HealthJune 07, 2022

Three digital content formats growing in appeal among cardiologists

Cardiologists prefer digital content formats such as video and podcasts more than other physicians, which means that advertisers need an adaptive content strategy.

Whether online or in print, cardiologists struggle to find time to read all the industry content they would like. Seventy-five percent of cardiologists claim they do not have enough time to read all the professional content they want, according to a recent survey by Lippincott. This trend is nothing new, but what is new is how this pressure is creating a desire among cardiologists for new, abbreviated content formats and new personal styles of consumption.

Backed by Lippincott’s recent industry study, this article highlights the value of abbreviated content formats—text-based, video, and podcasts—based on what cardiologists have shared about their own professional needs and content consumption habits. The article makes recommendations to marketers about using these formats as vehicles for engagement as well.

About the study

From Q4 2021 to Q1 2022, Lippincott conducted an online survey of 1,013 qualified physicians for key insights into their professional content consumption habits and preferences. Here we consider data from only cardiologists among the participants.

How have content preferences among cardiologists changed?

Today, most cardiologists prioritize established and reliable medical sources when keeping up to date on the latest developments in their field. These include CM/CE activities (66.2%), print journals (63.1%), and conferences and symposia (50.8%). This represents a shift from mid-pandemic behaviors when cardiologists and other physicians turned to more informal content exchanges (e.g., social media).

Unfortunately, work and life activities prevent most cardiologists from reading all the material they would like from these preferred sources. But among this majority, a new interest in abbreviated forms of content has emerged. Eighty-seven percent of cardiologists have some level of interest in an article summary authored by a thought leader—one that would highlight the main points of the article and discuss their applicability. And while this desire applies to most physicians within each specialty in the study, cardiologists stand out in their appeal for alternative forms of summary content—namely, videos and podcasts—in addition to text.

Alternative digital content formats are more popular among cardiologists

Like most physicians, most cardiologists (78.9%) who have some level of interest in article summaries authored by thought leaders want text-based article summaries of this kind, but nearly half (42.1%) are interested in video summaries, and more than one-third (35.9%) are also interested in podcast-based summaries of this kind. This stands out among all physicians in the study, where other specialties are far more likely to prefer text-based summaries over these alternatives. Here is a closer look at the evolution of professional content within these formats.

Text-based summaries

Although text-based articles are nothing new, they are growing in popularity among cardiologists as standalone resources. Cardiologists pressed for time may prefer an article summary featuring only critical information from the article, as long as it is authored by a thought leader with authority on the subject.

Video summaries

Now that sophisticated video creation and editing tools are available to both professional and nonprofessional digital content creators, publishers are more capable of creating digestible, short-form videos summarizing critical information from an article. Video-creation platforms also make it easy for digital content creators to collaborate with thought leaders on summaries of this kind.

Audio summaries in podcasts

Lippincott has established that podcasts are growing in appeal among physicians. Podcasts make content accessible to physicians in their homes, at the gym, and on the move, expanding their access to professional content in their altogether busy lives. Cardiologists appear more open to this format than many other physicians in the study.

Contextual preferences for promotional content

These changing preferences have meaningful implications for both professional publishers and advertisers. First, advertisers must recognize that more than one-third of cardiologists (36.9%) “expect” to see advertisements in the resources they use. Most (51.6%) also believe industry-sponsored messages offer some value depending on the topics covered.

What’s more, cardiologists are more likely than other physicians to favor promotions that:

  • Are positioned adjacent to relevant professional content
  • Feature industry-sponsored messages linked within professional content
  • Are well designed and visually appealing

These preferences could have implications for digital promotions aligned with text-based article summaries; and by extension, video-based or podcast-based summaries as well.

What these changes mean for advertisers in digital content formats

Advertisers should consider how their promotions can best align with these three content formats. For example, cardiologists who prefer video content may be more receptive to “pre-roll” advertising before watching professional videos—a format that is growing in popularity as a way to reach physicians with educational content.

Similarly, cardiologists who prefer audio summaries in podcasts are likely more inclined to listen to advertisements that are positioned at the beginning or end of a podcast episode—and cardiologists who prefer text-based article summaries may be more receptive to banner advertisements or other digital promotions placed adjacent to this content.

Become an adaptive advertiser

Digital tools that cardiologists use most often continue to evolve, and so too must the promotional strategies aligned with them. Advertisers who are nimble and adaptive will be well-positioned to reach cardiologists with their messages in the formats they prefer most.

Navigate the new content landscape with Lippincott

Physicians’ content consumption habits are difficult to anticipate because of the medical priorities these professionals face every day. But the experts at Lippincott can help. When you’re ready for more personalized advice on building a successful content strategy, contact a solutions expert.

Contact us to learn about our multichannel solutions to engage your target audience.
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