Channel Utilization
SK&A’s 1st Quarter Report on Marketing Channel Utilization
What marketing channel is most often used to reach healthcare practitioners? Which type of physician receives the most marketing promotion? Who are healthcare marketers really trying to reach? The answers to complex questions about non-personal promotion to healthcare practitioners and facilities are now available in a series of monthly and quarterly reports. Below are the results of the study for the quarter ending March 31, 2010.
MARKETING CHANNEL PREFERENCES
| Channel |
Percent of Orders |
| Direct Mail | 65.9 |
| Email | 20.5 |
| Fax Broadcasting | 5.5 |
| Telemarketing | 3.1 |
| Analytics | 2.1 |
| Directory Services | 0.9 |
TOP 12 BUSINESS AND SPECIALTY TITLES SOLD
| Rank |
Business Title, Site | Specialty Title |
| 1 | Physician, Medical Practice | Family Practitioner |
| 2 | Office Manager, Medical Practice | Internist |
| 3 | Nurse Practitioner, Medical Practice | Pediatrician |
| 4 | Physician Assistant, Medical Practice | Obstetrician/Gynecologist |
| 5 | Staff Pharmacist, Pharmacy | Diagnostic Radiologist |
| 6 | Receptionist/Secretary, Medical Practice | Cardiovascular Disease |
| 7 | Dentist, Dental Practice | Orthopedic Surgeon |
| 8 | Medical Assistant, Medical Practice | Anesthesiologist |
| 9 | Pharmacy Manager, Pharmacy | Psychiatrist |
| 10 | Medical Director, Medical Practice | Ophthalmologist |
| 11 | Allied Health Professionals, Medical Practice | General Dentist |
| 12 | Registered Nurse, Medical Practice | General Surgeon |
TOP 12 MOST REQUESTED BUSINESS AND SPECIALY TITLES
| Rank |
Business Title, Site | Specialty Title |
| 1 | Consulting Pharmacist, Pharmacy | Chiropractor |
| 2 | Physician, Medical Practice | Gynecologist |
| 3 | Dispensing Physician, Pharmacy | Hepatologist |
| 4 | Hospitalist, Medical Practice | General Practitioner |
| 5 | President, Medical Practice | Oncologist/Hematologist |
| 6 | Medical Director, Medical Practice | Thoracic Surgeon |
| 7 | Nurse Practitioner, Medical Practice | Internist |
| 8 | Chief Executive Officer, Medical Practice | Family Practitioner |
| 9 | Allied Health Professionals, Medical Practice | Obstetrician/Gynecologist |
| 10 | Physician Assistant, Medical Practice | Cardiovascular Disease |
| 11 | Director Patient Care/Nursing, Hospital | Neurosurgeon |
| 12 | Office Manager, Medical Practice | Orthopedic Surgeon |
TOP BUSINESS AND SPECIALTY TITLES SOLD BY INDUSTRY
| Industry |
Business Title | Specialty Title |
| Advertising Agencies | Physician | Family Practitioner |
| Financial Inst./Credit Card Co./Banks | Physician | Family Practitioner |
| Healthcare Consultants/Market Research | Physician | Family Practitioner |
| Insurance/Claims/Transcription | Physician | Family Practitioner |
| List Brokers | Physician | Family Practitioner |
| Med. Equip./Tech/Manufacturing | Physician | Family Practitioner |
| Medical Training/Education/Universities | Physician | Family Practitioner |
| Non-Health/Food/Pharma Retail | Physician | Family Practitioner |
| Pharmaceutical/Biotech | Physician | Family Practitioner |
| Publishing/Catalogs/Web Directories | Physician | Family Practitioner |
| Recruiters Healthcare/Jobs | Physician | Oncologist/Hematologist |
| Trade/Medical/Non-Profits/Medical Groups | Physician | Cardiovascular Disease |
