Media Consumption in the Hospital C-Suite Media Consumption in the Hospital C-Suite Results from the Kantar Media Professional Health 2013 Hospital Management Study

Background & Methodology: Overview 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. Paper questionnaires mailed between March 2013 and June questionnaire was sent in June 2013 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. 90% Confidence, +/- 2-3% (Total Sample) 2© 2013 Kantar Media

Background & Methodology: Audiences Studied 3 Total Chief Executives Financial Executives Information Executives Universe24,68915,6725,0933,924 Usable Sample 4,9821,9341,5201,528 Completion Rate 12%13% 12% Respondents © 2013 Kantar Media

Background & Methodology: Statistical Significance 4© 2013 Kantar Media

Background & Methodology: Publications studied 12 publications studied: – Executive Insight – Healthcare Executive – Healthcare Finance News – Healthcare Informatics – Healthcare IT News – Health Data Management – HealthLeaders – Health Management Technology – hfm Magazine – Hospitals & Health Networks – Modern Healthcare – Trustee © 2013 Kantar Media

Background & Methodology: Questionnaire 6 Sample Questionnaire Reading frequency and thoroughness Reading platform © 2013 Kantar Media

7 Background & Methodology: How it adds up

Background & Methodology: Metrics 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%, %) 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 8© 2013 Kantar Media

Total C-Suite © 2013 Kantar Media

Receivership Among Hospital C-Suite 10 Universe: 24,689 Sample Size: 619 Table 101 © 2013 Kantar Media

Average Issue Readers Among Hospital C-Suite 11 Universe: 24,689 Sample Size: 619 © 2013 Kantar Media

Page Exposure Among Hospital C-Suite 12 Universe: 24,689 Sample Size: 619 Table 101 © 2013 Kantar Media

Publication Hospital Executives Would Most Like To Receive 13© 2013 Kantar Media Table 601 Universe: 24,689 Sample Size: 619

Reader Profile: Modern Healthcare Total C-Suite 14© 2013 Kantar Media Table 101

CEOs © 2013 Kantar Media

Receivership Among CEOs 16 Table 201 © 2013 Kantar Media Universe: 15,672 Sample Size: 243

Average Issue Readers Among CEOs 17© 2013 Kantar Media Universe: 15,672 Sample Size: 243

Page Exposure Among CEOs 18 Table 201 © 2013 Kantar Media Universe: 15,672 Sample Size: 243

Modern Healthcare Chief Executives (15,672) out of 458% 3 out of 414% 2 out of 410% 1 out of 47% 0 out of 42% Do Not Receive9% %47% 34-66%35% 1-33%18% Readers as a % of Receivers98% 4/4 as % of Total Readers65% Table 201 © 2013 Kantar Media Table 201

Publication CEOs Would Most Like To Receive 20© 2013 Kantar Media Table 601 Universe: 15,672 Sample Size: 243

Financial Executives © 2013 Kantar Media

Receivership Among Hospital Financial Executives 22 Universe: 5,093 Sample Size: 196 Table 301 © 2013 Kantar Media

Average Issue Readers among Hospital Financial Executives 23 Universe: 5,093 Sample Size: 196 Table 301 © 2013 Kantar Media

Page Exposures Among Hospital Financial Executives 24 Universe: 5,093 Sample Size: 196 Table 301 © 2013 Kantar Media

Modern Healthcare Financial Executives (5,093) out of 448% 3 out of 414% 2 out of 415% 1 out of 49% 0 out of 46% Do Not Receive8% %36% 34-66%38% 1-33%26% Readers as a % of Receivers94% 4/4 as % of Total Readers56% Table 201 © 2013 Kantar Media Table 301

Publication Financial Executives Would Most Like To Receive 26© 2013 Kantar Media Table 601 Universe: 15,672 Sample Size: 243

Information Executives © 2013 Kantar Media

Receivership Among Information Executives 28 Universe: 3,924 Sample Size: 180 Table 401 © 2013 Kantar Media

Average Issue Readers Among Information Executives 29 Universe: 3,924 Sample Size: 180 Table 401 © 2013 Kantar Media

Page Exposure Among Information Executives 30 Universe: 3,924 Sample Size: 180 Table 401 © 2013 Kantar Media

Modern Healthcare Information Executives (3,924) out of 432% 3 out of 413% 2 out of 416% 1 out of 421% 0 out of 48% Do Not Receive9% %25% 34-66%39% 1-33%36% Readers as a % of Receivers90% 4/4 as % of Total Readers40% Table 201 © 2013 Kantar Media Table 401

Publication Information Executives Would Most Like To Receive 32© 2013 Kantar Media Table 601 Universe: 3,924 Sample Size: 180