The National Medical Readership Survey (NMRS) of GPs once again illustrates the trend for GPs to use a mix of print and digital (website and app) content to fit their needs, highlighting the importance of multichannel promotion when engaging with this group.

This independent survey, conducted between April 2017 and March 2018, has shown that MGP’s Guidelines and Guidelines in Practice brands have a 62% and 24% net brand reach, respectively. Online use of both brands has increased; for example, demonstrated growth in the percentage of GPs using the website, up from 10% to 15%. The NMRS survey also showed that the Guidelines app is still, by some way, the most popular app among GPs, with 30% of respondents indicating that they use it alongside the print edition.

Commenting on the results, Editorial Director at MGP, Julia Van Danzig, said: ‘We are very pleased that the latest NMRS figures confirm growth in audience engagement with Guidelines and Guidelines in Practice, particularly following relaunch of our brand websites in 2017. We know our great content supports GPs, and clinical commissioners and payers with their best practice, and now it is even more accessible to them through the improved websites. The results also demonstrate the value that the audience places in our brands.’

To find out how your brand can communicate with an engaged audience of GPs, and clinical commissioners and payers, please contact the sales team at: 01442 876100.