Modern Healthcare Suite of Products. Challenges facing healthcare execs / where they turn for...

Modern Healthcare Suite of Products

Challenges facing healthcare execs / where they turn for solutions

Examples why executives trust and rely on Modern Healthcare

Benefits of advertising with Modern Healthcare for your

organization

Product overviews

Circulation / Demographics

What readers plan to purchase / Actions taken

Specific marketing opportunities

Presentation Overview:

Current Challenges Facing Healthcare Executives:

Reduce Medical Errors / Improve Patient Safety

Increase Efficiency / Save Time

Reduce Costs / Save Money

Increase Revenue / Market Share

Where Do Executives Find Solutions?

#1 in Hospital Readership

CEOs

CFOs

CIOs

#1 with CEOs

Overall Quality

Need for Publication

Publication Most Like To Receive

Would Save For Future Reference

Modern Healthcare!

PERQ/HCI FOCUS HEALTHCARE MGMT STUDY 2007

Why Executives Rely on Modern Healthcare:

TRUST

Unbiased, straightforward & fair news coverage

Readers know our news is information they can rely on

DEPTH

Comprehensive coverage of entire industry since 1976:

Finance, IT, Legislation, Patient Safety, Access to Capital, Staffing, Quality, Managed Care, Rural Health, Construction

Crucial for readers to know what’s going on in every field, not just one


SPEED

Modern Healthcare’s news is delivered faster than the competition

Yesterday’s news won’t help executives make important decisions – Modern Healthcare reports on the news as it happens so readers are always in the know

EXPERTISE

Staff of 29+ editors and reporters dedicated to the industry

Other publications rely on freelance and non-healthcare writers and many even take vendor-written articles


SENSE OF URGENCY

As a news-driven resource, executives know they have to read Modern Healthcare immediately otherwise they may miss vital news

Unlike monthly publications that can be collected over time and read at leisure

VARIETY

News available in print, online and email

Modern Healthcare’s suite of products lets executives access the news anywhere, anytime

What Does All Of This Mean For You?

Modern Healthcare’s Readers Are Decision Makers

Who Are Looking For Products/Services To Solve Their Problems

You Offer Solutions (Via Advertising w/ Modern Healthcare)

Our Readers Learn How You Can Help Them & Buy From You

You Generate New Leads, Increase Revenue

How An Integrated Campaign Will Help You: Position your company as a solution provider to more

than half a million* healthcare professionals who rely on our suite of products

More than 96%** of readers say they RELY on Modern Healthcare to stay informed. 80%** say they would be AT A DISADVANTAGE if they didn’t read Modern Healthcare.

Generate awareness among buyers – before, during & after the sale

Not everyone is your customer every day, but every day there is a portion of the population looking for your solution

*Total Modern Healthcare audience, including print, online & email products**Modern Healthcare Subscriber Study Conducted by Franklin Communications, 2007

Differentiate yourself from the competition

This creates motivation for readers to buy from you and not your competitors

Remind customers who you are Think of Coke…arguably one of the most well-known brands in the world, yet they continue to advertise ALL the time, simply because customers forget

Customers buy from companies they know - make sure your brand/company is top of mind

How An Integrated Campaign Will Help You:

Modern Healthcare

Modern Healthcare Magazine

Overview:

Industry’s only healthcare business news weekly

National & regional coverage monthlies just can’t provide More than 80 regular features & 60 special reports each year, providing readers: Strategic analysis Practical know-how Statistical rankings

Competitive insight Information on trends

Readers have a very strong allegiance & loyalty to print for in-depth analysis & value of advertising

~ Doremus 2007

Circulation:

BPA-audited circulation of 70,265*

92% of our readers hold high-level positions in:

87% work in hospitals, health systems, medical groups/clinics

Senior mgmt (CEO) Financial mgmt (CFO) Information mgmt (CIO)

Operations/Admin mgmt (COO) Clinical mgmt (CMO)


*June 2010 BPA Statement

Demographics:

75% have read 3 or 4 of the last 4 issues of Modern Healthcare

Average subscriber has been reading us for 10 years

Our readers are loyal – spending an average of 35 minutes reading each week’s issue

72.7% Readers saved an ad/and or article for future reference


Modern Healthcare Subscriber Study conducted by Franklin Communications, 2009

Our Readers Buy Your Products! Top 10 categories our readers will purchase from:

Business Equipment & Supplies

Patient Care Equipment, Supplies & Services

Information Technology

Communications Systems/Services

Consulting Services

Clinical

Continuing Education/Staff Training

Educational Services

Pharmaceuticals

Legal

95% readers who are decision makers /

influencers


Ways You Can Reach Our Readers: In addition to national, full-run advertising, we offer:

Regional advertising

Available in the 2nd and 4th issues of each month in 5 geographic areas (1st and 3rd issues in 2011)

Premium positioning These high visibility positions generate higher awareness than traditional ads

Special supplements (By the Numbers, 100 Top Hospitals, Best Places to Work in Healthcare, 35th Anniversary Issue in 2011)

“Keeper” issues that provide you year-long reach & exposure


Ways You Can Reach Our Readers:

Inserts, Polybags & Gatefolds

High impact advertising that commands reader attention

Survey Sponsorships Position your organization as an industry leader on a key editorial topic

Featured Case Studies Highlight client success story / your organization’s role in their success



Brand Spot

Small investment advertising that can increase brand awareness and drive traffic to your website.

Bellybands

This type of dominate advertising at industry tradeshows and events can help you set yourself apart from the competition.


Display Advertising:

National display advertising delivers your message to more than 245,000* healthcare executives each week. National display advertising is available in the following sizes:

Full page 2/3 page 1/2 page island 1/2 page 1/3 page ¼ page 1/6 page


* Based on pass along readership

Regional Advertising:


Regional advertising is a focused and cost-effective approach that allows your company to target its advertising to a specific geographic region.

Regional advertising is available in the following sizes:

Full page spreads Full page

Special Supplements:

Modern Healthcare publishes three unique supplements that provide year-long reach and exposure for your advertising message. Each year, these supplements are among our best sellers in single copy sales, adding to the exposure you’ll receive by advertising. One ad in these supplements will work for you for an entire year, providing an unbeatable ROI, including an increase in leads and sales.


Special Sections: Special sections and/or program guides are published throughout the year by Modern Healthcare.

Modern Healthcare will be publishing the following special sections/ program guides:

CEO IT Achievement Awards Health Care Hall of Fame Top 25 Minority Executives in Healthcare 50 Most Influential Physician Executives in Healthcare 25th Annual Design Awards Top 25 Women Executives in Healthcare Top 25 Clinical Informaticists


Inserts:

Inserts are a creative and unique way to stand out in an issue. Available in almost any size or shape – inserts are definite attention grabbers.

Inserts can have multiple pages, die-cut edges, include give-aways like CDs and DVDs. Additionally, inserts can be bound into Modern Healthcare, magnastripped, tipped or polybagged depending on insert size.


Business Reply Cards:

Generate leads for your product and/or service and get feedback directly from Modern Healthcare readers with a business reply card in the publication. Business reply cards are a highly visible and effective form of advertising and with your full page ad appearing beside it, your message will last long after the business reply card is completed and sent in!


Gatefolds:

Research has shown that the dynamics of an ad campaign beyond the content can have a distinct influence on buyers’ impressions of your organization. Advertisers seeking to be perceived as having greater resources, being a leader and being more experienced should use larger, more colorful, more frequent advertising.

Gatefold advertising is a great way to get this message across.


Survey Sponsorships:

Associate your brand with quality editorial content through a survey sponsorship. Modern Healthcare publishes the exclusive results of the following eight essential industry surveys in a unique pullout format:

Construction & Design Information Technology Hospital Systems Physician Compensation Executive Compensation Group Purchasing Outsourcing Healthcare Purchasing Power


Featured Case Study:

A Featured Case Study is an opportunity for your organization to generate new leads and visibility by highlighting how it has contributed to the success and growth of one of its clients in the healthcare marketplace!

Featured Case Studies include a full page article by your organization adjacent to a full page ad to further enhance your corporate brand.


Brand Spot:

Modern Healthcare’s brand spot option helps you increase name recognition, drive web traffic and increase sales, with a small investment and consistent advertising.

Brand spot ads appear twelve times throughout the year and are a great way to maintain visibility for your larger display advertising program.


Belly Bands:

Reach a highly targeted audience at an industry trade show or event with a belly band ad. Belly band ads wrap around the publication and guarantees instant and dominant exposure for your organization.


ModernHealthcare.com


Industry’s most trusted website

Content (updated a minimum of 3x a day) includes:

Breaking news Web exclusives Video & audio

In-depth archives Interactive reader polls Interviews & commentaries

Overview:


Circulation:

Industry’s ONLY BPA audited website

339,644 registered users*

509,504 total page impressions**


60.6% work in hospitals/health systems, medical groups/clinics



*Publisher’s Own Data – September 2010

**BPA Online Audit – September 2010

ModernHealthcare.com Subscriber Study conducted by Franklin Communications, 2009


Our Readers Buy Your Products!

Top 10 categories our readers will purchase from:


Consulting Services

Information Technology & Services




Clinical

Pharmaceuticals


Patient Care Equipment, Supplies, Services

89% readers who are

decision-makers / influencers


Our Readers Take Action! 53.7% of readers have visited a website listed in an ad and/or article

49.5% of readers say advertising influences their purchasingdecisions

89.2% of readers have forwarded/discussed an ad and/or article on ModernHealthcare.com to others5x SILVER Award Winner

Featured Article, Featured Article Series, News Section

Single News Article, Special Report/Section,

GOLD Award WinnerProfile

American Society of Healthcare Publication Editors, 2010ModernHealthcare.com Subscriber Study conducted by Franklin Communications, 2009


Ways You Can Reach Our Readers: General rotation banner advertising

Medium rectangle

Skyscraper

Geographic targeting available

Home page sponsorship (highest exposure possible)

Permanent home page square ad rotation

Interior page general rotation (leaderboard & skyscraper)

80,000 guaranteed impressions a month

Premium Position

Interstitial

Leaderboard

Vertical



Webinars Sponsor an editorial webinar and connect with our audienceof decision-makers and influencers faster than ever before

Increase lead generation with a custom webinar moderatedand produced by Modern Healthcare.

Webcasts

Each webcast will be conducted in the classic “pro vs. con” editorial style with two guests with opposing views discussing a topic.



Market Place / Case Studies Brand your company name and description or showcase your recent case study online

Multimedia Sponsorships

Align your brand with our video interviews of powerful and influential leaders in healthcare.


General Rotation Banner Advertising:

General rotation banner ads deliver a consistent branding message to the decision-makers responsible for purchasing healthcare products and services.

Geographic targeting available


Home Page Sponsorship Advertising:

ModernHealthcare.com’s home page receives thousands of page views each month. Advertising on our home page will give your organization maximum Exposure.


Marketplace / Case Studies: Case Studies

Executives in search of solutions value this type of dedicated resource and rely on it when making decisions. Posting your case study on ModernHealthcare.com ensures the right audience sees your case study.

Marketplace

This online resource located on ModernHealthcare.com’s home page provides decision makers a one stop shop for valuable information on products/services.


Webcasts / Webinars: Editorial WebcastModern Healthcare’s editorial team will produce and moderate a series of content-driven webinars in 2010. Each webinar will be conducted in the classic “pro vs. con” editorial style with two guests with opposing views discussing a topic. Editorial webinars are a cost-effective, integrated and turn-key approach to marketing, and provide excellent opportunities for branding and lead generation. Topics include:

Governance Emergency Care

Education WebinarA Modern Healthcare moderated webinar is an excellent way to educate our audience on the solutions you provide, highlight best practices or case studies, demonstrate your latest technology and much more!

Healthcare Reform Patient Safety


Video Sponsorships

Throughout the year, Modern Healthcare will video interview the nation’s top healthcare leaders to hear their thoughts on the events shaping the industry, comments on their recent recognition and/or leadership lessons and advice that fellow healthcare executives can apply to their daily management responsibilities.

Exclusive sponsorship will feature a 15-second commercial to be a “lead-in” to each video on ModernHealthcare.com which reaches an audience of more than 339,000 healthcare professionals!

Daily Dose E-Newsletter

Daily Dose

Overview:

Concise news updates delivered every business afternoon

Enables readers to capitalize on business opportunities immediately

Today’s news, written by Modern Healthcare’s editorial team

Not a recap of yesterday’s news from a variety of sources

Content appears IN the e-newsletter

Saves readers time because they don’t have to link to or register with outside websites

Daily Dose

Circulation: Reaches more than 50,934* healthcare industry professionals

40% open rate (vs. open rate average of 14% for publishing/ media companies**)


56.6% work in hospitals/health systems, medical groups/clinics



SILVER Award Winner

E-Newsletter/Breaking NewsAmerican Society of Business Publication Editors &

American Society of Healthcare Publication Editors, 2008*Includes pass-along from Daily Dose Subscriber Study conducted by Franklin Communications,

2009**MarketingSherpa, Email Marketing Benchmark Survey, Sept. 2008 Chart 5.11

Daily Dose

Demographics:

75% of readers read the Daily Dose the same day it’s received

75% say the Daily Dose provides news that helps me do my job better

68% read 4 or 5 issues per week

3.5 years is the average number of time readers have read the Daily Dose

Daily Dose Subscriber Study conducted by Franklin Communications, 2009

Daily Dose


Top 10 categories our readers will purchase from:


Consulting Services






Clinical

Legal

Marketing Services

89.5% readers who are decision makers /

influencers

48.9% readers say advertising

influences their purchasing decisions

Daily Dose

Daily Dose:

The Daily Dose e-newsletter delivers concise, yet information packed news updates each afternoon – keeping approx. 50,934* executives up to date on the news they need to know.

Advertising on the Daily Dose is a cost-effective way to ensure connectivity with an audience of healthcare purchasers.

*Includes pass-along from Daily Dose Subscriber Study conducted by Franklin Communications, 2009

Health IT Strategist


Overview:

Concise IT news updates delivered every business morning

Enables readers to capitalize on business opportunities immediately

Today’s news, written by Modern Healthcare’s editorial team

Not a recap of yesterday’s news from a variety of sources

Content appears IN the e-newsletter

Saves readers time because they don’t have to link to or register with outside websites


Circulation: Reaches more than 65,942* healthcare professionals 27% open rate (vs. open rate average of 14% for publishing/media companies**)

76.8% of our readers hold high-level positions in:

61.8% work in hospitals/health systems, medical groups, insurers/ payers

Information mgmt (CIO) Senior mgmt (CEO) Financial mgmt (CFO)


GOLD Award Winner

E-Newsletter/Breaking NewsAmerican Society of Business Publication Editors &

American Society of Healthcare Publication Editors, 2008*Includes pass-along from HITS Subscriber Study conducted by Franklin Communications, 2009

**MarketingSherpa, Email Marketing Benchmark Survey, Sept. 2008 Chart 5.11


Demographics: 60.4% of readers value the content of independent e-newsletters

(like HITS) more than those affiliates with associations

66.1% HITS helps me learn about new products and services

66.6% say HITS provides news that helps me do my job better

61% view it the same day it’s received

Health IT Strategist Subscriber Study conducted by Franklin Communications, 2009


Our Readers Buy Your Products:

Top 5 purchase areas within IT:

Computer Hardware

Wireless Technology

EMR Software/Hardware

Billing

Business/Office Equipment

95.3% readers who are decision makers /

influencers

47.5% readers say

advertising has an influence on

purchase decisions

85.9% discussed or forwarded an ad and/or article

Health IT Strategist Subscriber Study conducted by Franklin Communications, 2009


HITS E-Newsletter:

Health IT Strategist (HITS) is our daily email newsletter focused on information technology. By providing news that is relevant, timely and to the point, as well as a predictive look ahead.

Deliver your message to IT decision-makers who can make a significant impact on your bottom line.


Ways To Reach HITS Readers:

HITS Alert

Breaking IT news email service

Reaches more than 26,272* professionals

Delivered a minimum of twice a month

Vertical and horizontal banner positions

Yearly sponsorship exclusive to only 2 advertisers

*Publisher’s Own Data –September 2010


HITS Alert:

HITS Alert delivers breaking IT news as it unfolds. Trusted by more than26,272* readers, HITS Alert is relied upon by IT healthcare professionals. Sponsorship of this powerful news vehicle will drive interest in your organization and its products and services.


Modern Healthcare Alert


Overview:

Breaking news email service – delivers news as it unfolds

Keeps more than 96,847* healthcare professionals in the know

Delivered a minimum of twice a month

Vertical and horizontal banner positions

Yearly sponsorship exclusive to only 2 advertisers



Modern Healthcare Alert:

This breaking news email service – delivers news as it happens. Modern Healthcare’s Alert is quick and concise, providing time-pressed executives valuable information that could have an affect on their business. As one of two exclusive sponsors, your organization will align itself with cutting edge editorial and raise awareness amongst attentive readers.

Most Requested Articles


Overview:

Email announcing the month’s most requested articles

Reaches more than 150,173* healthcare professionals each month

Exclusive sponsorship open to only 1 advertiser

6 month & 1 year opportunities



Most Requested Articles:

This email service enables readers to easily and immediately access past stories, and as a result, sponsorship generates instant exposure for your brand, as well as an increase in web traffic, leads and sales!

Modern Physician

Modern Physician

Overview: Leading source of news & information for physician business executives

Content assists physician executives in decision making on topics such as management, policy, finance and operations

In-depth stories, expert commentaries, national, regional and local news, peer-written articles, statistics/rankings, analysis

3 Formats:

Modern Physician e- newsletter / circulation 24,171*

ModernPhysician.com / circulation 47,456*

Modern Physician Alert / circulation 24,171*


Modern Physician

Circulation:

More than 74% of Modern Physician readers hold high-level positions in:

More than 70% work in:

Medical groups/Academic medical centers

Physician organizations/ambulatory surgery centers

Hospitals/health systems, insurer/payer, MCOs


Operations/Admin mgmt (COO) Clinical mgmt (CMO) Board officers

Modern Physician

Demographics:

100% of readers say Modern Physician is credible

97% trust Modern Physician’s content

91% say they learn trends from Modern Physician

80% of readers say Modern Physician helps them make business decisions

BRONZE Award Winner

E-Newsletter/General ExcellenceAmerican Society of Business Publication Editors, 2008

Modern Physician


Top 5 purchase areas:





Consulting Services

85% readers who are decision makers /

influencers

64% readers who say

advertising influences their

decisions

75% contacted a company mentioned in ad &/or visited website

Modern Physician

Ways To Reach Our Readers:E-NEWSLETTER

Exclusive leaderboard sponsorship (open to only 1 sponsor)

Your ad appears in both top & bottom leaderboard position

Section sponsorships

Available in Reader Poll, Opinions, By the Numbers & Physicians Making Business News, and Practice Makes Perfect sections

Includes square ad rotation and logo in purchased section

Sponsorship packages available in 3, 6 & 12 month increments

ALERT

Horizontal & vertical ad positions (rotating among 2 advertisers)

Modern Physician

Ways To Reach Our Readers:

ONLINE

General rotation advertising

Vertical, leaderboard, medium rectangle & skyscraper

Sponsored white papers

Post your case study, logo and 50-word company description

Marketplace

Interactive resource providing one-stop shopping for decision makers looking for solutions

Modern Physician

Modern Physician Suite of Products: E-NEWSLETTER ONLINE ALERT

Awards & Custom Programs


Sponsorships that go beyond traditional advertising:

TrendWatch

Breakfast presentation held in conjunction with HIMSS conference

IT trends discussed among panel of industry leaders

Positions sponsor as cutting-edge solution provider/provides pool of potential new clients

Puttin on the Ritz

Cocktail party held in conjunction with ACHE annual conference

Aligns sponsor with an elite group of c-suite executives

AWARD PROGRAMS / NETWORKING EVENTS




Top 25 Women in Healthcare

Editorial feature / awards gala honoring exceptional female leaders

Positions sponsor as a leading force in diversity

Opens doors to new business, relationships

50 Most Powerful Physician Executives in Healthcare

Editorial feature / awards gala honoring physician executives

Sponsor aligns with influential group of physician executives





Best Places to Work in Healthcare

Editorial feature / awards gala honoring best workplaces in industry

Sponsor aligns brand with best of the best



Custom Programs Non-traditional ways to increase your marketing exposure:

Email marketing This type of direct marketing approach is a great way to get your message across to Modern Healthcare’s audience.

Research Find out what our readers think of your current ad campaign and/or your products and services

Advertorials Educate the industry on key issues and showcase your organization’s expertise by running a unique two-page spread that is half article, half advertisement.

Roundtables Roundtables bring together industry experts to discuss key issues pertinent to Modern Healthcare readers.

In Conclusion…

Modern Healthcare is indispensable to the industry’s decision makers and influencers

Reaching this audience with your integrated marketing campaign will give you a powerful advantage over your competition

Brand awareness will increase (more of our readers will know who you are and how you can solve their problems)

New leads/relationships will be developed (our readers will come to you for solutions as a result of learning more about you)

Sales and market share will increase (our readers will purchase or influence the purchase of your products/services)

Conclusion Header Here

Questions?

Thank You For Your Time!

Modern Healthcare Suite of Products

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