British Dental Trade Association Dentist Readership Survey - 2008 Results
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British Dental Trade Association Dentist Readership Survey - 2008 Results 10th November 2008
description
British Dental Trade Association Dentist Readership Survey - 2008 Results. 10th November 2008. Agenda. Objectives and method Profile of respondents Awareness and r eadership Perceptions of publications and journal preferences Reader profile Summary of findings. Objectives and method. - PowerPoint PPT Presentation
Transcript of British Dental Trade Association Dentist Readership Survey - 2008 Results
British Dental Trade Association Dentist Readership Survey - 2008 Results10th November 2008
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Objectives and method Profile of respondents Awareness and readership Perceptions of publications and journal preferences Reader profile Summary of findings
Agenda
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Objectives and method
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Provide up-to-date information and in-depth knowledge of the readership habits of dentists in the UK
• Readership of trade publications• Average Issue Readership (AIR)
• Frequency of reading
• How publications are read
• Preferred publications
• Perceptions of dental publications
• Decision making involvement
• Profiling information
Objectives
5
Fortnightly Publications
Monthly Publications
Quarterly Publication
Weekly Publication
*New in 2008
Publications measured
Dental Tribune* BDJ Dentistry BDA News Dental Practice Dental Update The Dentist The GDP Private Dentistry The Probe Primary Dental care
6
Research method Self-completion 4 sided postal questionnaire Two versions of the questionnaire with rotated publication lists Random sample of 1,400 UK dentists mailed Sample provided by the BDTA (GDC database) First mailout: 1st September 2008 Reminder mailout: 22nd September 2008 Mailout staggered across the week Fieldwork ended: 13th October 2008 352 completed questionnaires 25% response rate Data is unweighted £2.50 donated to Dentaid for each completed questionnaire plus a prize draw
for £250 to go to a charity nominated by the winner
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New in 2008 Two versions of the questionnaire with the lists of publications rotated Mailout staggered across the week Two new questions
– Reasons for choosing preferred publications
– Who BDTA represents
8
Comparison with 2005
Please note that all data is unweighted, as a representative profile of dentists in the UK is unavailable. Results are therefore representative of all those who completed the survey not the survey universe as a whole.
As the data is unweighted, please note that differences between 2005 and 2008 may stem from differences in the profile of respondents rather than real statistical differences and should be taken as indicative, rather than definitive.
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Profile of respondents
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Very similar profile of respondents vs. 2005
55% male, 43% female (3% refused)
The average age is 44
The average respondent has 19 years of experience
58% have a primarily NHS patient list
The average practice has:
– 4 dentists (vs. 3 in 2005)
– 1 hygienist
– 5 support staff
60% employ a designated practice manager
66% are decision makers
11
321
29 23
26 25
16 18
30
3 312
2005 2008
<24 25-34 35-44 45-54 55-64 65+ Not stated
Age
Base: All respondents 2008 (352), 2005 (354)
% We notice a higher proportion of newly qualified dentists aged 25-34 in the sample, though the average age is the same as in 2005 (44).
Q12 What age are you…?
12
10 9
13 20
22 22
32 25
16 20
4 33
2005 2008
0-4 5-9 10-19 20-29 30-39 40+ Not stated
Experience in dentistry
Base: All respondents 2008 (352), 2005 (354)
Average = 19 years (same as in 2005)
Q13 How many years have you been practicing dentistry?
%
13
Base: All respondents 2008 (352), 2005 (354)
Position within the dental practice
Q15 Do you own your dental practice or are you an associate?
%
16
42 49
42 37
14
2005 2008
Not stated Associate within the dental practice I am practice principal
14
3
18
32
32
32
29
12
8
61
25
6
2
15
30
43
32
30
13
10
49
30
14
None
1-3 staff
4-6 staff
7+ staff
None
1 hygienist
2 hygienists
3+ hygienists
1-3 dentists
4-6 dentists
7+
20082005
%
Base: All respondents 2008 (352), 2005 (354)
Practices appear larger than in 2005
Dentists
Hygienists
Support staff
Average = 4
Average = 1
Average = 5
Q9 How many of the following are currently working at your dental practice?Comment in Notes Page
Circles show significant differences
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%
Have designated practice manager
Do not have designated practice
manager
Not stated
Base: All respondents 2008 (352)
The proportion of practices with a
designated practice manager is the same
as in 2005
Q10 Do you have a designated practice manager?
Use of designated practice managers
6
6034
16
53
8
9
25
50
7
6
32
76-100%
51-75%
26-50%
0-25%
20082005
%
Base: All respondents 2008(352), 2005 (354)
On average, the proportion of NHS patients is similar to 2005 (58%)
However, the number of dentists with a 0-25% NHS patient list is increasing.
Q14 What percentage of your patient list is in NHS?
Proportion of NHS patients
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66% involved in the decision making process
I share the decision making with other members of the practice team
Sole decision maker
Do not make purchase decision
Other Not stated
Base: All respondents 352Q16 How much involvement you have in deciding which supplies to purchase?
%
The wording of the 2008 question is different from 2005 and so results are not strictly
comparable
Involvement in purchase decisions
51
1544
26
18
Awareness and readership
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Key findings 97% of respondents are aware of at least one dental trade
publication.
Awareness of trade publications is very high, but lower for The GDP and Primary Dental Care
The most read publications in terms of Average Issue Readership (AIR) are the same as in 2005 – BDJ and BDA News.
BDJ, BDA News and Dental Update are the most regularly read publications, and have the highest proportion of readers reading cover to cover.
Respondents tend to read dental news or clinical/scientific articles first, depending on the publications.
20
20
89
70
19
82
86
73
86
81
90
14
78
65
22
75
84
66
88
80
95
56
Primary Dental Care
The Probe
Private Dentistry
The GDP
The Dentist
Dental Update
Dental Practice
BDA News
Dentistry
BDJ
Dental Tribune*
20082005
%
Base: All respondents 2008 (352), 2005 (354)
*New in 2008Q1 Are you aware of any of the following dentistry related publications?
Awareness of dental publications
Comment in Notes Page
21
18
49
29
9
47
39
51
64
57
68
14
38
23
10
44
43
48
68
49
73
33
Primary Dental Care
The Probe
Private Dentistry
The GDP
The Dentist
Dental Update
Dental Practice
BDA News
Dentistry
BDJ
Dental Tribune*
20082005
%
Average issue readership (AIR) – percentage reading the ‘average issue’ of each
publication
Base: All respondents 2008 (352), 2005 (354)
*New in 2008Q2 Have you read or looked at any issue recently…?
Average issue readership (AIR)
Comment in Notes Page
22
1853
2648
2430
1848
168
1114
1712
1510
144
914
4
1411
1913
1511
206
1418
7
71
52
31
61
47
1
4719
2621
3741
3674
5539
71
33
74
675
1311
69
Dental Tribune*BDJ
DentistryBDA News
Dental PracticeDental Update
The DentistThe GDP
Private DentistryThe Probe
Primary Dental Care
Regularly Often Sometimes Receive but never read Do not receive Not stated
Base: All respondents 2008 (352)
*New in 2008Q3 How often do you read or look at each of the following publications
%
Frequency of readingGenerally, if dentists receive the publications they tend to read them.
23
49
73
52
69
49
68
41
35
40
45
27
18
29
18
29
22
31
38
35
27
24
10
19
13
22
11
28
28
26
29
Dental Tribune*
BDJ
Dentistry
BDA News
Dental Practice
Dental Update
The Dentist
Private Dentistry
The Probe
Primary Dental Care
Regularly Often Sometimes
Base: AIR readers of each title (Q2), GDP has too small a base to profile
*New in 2008
%
Frequency of reading (base - readers)Frequency of reading is really high among readers, especially for BDJ, BDA News and Dental update (similar to 2005).
24
77
58
75
74
42
51
11
25
38
21
38
77
56
73
58
44
48
12
28
40
16
33
73
68
48
43
44
10
23
38
14
42
49
Dental Tribune*
BDJ
Dentistry
BDA News
Dental Practice
Dental Update
The Dentist
The GDP
Private Dentistry
The Probe
Primary Dental Care
Final Decision MakersAll Decision MakersAll respondents
Publications read by Decision Makers
*New in 2008Base: All respondents (352), decision makers (272) and all final decision-makers (53)
Comment in Notes Page
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(base for each title)Dental News
Product Features
Practice management
Clinical/scientific articles Classifieds Other
Dental Tribune (153) 57 4 3 12 0 3
BDJ (273) 15 0 1 51 18 3
Dentistry (219) 39 7 7 25 2 1
BDA News (258) 70 1 10 7 1 2
Dental Practice (193) 44 8 8 21 1 1
Dental Update (181) 15 2 2 65 0 3
The Dentist (185) 45 8 11 24 0 1
The GDP (46) 61 2 7 9 0 0
Private Dentistry (108) 20 6 26 31 0 5
The Probe (166) 49 8 6 18 1 4
Primary Dental Care (66) 18 3 0 29 0 0
Q4 Within the past 12 months, which section within the following magazines that you receive do you look for first? Base: Any readers of each publication
%
Sections of publications looked at first
26
4
17
5
19
5
20
4
2
5
3
3
22
51
32
43
29
22
27
5
17
26
7
9
7
17
8
13
7
15
4
7
12
2
6
4
5
5
4
2
5
3
4
5
2
45
16
30
19
38
35
37
69
53
43
69
4
11
7
11
13
12
17
14
11
18
14Dental Tribune*
BDJ
Dentistry
BDA News
Dental Practice
Dental Update
The Dentist
The GDP
Private Dentistry
The Probe
Primary Dental Care
Read cover to cover Read some pages in detail, glance through othersGlance through the whole publication Glance at just a few pagesDo not read this journal Not stated
*New in 2008
How dentists read publications
Base: All respondents 2008 (352)Q6 How do you usually read each of the publications you receive?
%
Comment in Notes Page
27
Perceptions of dental publications and preferences
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BDJ is the first choice journal for over a third of respondents, followed by Dental Update.
Overall BDJ, BDA News and Dental Update are the preferred publications.
Clinical/scientific articles and dental news are the main reasons for choosing a publication.
Nearly all respondents agree that dental publications provide essential industry information and that they enjoy reading them.
Over two thirds also agree that they take some notice of the advertising.
95% know that the BDTA represents manufacturers and suppliers.
Key findings
29
0.3
4
6
1
3
20
6
11
7
39
1
2
5
1
2
26
5
10
5
37
2
Primary Dental Care
The Probe
Private Dentistry
The GDP
The Dentist
Dental Update
Dental Practice
BDA News
Dentistry
BDJ
Dental Tribune*
First choice 2008First choice 2005
%
Base: All respondents 2008 (352), 2005 (354)
*New in 2008Q5A Which are your three preferred journals ?
UK journals – First choice
30
1
2
5
1
2
26
5
10
5
37
2
2
6
7
1
5
13
9
20
8
21
4
2
11
5
2
10
5
10
18
12
10
7
Primary Dental Care
The Probe
Private Dentistry
The GDP
The Dentist
Dental Update
Dental Practice
BDA News
Dentistry
BDJ
Dental Tribune*
First choiceSecond choiceThird Choice
%
48
14
23
45
18
25
3
4
17
19
Base: All respondents 2008 (352)
68
*New in 2008Q5A Which are your three preferred journals?
UK journals – total preference
31
13
8
7
4
3
3
36
23
12
10
3
5
1
18
31
11
10
2
3
5
1
55
<1<1
Clinical scientific articles
General dental news
Political dental articles
Business practice articles
Educational opportunities
Job advertisement
Dental product advertisement
Other
1st choice2nd choice3rd choice
Main reason for choosing a publication
Base: All respondents 2008 (352)
Q5B Main reason for choosing the publication?
% Clinical scientific articles and general dental news are the main reasons for choosing a publication
32
68
5
4
1
6
8
0
2
82
2
0
0
3
0
1
7
Clinical scientific articles
General dental news
Political dental articles
Business practice articles
Educational opportunities
Job advertisement
Dental product advertisement
Other
BDJ
Dental Update
Main reason for choosing BDJ & Dental Update
Base: All respondents who selected BDJ as their 1st choice publication (130)Base: All respondents who selected Dental Update as their 1st choice publication (92)
Q5B Main reason for choosing the publication?
%
33
96
89
86
85
77
97
86
87
86
78
Dental publications provide anessential means of keeping abreast of
what's going on in the industry
I enjoy reading dental publications
I tend to flick through dentalpubications to find interesting articles
I think that dental publications are agood way of looking for job vacancies
I read dental publications to gaininformation on new techniques
2008
2005
Base: All respondents 2008 (352)
Overall opinion of publications (I)
Q7 Do you agree with the following statements regarding your opinions and attitudes?
% Agree (net)
Dentists have a very high opinion of their trade publications and this has not changed since 2005.
34
Base: All respondents 2008 (352)
Overall opinion of publications (II)
Q7 Do you agree with the following statements regarding your opinions and attitudes?
72
69
54
46
75
69
53
47
I use dental publications as a referenceto read about dental supplies and
product developments
I take notice of some of the advertswhen reading the journals
I will often read all/most of the dentalpublication as soon as I receive it
I usually read dental publications while Iam at work rather than at home
2008
2005
% Agree (net)
35
95
23
16
3
Manufacturers/suppliers
Dentists
Other dentalprofessionals
General public
Who does the BDTA represent?
Base: All respondents 2008 (352)Q8 Who do you think the British Dental Trade Association represents?
%
36
NB: The GDP had too small a base to profile
Reader profile
37
%
Base: AIR readers of each title*New in 2008
**Small sample size
Profile of readers by age
25
24
23
11
14
14
29
19
31
20
52
50
54
63
49
53
46
54
46
55
23
26
23
26
23
33
25
28
23
25
Primary Dental Care**
The Probe
Private Dentistry
The Dentist
Dental Update
Dental Practice
BDA News
Dentistry
BDJ
Dental Tribune*
<35 35-54 55+
Comment in Notes Page
38
Base: AIR readers of each title
%
*New in 2008 **Small sample size
Profile of readers by years of experience
25
24
22
11
25
13
29
17
30
21
75
76
78
89
75
87
71
83
70
79
Primary Dental Care**
The Probe
Private Dentistry
The Dentist
Dental Update
Dental Practice
BDA News
Dentistry
BDJ
Dental Tribune*
<10 years 10+ years (Av. years experience)
(20)
(20)
(23)
(24)
(23)
(21)
(21)
(20)
(20)
(22)
Comment in Notes Page
39
%
Base: AIR readers of each title
*New in 2008 **Small sample size
Profile of readers by size of practice
56
54
59
58
55
60
52
58
52
66
44
46
41
45
40
48
42
48
34
42
Primary Dental Care**
The Probe
Private Dentistry
The Dentist
Dental Update
Dental Practice
BDA News
Dentistry
BDJ
Dental Tribune*
1-3 dentists 4+ dentists
40
48
50
58
46
40
48
40
46
39
44
52
50
42
54
60
52
60
54
61
56
Primary Dental Care**
The Probe
Private Dentistry
The Dentist
Dental Update
Dental Practice
BDA News
Dentistry
BDJ
Dental Tribune*
50% or less Over 50%%
Base: AIR readers of each title
*New in 2008 **Small sample size
Profile of readers by number of NHS patients
41
84
74
85
76
74
84
76
79
76
78
16
26
15
24
26
16
24
21
24
22
Primary Dental Care**
The Probe
Private Dentistry
The Dentist
Dental Update
Dental Practice
BDA News
Dentistry
BDJ
Dental Tribune*
Any decision makers Non decision makers%
Base: AIR readers of each title
*New in 2008 **Small sample size
Profile of readers by decision makers
42
Summary of findings
43
Key findings (I) Respondents have a very similar profile to 2005
– Slightly more males
– Aged 44 on average
– Experienced dentists with 19 years in the industry on average
Average practice has 10 staff: 4 dentists, 1 hygienist and 5 support staff
58% have a primarily NHS patient list
60% employ a designated practice manager
66% are decision makers
44
Awareness of dental publications is very high for most publications.
The most read publications in terms of AIR are BDJ and BDA News .
BDJ, BDA News and Dental Update are the most regularly and thoroughly read journals
96% agree that dental publications provide essential industry information
89% think they are an enjoyable read
Most find them useful for finding out about new techniques and to learn about supplies and product developments.
Over two thirds also agree that they take some notice of the advertising
Key findings (II)
45
Thank you
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