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Readers seek research, treatment news

Conquest - Fall 2012

Recently, we asked readers of Conquest/Annual Report to tell us what they think of their online experience with the publication. And what we heard is in line with the goals and direction for the magazine. Here are the highlights.

Which areas or sections do you find most interesting?

  • Leading responses were research news (84.7%) and features on patient care, research, prevention and education programs (83.8%), followed by cancer survivor profiles (60%).

How has Conquest/Annual Report content affected you?

  • By far, the top response (83%) was that readers learned more about
    MD Anderson’s contributions to cancer research and treatment. Also, 45.1% said they shared the magazine/articles with others and 43.4% recommended
    MD Anderson to a patient, friend or relative, or made an appointment.

If you read Conquest/Annual Report online, can you easily find the content that interests you?

  • The publication’s organizational structure must be working fairly well, as 78% said yes and 22% said sometimes.

How much of Conquest/Annual Report do you usually read?

  • Of respondents, 54% said some of it and 42.1% said all of it.

If you read Conquest/Annual Report online, what type of multimedia do you prefer?

  • Readers prefer video (63.9%) and photo slideshows (60.5%) over audio (23.4%).

If you subscribe to the online version of Conquest/Annual Report, what aspects of the email alert make you more likely to read the articles?

  • The majority of respondents said interesting topics (72.8%), while the
    MD Anderson name (47.9%) and an interesting email subject line (45.1%) were also deemed important.

How do you read Conquest/Annual Report?

  • Since this was an online survey, it’s not surprising that 73.2% said they read the publication online, with 9.8% indicating they read it on a smartphone or other mobile device. But print isn’t dead, as 24.7% said they read the paper version.

If Conquest were available as a mobile tablet app, which device would you view it on?

  • Apple’s iPad (30.2%) was the most popular response. But it’s clear that many readers haven’t ventured down that road yet, as 54% said they don’t use a tablet or e-reader. (Note: We’re developing a tablet version of Conquest.)

Which social media sites do you regularly use?

  • Facebook (50.2%) was the top choice, followed by YouTube (23%) and LinkedIn (17%). Only 9.4% said Twitter, and 42.1% said they don’t use any of these sites.

What best describes your relationship with MD Anderson?

  • The largest group of readers is cancer patients/survivors (40.4%).

Do you have any comments or suggestions for Conquest/Annual Report?

We received a number of positive comments including:

  • “Keep up the good work. It helps me to learn what is going on in the cancer care world without doing all the research myself. It saves me valuable time.”
  • “Excellent information that helps us to understand and improve the new quality of life as a survivor of lymphoma.”
  • “I was a senior fellow in surgery at MD Anderson way back in 1968-69. I thoroughly enjoy reading Conquest to see the many advances in cancer treatment based on the tremendous volume of cancer research done at
    MD Anderson. I have referred many patients to you for treatment in my 43 years of private practice.”

We also received some suggestions for content:

  • “More focus is needed for prospective patients seeking cancer care when traditional treatment options have failed.”
  • “Include more articles on cancer prevention strategies, e.g., eating, exercising, nutrition, etc.”
  • “Perhaps an interactive forum with researchers would be useful.”

Review the full survey results. (pdf)

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