Wolters Kluwer conducted a survey from February to June 2024. The survey involved 1,333 healthcare practitioners (HCPs). This article highlights data about cardiology specialists which were part of that sample.