3 little-known reasons to advertise in peer-reviewed journals

Reaching and advertising to physicians in a crowded marketplace is a challenge because the massive amount of content available today is accessible via many distinct channels. An advertiser may know the right way to appeal to his or her ideal reader - but finding where those readers consume content is another issue.

Peer-reviewed journals offer a unique way to start a conversation with practicing physicians. Here are three more reasons to consider this valuable multi-channel approach:

1. Receive tailored solutions from specialty experts

Peer-reviewed journals are held to a high editorial standard, which is why nearly all medical professionals rely on them for the latest clinical research and treatment recommendations. Unlike popular science magazines, which merely report on interesting topics, peer-reviewed journals serve as a primary source of information. This pressure to uphold the professional integrity of the medical community means publishers must take an innovative approach to advertising solutions.

Unlike other types of publishing organizations, publishers of peer-reviewed journals such as Elsevier offer wide-reaching, customized advertising solutions to advertisers. For example, Elsevier can build a tailored integrated advertising campaign to reach breast cancer doctors via society-affiliated breast cancer journals and journal websites, customized emails and print collateral, as well as via expert-curated websites such as PracticeUpdate. A media buyer would feel confident working with an Elsevier Rep who specializes in the Oncology specialty for these tailored solutions.

Today's readers rely on print and digital media to discover industry insights.

2. Take advantage of online niche targeting

According to Kantar Media, 90 percent of physicians continue to read print editions of peer-reviewed journals, with 68 percent regularly reading print and digital editions. This audience segmentation can make it difficult for advertisers to locate and appeal to their target audiences. Looking at today's media landscape, it's hard to determine how best to allocate advertising spend for an optimal return on investment.

By partnering with a publisher who publishes peer-reviewed content in both print and digital editions, media buyers don't have to blindly guess where to target their ideal readers. For instance, Elsevier has successfully navigated many media paradigm shifts for more than a hundred years. Today, Elsevier's reach extends throughout the digital world, even as it remains a leader in the print media industry.

Media buyers who need to target niche audiences can trust that their voice will be heard with the help of a confident, experienced business partner. From expert-curated websites to eNewsletters and beyond, Elsevier helps brands deliver their messages where they will make the biggest impact.

3. Find unique solutions to stand out from the competition

As reader habits change, advertisers must find unique avenues to reach their target demographics. Within the print medium, peer-reviewed journals can offer a number of strategies, from display advertisements to cover wraps.

In fact, many Elsevier clients have seen great success from cover-wrap programs. One well-known brand of cardiovascular medication saw a 48.1 percent increase in new prescriptions after running an eight-page cover-wrap campaign in several relevant journals. Very few other media buying strategies can hope to achieve such a robust ROI.

Medical device manufacturers, pharmaceutical companies and physician recruiters have all benefited from Elsevier's targeted, multi-channel approach to advertising. To learn more about how your brand or company can leverage peer-reviewed journals, visit ELSMediaKits.com today.