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British Dental Trade Association Dentist Readership Survey - 2008 Results

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.

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British Dental Trade Association Dentist Readership Survey - 2008 Results

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  1. British Dental Trade Association Dentist Readership Survey - 2008 Results 10th November 2008

  2. Agenda • Objectives and method • Profile of respondents • Awareness and readership • Perceptions of publications and journal preferences • Reader profile • Summary of findings

  3. Objectives and method

  4. Objectives • 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

  5. Publications measured Weekly Publication • Dental Tribune* • BDJ • Dentistry • BDA News • Dental Practice • Dental Update • The Dentist • The GDP • Private Dentistry • The Probe • Primary Dental care Fortnightly Publications Monthly Publications Quarterly Publication *New in 2008

  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

  7. 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.

  9. Profile of respondents

  10. 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. Age 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…? Base: All respondents 2008 (352), 2005 (354)

  12. Experience in dentistry % Average = 19 years (same as in 2005) Q13 How many years have you been practicing dentistry? Base: All respondents 2008 (352), 2005 (354)

  13. Positionwithinthedentalpractice % Q15 Do you own your dental practice or are you an associate? Base: All respondents 2008 (352), 2005 (354)

  14. Practices appear larger than in 2005 % Dentists Average = 4 Average = 1 Hygienists Support staff Average = 5 Circles show significant differences Comment in Notes Page Q9 How many of the following are currently working at your dental practice? Base: All respondents 2008 (352), 2005 (354)

  15. Use of designated practice managers % The proportion of practices with a designated practice manager is the same as in 2005 Not stated Do not have designated practice manager Have designated practice manager Q10 Do you have a designated practice manager? Base: All respondents 2008 (352)

  16. Proportion of NHS patients 32 0-25% 25 6 26-50% 9 7 51-75% 8 2008 50 76-100% 2005 53 % 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? Base: All respondents 2008(352), 2005 (354)

  17. Involvement in purchase decisions 66% involved in the decision making process % Not stated Other Sole decision maker Do not make purchase decision I share the decision making with other members of the practice team The wording of the 2008 question is different from 2005 and so results are not strictly comparable Q16 How much involvement you have in deciding which supplies to purchase? Base: All respondents 352

  18. Awareness and readership

  19. 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. Awarenessofdentalpublications % *New in 2008 Q1 Are you aware of any of the following dentistry related publications? Base: All respondents 2008 (352), 2005 (354) Comment in Notes Page

  21. Average issue readership (AIR) % Average issue readership (AIR) – percentage reading the ‘average issue’ of each publication *New in 2008 Q2 Have you read or looked at any issue recently…? Base: All respondents 2008 (352), 2005 (354) Comment in Notes Page

  22. Frequency of reading % Generally, if dentists receive the publications they tend to read them. *New in 2008 Q3 How often do you read or look at each of the following publications Base: All respondents 2008 (352)

  23. Frequency of reading (base - readers) % Frequency of reading is really high among readers, especially for BDJ, BDA News and Dental update (similar to 2005). *New in 2008 Base: AIR readers of each title (Q2), GDP has too small a base to profile

  24. PublicationsreadbyDecisionMakers Comment in Notes Page *New in 2008 Base: All respondents (352), decision makers (272) and all final decision-makers (53)

  25. Sections of publications looked at first % 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

  26. Howdentistsreadpublications % Comment in Notes Page *New in 2008 Q6 How do you usually read each of the publications you receive? Base: All respondents 2008 (352)

  27. Perceptions of dental publications and preferences

  28. Keyfindings • 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.

  29. UKjournals – Firstchoice % *New in 2008 Q5A Which are your three preferred journals ? Base: All respondents 2008 (352), 2005 (354)

  30. UKjournals – totalpreference % 14 68 25 48 23 45 18 3 17 19 4 *New in 2008 Q5A Which are your three preferred journals? Base: All respondents 2008 (352)

  31. Mainreasonforchoosingapublication Clinical scientific articles and general dental news are the main reasons for choosing a publication % Q5B Main reason for choosing the publication? Base: All respondents 2008 (352)

  32. MainreasonforchoosingBDJ & DentalUpdate % Q5B Main reason for choosing the publication? Base: All respondents who selected Dental Update as their 1st choice publication (92) Base: All respondents who selected BDJ as their 1st choice publication (130)

  33. Overallopinionofpublications (I) Dentists have a very high opinion of their trade publications and this has not changed since 2005. % Agree (net) Q7 Do you agree with the following statements regarding your opinions and attitudes? Base: All respondents 2008 (352)

  34. Overallopinionofpublications (II) % Agree (net) Q7 Do you agree with the following statements regarding your opinions and attitudes? Base: All respondents 2008 (352)

  35. Who doestheBDTArepresent? % Q8 Who do you think the British Dental Trade Association represents? Base: All respondents 2008 (352)

  36. NB: The GDP had too small a base to profile Reader profile

  37. Profile of readers by age % *New in 2008 **Small sample size Base: AIR readers of each title Comment in Notes Page

  38. Profile of readers by years of experience (Av. years experience) % (22) (20) (23) (20) (24) (20) (23) (21) (21) (20) *New in 2008 **Small sample size Base: AIR readers of each title Comment in Notes Page

  39. Profile of readers by size of practice % *New in 2008 **Small sample size Base: AIR readers of each title

  40. Profile of readers by number of NHS patients % *New in 2008 **Small sample size Base: AIR readers of each title

  41. Profile of readers by decision makers % *New in 2008 **Small sample size Base: AIR readers of each title

  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. Key findings (II) • 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

  45. Thank you For further information contacthalina.suwalowska@ipsos.com on 020 8515 3461 catherine.lebeuze@ipsos.com on 020 8861 8153

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