Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
© 2013 Kantar Media © 2013 Kantar Mediawww.KantarMedia-healthcare.com
Crisis, Opportunity…or the “New Normal”?
Dave Emery
VP/General Manager, Healthcare Research
Kantar Media
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
www.KantarMedia-healthcare.com’
• 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
© 2013 Kantar Media
www.KantarMedia-healthcare.com’
Physician Media Consumption
Smartphone and tablet use for professional purposes
© 2013 Kantar Media
Source: Kantar Media, Sources & Interactions studies, 2007-2013
www.KantarMedia-healthcare.com’
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
Physician Media Consumption
Locations mobile devices used
© 2013 Kantar Media
Source: Kantar Media, Mobile Usage Study, October 2013
www.KantarMedia-healthcare.com’
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)
Physician Media Consumption
Top professional tasks by device
67% - access Internet
64% - email
47% - reference drug data
44% - find/perform clinical
calculations
32% - make prescribing
decisions
31% - research general medical
issues/topics
31% - research specific clinical
situations
48% - access Internet
41% - email
28% - read articles from
medical publications
28% - research general medical
issues/topics
27% - research specific clinical
situations
26% - read abstracts
23% - professional news
updates
© 2013 Kantar Media
Source: Kantar Media, Sources & Interactions study, September 2013
www.KantarMedia-healthcare.com’
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.
Physician Media Consumption
Most important information sources
© 2013 Kantar Media
Source: Kantar Media, Sources & Interactions study, September 2013
www.KantarMedia-healthcare.com’
0% 10% 20% 30% 40% 50% 60% 70% 80%
2013
2012
2011
2010
2009
2008
Journals: print
Journals: online
Physician Media Consumption
Change in “Importance” rating for journals (print and online)
© 2013 Kantar Media
Source: Kantar Media, Sources & Interactions study, 2008- 2013
www.KantarMedia-healthcare.com’
0% 20% 40% 60% 80% 100%
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.
Physician Media Consumption
Highest reach information sources
© 2013 Kantar Media
Source: Kantar Media, Sources & Interactions study, September 2013
www.KantarMedia-healthcare.com’
0% 20% 40% 60% 80% 100%
2013
2012
2011
2010
2009
2008
Journals: print
Journals: online
Physician Media Consumption
Change in “Reach” of journals (print and online)
© 2013 Kantar Media
Source: Kantar Media, Sources & Interactions study, 2008- 2013
www.KantarMedia-healthcare.com’
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
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..
Physician Media Consumption
Annual exposures to information source
© 2013 Kantar Media
Source: Kantar Media, Sources & Interactions study, September 2013
www.KantarMedia-healthcare.com’
0 10 20 30 40 50 60 70 80 90
2013
2012
2011
2010
2009
2008
Journals: print
Journals: online
Physician Media Consumption
Change in “Exposures” for Journals (print and online)
© 2013 Kantar Media
Source: Kantar Media, Sources & Interactions study, 2008- 2013
www.KantarMedia-healthcare.com’
Physician Media Consumption
Journals unsurpassed in reach and importance
© 2013 Kantar Media
Info sources – combined formats/types
Source: Kantar Media, Sources & Interactions study, September 2013
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
www.KantarMedia-healthcare.com’
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
© 2013 Kantar Media
Physician Media Consumption
www.KantarMedia-healthcare.com’
Physician Media Consumption
Journal Readership Trends
© 2013 Kantar Media
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
www.KantarMedia-healthcare.com’
Physician Media Consumption
Journal Readership Trends
© 2013 Kantar Media
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
www.KantarMedia-healthcare.com’
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
© 2013 Kantar Media
Source: Kantar Media, Journal Ad Review, 2008-2013
www.KantarMedia-healthcare.com’
-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
© 2013 Kantar Media
Source: Kantar Media, Journal Ad Review, 2008-2013
www.KantarMedia-healthcare.com’
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
© 2013 Kantar Media
Source: Kantar Media, Journal Ad Review, 2008-2013
www.KantarMedia-healthcare.com’
-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
© 2013 Kantar Media
Source: Kantar Media, Journal Ad Review, 2008-2013
www.KantarMedia-healthcare.com’
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%
© 2013 Kantar Media
Source: Kantar Media, Journal Ad Review, 2008-2013
www.KantarMedia-healthcare.com’
• 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
© 2013 Kantar Media
Source: Kantar Media, Journal Ad Review, September 2013
www.KantarMedia-healthcare.com’
• 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:
© 2013 Kantar Media
Source: Kantar Media, Evaliant, 2013
www.KantarMedia-healthcare.com’
Website Advertising
Top advertised brands, January-September 2013
© 2013 Kantar Media
Source: Kantar Media, Evaliant, 2013
www.KantarMedia-healthcare.com’
• 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
© 2013 Kantar Media
Source: Kantar Media, Journal Ad Review and Evaliant, September 2013
www.KantarMedia-healthcare.com’
• 31% increase in ad occurrences*
• 30% increase in web ad revenue**
Website Advertising
2013 online ad volume and revenue growth comparable vs 2012
© 2013 Kantar Media
Source: *Kantar Media, Evaliant, September 2013 and **AMM Digital Revenue Report
www.KantarMedia-healthcare.com’
Digital Revenue Report
Publishers’ digital revenue 2012 vs. 2013
© 2013 Kantar Media
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
www.KantarMedia-healthcare.com’
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
© 2013 Kantar Media
Digital Revenue Report
Source: AMM Digital Revenue Report, August 2013
www.KantarMedia-healthcare.com’
Digital revenue as percent of (print ad + digital revenue)
© 2013 Kantar Media
16% 27%
0%
20%
40%
60%
80%
100%
2012 2013
Print:Digital Ratio
2012 vs 2013 $
Digital
based on reported AMM member digital revenue and Kantar Media print ad net revenue estimates
69% growth
Digital Revenue Report
Source: AMM Digital Revenue Report, August 2013
www.KantarMedia-healthcare.com’
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)
© 2013 Kantar Media
Digital Revenue Report
Source: AMM Digital Revenue Report, August 2013
www.KantarMedia-healthcare.com’
Digital revenue source
© 2013 Kantar Media
Web Advertising
31%
iPad Edition
47%
Email/eTOC
14%
Micro sites &
custom
7%
All Other
1%
2013 YTD - Percent of Reported Revenue
Digital Revenue Report
Source: AMM Digital Revenue Report, August 2013
www.KantarMedia-healthcare.com’
Digital revenue source
© 2013 Kantar Media
Web Advertising iPad Edition Email/eTOC Micro sites &
custom
All Other
2013 YTD vs. 2012 YTD
2012
2013
Digital Revenue Report
Source: AMM Digital Revenue Report, August 2013
www.KantarMedia-healthcare.com’
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
© 2013 Kantar Media
Percent of revenue from each source
Digital Revenue Report
Source: AMM Digital Revenue Report, August 2013
www.KantarMedia-healthcare.com’
• 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
© 2013 Kantar Media
www.KantarMedia-healthcare.com’
• 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 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
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
36