S-DMR (SSRI Doctors Media Research)

Introduction to S-DMR:

S-DMR® is a survey which gives an overview of various media (source of information) surrounding physicians, from pharmaceutical company sales representatives, attendance to academic conferences, to mass media such as TV and magazines. In addition to the usage of various media, physicians are also asked about their impression and attitude towards disease awareness campaigns (DTC advertisements) targeting general consumers.

This survey is conducted every 1-2 years, and has been conducted in years 2002, 2003, 2004, 2005 and 2007, with hospital-based and office-based physicians residing in greater Tokyo and greater Osaka areas. An updated S-DMR 2009 is currently being planned.


Outline of S-DMR 2007:

  1. Project name: SSRI Doctors Media Research (S-DMR®)
  2. Objective: To quantitatively analyze the physician's usage of various media, in order to contribute to planning of media strategy.
  3. Methodology: Postal survey
  4. Survey region: Greater Tokyo and greater Osaka
  5. Sample size: Total of 1,447 physicians.
    • Hospital-based physicians (approx. 50 from each specialty): general IMs, cardiologists, gastroenterologists, psychiatrists, orthopedists, dermatologists, ophthalmologists, ob/gyns, urologists, ENTs.
    • Office-based physicians (approx. 100 from each specialty): general IMs (i.e. GP/PCP), psychiatrists, orthopedists, dermatologists, ophthalmologists, ob/gyns, urologists, ENTs.
  6. Fieldwork schedule: December 10, 2007- January 8, 2008

Contents of S-DMR 2007:

  1. Television usage
    • Time period of watching TV
    • Frequently viewed TV stations (15 stations)
    • Frequently viewed TV programs (275 programs)
  2. Radio (FM/AM) usage
    • Usage of radio in past 1 month
    • Time period of listening to radio
    • Frequently listened to radio stations (19 stations)
    • Frequently listened to radio stations by time periods (19 stations)
  3. Newspaper/magazine usage
    • Usage of newspapers (morning edition 22 papers / evening edition 12 papers)
    • Usage of magazines: common and specialized (29 magazines)
    • Specialized magazines frequently read (160 magazines)
  4. Internet usage
    • Internet usage
    • Time periods of using internet
    • Hours using the internet
    • Usage of specific websites (24 sites)
  5. Diseases awareness campaigns (DTC ads)
    • Awareness of DTC ads
    • DTC ads that they have seen
    • Their thoughts on DTC ads for pharmaceutical products
    • Positive views towards DTC ads
    • Negative views towards DTC ads
    • Disease areas they would like to see DTC ads and reasons (28 diseases)
  6. Image of pharmaceutical companies and their sales representatives
    • Sales rep visitation rates in past month (49 companies)
    • Sales rep visitation frequencies
    • Impressions towards the visiting sales reps
    • Impressions towards the companies
    • Company image and viewed strengths
  7. Participation to academic conferences and seminars
    • Number of attendance in past year
    • Memorable seminars
  8. Drugs recently adopted into the formulary
    • Newly adopted products in past 6 months
    • Source of learning about new products
    • Source that led to the trigger of using new products
  9. Usage of public media for collecting medical information
    • Degree of using public media for collecting medical information
    • Medical information in public media that interests them

Some results:

  • 3 major magazines that were frequently read by physicians; "Japan Medical Association Magazine" "Nikkei Medical" and "Medical Tribune".
  • Approximately 90% of physicians were using the internet, with majority using "Yahoo! Japan" as the start page for web browsers.
  • Many were attending more than three "manufacturer sponsored seminars" a year, with many considering Pfizer's seminar to be most interesting, followed by Astellas and Takeda's seminars.
  • Astellas had the highest sales representative visitation rates, and were also considered most "favorable" on average, in terms of sales rep evaluation.

PRICE: 2,500,000 YEN

Also available by sections: TV portion 750,000 Yen, Radio portion 250,000 Yen, newspaper portion 250,000 Yen etc.
  • *If payment is to be made domestically, additional 8% local tax will be added to the total fee