Tuesday, August 25, 2026

LA-Med study shows broad media mix among specialists

The German healthcare media research association LA-MED published the 20th edition of its specialist physician study on 19 August 2026. The findings point to a continued strong role for medical journals, while also showing that physicians in hospitals and practices use a broad set of information sources.

The study is based on responses from 2,566 specialist physicians, analysed by IFAK Markt- und Sozialforschung. It measured reach and usage data for 76 medical specialist journals from 13 publishers. Covered disciplines include dermatology, gynaecology, ENT, internal medicine, neurology and psychiatry, orthopaedics and trauma surgery, paediatrics and urology.

Medical journals remain a major channel

Across the journals included in the study, the average readers-per-issue figure stands at 47 percent. The leading titles in individual specialist groups reach up to 83 percent. Compared with the 2024 study, most titles recorded a slight decline in reach, described by the study organisers as being in the low single-digit percentage range.

The analysis also looks beyond the standard reach metric, including core reader figures and reader loyalty. Four of the 76 journals were either newly included or returned to the survey after an interruption.

IFAK managing director and project lead Sören Winzer places the development in the context of a broader media market trend. According to his assessment, the data do not indicate that specialist journals are being replaced by other media. Instead, physicians are combining several sources in their professional information routines.

Congresses, peers and digital sources complement journals

Medical journals rank first among professional information sources, used by 65.2 percent of respondents. Peer discussions follow at 61.3 percent, with meetings and congresses at 49.6 percent.

Specialist books and professional websites also remain relevant, but their trajectories differ. The share for specialist books fell from 39.9 percent in 2024 to 34.8 percent in 2026. Specialist websites increased from 31.2 percent to 33.4 percent over the same period.

When physicians look for information on new therapy options, the picture is similarly diverse. Congresses, peer exchange and German-language specialist journals lead the ranking, followed by searches via search engines and online archives.

AI use is measured for the first time

A new element in the 2026 study is the representative measurement of AI queries in a medical context. Respondents were able to name tools such as Google Gemini, ChatGPT or Copilot as information sources in the touchpoint relevance check.

46 percent of surveyed specialists consider AI queries a relevant source for questions on new therapies. For 10.3 percent, AI tools are already among the three preferred information sources in this area.

LA-Med board member Walter Bischof describes the inclusion of AI use as a first step towards better transparency on adoption and acceptance among specialist physicians. LA-Med’s digital project group is working on an additional survey format to collect further data.

Social media is mainly used for information

Social networks and other social media services were again part of the analysis. For the first time, the study also asked which purposes the platforms serve. Across the different services, information gathering ranks first, followed by entertainment, networking, continuing education and training.

This means social media is not used solely as a classic information channel in physicians’ professional media routines. It also supports exchange, relationship building and learning.

Journals trigger follow-up activities

The study’s activation check examines what actions follow from reading medical specialist journals. 87.8 percent of respondents said journal reading had prompted them to engage with new therapies. 80 percent cited participation in continuing education, while 67.1 percent mentioned congress attendance.

Other reported effects include web research at 67.2 percent, new patient offerings at 54.8 percent and product recommendations at 53.2 percent. The figures underline the role of medical trade media within a wider ecosystem of professional communication and education.