Hospital Pharmacist survey

What you like about us

Hospital Pharmacist carried out a readership survey at the end of 2002. The results show that the most popular sections are the pages devoted to clinical articles

Winners of the draw
Readers who sent in their completed surveys were entered into a draw to win a £20 Pharmaceutical Press voucher. The five winners were:
Joan Beanland, Joanne Dodd, Rachel Morris, John O’ Hare and Sandra Peters

The response to the Hospital Pharmacist survey carried out in November amounted to almost 5 per cent of the readership; in market research terms this is considered excellent.

Naturally, the survey could not be classified as scientific — the sample size was relatively small and participants were self-selecting. Consequently, the views of irregular readers and those who choose to throw their copies away unopened are unknown. Nevertheless, the number of completed surveys gives an indication of what readers like and do not like. It was also interesting to note the number of overseas readers who responded, including Australia and Canada.

Age range

The survey asked readers into which age range they fell. 10.3 per cent of responders were aged 30 or under; 50 per cent were aged between 31 and 45; 33.1 per cent were aged between 46 and 60; 6.6 per cent were aged over 60. It is difficult to know whether the comparatively low number of young pharmacists is because they do not read Hospital Pharmacist or because they do not like to fill in questionnaires.

Readers’ comments

"One of the most useful journals I get for relevance to practice." Pharmacist 46–60

"Occasionally, articles lack succinctness ... but generally, the standard is good." Pharmacist 46–60

"Credit for Learning articles are great and a good way to stay up-to-date." Pharmacist 31–45

"Very concise, making me more likely to read them. Varied subjects helping me to keep informed." Pharmacist under 30

"There are too many monthly professional journals. Hospital Pharmacist could be published five times a year." Pharmacist 46–60

"The Credit for Learning exercises are excellent and have often helped me in practice" Pharmacist under 30

"I can't stand anything concerning pharmacy practice — meaningless drivel." Pharmacist 31–45

"Articles are of much more relevance than anything in the PJ" Pharmacist under 30

Sections read

One part of the questionnaire detailed each section of the journal and asked readers how often they read each one. The results showed that the sections read could be divided into three broad bands:

• Most read

• Reasonably read

• Least read

Most read The survey shows that the clinical articles are most widely read, with 89.4 per cent of responders saying that they always or usually read them. Also falling into this band and not far behind clinical articles, is the special feature section with 82.6 per cent of responders saying that they always or usually read it.

Reasonably read Of significance is the gap between the most read sections and those that are reasonably well read. Into this band fell the contents page (read always or usually by 70.2 per cent), clinical accuracy checking (65.4 per cent), original papers, (64.5 per cent), general interest articles (63.8 per cent), the news section (63.3 per cent) and the comment page (59.1 per cent).

Least read Again, there is a significant gap between sections of Hospital Pharmacist that are reasonably well read and those that are least read. Three sections fell into this band: letters page, meeting reports and interviews.

Letters Letters are always or usually read by 42.6 per cent of readers. Letters only appear sporadically in Hospital Pharmacist and usually only do so when a reader wishes to take issue with something that authors have written. Authors are given a chance to reply and both letters appear together.

Meeting reports Meeting reports are always or usually read by 37.7 per cent of hospital pharmacists. It is difficult to explain why they are read by comparatively few responders. One possible explanation is that this section is only read if it pertains to a particular specialty in which the reader has an interest.

Interviews Interviews, which appear occasionally in Hospital Pharmacist, are the least popular section of the journal, being read by 32.1 per cent of responders. Perhaps hospital pharmacists are more interested in the practice of clinical pharmacy rather than those who are the pioneers.

However, it can be seen that sections comprising the band of those least read are still read by almost a third of the readership at the very least. This is not a bad result and shows that Hospital Pharmacist is doing most things right.

HP for education

The questionnaire reveals that many hospital pharmacists regard Hospital Pharmacist as a learning tool and an aid to their ongoing education.

One question asked whether or not readers ever tear out articles; 55.5 per cent replied that they always or usually do. Moreover, 42.1 per cent of readers keep copies of Hospital Pharmacist indefinitely and 35.5 per cent of readers keep copies for up to a year.

"Credit for Learning" exercises are always done by 18.3 per cent of responders, usually done by 28.1 per cent, sometimes done by 29.8 per cent and never done by 25.2 per cent. Of the readers who attempt the exercises, 50.4 per cent send them in to be accredited. Given the time restraints and pressures placed on pharmacy staff, it is gratifying to know that so many of them do these exercises.

Readers were asked what they thought about the new Credit for Learning page, which was designed to be more user-friendly. It was thought much easier to read by 49.1 per cent of readers; 14.8 per cent preferred it on one page and 36.1 per cent had not noticed a change. Readers were also asked if they were more likely to do the exercises after the re-design. Of the 288 responders, 32.3 per cent said that they are more likely to do the exercises, 2.1 per cent are less likely to do so, and 65.6 per cent said that there would be no change. We will discover in a few months' time if the new design has encouraged more readers to participate in the scheme.