Healthcare marketers can engage gastroenterology and hepatology specialists by aligning value-added promotions with journal content, clinical research, and digital resources.
Today, gastroenterology and hepatology specialists are accessing a diverse range of professional content to stay informed. Recent research from Lippincott® indicates they are prioritizing credible, peer-reviewed sources while also embracing digital formats. This represents an evolution in their content consumption habits, with a focus on maximizing the value of their limited time.
This is a critical period for advertisers hoping to engage gastroenterology and hepatology specialists based on their current preferences. Using data from a 2024 Wolters Kluwer industry study, this article identifies what types of resources today's gastroenterology and hepatology specialists use to keep up to date on the latest research and information in their field.
Types of content gastroenterology and hepatology specialists access to stay current
Gastroenterology and hepatology specialists most often use online journals (68%) and print journals (56%) to stay up to date on the latest research and information about their specialty. CME/CE activities (54%) and conferences/symposia (51%) are also popular resources. These habits reinforce gastroenterology and hepatology specialists' preference for peer-reviewed, credible content that helps them fulfill their educational requirements.
Gastroenterology and hepatology specialists are pressed for time: 74% claim they do not have enough time to read everything they want. However, 83% have some level of interest in an article summary authored by a thought leader—a summary that highlights the main points and discusses the applicability of the topics in the article.
Perhaps that's why gastroenterology and hepatology specialists are increasingly turning to digital formats. While text-based article summaries are still preferred (76%), there is growing interest in video (29%) and podcast (29%) formats for article summaries. Podcasts, in particular, are gaining traction, with 37% of gastroenterology and hepatology specialists using them as a source of information about their specialty.
Advertisers hoping to engage gastroenterology and hepatology specialists should consider these findings when planning their content and promotional strategies. For example, combining digital journal advertising with podcast sponsorships may be an effective way to reach gastroenterology and hepatology specialists across multiple channels.
Content that influences treatment options and patient outcomes
Gastroenterology and hepatology specialists also have specific content preferences when seeking guidance on treatment options and improving patient outcomes. Peer-reviewed content ranks as the most influential content type (83%), followed by guidelines and standards (75%), review articles (65%).
Indeed, practical and evidence-based information is a top priority when they seek out content related to their work. Gastroenterology and hepatology specialists also regard original research articles (45%), clinical reviews (38%), peer discussions or consultations (35%), and case studies (28%) as influential content types.
Gastroenterology and hepatology specialists' perceptions of promotional content
With the right advertising approach, they are often open to promotional materials. The majority (61%) expect to see advertising or industry-sponsored messages in the resources they use.
Most gastroenterology and hepatology specialists (59%) believe industry-sponsored messaging has no impact on their practice, while 24% report a positive impact. This suggests that well-crafted, relevant promotions can be valuable to this audience.
Gastroenterology and hepatology specialists are more discerning in terms of what promotions they find credible compared to other channels. For example, industry sponsorships in online journals (35%), print journals (30%), and society websites (25%) are viewed as more credible than those on mainstream social media platforms (8%) or even medical or nursing social media (23%).
Value for value’s sake
Advertisers' best bet is to develop value-added content across the publications and channels that gastroenterology and hepatology specialists prefer most. Value-added content in promotions may include clinical data citations (42%), content from multiple peer-reviewed evidence-based sources (32%), and association with known thought leaders (16%). Ideally, each of these content types should support or substantiate the claims in the promotion. Building credibility in these ways enables advertisers to reach gastroenterology and hepatology specialists with more impactful content that can drive better business outcomes.
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*From February to June 2024, Lippincott® conducted a survey of 1,333 healthcare practitioners across specialties examining their professional content usage habits and perceptions of industry sponsored messages. This article highlights data about gastroenterology and hepatology specialists, which were part of that sample.