media consumption in the hospital c-suite results from the kantar media professional health 2011...

Media Consumption in the Hospital C-Suite

Results from the Kantar Media Professional Health2011 Hospital Management Study

© 2011 Kantar Media

Background & Methodology

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.

• Questionnaires mailed between February 2011 and May 2011.

• 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.

2© 2011 Kantar Media



TotalChief

ExecutivesFinancial

ExecutivesInformation Executives

Universe 24,717 16,049 5,476 3,192

Usable Sample

2,782 875 852 1,055

Completion Rate

22% 20% 23% 22%

Respondents 603 172 195 236



Sample Questionnaire

Reading frequency and thoroughness

Reading platform


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%, 67-100%)

• 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


Reader Profile: Modern HealthcareTotal C-Suite


Table 101

Receivership Among Hospital C-Suite


Universe: 24,717Sample Size: 603

Table 101

Readership Among Hospital C-Suite



Table 101

Page Exposure Among Hospital C-Suite



Table 101

Receivership, Readership, and Page Exposure Among Hospital Executives (Total Sample)


Table 101

Receivership Among Hospital CEOs



Table 201

Readership Among Hospital CEOs



Table 201

Page Exposure Among Hospital CEOs



Table 201

Receivership, Readership, and Page Exposure Among CEOs


Table 201

Publication Hospital Executives Would Most Like To Receive


Table 601

Receivership Among Hospital Financial Executives



Table 301

Readership Among Hospital Financial Executives



Table 301

Page Exposure Among Hospital Financial Executives



Table 301

Receivership Among Hospital CFOs



Table 302

Readership Among Hospital CFOs



Table 302

Page Exposure Among Hospital CFOs



Table 302

Receivership, Readership, and Page Exposure Among Financial Executives


Table 301

Publication Financial Executives Would Most Like To Receive


Table 601

Receivership Among Hospital Information Executives



Table 401

Readership Among Hospital Information Executives



Table 401

Page Exposure Among Hospital Information Executives



Table 401

Receivership Among Hospital CIOs



Table 402

Page Exposure Among Hospital CIOs



Table 402

Receivership, Readership, and Page Exposure Among Information Executives


Table 401

Publication Information Executives Would Most Like To Receive


Table 601

Modern Healthcare readership among decision makers

Decision-Maker

Universe

Average Issue

ReadersReader Rank

Page Exposures

Exposure Rank

Management/Business Consulting 19,233 80% #1 50% #1

Financial/Banking 13,811 81% #1 52% #1

Insurance/Risk Management 12,154 82% #1 51% #1

Asset Management Services 13,400 80% #1 49% #1

Group Purchasing 14,071 81% #1 52% #1

Legal 14,123 82% #1 53% #1

Marketing Products/Services 14,554 82% #1 52% #1

Leadership Development/Training 17,812 80% #1 50% #1

Staffing Services 14,061 83% #1 53% #1


Respondents answering that they recommend, specify, or make final decision on each product/service category

Table 704


Decision-Maker

Universe

Average Issue

ReadersReader Rank

Page Exposures

Exposure Rank

Clinical IT Software/Service 15,578 77% #1 47% #1

Imaging/Radiology 13,854 80% #1 52% #1

Patient Care/Monitoring Equipment/Service 13,530 80% #1 52% #1

Other Medical Equipment 13,896 82% #1 52% #1

Service (equipment) Contracts 16,276 81% #1 51% #1

Medical Supplies 8,965 82% #1 51% #1

Pharmaceuticals 7,391 81% #1 54% #1

Clinical Management/Consulting Services 13,040 83% #1 53% #1

Clinical/Technical Education 10,194 79% #1 51% #1



Table 704


Decision-Maker

Universe

Average Issue

ReadersReader Rank

Page Exposures

Exposure Rank

Business IT Software/Services 15,542 76% #1 48% #1

IT Consulting 13,945 76% #1 47% #1

Computers & Related Equipment 13,779 76% #1 47% #1

Handheld/Wireless Technologies 12,771 76% #1 47% #1

Communication Systems 13,755 78% #1 49% #1

Business Equipment/Supplies/Furniture 14,169 79% #1 50% #1

Financial Software 13,221 76% #1 46% #1

Design/Construction/Building 14,738 83% #1 53% #1

Outsourced Facilities-Related Services 14,921 83% #1 53% #1



Table 704

media consumption in the hospital c-suite results from the kantar media professional health 2011...

Documents

kantar mediauniverse

hospital ceos

kantar media table

kantar mediatable

sample size

hospital csuite results

kantar mediareader profile

page exposure score