Female Healthcare Consumers: 2018 National Omnibus Study Results Rob Klein, Founder & CEO Klein & Partners Disclaimer: Please feel free to use these charts in any of your presentations; just cite Klein & Partners as the source of the information.

National sample with an oversample of women Methodology Online survey n=600  +/-3.4% at the 90% CL Fielded: March 23-29, 2018 National sample with an oversample of women Note: Arrows () and bolded scores indicate a statistically significant difference between those two data points [Female: n=429/Male: n=171]

Demographic profile Demographic profile Women (A) Men (B) Average age 44 53A Children <18 responsible for 31%B 18% Ethnicity Caucasian Hispanic African American Asian 57% 21B 14B 6 75%A 10 7 5 College education 21% 47%A Median income $45,526 $68,921A

What did we learn?

Online health-related information searching

Online health-related information searching Significantly higher among women than men (77% vs. 66%) 72% in 2018 62% in 2016 Q1: In the past year have you searched online for health-related information? Q2: When you are searching the Internet for health-related information, what type of device are you most likely to use?

Voice search for health-related information 23% have used voice search for health-related information  Equal for both women and men Millennials 42% Gen X 22% Boomers 14% Silent 5% Voice search declines significantly by age Q3: Have you used a voice search using a digital assistant such as Google Home, Amazon Echo, Apple HomePod, etc. to find any health-related information?

Search results consumers look at Search results behavior does NOT vary between females and males. Q4: When you are looking for health-related information, how far down in a search do you tend to look?

Hospital websites visited

Visited a hospital/system website in past 3 months 29% 2016 44% 2018 Visited a Hospital/System Website in the Past 3 Months Women – 43% Men – 45% Millennials are significantly more likely than their older counterparts to get to your site after a Google search (43%). Millennials also are most likely to click on an online ad (10%). Entering your name in directly goes up with age. No differences in how women and men ended up at the website. Q10: Have you been to a hospital or health system website in the past 3 months? Q11: How did you end up at this website?

Primary reason for visiting this hospital/system website most recently Women – 15% Men – 3% Women – 5% Men – 0% Q12: What was your primary reason for visiting this website?

Difficulties accomplishing website tasks are patient portal-driven. Accessed the patient portal during most recent hospital/system website visit Women – 51% Men – 58% Did Not Access Patient Portal Accessed Patient Portal Difficulties accomplishing website tasks are patient portal-driven. Q13: Think about the reason you just checked for visiting this website, did you access the patient portal to complete this task or not? Q14: Were you able to complete this task…?

Decision-making

Healthcare organization favorability ratings Very Unfavorable Very Favorable Q33: Next is a list of healthcare organizations and providers. Based on everything you know about each, whether through direct experience or things you have heard or read, please tell us how favorable you are towards each using a scale of 1 to 10 where 1 means very unfavorable and 10 means very favorable.

Most valued services from local hospital among women Q22: What types of services do you most value from your local hospital?

Local hospital outreach program participation and interest among women * * *Men are significantly less likely to be interested in these programs. Q23: Local hospitals often offer several different types of health and wellness outreach programs to residents…

PCP choice factors Have a PCP Women – 79% Men – 86% Q24: Do you have a PCP? Q25: When you chose your current PCP which of the following factors did you consider when you were deciding on which doctor you chose? Q25a: And, which one of these factors would you say had the biggest influence on which PCP you chose?

Hospital loyalty factors * For women it’s more about family. * *Significantly higher among women Q27: What makes you most loyal to a hospital?

Healthcare decision-maker Q28: Beyond your own health needs, who else in your life are you making healthcare decisions for or influencing the health of?

Significantly higher among women (22%) than men (10%). Frequency of decision-making for others in and outside the immediate household Significantly higher among women (22%) than men (10%). Q29: How often, if at all, do you determine or influence healthcare decisions for those living in your household? Q30: And, how often, if at all, do you determine or influence healthcare decisions for those living outside your household?

Women’s healthcare influence on others This is why scheduling Apps are key. Significantly higher (↑) or lower (↓) than men Q31: In what ways are you impacting healthcare and healthcare decisions for others?

Words that describe consumers Q32: Next, which of the following words describe you personally?

Advertising reactions

Healthcare TV ads consumers are most likely to tune in and listen to Women (A) Men (B) Real patient testimonials 19 15 Physicians talking with patients about their medical situation 11 8 Real patient stories using actor portrayals 12B 6 Facts and figures about the hospital’s performance 5 10A Well-known healthcare expert talking about the hospital 7 Physicians talking to the audience or among themselves 7B 3 Funny, entertaining advertising Dramatic healthcare stories Discussion of quality awards won 2 Use of non-healthcare images or analogies Famous spokesperson talking about the hospital CEO talking about the hospital 1 None of these 22 32A #1 Real patient stories Q45: Next, we have a question about healthcare TV advertising. All TV ads try to convey their message using a variety of themes or story-telling methods. If you saw a TV ad for a local healthcare organization such as a hospital or health system, which one of the following themes would make you MOST LIKELY to tune in and listen to what the ad was saying?

Hospital/system advertising recall 26% Hospital/ System Ad Recall Response Rate 10% 13% 7% 14% 38% 15% 55% 67% 0% 12% Women – 8% Men – 22% Women – 27% Men – 25% If women don’t respond to ads, it is mostly because there is no need; not a poor ad. Women are significantly less likely than men to respond to TV, newspaper, direct mail, YouTube, bus, billboard, and radio, advertising. Q46: Do you recall having seen, heard, or read any advertising in the past several months from a local hospital or health system? Q47: Where do you recall seeing, hearing, or reading advertising for a local hospital or health system? Q48: Did you respond to any of the ads that you saw for any of this local hospital or health system advertising that you recall?

How consumers are prone to respond to a hospital/system advertisement Yet another reason why your website is your ‘digital front door’ and can build or erode a brand relationship with consumers (especially women). Q49: If you respond to a hospital or health system ad, are you more likely to…?

Healthcare information sources Q50: Where do you get most of your information about healthcare?

Balance between TV ad length and message resonating with women Men feel the same way. Q51: TV ads tend to come in three lengths 15 seconds, 30 seconds, 60 seconds. How do you feel about the balance between length and the message resonating with you for each length?

Ad mediums that resonate most  13% for men  25% for men Q52: Which types of hospital or health system advertising, if any, do you tend to remember the message more?

Use of ad blocking software among women 40% (Same for men) Q53: Do you use any ad blocking software on your computer?

Apps – ads or subscription? People often complain about all the ads on their Apps, yet few are willing to pay a subscription fee to be rid of them! Women Men Always go free with ads 38% 32% Usually go free with ads 23% 26% Mixed 28% 27% Usually get ad-free subscription 6% 5% Always get ad-free subscription 5% 10% Q54: When you get an App and it offers you the choice of being free but there are ads, or you pay a subscription fee and it is ad-free, which way do you typically go?

Skipping ads before videos Women (63%) are significantly more likely than men (52%) to always hit the ‘skip ad’ button, while Millennials are more likely to watch the ads to the end (11%). I always hit ‘skip ad’ button when it appears – 58% Sometimes I watch the ad if it interests me – 29% I usually watch the ads to the end – 6% Not sure – 7% Q55: If you are watching a video and an advertisement runs automatically before you can view the video, do you watch the entire ad or hit the 'skip ad' button when it lets you?

“Retail has learned healthcare faster than healthcare has learned retail.” --Rob Klein, Founder & CEO, Klein & Partners Retail clinics

Women’s use of retail clinics for medical care Q60: In the past year, have you been treated at a retail walk-in clinic (e.g., CVS, Walgreens, etc.)? (e.g., types of care could include: when you are sick, getting a flu shot, getting a physical, etc.) Q61: What is the name of the retail walk-in clinic you used most recently?

Women’s use of retail clinics for medical care Q60: In the past year, have you been treated at a retail walk-in clinic (e.g., CVS, Walgreens, etc.)? (e.g., types of care could include: when you are sick, getting a flu shot, getting a physical, etc.) Q62: Which of the following best describes when and how you use this retail clinic for care?

Q60: In the past year, have you been treated at a retail walk-in clinic (e.g., CVS, Walgreens, etc.)? (e.g., types of care could include: when you are sick, getting a flu shot, getting a physical, etc.) Q63: Next, based on everything you know about retail clinics, please agree or disagree with the following statements…

Thanks!