Canadian Association of Medical Publishers (CAMP) April 2014

About CAMP  CAMP represents 30+ of Canada’s most influential medical journal/publication brands  Collectively our publications saturate the market with content including research, CME learning, news & practice advice  Physicians not only read our journals/publications, they engage with them. Many physicians participate, consult, write and review content. They know what their peers want and direct editorial decisions that best represent a physicians’ point-of-view  Physician relationships have been forged through our equal belief that information sharing of credible 3rd party editorial represents the best possible outcomes for patients  Peer-reviewed journals/studies have long been used by pharma companies in their R&D, to support their strategy

CAMP Members / Brands Canadian Medical Association: Canadian Medical Association Journal, Canadian Journal of Rural Medicine, Canadian Journal of Surgery, Journal of Psychiatry and Neuroscience, Santé Inc. Canadian Urological Association: Canadian Urological Association Journal The College of Family Physicians of Canada: Canadian Family Physician Healthcare Media Partners Inc.: Canadian Family Physician, New England Journal of Medicine / Journal Watch, The Journal of Rheumatology JLS Media: Canadian Family Physician, The New England Journal of Medicine / Journal Watch, The Journal of Rheumatology Keith Communications Inc.: Canadian Journal of Respiratory Therapy, Canadian Pharmacist Journal, Canadian Journal of Diabetes, Pharmactuel, The Canadian Journal of Hospital Pharmacy, Le Médecin du Québec, Ontario Medical Review, Compendium of Pharmaceutical & Specialties, Journal of Obstetrics and Gynaecology Canada, Canadian Urological Association Journal Parkhurst Publishing: Doctor's Review, Oncology Exchange Pulsus Group: Canadian Journal of Gastroenterology, Canadian Journal of Infectious Diseases & Medical Microbiology, Canadian Journal of Plastic Surgery, Canadian Respiratory Journal, Pain Research & Management, Paediatrics & Child Health Rogers Healthcare Group: CanadianHealthcareNetwork.ca / ProfessionSante.ca, The Medical Post, L’actualité Medicale, Pharmacy Practice+, L‘actualité Pharmaceutique, Quebec Pharmacie STA Healthcare Communications: Canadian Journal of CME, Canadian Journal of Diagnosis, Clinicien Plus

Key Learnings  Print readership +15% since 2008, even as physicians add more channels to their information sources*  Medical publications key for “Rx product” & “patient treatment information”; ranked close #2 after live CME*  Print editions read by 90% of physicians vs. digital editions by 52%*  Physicians spend 5 hours/month (average) reading medical publications (MRI study, Canada)  Young doctors (<10 yrs.) are 15% more likely to totally agree medical publications are a “valuable source of information”*  Articles in medical publications often consumed in several sittings, allowing associated advertising messages to become embedded**  Print ads perceived by physicians as part of the overall journal experience ** *PMB MMS **Dr. Larsen, MD Ontario (extracted from CAMP info session, Fall 2013)

Key Learnings  Medical publication websites ranked = to pharma reps, > than pharma websites as “source for Rx product info”*  Medical publication websites use by physicians*:  +9% since %  medical portals 56%  disease sites 51%  pharma sites only 17%  Physicians spend much of their online time in closed loop environments (EMR, MDWeb, Up-to-date) with limited or no advertising exposure (Manhatten Research)  Digital and print advertising inventory models are not equal  Each unique channel requires creative best suited to maximize engagement  Digital is one tactical execution of a marketer’s communication strategy & works best when judiciously combined with other more traditional tactics *PMB MMS

Medical vs. B2B Rate CPM’s Based on: Canadian Advertising Rates & Data (CARD) 1X4/C rates, published circulations (2013 rates for all titles excluding medical where 2014 rates were used) 137 B2B National Engl. Publications, 27 industry sectors (125 magazine size, 12 tabloid size) 7 medical Engl. Publications (CFP, CMAJ, CME, Diagnosis, Doctor’s Review, Medical Post) 46 B2B Fr. Publications, 16 industry sectors (39 magazine size, 7 tabloid size) 4 medical Fr. Publications (Clinicien plus, L’actualite Medicale, Le Medecin du Quebec, Sante. Inc) English B2B Publications CPM Comparison Average B2B English CPM, Excluding Medical Publications Average English CPM, Medical Publications Only Magazine: $425$176 Tabloid: $481$289 French B2B Publications CPM Comparison Average B2B French CPM, Excluding Medical Publications Average French CPM, Medical Publications Only Magazine: $447$320 Tabloid: $771$498

Publishing Model  Significant investment over many years in establishing a highly trusted & engaging channel  High & growing readership supports this investment  Publishers support digital innovation; without support of the core business, digital investment challenging  Association journals: member benefit, must distribute to all members