Crisis, Opportunity or the New Normal?

Transcription

1 Crisis, Opportunity or the New Normal? Dave Emery VP/General Manager, Healthcare Research Kantar Media

2 Topics Media consumption of healthcare professionals The broader healthcare advertising environment Journal advertising Medical Website advertising Connecting the dots 2

3 Physician Media Consumption Kantar Media s Sources & Interactions studies Detailed examination of healthcare professionals online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, conventions and more Conducted for 15+ years Medical/Surgical, Pharmacy, NP/PA, Eyecare, Dental, Managed Care, Hospital Management and other markets 7,500+ HCP respondents, including 3,200 physicians Detailed data available for 22 medical/surgical specialties 50%-50% paper and online data collection, with results weighted by specialty, and practice type/age within the specialty Medical/Surgical edition currently released in two waves (Spring and Fall)

4 Physician Media Consumption Smartphone and tablet use for professional purposes Source: Kantar Media, Sources & Interactions studies,

5 Physician Media Consumption Locations where mobile devices are used At home Off-hours while out of the home Breaks/mealtimes while on duty At desk/office/workstation In between examinations/consultations Smartphone Tablet While commuting/travelling In the exam room/patient bedside Other Base: users of each device Source: Kantar Media, Mobile Usage Study, October 2013

6 Physician Media Consumption Top professional tasks by device Computer (99% use) 93% - access Internet 90% - 87% - research general medical issues/topics 86% - research specific clinical situations 82% - complete CME credits 79% - access/maintain medical records 74% - read articles from medical publications Smartphone (78% use) use 67% - access Internet 64% - 47% - reference drug data 44% - find/perform clinical calculations 32% - make prescribing decisions 31% - research general medical issues/topics 31% - research specific clinical situations Tablet (51% use) 48% - access Internet 41% - 28% - read articles from medical publications 28% - research general medical issues/topics 27% - research specific clinical situations 26% - read abstracts 23% - professional news updates Source: Kantar Media, Sources & Interactions study, September 2013

7 Physician Media Consumption Most important information sources 0% 20% 40% 60% 80% 0% Medical Journals: accessed via print Colleagues CME: meeting attendance Prescriptions: electronic software Mobile apps: drug reference Patient Medical Records: accessed online Medical Journals: accessed online Reference Pubs: printed Convention Attendance Reference Pubs: online Ten highest-rated information sources, out of 41 studied. Percentage represents Top 2 (out of 5) importance ratings. Source: Kantar Media, Sources & Interactions study, September 2013

8 Physician Media Consumption Change in Importance rating for journals (print and online) 0% 20% 40% 60% 80% 0% Journals: print Journals: online Source: Kantar Media, Sources & Interactions study,

9 Physician Media Consumption Highest reach information sources 0% 20% 40% 60% 80% 0% Colleagues Medical Journals: accessed via print CME: meeting attendance Reference Pubs: printed Symposia on product/therapy: meeting attend. Convention Attendance Medical Journals: accessed online Reference Pubs: online Grand rounds/speaker programs CME: printed courses Ten highest reach information sources, out of 41 studied. Percent of doctors who are exposed to each information source. Source: Kantar Media, Sources & Interactions study, September 2013

10 Physician Media Consumption Change in Reach of journals (print and online) 0% 20% 40% 60% 80% 0% Journals: print Journals: online Source: Kantar Media, Sources & Interactions study,

11 Physician Media Consumption Annual exposures to information source Patient Medical Records: online Prescriptions: electronic software Colleagues Mobile apps: drug reference Prescriptions: pads/paper Patient Medical Records: paper Mobile apps: diagnostic tools Medical Journals: accessed via print Reference Pubs: online Sales reps: pharma Percentage represents number of times annually doctors are exposed to each, as an information source. Top ten sources, out of 41 studied. Source: Kantar Media, Sources & Interactions study, September 2013

12 Physician Media Consumption Change in Exposures for Journals (print and online) Journals: print Journals: online Source: Kantar Media, Sources & Interactions study,

13 Percent Reach Physician Media Consumption Journals unsurpassed in reach and importance Info sources combined formats/types 0 95 CME Conferences Colleagues Journals Reference pubs Websites Sales reps Mobile apps Prescriptions 65 Patient records Annual Exposures Bubble size represents importance rating * Excludes journal sites/apps Source: Kantar Media, Sources & Interactions study, September 2013

14 Physician Media Consumption Current issue readership Does Not Read Publications Print Version Only Digital Version Only More than half use digital platforms to read current issue Both Print and Digital Versions 9 in read print versions

15 Percent of Specialty Physician Media Consumption Journal Readership Trends Average Issue Readers - Total Med/Surg Top Average Top 25 Average 60 Top 50 Average Top 0 Average Average J05 D05 J06 D06 J07 D07 J08 D08 J D J D J D J D J13 Study Release Date (June 2005-June 2013) Source: Kantar Media, Medical/Surgical readership studies,

16 Percent of Specialty Physician Media Consumption Journal Readership Trends 70 Average Page Exposures - Total Med/Surg Top Average 50 Top 25 Average Top 50 Average 40 Top 0 Average Average J05 D05 J06 D06 J07 D07 J08 D08 J D J D J D J D J13 Study Release Date (June 2005-June 2013) Source: Kantar Media, Medical/Surgical readership studies,

17 Advertising 5 year trend journal ad pages 40,000 35,000 30,000 25,000 20,000 15,000 Total HC Med/Surg,000 5, Source: Kantar Media, Journal Ad Review,

18 Advertising Journal ad pages rate of change vs same quarter prior year 30% Total HC Med/Surg 20% % 0% -% -20% -30% -40% Source: Kantar Media, Journal Ad Review,

19 Advertising 5 year trend journal ad dollars 200, , , ,000 0,000 0,000 80,000 Total HC Med/Surg 60,000 40,000 20, Source: Kantar Media, Journal Ad Review,

20 Advertising Journal ad dollars rate of change vs same quarter prior year 30% Total HC Med/Surg 20% % 0% -% -20% -30% -40% Source: Kantar Media, Journal Ad Review,

21 Advertising Journal groups with highest percentage growth over prior year YTD Emergency Med + 77% Infectious Disease + 51% Extended Healthcare +39% Neurology +37% Gastro +22% Allergy +21% Rheumatology +20% PA/NP +19% Healthcare Business Mgmt +15% Gastro +13% Urology +% Plastic Surgery +8% Nephrology +5% Oncology +5% Infectious Disease +2% Cardiology +2% Allergy + 63% Managed Healthcare +40% Anesthesiology +17% Oncology +16% Emergency Med +16% Otorhinolaryngology +14% Gastro +7% Neurology +6% Source: Kantar Media, Journal Ad Review,

22 Advertising Print ad volume Number of ad insertions, Jan-Sept, is off % each of the past 2 years But new ads, and ads for new products, are still significant 48,481 ads coded,243 new ads 2,755 new products Source: Kantar Media, Journal Ad Review, September 2013

23 Website Advertising On the 215+ professional medical sites monitored by Kantar Media: 143 companies are advertising 3 products online brands used 20+ sites The top 50 brands average 17.3 sites used 71 brands ran ads on or more sites The top 3 advertiser companies used over 0 sites each The top 50 companies average 33.3 sites used The top 14 online advertiser companies ran ads on 50+ sites Source: Kantar Media, Evaliant, 2013

24 Website Advertising Top advertised brands, January-September 2013 Source: Kantar Media, Evaliant, 2013

25 Advertising Top advertisers 2013 YTD Online sites used Online occurrences Print Invokana Xarelto Belviq Provenge Brilinta Velcade Lunesta Levemir FlexPen Niaspan Xgeva Xarelto Invokana Belviq Brilinta Proair HFA Alimta Stelara Halaven Cymbalta Tradjenta Xarelto Invokana Linzess Capsules Zytiga Humira Tudorza Pressair Brilinta Ticagrelor Tablets Lyrica Capsules Latuda Xeljanz Source: Kantar Media, Journal Ad Review and Evaliant, September 2013

26 Website Advertising 2013 online ad volume and revenue growth comparable vs 20 31% increase in ad occurrences Source: Kantar Media, Evaliant, September 2013

27 The good news for publishers No audience crisis Journals - across all platforms are the most important, highest reach, and one of the highest exposure information sources for physicians Doctors read leading journals as frequently and thoroughly today as ever 8 of doctors read current issues of medical publications in print, half also read on digital platforms. For journal content accessed for medical research, the numbers reverse. Print ad revenue continues to decline, but the rate of decline is slowing. Online and app advertising, and digital revenue in general is increasing rapidly (potentially doubling every 2 years).

28 New normal It s not an either/or media consumption and marketing environment, but rather a multi-faceted, multimedia one Changing targets and competitive environment Emergence of important new digital information sources for doctors, some with high exposure levels among users, but most still relatively low reach Advertising Continued advertising volatility at specialty level, driven by product launches Signs of stabilization, generally, in print Continuing growth of digital, especially tablet advertising Total brand value for journals Cost-efficiently delivering targeted audiences across print, online and mobile platforms Trusted, valued content & established, loyal relationships with readers

29 For more information on Kantar Media Healthcare Research products and services, including Sources & Interactions, mobile, web usage, and journal readership studies, and print and digital ad intelligence: Dave Emery Blog: 29