Healthcare Media Research Report 2012

Healthcare Media Research Report

2012

Introduction

•  The findings cited in this report are based on research conducted by True North Custom Media om Q2 2011 through Q4 2012. The data is aggregated om more than 30 markets comprised of 6,060 households nationwide.

•  These findings were gained through administration of direct mail surveys distributed to randomly selected samples of households that receive hospital-sponsored magazines.

2 Healthcare Media Research Report 2012

Executive Summary

•  Print is the most preferred channel for receiving health & wellness information.

•  Over half (52.3%) of households spend 10 minutes or more reading a hospital magazine.

•  Over half (52.0%) of readers have taken one or more actions as a result of reading a hospital publication.

•  Hospital magazines are effective at strengthening positive perceptions within the community.

•  Readers have distinct opinions on preferred topics in hospital magazines.


Print is the dominant preference for receiving health & wellness information among consumers.

45.5%

20.2%

13.3% 12.3% 9.1% 8.0% 7.3%

4.6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Print Websites Television Email Postcards Events Radio Billboards

Media Preference % Marked Most Preferred

4

N = 3,618 – 4,731 How do you prefer to receive health & wellness information?

Healthcare Media Research Report 2012

Readers favor reading health & wellness topics over hospital-centric content.

64.9% 63.7% 63.5% 61.8% 61.8% 59.0% 56.6% 47.0% 44.2% 40.4%

30.1% 27.1%

Aging & Health

Food & Nutrition

Advances in

Medicine

Fitness & Exercise

Women's Health

Heart Health

Men's Health

Mental Health

Physician Profiles

Children's Health

Patient Stories

Hospital News & Awards

Topic Preference % Marked Most Interested or Highly Interested

5

N = 1,646 – 3,102

Tier 1 Tier 2

Tier 3

How interested are you in reading about each of the following types of health and wellness information?


Recipients spend a significant amount of time reading hospital magazines.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Time Spent Reading

Don’t Read Magazine, 23.4%

Fewer than 10 Minutes, 24.2%

10 – 14 Minutes, 15.5%

15 - 29 Minutes, 20.8%

30 - 59 Minutes, 11.9%

1 Hour or More, 4.1%

6

Depth of Reading

Don’t Read Magazine, 20.9%

Read Articles of Interest, 22.5%

Skim the Issue, 23.2%

Read Most of the Issue, 21.7%

Read Cover to Cover, 11.7%

How much time do you generally spend reading [publication]? Which of the following best describes how you read [publication]?

Time Spent Reading N = 2,336 Depth of Reading N = 2,570


Over half (52.0%) of readers have taken one or more actions due to reading a hospital publication.

19.9% 19.8% 24.2%

7.2% 4.3%

1.3% 2.7%

8.3% 5.0%

0%

5%

10%

15%

20%

25%

30%

Action Taken (Multiples Responses Allowed)

7

In the last 12 months, which of the following actions have you taken as a result of reading [publication]? N = 1,682

According to the Direct Marke>ng Associa>on, typical direct mail response

rates are between 1.3% and 3.4%.


Conclusion

•  Hospital magazines offer the greatest reach into a local market community. – Print is the most preferred medium for receiving

health & wellness information. – People are willing to spend a large amount of time

(15+ minutes) reading a hospital magazine. – People are very likely to take some form of action as

a result of reading a hospital magazine. – Hospital magazines are effective at strengthening

positive perceptions in the community.


APPENDIX


Demographics

Male; 63.2%

Female; 36.0%

N/A; 0.9%

Gender

<30; 7.5%

30-39; 22.1%

40-49; 21.5%

50-59; 21.8%

60-69; 16.4%

70+; 10.4% N/A; 0.3%

Age


Demographics, Cont.

14.2% 15.5% 14.1% 15.3% 10.7% 7.3%

12.7% 3.8% 6.1%

0.3%

< $20k $20k - $29k

$30k - $39k

$40k - $49k

$50k - $74k

$75k - $99k

$100k - $124k

$125k - $144k

$145k+ N/A

Income


Healthcare Media Research Report 2012

Health & Medicine

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