Insights from the Great American Physician Survey Physicians Practice Overview UBM Medica Digital Marketing to Physicians Overview

1. DELIVERING unbiased clinical, practical, and business
information for physicians, providers,
payers, and patients around the world
SERVING
communities through
electronic databases,
web sites, journals,
magazines, mobile
applications, live con-
ferences and meet-
IMPROVING THE
ings, and more
EFFECTIVENESS
OF HEALTHCARE
THROUGH
INFORMATION
AND EDUCATION
PROVIDING comprehensive, integrated communication
solutions for the pharmaceutical, medical device,
technology, hospital and related industries.

2. the PATH
the state of
PHYSICIAN interests
OUTPATIENT PRACTICE
research on
MEDIA AND EMAIL
research
on MOBILE,
SOCIAL NETWORKS

3. REIMBURSEM
NT EN
TIE
A
T
TP
LO
OU
W

4. TO GET
AND HARD
26 Medicare B-MD
36 BCBS-MD

5. costs
areHIGH
OPERATING COSTS AS A PERCENTAGE OF MEDICAL REVENUE (MEDIAN)
All Practices 62.64%
Multispeciality, Not Hospital Owned 55.47%
Multispeciality, Hospital Owned 72.98%
Primary Care, Not Hospital Owned 59.43%
Source: Medical Group Management Association, “2011 Cost Survey, Based on 2010 Data.”

6. costs are not for PATIENT CARE
$247,500
IN A PRACTICE WITH 10 PHYSICIANS,
per year is spent
on unnecessarily
complex or redundant
administrative tasks:
• $19,444 per year on phone calls with pharmacies;
• $38,761 per year verifying patient coverage, copayments, and deductibles;
• $9,248 per year resubmitting denied claims — 73% of which were eventually paid;
• $7,618 per year submitting credentialing applications; and
• $33,800 per year negotiating insurance contracts with an average of 20.5 different
health plans to renew 14 of those each year.
Source: “Administrative Complexity in Medical Practices” Research, September 2004. MGMA Center for Research. Funded by AHRQ.

7. What was your full-time income
last year, including any cash or
cash-equivalent bonuses, but not
including insurance and other
non-cash benefits?
n $100,000 or less (15.3%)
n $100,001 – $125,000 (8.4%)
n $125,001 – $150,000 (11.7%)
n $150,001 – $175,000 (12.6%)
n $175,001 – $200,000 (15.8%)
n $200,001 – $300,000 (22.1%)
n More than $300,000 (14.1%)

8. career satisfaction
In the next 5
years, I plan to:
n Continue practicing as I do now (56.1%)
n Close my practice (6.1%)
n Merge with other private practices (4.9%)
n Go into solo practice (4.1%)
n Join an accountable care organization (ACO) (3.6%)
n Sell my practice to a hospital system (3.1%)
n Leave my practice to become
hospital employed (2.9%)
n Other (19.2%)

9. 40%
35%
Respondents to 30%
THE GREAT 25%
20%
AMERICAN
15%
PHYSICIAN 10%
SURVEY, 5%
2009-2011 0%
Hospital Employee Employee of Partner/Co-Owner of
Private Practice Private Practice
PHYSICIANS PRACTICE UBM MEDICA
1-5 51.45% 50.05%
6-10 14.96% 15.03%
GROUP SIZE 11-30 14.38% 14.27%
UBM Medica 31-50 5.09% 5.58%
Registrants 51-100
101-300
4.83% 5.02%
4.27% 3.93%
300+ 5.02% 6.12%

10. 11
20
RI ES
S T OPHYSICIANS PRACTICE
• MEDICARE’S NEW ANNUAL WELLNESS VISIT: Don’t be
bamboozled into thinking this is a preventive
medicine service — it’s not
• THE BEST STATES TO PRACTICE: America’s Physician-
Friendliest States
• SKIN DISORDERS: 5 Shots, 5 Tips • PATIENT DISMISSAL LETTER: Use this letter if a patient
consistently refuses to pay for services rendered,
• ZEBRAS: Clinical Surprises and you are forced to dismiss the patient from
• What caused this highly pruritic rash your practice.
that resists OTC remedies? • 2011 STAFF SALARY SURVEY: Piecing together
• Does this hand lesion signal your staffing puzzle
underlying disease? • 2011 MEDICARE PHYSICIAN FEE SCHEDULE:
• Can you identify this axillary rash? See what Medicare owes you in 2011
11

12. 81%
Total MDs owning smartphones:
Physicians who own
tablets or plan to own in
next 12 months:
(median age, 51) 80%
smartPhones
60%
63.8%
50%
Physicians who own or plan to own in 40%
next 12 months: 30%
iPhone: 44%
20%
23.2%
10%
Source: Android: 27%
UBM 0%
Medica
proprietary iPad Android OS
survey,
Feb. 2011. BlackBerry: 29% Source: UBM Medica proprietary survey,
Feb. 2011. 1,785 respondents
1,893
87%
respondents
of physicians will be using
tablets in the next 12 months

13. Only 26% of physician access
sites solely from a desktop.
Everyone else is mobile.
48%
Mostly from
computer, but
How sometimes from
mobile device
physicians
access 26%
websites: Only from a
computer
15%
About
11% the same
for each
Source: UBM Medica
Mostly from
proprietary survey, Feb. 2011. mobile device
1,896 respondents

15. Physicians seek
mobile apps
that give them
fast access to
answers. They
want point of
care diagnostics
and treatment
protocols.

16. United Business Media
PhotoClinic Mobile case study
14,337
DOWNLOADS
October 25, 2010 –
November 15, 2011
MEDIAN: 1.7 uses per day

17. H T M L 5 AND
MOBILE DEVICES
n HTML5 is an emerging standard that is
supported across recent mobile operating
systems and devices
n HTML5-based web pages provide:
• User-friendly access
• Interactivity
• Optimized experiences
• Cross-platform engagement
n Need distribution via traditional app stores?
“Wrap” your HTML5 development in a
open-source product like PhoneGap:
• Allows you to create virtual apps
• Leverages a “build-one, distribute
multiple points” strategy
• Allows the developer to control
single instance of code, simplifying
maintenance and future improvements

18. Social Media
Yes, for
personal
No,I do not use purposes
social media
29% WHO’S SOCIAL?
28%
72%
of our US respondents use social
media for personal or professional
purposes (median age: 51)
Yes, for personal and Yes, for
professional purposes professional
37% purposes
6%

19. 40%
S0CIAL MEDIA, BY SPECIALTY
35%
n PC
30% n Oncology
n Pediatrics
25%
20%
15%
Do You
Engage 10%
in Social 5%
Media?
0%
Yes, for Yes, for Yes, for No, I do not
personal personal personal and use social
purposes purposes professional media
purposes

20. When looking at the
usage of social media
inclusive of professional
community site, Facebook
remains a powerhouse
among physicians (86%)
followed by Medscape
Physician Connect (52%)
and Sermo (44%).

21. S0CIAL MEDIA RULES
l
Socia
n Security is Number One
n Act Like a Person
n What is Success?
• Referrals? Facebook is the
13th largest referrer to our
Me
sites, after search engines
• Re-Tweets/Post?
• Followers? Likes?
dia

22. Presented b S
P d by Steve G
Gottshall
h ll

23. Hospital Value Proposition
• Build and strengthen your relationship with both
g y p
employed and community physicians
• Educate physicians on your Centers of Excellence, CME
events, staff physicians, latest advancements
• Help to drive new physician referrals; maintain existing
• P
Prove ROI to hospital leadership
ROI t h it l l d hi
• Remain on top of hospital best marketing practices
• Increase your perception and awareness
Increase your perception and awareness

24. Hospital Partners

25. Validation of Audience

26. Who They Are?
All licensed and practicing physicians
All specialties
40% pass along rate to office administrators

27. The Reason to Reach Referring Physicians
73% of patients said their doctor was either
the sole decision maker about their
hospital choices or was consulted.
p
Each doctor generates$1.5million of net
revenue each year for their affiliated hospital.

28. Highlights from our Editorial Survey 3/10
 Did you look at this issue?
70% said yes compared to 48% in 2008
 How familiar are you with Physicians Practice?
82% are familiar compared to 72% in 2008
 How much time, on average, do you spend reading an issue of
Physicians Practice?
Physicians spent 39.5 minutes reading Ph i i
Ph i i t 39 5 i t di Physicians Practice compared
P ti d
to 33.7 minutes in 2008
 Has your need for practice management information increased,
y p g ,
decreased, or stayed the same over the past year?
48% said their need for practice management information has
increased compared to 32% in 2008

29. Co-branding Physicians Practice
Branding on the cover
Branding on the cover
7 pages of your content
7 pages of your content Alignment to
Ali tt
in the center of the valued content
journal —
heavy stock to
make your content
stand out.

30. Co-branding on physicianspractice.com

31. Co-branding on PEARLS Weekly eNewsletter
• Branding in emails to
your market area
• Recruitment Online Ads
in your market area

32. Return On Investment
Measure the results of your investment.
Physicians Practice program includes
survey tools that allow y to track ROI
y you
generated as a result of the partnership.

33. Return On Investment
Loma Linda University Medical Center – Loma Linda, CA
Circulation – 6,000
According to responding physicians: Total number of patients referred = 43
Based on average i
B d in-patient charge f LLUMC
ti t h for LLUMC:
Estimated ROI was $3,479,689
Providence Health & Services – Portland, OR
Circulation – 11,600
According to responding physicians: Total number of patients referred = 220
Based on average in-patient charge for Providence:
Estimated ROI: $6,243,160
St.
St Francis Health System – Topeka KS
Topeka,
Circulation – 700
According to responding physicians: Total number of patients referred = 113
Based on average in-patient charge for St. Francis:
Estimated ROI was $2,881,387
University of Virginia Health System – Charlottesville, VA
Circulation – 22,000
According to responding physicians: Total number of patients referred = 145
Based on average in-patient charge for UVA:
in patient
Estimated ROI was $7,435,745

34. What Physicians are Saying?
Feedback from survey respondents:
“A helpful publication”
“VERY informative tidbits on all sorts of medical practice issues”
“Awesome journal. Very educational”
j y
“I enjoy receiving this”
“Very informative –thanks”
“I enjoy reading Physicians Practice, especially the business and technology side”
“Great diversity of articles”
“This is an excellent magazine”
This magazine
“Thanks”
“Excellent -The only 1 read/use the most…due to EHR info”
“Overall, great magazine with very relevant/timely articles”
“Thank you Swedish!”
“I enjoy reading Physicians Practice & the Swedish insert is very informative”
“I find this journal VERY helpful to keep me up to date on the business of private practice -
thanks!”
“Thank you for this valuable service”

35. Hospital Partnership
• Comprehensive, cost effective program to distinguish all of y
p , p g g your
physician marketing needs — in a market exclusive area.
• Your message is wrapped in relevant content that assists physicians
with meeting the challenges they face in their business.
• This vital information surrounds information about your hospital’s
points of excellence.
• Gain referring physicians’ mindshare by being an empathetic partner,
partner
strengthening your relationship and increasing their referrals.
• Built-in survey tools allow you to measure the results of your
investment.
i t t

36. Ways to Enhance Reach
 Bellybands
OOutserts
Cost is based on physician reach
reach.

37. Implementation

38. Program Components
1. Cover branding on all 10 issues of Physicians Practice with 6 issues containing
your 7 pages of clinical content
2. Introductory letter from your (CEO or CMO) with your first issue
2 Introductory letter from your (CEO or CMO) with your first issue
3. Readership survey conducted at the end of the first year (ROI will be calculated)
4. Annual Report compiled from survey results to share with your leadership
5. 100 extra copies of Physicians Practice each issue; great for your physician
relations and other marketing efforts
6. 25 people to add to the VIP mailing list
7. Co‐branding on www.PhysiciansPractice.com with five links/buttons ‐ Quarterly
reports on activity
8. Co‐branding of our weekly e‐mail newsletter, "Physicians Practice Pearls"
9. www.SearchMedica.com button placed on your physician portal
9 www SearchMedica com button placed on your physician portal
10. Practice management video placed on your portal or physician area of your site:
http://wesleymc.com/for-physicians/practice-strategies.dot
11. Two representatives to attend our Annual Impact on Marketing (AIM)
conference. All expenses covered, including travel and lodging ‐ Great
networking
k
12. Bi‐monthly client e‐newsletter with updates on the program and the healthcare
industry
13. Re‐purchase the mailing list each issue (10x per year) to assure validation of the
right audience
g
14. Annual cost includes postage and mailing

39. Questions and Answers
Thank you!
Steve Gottshall
Group Director Hospital Business Development
Director,
Steven.Gottshall@UBM.com
847.242.9552 (office) or 443.690.5211 ( )
( ) (cell)

40. [COMMUNICATION PLATFORMS for Hospitals and Health Systems ]

41. to Engage With
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42. through UBM Medica Sites
Reach and engage HCPs
Build and sustain awareness
Measure impact of engagement
Increase accountability
& quality of care
ACCESSING HCPs
websites
cancernetwork.com | consultantlive.com
pediatricsconsultantlive.com | diagnosticimaging.com
musculoskeletalnetwork.com | OBGYN.net | physicianspractice.com
psychiatrictimes.com | searchmedica.com

43. marketing trends that drive our approach
BRANDING with content | RELATIONSHIP marketing
CONVERSATIONAL marketing

44. [MEGAtrend]
BRANDING
WITH CONTENT
MARKETING
AS A SERVICE BROUGHT TO YOU BY
THAT ENGAGES MAIMONIDES
A COMMUNITY
WITH AN ONGOING,
CONTENT-CENTRIC
APPROACH
CORE PROGRAM: BRANDING WITH CONTENT
Hospitals across the nation utilize Physicians Practice
to deliver a trusted resource that physicians value – and
including hospital content within the journal and website
leverages the engagement, cultivating sustainable
relationships with area physicians

45. BRANDING WITH CONTENT
UBM Medica
CONTENT SERVICES
• Enhance your own website with content
from UBM Medica content brands
• Choose from practice management and
clinical content, include specialty thera-
peutic areas such as Oncology, Psychiatry
and Women’s Health
• Embed Physicians Practice’s Practice Man-
agement Tips Video segments for a high
engagement experience
• SEO-friendly: meta data augmented with
localized references to help discoverability
• Social media-ready: Content delivery
includes suggested Tweets for your own
Twitter account

46. BRANDING WITH CONTENT
briefing CENTERS
1. Up to 20 supporting assets
2. Chat tools promote
instant feedback and
conversations
3. Social media integration
extends reach
• Engaging, easy to implement envi- • Multiple sections host content and • Hosted on a UBM Medica site with
ronment provides an interactive op- engagement tools periodic emails and banner units
portunity to focus on key messaging • Ideal for physician liaison updates deployed to market area physicians
and KOL presentations
• Vcards exchange, registration and
reporting drive list development

48. BRANDING WITH CONTENT
digitalMagazines
• Up to six feature-length
articles from UBM Medica
content brands
• Any number of articles,
multimedia assets, etc. from
your own content archive
• Presented in a download-
able app format optimized
for tablet display
• “Now Available” audience
reminder sent to market area
physicians via email and
onsite banners across the
UBM Medica Network at
scheduled content updates

49. [ ]
MEGAtrend:
relationship
marketing
Personalized Interaction

50. RELATIONSHIP MARKETING
email SERIES
• Custom newsletter series leveraging your
supplied content links
• Shallow design encourages links back to
your site (or hosted page on UBM Medica
site, optionally)
• Content segmentation available: i.e., target
referrers, splitters, and non-referrers with
different content features or call to action
• Opt-in prominently featured to cultivate list
development
P # of emails opened
P# of clicks on
email, by link
P Opt-in Registration
Data and/or Click to
Contact (provided weekly
with Medica hosted
registration form)
Cultivate an ongoing communication channel that
highlights CME offerings, new faculty appointments,
new service offerings, and referral information

51. [ ]
MEGAtrend:
community/
conversational
Like-minded exchanges independent
of the major “social layer”

52. COMMUNITY/CONVERSATIONAL
DIGITAL SELF-
EXPRESSION
& CONNECTION
PLATFORMS
THE EXISTING SOCIAL WEB PROFESSIONAL NETWORKS STRUCTURED COMMUNITY
Such as: Such as: FEATURES:
Facebook ning-based sites such as • Community Voices/Editors
NeuroNet and radRounds
Twitter • KOL video
LinkedIn
YouTube • Reference
Usually, fully dependent • Classroom and Games
Highly trafficked on user-generated content • Tools
Good APIs and participation — old
threads and short threads Scheduled, continual
Real-time (FB/Twitter) compromise vitality content updates
Restrictive, templated Expert moderators ensure
interface content quality and topic
Community content relevancy
features often disabled Embraces user-generated
to meet regulatory content in a controlled,
responsible method

53. COMMUNITY/CONVERSATIONAL
Interactive
Bylined Case
Expert Reviews
Blogs
Edu-Game(s)
Patient
Resources
Accredited
University
UBM MEDICA
STRUCTURED
COMMUNITY
EXPERT
MODERATORS

54. Leverage the unique benefits of social media with
a PROFESSIONAL PEER EXCHANGE
for community physicians
• Improves quality of care through
sharing of best practices for
optimizing patient outcomes
• Provides opportunity for
employed physicians and non-
employed physicians to interact
• Demonstrates leadership within
the community, yet minimizes
risk and manages cost
• Measure engagement —
immediately and over time —
with metrics and qualitative
research.
“Physicians frequently use their colleagues as a source of
information in the diagnosis and treatment of patients.”
–Wolters Kluwer Health 2011 Point-of-Care Survey

55. SUPPLEMENTS
JOURNALS Providing multiple touchpoints
to increase collaboration, optimize
SPECIAL ISSUES
PRINT care and drive referrals
D
IG
SPECIALTY PROFILE TARGETING
IT
A
E-MAIL PROGRAMS
Physician ACCESS
L
IMMERSIVE ENVIRONMENTS
VIRTUAL EVENTS
C
S
U
PUBLICATIONS
T
O
LIVE EVENTS M
DIGITAL CONTENT ENVIRONMENTS