crisis, opportunity…or the “new normal”? - amm media...5,000 10,000 15,000 20,000 25,000...

© 2013 Kantar Media © 2013 Kantar Mediawww.KantarMedia-healthcare.com

Crisis, Opportunity…or the “New Normal”?

Dave Emery

VP/General Manager, Healthcare Research

Kantar Media

[email protected]

847-375-5071

1

www.KantarMedia-healthcare.com’

• HCP media consumption

• The broader healthcare advertising environment

– Journal advertising

– Medical Website advertising

• The AMM Digital Revenue Report

• Connecting the dots

What we’ll cover

© 2013 Kantar Media

2


• Detailed examination of HCP’s 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)

Physician Media Consumption

Kantar Media’s Sources & Interactions studies




Smartphone and tablet use for professional purposes


Source: Kantar Media, Sources & Interactions studies, 2007-2013


At home

Off-hours while out of the home

Breaks/mealtimes while on duty

At desk/office/workstation

In between examinations/consultations

While commuting/travelling

In the exam room/patient bedside

Other

Smartphone

Tablet

Base: users of each device


Locations mobile devices used


Source: Kantar Media, Mobile Usage Study, October 2013


93% - access Internet

90% - email

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

Computer (99% use) Smartphone (78% use)

use

Tablet (51% use)


Top professional tasks by device


64% - email

47% - reference drug data

44% - find/perform clinical

calculations

32% - make prescribing

decisions


issues/topics


situations


41% - email

28% - read articles from

medical publications


issues/topics


situations

26% - read abstracts

23% - professional news

updates


Source: Kantar Media, Sources & Interactions study, September 2013


0% 20% 40% 60% 80%

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.


Most important information sources




0% 10% 20% 30% 40% 50% 60% 70% 80%

2013

2012

2011

2010

2009

2008

Journals: print

Journals: online


Change in “Importance” rating for journals (print and online)


Source: Kantar Media, Sources & Interactions study, 2008- 2013


0% 20% 40% 60% 80% 100%

Colleagues


CME: meeting attendance

Reference Pubs: printed

Symposia on product/therapy: meeting attend.

Convention Attendance

Medical Journals: accessed 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.


Highest reach information sources




0% 20% 40% 60% 80% 100%

2013

2012

2011

2010

2009

2008

Journals: print

Journals: online


Change in “Reach” of journals (print and online)




0 50 100 150 200 250

Patient Medical Records: online

Prescriptions: electronic software

Colleagues

Mobile apps: drug reference

Prescriptions: pads/paper

Patient Medical Records: paper

Mobile apps: diagnostic tools



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..


Annual exposures to information source




0 10 20 30 40 50 60 70 80 90

2013

2012

2011

2010

2009

2008

Journals: print

Journals: online


Change in “Exposures” for Journals (print and online)





Journals unsurpassed in reach and importance


Info sources – combined formats/types


50

55

60

65

70

75

80

85

90

95

100

0 50 100 150 200 250 300

Pe

rce

nt

Re

ach

Annual Exposures

Prescriptions Mobile apps

Journals Colleagues

Reference pubs

Conferences

Sales reps

Patient records

CME

Websites

Bubble size represents importance rating

* Excludes journal sites/apps


Print Version Only

Both Print and Digital Versions

Digital Version Only

Does Not Read Publications

9 in 10 read print versions

More than half use digital

platforms to read current issue

Current issue readership





Journal Readership Trends


82 83 82 83 82 83 84 83 82 82 82 82 82 82 81 80 80

37 38 38 38 38 39 38 39 38 38 37 35 37 38 41 39 38

0

10

20

30

40

50

60

70

80

90

J05 D05 J06 D06 J07 D07 J08 D08 J09 D09 J10 D10 J11 D11 J12 D12 J13

Perc

en

t o

f S

pecia

lty

Study Release Date (June 2005-June 2013)

Average Issue Readers - Total Med/Surg

Top 10 Average

Top 25 Average

Top 50 Average

Top 100 Average

Average

Source: Kantar Media, Medical/Surgical readership studies, 2005-2013



Journal Readership Trends


56 57 57 57 57 58 59 58 57 57 57 56 56 58 56 56 56

21 21 22 22 22 22 22 22 22 22 22 21 21 22 24 23 23

0

10

20

30

40

50

60

70

J05 D05 J06 D06 J07 D07 J08 D08 J09 D09 J10 D10 J11 D11 J12 D12 J13

Perc

en

t o

f S

pecia

lty

Study Release Date (June 2005-June 2013)

Average Page Exposures - Total Med/Surg

Top 10 Average

Top 25 Average

Top 50 Average

Top 100 Average

Average

Source: Kantar Media, Medical/Surgical readership studies, 2005-2013


0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

Q108

Q208

Q308

Q408

Q109

Q209

Q309

Q409

Q110

Q210

Q310

Q410

Q111

Q211

Q311

Q411

Q112

Q212

Q312

Q412

Q113

Q213

Q313

Total HC

Med/Surg

Advertising

5 year trend journal ad pages


Source: Kantar Media, Journal Ad Review, 2008-2013


-40%

-30%

-20%

-10%

0%

10%

20%

30%

Q109

Q209

Q309

Q409

Q110

Q210

Q310

Q410

Q111

Q211

Q311

Q411

Q112

Q212

Q312

Q412

Q113

Q213

Q313

Total HC Med/Surg

Advertising

Journal ad pages – rate of change vs same quarter prior year




0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

Q408

Q109

Q209

Q309

Q409

Q110

Q210

Q310

Q410

Q111

Q211

Q311

Q411

Q112

Q212

Q312

Q412

Q113

Q213

Q313

Total HC

Med/Surg

Advertising

5 year trend journal ad dollars




-40%

-30%

-20%

-10%

0%

10%

20%

30%

Q109

Q209

Q309

Q409

Q110

Q210

Q310

Q410

Q111

Q211

Q311

Q411

Q112

Q212

Q312

Q412

Q113

Q213

Q313

Total HC Med/Surg

Advertising

Journal ad dollars – rate of change vs same quarter prior year




Emergency Med + 77%

Infectious Disease + 51%

Extended Hlthcare +39%

Neurology +37%

Gastro +22%

Allergy +21%

Rheumatology +20%

PA/NP +19%

2011 2012 2013 YTD

Advertising

Journal groups with highest percentage growth over prior year

Hlthcare Business Mgmt +15%

Gastro +13%

Urology +12%

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%




• Number of ad insertions, Jan-Sept,

is off 10% each of the past 2 years

• But new ads, and ads for new

products, are still significant

48,481 ads coded

11,243 new ads

2,755 new products

Advertising

Print ad volume


Source: Kantar Media, Journal Ad Review, September 2013


• 143 companies are advertising 310 products online

• 10 brands used 20+ sites

• The top 50 brands average 17.3 sites used

• 71 brands ran ads on 10 or more sites

• The top 3 advertiser companies used over 100 sites each

• The top 50 companies average 33.3 sites used

• The top 14 online advertiser companies ran ads on 50+ sites

Website Advertising

On the 215+ professional medical sites monitored by Kantar Media:


Source: Kantar Media, Evaliant, 2013


Website Advertising

Top advertised brands, January-September 2013


Source: Kantar Media, Evaliant, 2013


• Invokana

• Xarelto

• Belviq

• Provenge

• Brilinta

• Velcade

• Lunesta

• Levemir FlexPen

• Niaspan

• Xgeva

Online sites used Online occurrences Print

Advertising

Top advertisers – 2013 YTD

• 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


• 31% increase in ad occurrences*

• 30% increase in web ad revenue**

Website Advertising

2013 online ad volume and revenue growth comparable vs 2012


Source: *Kantar Media, Evaliant, September 2013 and **AMM Digital Revenue Report


Digital Revenue Report

Publishers’ digital revenue 2012 vs. 2013


January February March April May June July

Total Digital Revenue (among reporting AMM members)

81% growth YTD vs 2012

Source: AMM Digital Revenue Report, August 2013


65% - average company’s growth in digital revenue

133% - top quarter of reporting companies’ growth

4% - bottom quarter of reporting companies’ growth

90% of companies reporting increased digital revenue this

year over last

Publishers’ digital revenue 2012 vs. 2013





Digital revenue as percent of (print ad + digital revenue)


16% 27%

0%

20%

40%

60%

80%

100%

2012 2013

Print:Digital Ratio

2012 vs 2013 $

Print

Digital

based on reported AMM member digital revenue and Kantar Media print ad net revenue estimates

69% growth




27% - digital revenue as percent of total reported revenue

19% - median company’s digital revenue (as % of total)

23% - mean digital revenue (as % of total)

All companies increased digital as percent of total

Digital revenue as percent of (print ad + digital revenue)





Digital revenue source


Web Advertising

31%

iPad Edition

47%

Email/eTOC

14%

Micro sites &

custom

7%

All Other

1%

2013 YTD - Percent of Reported Revenue




Digital revenue source


Web Advertising iPad Edition Email/eTOC Micro sites &

custom

All Other

2013 YTD vs. 2012 YTD

2012

2013




High Average Low

Web Advertising 97% 58% 7%

iPad/Tablet Edition 88% 15% 0%

Email/eTOC 51% 19% 3%

Micro sites & custom 34% 7% 0%

All other 7% 1% 0%

Company’s “digital profiles” vary widely


Percent of revenue from each source




• 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 10 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).

The good news for publishers

No “audience” crisis



• 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

New normal

It’s not an either/or media consumption and marketing environment,

but rather a multi-faceted, multimedia one


© 2013 Kantar Media © 2013 Kantar Mediawww.KantarMedia-healthcare.com

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

[email protected]

847-385-5071

Blog: www.KantarMedia-healthcare.com

For more information on the Association of Medical Media, including the AMM Digital

Revenue Report:

http://www.ammonline.org

856-380-6814

[email protected]

36

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