AFP,  providing your journal advertising' the edge' and influencing change

The best media to communicate with GPs

There are many forms of media available to advise doctors of the benefit of a particular pharmaceutical for their patients. But how do GPs wish to be advised or informed about a pharmaceutical? Research asking GPs this precise question has revealed that medical publications outweigh all other media options.

::  1st choice - Medical publications 95%

::  next - Pharmaceutical representative 76%

::  then - Discussion with colleagues 57%

This clearly demonstrates that any communication regarding drug information will have a far more receptive audience in a medical publication.

::  Medical publications outweigh all other media to communicate with GPs, when the reader is in control and is in a highly receptive frame of mind.

This is even more important when considering 25% of GPs do not see a rep in an average working week. Almost a third of younger GPs do not see a rep at all.

Spread your message by powerful word-of-mouth activity

‘Discussions with colleagues’ are the third best method of communicating with GPs. AFP can act as a conduit to trigger this conversation amongst their peers.

::  61% of AFP readers have been prompted by content they have read in the journal to discuss with other doctors.

It makes good sense to communicate with GPs via AFP.

Australia's highest circulating medical publication - 37,168 cab Sep 2007

AFP circulates to 35 000+ General Practitioners and a large number of Specialists.

::  That’s 35 000+ prescribing medical professionals

::  For around 16 cents per medico!  (based on a casual full page rate)

AFP is the only monthly medical publication reaching 27 000+ GPs and GP registrars and 8000 Specialists.

AFP is distributed through the RACGPs own substantial database and also fellows of The Royal Australasian College of Physicians (RACP).  The College considers its database to be a larger and more accurate resource than other external agencies - second only to the definitive Medicare Australia database.

Medicare Australia advise that there are 22 116 GPs practising in Australia (Oct-Dec 2007)

With such an extensive record of all GPs and specialists you can be assured that your advertised message is hitting every possible target with AFP!

60% of medicos in one hit – optimising effectiveness

There are some 54 000 doctors practicing in Australia across all disciplines. AFP is the only ‘doctor’ publication effectively reaching 27 000+ GPs and GP registrars, plus some 8000 specialists.

::  35 000+ prescribing medical professionals will have the opportunity to see your ad in AFP !

Influence change

Of the four key GP titles, it is AFP that GPs award with the greatest attributes. The authority, credibility and quality editorial of the journal can influence and change the behaviour of GPs, driving powerful positive shifts in prescribing habits.

::  65% of GP readers have been influenced by the content of AFP to change the medications they prescribe!

Advantage advertisers seeking a relevant environment for their product to dominate and thrive!

Credible and authoritative

Such qualities are of great benefit to advertisers and are transferred to your message that is placed alongside the most credible articles and most authoritative, well-read and valued pages.

::  AFP leads all other ‘doctor’ publications for credibility and authority

To have your product or service aligned with anything that is published in AFP is an extremely positive and powerful strategy. The indirect endorsement (by association with the aforementioned attributes) provides the most positive and prominent light for any advertised message.

Highest quality editorial

GPs have a bond of trust with the journal as a source of unmatched, credible information to enhance their clinical knowledge.

::  AFP dominates the opinions of GPs as having the highest quality editorial.

Most useful CPD program

AFP has the most useful medical publication CPD program, providing readers with a deep thinking learning process that result in greater clinical knowledge.

::  650+ responses each issue

Each month AFP enjoys more than 650 responses from GPs to its Clinical Challenge CPD program (Based on average returns Feb-Nov 2006).

SOURCE: McNair Ingenuity Research, AFP Readership Survey, August 2004 & June 2005. Dangar Research Group, Medical Publications Readership Survey, August 2006