Popular literature vs. peer-reviewed literature: What advertisers need to know

Today, consumers are exposed to far more ads within smartphone apps and social media sites than on broadcast television. A few swipes through a web page is likely to yield as many ads as a single sitcom commercial break.

Trends in advertising to doctors have taken a slightly different course from broad-appeal advertising, however. Marketing to physicians on social media is like casting a net into the ocean, hoping to catch a rare species of fish. It might work some of the time, but the costs outweigh the benefits.

Peer-reviewed literature can be a more effective way to reach physicians, but to maximize your success, it's important to first understand how this medium differs from popular literature.

 

  Popular Literature Peer-Reviewed Literature Readership Consumers, nonprofessionals Physicians, medical professionals Considerations Broad appeal, difficult to target specific readers Niche appeal, easier to target physician readers

 

Popular literature

Rutgers University defines popular literature as content written by journalists who are employed by the publication for which they write. Articles in popular magazines and newspapers may be well-researched and objective, but they rely on the secondary research of primary sources. There will always be a commercial aspect to this sort of literature, because the publication is a business with the driving purpose of generating revenue.

Who reads popular literature?

As the name implies, popular literature is written for the masses. Today, the sheer number of magazines, news outlets, amateur reporters and bloggers means publications can target niche audiences. That's a positive for advertisers who want to reach a specific set of marketing personas. However, there's still no guarantee that ads will be relevant to readers, especially in online arenas where algorithms - not humans - make ad placement decisions. And there's another danger: Advertising placement algorithms could put your ads on sites that don't mesh with your brand's views and opinions.

There is certainly a chance that medical professionals read articles in popular magazines - they do litter physician waiting rooms, after all. However, it's highly unlikely that a physician will turn to popular literature for medical advice or truly cutting-edge research.

Advice for advertisers

If you're selling products to a mass audience, popular literature is a good way to get eyes on your message. The broad appeal of the form means it has a higher likelihood of being shared online. Plus, advertisers don't need to know much about their target audience to effectively use popular literature as an advertising channel. The subject matter of the channel is typically enough to get you started.

Popular literature is not reviewed by a panel of experts before publication.

Peer-reviewed literature

Peer-reviewed literature is called so because the content is reviewed by a panel of experts before publishing. Unlike popular literature, peer-reviewed journals house articles written by researchers or industry experts who submit their work for publication. They are not employed by the journal itself.  Articles in peer-reviewed journals tend to consist of primary research along with footnotes and a bibliography to provide further support and evidence.

Who reads peer-reviewed literature?

In essence, peer-reviewed literature is written by experts for experts. Peer-reviewed medical articles are written by knowledgeable researchers and clinical professionals and read by other professionals who want to learn from the work of their peers.

The majority of U.S. doctors read peer-reviewed content that is relevant to their specialty. And they tend to favor printed material over digital - although that trend could change as digital editions of peer-reviewed journals become more prevalent. Today, many doctors choose both channels. According to Kantar Media, 90 percent of physicians read print editions of journals, with 47 percent reading full digital reproductions.

Advice for advertisers

When Kantar Media surveyed physicians about their opinions on advertising in peer-reviewed journals, 44 percent responded that they believe ads are a necessary compromise to cover the costs associated with publication. Another 37 percent said ads do not bother them.

Peer-reviewed literature is a viable option for advertisers who want to reach professional physicians, because that's where doctors consume content. But just appearing in a respected journal isn't enough. Advertisers may need to rethink their strategies when targeting a highly educated niche audience.

Now that you know a little more about peer-reviewed journals, find out how a multi-channel approach to physician advertising can help you achieve your goals at ELSMediaKits.com.