Clinical Content in Practice: When, How and Why Clinicians Engage
How do clinicians use medical content?
Download findings from a survey of 507 clinicians. Learn how clinicians discover information, what they trust, when they engage and which content formats influence clinical decisions.
From the foreword
Clinical decisions still depend on evidence that is trusted, relevant and accessible, particularly when those decisions are made under time pressure and carry real consequences. This report maps how clinicians consume clinical information today.
Elsbeth Headley, PhD
Global Director, Springer Health+
Stephen Pincock
Executive Vice President, Nature Partnerships
What you’ll learn
- Which formats clinicians engage with most, and which influence decisions
- When content fits into the clinical day and week
- Where clinicians discover and validate information
- How AI is changing how clinicians find and use content
- Why trust, relevance and access determine engagement
Why this matters
Clinicians don’t use all content the same way.
The formats that attract attention aren’t always the ones that influence decisions.
This report shows how to:
- match content to real workflows
- reach clinicians at the right moment
- move from attention to decision
Key findings
Engagement doesn’t equal influence
Case studies and webinars attract broad engagement.
Original research scores highest overall for influence on clinical decisions.
Timing shapes engagement
Guidelines show a stronger morning preference.
Most other formats peak in the afternoon.
Trust decides what gets used
Clinicians discover information through medical societies, search, video, social media and AI.
Trusted scientific sources remain important for validating what they find.
Who is this for?
- Pharma and biotech marketing teams
- Medical affairs and education leads
- Medcomms and healthcare agencies
- Anyone planning HCP engagement
