STUDY: OUTPATIENT SURGERY MAGAZINE AGAIN RANKED BEST AMONG SURGERY FACILITY MANAGERS

Transcription

1 NEWS STUDY: OUTPATIENT SURGERY MAGAZINE AGAIN RANKED BEST AMONG SURGERY FACILITY MANAGERS Malvern, PA Magazine cntinues t be the mst widely received, best-read and mst preferred publicatin amng leaders f hspital ORs, ambulatry surgery centers and ffice-based surgery facilities, accrding t Prestn/Rgers Assciates annual study f peridicals serving the industry. The cmpany cnducted the blind, aided-recgnitin survey f 1,500 surgery facility managers in July The margin f errr is +/- 4.6% at the 95% cnfidence level. Maintaining its utstanding perfrmance f last year, Magazine delivers ver 3 times the number f ad impressins as the next best publicatin. It remains by far the best read and mst preferred publicatin in all venues. has been the clear leader in receivership, depth f readership, quality, preference and ad expsures fr the last 11 years. It far utscres all ther surgical publicatins, said Prestn/Rgers President Jane C. Rgers. Publisher Stan Herrin added, With a circulatin f 27,900* qualified individuals wh passinately cnsume ur cntent, ur advertisers get a great value fr their dllar. The data indicate that abut 13,950 decisinmakers actually lay eyes n each ad each mnth. That s befre yu cnsider pass-alng readership f anther 50,000 r s readers and additinal expsure n ur highly trafficked website and in ur special Did Yu See This? nline marketplace. These decisinmakers are invlved in the purchasing prcess fr billins f dllars f equipment, supplies, services, drugs, implants and mre each year. N publicatin reaches them like. Research abstracts are available at: Fr mre infrmatin, cntact: Stephen Archibald, (610) ext. 302 *BPA Wrldwide June 2013 Brand Reprt

2 Publicatin Readership & Preferences Amng: Hspital s, Ambulatry Surgery Center Administratrs & Medical Directrs & Managers f Office Surgery Suites Cnducted by July 2013

3 Research Objectives Measure the level f receivership and reading frequency f the fllwing publicatins (listed alphabetically): ASC Fcus Beckerʼs ASC Review EndNurse Infectin Cntrl Tday OR Tday Surgical Prducts Measure depth f readership. Determine which publicatin is preferred the mst. Identify the prducts these individuals are invlved in purchasing. Survey Overview & Methdlgy Prestn/Rgers Assciates, Inc. f Medfield, MA was respnsible fr all phases f the prject including survey design, mailing, data tabulatins and reprt presentatin. Investigatin cnducted at the request f Magazine. A mail survey was used t cllect the data. Publicatin cvers were reprduced n the questinnaire t aid in recgnitin. The questinnaire can be fund at the end f this summary. A tw-dllar bill was included with each mailing t bst respnse. Sample selected randmly frm lists prvided by CMS (the Medicare Administratin), the Jint Cmmissin n Accreditatin f Healthcare Organizatins, the Accreditatin Assciatin fr Ambulatry Health Care and the American Assciatin fr Accreditatin f Ambulatry Surgical Facilities. Mailing Details: Date Mailed: June 11, 2013 Ttal Number mailed: 1, each t: Hspital s, Ambulatry Surgery Center Administratrs/Medical Directrs, Surgens with Office-based Surgery Centers Less Nn-deliverables: 13 Net Mailing: 1,487 Cmpleted Returns: 350 Respnse Rate: 24% The margin f errr is +/- 4.6% at the 95% cnfidence level The fllwing reprt is based upn this respnse. Page 3

4 Publicatin Receivership Of the publicatins studied, Magazine reaches the mst surgical facility decisin-makers, with 94% indicating they receive it. Receivership Surgical Prducts Infectin Cntrl Tday OR Tday ASC Fcus EndNurse 59% 55% 53% 4 43% 43% 38% 25% 21% 94% Publicatin Readership With 74% f respndents reading 3 r 4 ut f 4 issues, Magazine has the highest readership f the publicatins studied. Regular Readership Infectin Cntrl Tday OR Tday Surgical Prducts ASC Fcus EndNurse 39% 36% 26% 26% 25% 21% 15% 11% 74% Depth f Readership Magazine is read in mre depth* than the ther publicatins in the study. Depth f Readership* Infectin Cntrl Tday OR Tday Surgical Prducts ASC Fcus EndNurse 49% 42% 32% 31% 30% 29% 1 13% 10% 81% *Percent typically reading 33% r mre f each publicatin Page 4

5 Ad Expsure Ad Expsure represents hw ften a given ad will be seen in a publicatin. It is calculated by cmparing the readership data frm Publicatin Readership with the thrughness a reader devtes t an issue frm Depth f Readership. Based n this analysis, Magazine creates the mst ad expsures fr any given ad. % f Universe Seeing an Ad by Publicatin 50% Infectin Cntrl Tday OR Tday Surgical Prducts Healthcare Purchasing News ASC Fcus EndNurse 8% 6% 3% 1% 1% 14% 16% 0% 10% 20% 30% 40% 50% Opprtunity Cst A publicatin's "pprtunity cst" represents the ppulatin f respndents wh will never see an ad in that particular publicatin, either because they dn't receive the publicatin r they receive it but dn't read it. Magazine was the clear leader with an pprtunity cst f nly 9%. D Nt Receive/Read Publicatin 9% 44% Surgical Prducts Infectin Cntrl Tday OR Tday 51% 53% 5 60% 62% 69% ASC Fcus EndNurse 81% 86% 0% 20% 40% 60% 80% 100% Page 5

6 Overall Preference Amng the respndents in this study, the preferred publicatin is Magazine. Preference Infectin Cntrl Tday OR Tday Surgical Prducts ASC Fcus EndNurse 30% 22% 12% 4% 4% 3% 2% 48% 0% 20% 40% 60% 80% 100% Reach Decisin-makers Of the publicatins studied, Magazine is the mst effective at reaching decisin-makers with the ability t purchase equipment and services. % f decisin makers reached with pwer t purchase any prduct Surgical Prducts Infectin Cntrl Tday OR Tday ASC Fcus EndNurse 54% 50% 49% 43% 40% 40% 35% 22% 19% 86% 0% 20% 40% 60% 80% 100% Website visits and news service read Amng the respndents in this study, Magazineʼs website and news service is mst frequently visited/read n a mnthly basis. % that visit publicatin website/read publicatin s news service at least nce a mnth Infectin Cntrl Tday OR Tday Surgical Prducts ASC Fcus EndNurse 23% 21% 21% 1 14% 11% 8% 46% 44% 0% 10% 20% 30% 40% 50% Page 6

7 [Reprint f Questinnaire] June 11, 2013 Greetings, By participating in the Nielsen ratings, a small grup f TV watchers wield a very large influence ver what ends up n the tube. Nw yu have an pprtunity t d the same thing with ten publicatins that serve the surgical cmmunity. Yur annymus respnse t the very brief enclsed questinnaire will be gruped with the respnses frm a select grup f yur clleagues and cnsidered very carefully by the media f the surgical cmmunity as they tailr their prducts t meet yur needs. Please remember, yu are part f a small, but select sample, and yur respnse is essential in helping us accurately determine yur satisfactin with these publicatins. Wn't yu please cmplete the questinnaire and return it in the enclsed pstage paid reply envelpe? The future f the publicatins that serve yu depends n it! Sincerely, President P.S. Please accept the enclsed tw dllars, alng with my persnal "thank yu," as a small tken f appreciatin fr yur participatin in this survey. These are the publicatins we are asking yur pinins abut: Infectin Cntrl Tday ASC Fcus Becker s ASC Review EndNurse Healthcare Purchasing News OR Tday Surgical Prducts Page 7

8 [Reprint f Questinnaire] 1. Thinking abut the last fur issues f the publicatins belw, abut hw many did yu read? Did yu read fur ut f fur, three ut f fur, tw ut f fur, ne ut f fur r nne? 4 ut f 4 3 ut f 4 2 ut f 4 1 ut f 4 Nne D Nt Receive ASC Fcus Becker s ASC Review EndNurse Infectin Cntrl Tday OR Tday Surgical Prducts 2. Please estimate what percentage f these publicatins yu typically read in a mnth. Mre than 66% 65% t 33% Less than 33% D Nt Read ASC Fcus Becker s ASC Review EndNurse Infectin Cntrl Tday OR Tday Surgical Prducts 3. Please rate each publicatin in terms f the three factrs listed belw. Use a 5 pint scale where 5=Excellent and 1=Pr. Circle yur answers belw Usefulness Readability Overall Quality ASC Fcus Becker s ASC Review EndNurse Infectin Cntrl Tday OR Tday Surgical Prducts Page 8

9 [Reprint f Questinnaire] 4. Which publicatin d yu prefer the mst? OR Tday ASC Fcus Infectin Cntrl Tday Becker s ASC Review Surgical Prducts EndNurse 5. Besides yu, hw many peple at yur facility typically see and read yur cpy f each f these publicatins? Only me One ther persn Tw ther peple Three ther peple Mre than three ther peple ASC Fcus Becker s ASC Review EndNurse Infectin Cntrl Tday OR Tday Surgical Prducts 6. Abut hw frequently each mnth d yu visit the websites and/r read the news services f these publicatins? 10 r mre times 5 t 9 times 1 t 4 times Seldm r never Dn t Knw ASC Fcus Becker s ASC Review EndNurse Infectin Cntrl Tday OR Tday Surgical Prducts 7. Please check prducts ver which yu have purchasing influence. (Check all that apply.) Capital equipment (tables, mnitrs, lights, etc.) Surgical supplies (glves, drapes, etc.) Implants (IOLs, mesh, anchrs, etc.) Surgical pharmaceuticals (anesthetics, PONV medicatins, etc.) Business supplies and services Other (specify) Page 9