Post on 18-Jan-2016
Media Consumption in the Hospital C-Suite
Results from the Kantar Media Professional Health2011 Hospital Management Study
© 2011 Kantar Media
Background & Methodology
Kantar Media’s Hospital Management study is designed to provide marketers, agencies and publishers with:
• Syndicated (i.e. independent, third-party, available to any subscriber) media measurement data
• Insights on hospital executives’ use of internet, mobile, and tablet media; as well as importance ratings and
exposure to a range of traditional and new information sources
• An unbiased evaluation of publication readership among hospital CEOs, CFOs, CIOs and other executives
Study Methodology
• List source: SK&A compiled hospital executive list.
• Names selected on an n-th name basis, from within the target executive audiences.
• Questionnaires mailed between February 2011 and May 2011.
• Two versions of questionnaire used, with publications listed in random order on each.
• Aided recall, with publication name and cover image used.
• Monetary incentive accompanied each questionnaire.
2© 2011 Kantar Media
Background & Methodology
3© 2011 Kantar Media
TotalChief
ExecutivesFinancial
ExecutivesInformation Executives
Universe 24,717 16,049 5,476 3,192
Usable Sample
2,782 875 852 1,055
Completion Rate
22% 20% 23% 22%
Respondents 603 172 195 236
Background & Methodology
4© 2011 Kantar Media
Sample Questionnaire
Reading frequency and thoroughness
Reading platform
Background & Methodology
Receivers
• Based on all read/look responses other than “O of 4 – Do not receive”
• Receivership scores are NOT based on a publication’s circulation, but are likely reflective of it, along with
pass-along and general awareness of publication in the market
Average Issue Readers
• Straight weighting of reading frequency responses, with 4 of 4 = 100%, 2 of 4 = 50%, 1 of 4 = 25%, etc.
• Measures the percent of audience who will read at least some of an average issue (so a 50% Average Issue
Reader score means that half of the target audience reads any given issue of that publication).
Page Exposure
• Frequency of reading (0-4 of 4 issues) x percent of pages read (1-33%, 34-66%, 67-100%)
• Measures the percent of audience likely to see any given page in an average issue of the publication (so a
25% Page Exposure score means that any one ad or edit page in that publication will likely be seen by a
quarter of the total audience
5© 2011 Kantar Media
Reader Profile: Modern HealthcareTotal C-Suite
6© 2011 Kantar Media
Table 101
Receivership Among Hospital C-Suite
7© 2011 Kantar Media
Universe: 24,717Sample Size: 603
Table 101
Readership Among Hospital C-Suite
8© 2011 Kantar Media
Universe: 24,717Sample Size: 603
Table 101
Page Exposure Among Hospital C-Suite
9© 2011 Kantar Media
Universe: 24,717Sample Size: 603
Table 101
Receivership, Readership, and Page Exposure Among Hospital Executives (Total Sample)
10© 2011 Kantar Media
Table 101
Receivership Among Hospital CEOs
11© 2011 Kantar Media
Universe: 16,049Sample Size: 172
Table 201
Readership Among Hospital CEOs
12© 2011 Kantar Media
Universe: 16,049Sample Size: 172
Table 201
Page Exposure Among Hospital CEOs
13© 2011 Kantar Media
Universe: 16,049Sample Size: 172
Table 201
Receivership, Readership, and Page Exposure Among CEOs
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Table 201
Publication Hospital Executives Would Most Like To Receive
15© 2011 Kantar Media
Table 601
Receivership Among Hospital Financial Executives
16© 2011 Kantar Media
Universe: 5,476Sample Size: 195
Table 301
Readership Among Hospital Financial Executives
17© 2011 Kantar Media
Universe: 5,476Sample Size: 195
Table 301
Page Exposure Among Hospital Financial Executives
18© 2011 Kantar Media
Universe: 5,476Sample Size: 195
Table 301
Receivership Among Hospital CFOs
19© 2011 Kantar Media
Universe: 4,942Sample Size: 176
Table 302
Readership Among Hospital CFOs
20© 2011 Kantar Media
Universe: 4,942Sample Size: 176
Table 302
Page Exposure Among Hospital CFOs
21© 2011 Kantar Media
Universe: 4,942Sample Size: 176
Table 302
Receivership, Readership, and Page Exposure Among Financial Executives
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Table 301
Publication Financial Executives Would Most Like To Receive
23© 2011 Kantar Media
Table 601
Receivership Among Hospital Information Executives
24© 2011 Kantar Media
Universe: 3,192Sample Size: 236
Table 401
Readership Among Hospital Information Executives
25© 2011 Kantar Media
Universe: 3,192Sample Size: 236
Table 401
Page Exposure Among Hospital Information Executives
26© 2011 Kantar Media
Universe: 3,192Sample Size: 236
Table 401
Receivership Among Hospital CIOs
27© 2011 Kantar Media
Universe: 2,272Sample Size: 168
Table 402
Receivership Among Hospital CIOs
28© 2011 Kantar Media
Universe: 2,272Sample Size: 168
Table 402
Page Exposure Among Hospital CIOs
29© 2011 Kantar Media
Universe: 2,272Sample Size: 168
Table 402
Receivership, Readership, and Page Exposure Among Information Executives
30© 2011 Kantar Media
Table 401
Publication Information Executives Would Most Like To Receive
31© 2011 Kantar Media
Table 601
Modern Healthcare readership among decision makers
Decision-Maker
Universe
Average Issue
ReadersReader Rank
Page Exposures
Exposure Rank
Management/Business Consulting 19,233 80% #1 50% #1
Financial/Banking 13,811 81% #1 52% #1
Insurance/Risk Management 12,154 82% #1 51% #1
Asset Management Services 13,400 80% #1 49% #1
Group Purchasing 14,071 81% #1 52% #1
Legal 14,123 82% #1 53% #1
Marketing Products/Services 14,554 82% #1 52% #1
Leadership Development/Training 17,812 80% #1 50% #1
Staffing Services 14,061 83% #1 53% #1
32© 2011 Kantar Media
Respondents answering that they recommend, specify, or make final decision on each product/service category
Table 704
Modern Healthcare readership among decision makers
Decision-Maker
Universe
Average Issue
ReadersReader Rank
Page Exposures
Exposure Rank
Clinical IT Software/Service 15,578 77% #1 47% #1
Imaging/Radiology 13,854 80% #1 52% #1
Patient Care/Monitoring Equipment/Service 13,530 80% #1 52% #1
Other Medical Equipment 13,896 82% #1 52% #1
Service (equipment) Contracts 16,276 81% #1 51% #1
Medical Supplies 8,965 82% #1 51% #1
Pharmaceuticals 7,391 81% #1 54% #1
Clinical Management/Consulting Services 13,040 83% #1 53% #1
Clinical/Technical Education 10,194 79% #1 51% #1
33© 2011 Kantar Media
Respondents answering that they recommend, specify, or make final decision on each product/service category
Table 704
Modern Healthcare readership among decision makers
Decision-Maker
Universe
Average Issue
ReadersReader Rank
Page Exposures
Exposure Rank
Business IT Software/Services 15,542 76% #1 48% #1
IT Consulting 13,945 76% #1 47% #1
Computers & Related Equipment 13,779 76% #1 47% #1
Handheld/Wireless Technologies 12,771 76% #1 47% #1
Communication Systems 13,755 78% #1 49% #1
Business Equipment/Supplies/Furniture 14,169 79% #1 50% #1
Financial Software 13,221 76% #1 46% #1
Design/Construction/Building 14,738 83% #1 53% #1
Outsourced Facilities-Related Services 14,921 83% #1 53% #1
34© 2011 Kantar Media
Respondents answering that they recommend, specify, or make final decision on each product/service category
Table 704