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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
Why Executives Rely on Modern Healthcare:
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
Why Executives Rely on Modern Healthcare:
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)
Modern Healthcare Magazine
*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 Magazine
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
Modern Healthcare Magazine
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
Modern Healthcare Magazine
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
Modern Healthcare Magazine
Ways You Can Reach Our Readers:
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.
Modern Healthcare Magazine
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
Modern Healthcare Magazine
* Based on pass along readership
Regional Advertising:
Modern Healthcare Magazine
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.
Modern Healthcare Magazine
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
Modern Healthcare Magazine
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.
Modern Healthcare Magazine
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!
Modern Healthcare Magazine
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.
Modern Healthcare Magazine
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
Modern Healthcare Magazine
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.
Modern Healthcare Magazine
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.
Modern Healthcare Magazine
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.
Modern Healthcare Magazine
ModernHealthcare.com
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:
ModernHealthcare.com
Circulation:
Industry’s ONLY BPA audited website
339,644 registered users*
509,504 total page impressions**
70% of our readers hold high-level positions in:
60.6% work in hospitals/health systems, medical groups/clinics
Senior mgmt (CEO) Financial mgmt (CFO) Information mgmt (CIO)
Operations/Admin mgmt (COO) Clinical mgmt (CMO)
*Publisher’s Own Data – September 2010
**BPA Online Audit – September 2010
ModernHealthcare.com Subscriber Study conducted by Franklin Communications, 2009
ModernHealthcare.com
Our Readers Buy Your Products!
Top 10 categories our readers will purchase from:
Business Equipment & Supplies
Consulting Services
Information Technology & Services
Communications Systems/Services
Educational Services
Patient Care Equipment, Supplies & Services
Clinical
Pharmaceuticals
Continuing Education/Staff Training
Patient Care Equipment, Supplies, Services
89% readers who are
decision-makers / influencers
ModernHealthcare.com
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
ModernHealthcare.com
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
ModernHealthcare.com
Ways You Can Reach Our Readers:
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.
ModernHealthcare.com
Ways You Can Reach Our Readers:
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.
ModernHealthcare.com
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
ModernHealthcare.com
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.
ModernHealthcare.com
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.
ModernHealthcare.com
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
ModernHealthcare.com
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**)
75% of our readers hold high-level positions in:
56.6% work in hospitals/health systems, medical groups/clinics
Senior mgmt (CEO) Financial mgmt (CFO) Information mgmt (CIO)
Operations/Admin mgmt (COO) Clinical mgmt (CMO)
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
Our Readers Buy Your Products!
Top 10 categories our readers will purchase from:
Business Equipment & Supplies
Consulting Services
Information Technology
Communications Systems/Services
Patient Care Equipment, Supplies & Services
Educational Services
Continuing Education/Staff Training
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
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
Health IT Strategist
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)
Operations/Admin mgmt (COO) Clinical mgmt (CMO)
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
Health IT Strategist
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
Health IT Strategist
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
Health IT Strategist
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.
Health IT Strategist
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
Health IT Strategist
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.
*Publisher’s Own Data – September 2010
Modern Healthcare Alert
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
*Publisher’s Own Data – September 2010
Modern Healthcare Alert
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
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
*Publisher’s Own Data – September 2010
Most Requested Articles
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*
*Publisher’s Own Data – September 2010
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
Senior mgmt (CEO) Financial mgmt (CFO) Information mgmt (CIO)
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
Our Readers Buy Your Products!
Top 5 purchase areas:
Business Equipment & Supplies
Information Technology
Educational Services
Communications Systems/Services
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
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
Awards & Custom Programs
AWARD PROGRAMS / NETWORKING EVENTS
Sponsorships that go beyond traditional advertising:
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
Opens doors to new business, relationships
Awards & Custom Programs
AWARD PROGRAMS / NETWORKING EVENTS
Sponsorships that go beyond traditional advertising:
Best Places to Work in Healthcare
Editorial feature / awards gala honoring best workplaces in industry
Sponsor aligns brand with best of the best
Opens doors to new business, relationships
Awards & Custom Programs
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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