Print Advertising in Medical Journals Still Works... Here is Why

We’ve seen a rise in digital ad spend from pharma brands over the past 20 years. It makes sense as easy access and a recent restrictive global event have altered the medical research habits of healthcare professionals.

Stories about digital ad spend rising as print advertising falls depict a trend that may not soften soon. According to one ad industry source, “the number of brands advertising across print decreased by 17% and spend decreased by 30%” during the coronavirus pandemic. Numbers like that suggest a looming end to print ads targeting HCPs.

But printed medical journals remain a big part of the healthcare community. And there are reasons to continue deploying print ads – notably through journal advertising – for the foreseeable future. Let’s explore a few of those reasons.

 

Journals Support Pharma Detailing Efforts

Journal advertising is a cost-effective supplement to ongoing detailing practices. Print promotion often provides higher message penetration than detailing, with journals garnering a higher reach into the HCP audience. With this in mind, brands can use journal advertising to enhance detailing efforts at a fraction of detailing expenses.

 

High Reach Among HCPs

Medical journals have consistently offered significant audience reach. In particular, journals have been shown to reach 96% of all physicians – making them the highest reach information source (print and digital formats combined) for that audience. On average, print medical journals have more than a 90% reach among healthcare professionals, second to only colleagues as a medical resource.

 

Return on Investment

Journal advertising has shown consistent value for pharma brands. Studies have revealed a return on investment between $3 and $5 for every dollar a pharmaceutical company spends on journal advertising. In fact, the ROI for journal ads was found to be greater for older drugs – greater than four years on the market – than for drugs with four years or less on the market.

 

HCPs Rely on Journals

Data shows that a significant majority of HCPs (86%) continue to use medical journals or journal articles for work-related research. And many are turning to digital resources. In fact, during 2020, more HCPs than ever prioritized journal-related websites as a resource. But while today’s medical professionals are supplementing print content with digital versions, traditional print resources such as journals remain popular.

 

Journal Advertising Options

Pharma brands have multiple options when it comes to running ads in print (and digital) medical journals. Elsevier offers the following choices for journal advertising:

Cover wraps

Be the first message our readers see with this attention-grabbing advertising option.

Cover tips

Deliver a communication that can’t be missed with this powerful and cost-effective solution.

Outserts

Capture the attention of our audience before they’ve even opened their journal with an outsert for your promotional brochure, conference collateral, or other key branded materials.

Run of book ads

Showcase your brand through advertisements in our credible print publications and align your product with peer-reviewed content. For maximum exposure, consider premium position placements such as back cover and inside front cover.

 

For more detailed journal-specific information, contact an Elsevier’s sales representative here.

 

Article Written by: Alex Brown