HEALTHCARE2016

CATEGORY INSIGHTS

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2016 CATEGORY INSIGHTSMACRO-LEVEL TRENDS

BRINGING IT LOCAL

OUR APPROACH

consumer and advertiser spending

a portfolio aligning with consumer and client needs

engaging, compelling and captivating industry insights

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MACRO-LEVEL TRENDS

2016 TOP TRENDS IN HEALTHCARE MARKETING

Source: DMN3,, ‘5 Healthcare Marketing Trends to Watch in 2016.’

Consumers Becoming Avid Researchers• consumers see

healthcare as a collaboration between themselves and their doctors

• they take responsibility for their health and the decisions that affect it

• the doctor no longer has the only say on treatment, hospitals, medications, etc.

Marketers Targeting Consumers and Payers• different audiences

for healthcare marketers, although they are all being affected by changes to the U.S. healthcare delivery environment

• the major players include healthcare consumers, providers and payers

• the trend is to increasingly target consumers and payers, while keeping doctors as the underpinning for their overall marketing strategy

Digital Overtaking Traditional Marketing• the greatest growth

for the pharmaceutical, diagnostics, biotech and medical device marketing budgets is taking place in social media, mobile/tablet apps and digital sales materials

• for consumer marketing tactics, the greatest growth is taking place in mobile/tablet apps, social media and digital ads

Digital Content Key to the Decision Process• Prior to booking an

appointment, 77% of patients used search, 83% used hospital sites, 54% used health insurance company sites, 50% used health information sites, and 26% used consumer-generated reviews

• marketers continue to adapt to the new reality from he shift to payments based on outcomes, increasing transparency, and an empowered healthcare consumer

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MACRO-LEVEL TRENDS

DIGITAL MATTERS FOR PROSPECTIVE PATIENTS

Source: Think With Google, ‘The Digital Journey to Wellness.’

KEY TAKEAWAYOnline continues to play a key role throughout the

healthcare decision process,

with search, mobile, and online video

playing some of the biggest roles

in terms of mediums.

Search is indispensable in patient journeySearch impacts brands

Mobile is the patient’s constant companionMobile will be as important as desktop

Online Video informs and connectsSight, sound, and motion tell stories & fuels conversions

online plays a significant role in the research process84% of patients use both online and offline sources for research

online personal offline

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PHYSICAL WELLNESS IS MOST IMPORTANT TO ADULTS

THE WAY CONSUMERS MANAGE THEIR HEALTH IS CHANGING, LARGELY DUE TO AN AGING

POPULATION PLACING DEMAND ON RESOURCES, BUT ALSO DUE TO THE

PROACTIVE MENTALITY OF CONSUMERS.

CONSUMERS PLACE HIGH IMPORTANCE ON PHYSICAL

WELLNESS, YET OBESITY RATES CONTINUE TO BE A CONCERN AND RISK FACTOR FOR HEALTH ISSUES.

Marissa Gilbert Health and Wellness Analyst,

Mintel

“

”Source: Lightspeed GMI/Mintel | Base: 2,000 Internet users 18+.

KEY TAKEAWAYWhen ranking aspects of personal wellness, more than four out of ten adults indicate physical wellness is most important to them. The ability to perform daily tasks and have the mobility to maintain independence likely drives this

strong distinction.

MACRO-LEVEL TRENDS

ranked first in importance for personal wellness

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MACRO-LEVEL TRENDS

AGE IMPACTS WHERE CONSUMERS SEEK HEALTH ADVICE

Source: Lightspeed GMI/Mintel | Base: 2,000 Internet users 18+.

generation z baby boomers

KEY TAKEAWAYOlder adults are more likely than their younger counterparts to agree to get a

diagnosis plan from a doctor than to search online for information.

Conversely, younger adults are seeking advice for health issues on social media far more than older adults.

MACRO KEY INSIGHTSMARKETING MORE OMNICHANNEL THAN EVER

WELLNESS IS KEY

LIFESTAGES AND HEALTH ADVICE

messaging driving wellness across all personal aspects, including physical and mental, will resonate with consumers

younger generations are comfortable, and often prefer, a social or video digital touchpoint for advice and research

the connection of the journey through online, offline, and personal touchpoints is critical for health marketing

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BRINGING IT LOCAL

Source: Nielsen, 2016. Based to Chicago DMA and compared to National averages.

KEY TAKEAWAYChicagoland health care spending is expected to grow over the next 5 years, outpacing national

spending increases in nearly all categories. The average household is expected to spend $5,000+

this year on health-related expenses.

KEY HEALTH SPENDING IN CHICAGO, WITH A LOOK AHEAD

Medical Service35%

where’s the spending?

Drugs62%

Medical Supplies3%

$18,122,845,053 ($18.1B)

In 2016, total Chicagoland health care spending amounted to

and is expected to grow

4.9% by 2021

The average Chicagoland household will spend

$5,016This year on health-related expenses

9Source: Borrell & Associates (Health Care Inside and Outside the Market, 2015 - 2020)

LOCAL AD SPEND GROWTHDRIVEN BY DIGITAL

local market spending in the health care category

will top

$491MILLION

by 2020.

total spend includes both local and national spend in the Chicagoland market.

projected growth will come largely from digital,

up 61% over the next 4 years to

52% of total ad spending in the market

this growth will come largely from targeted display

$38M2015

$113M2020

KEY TAKEAWAYIn a key metropolitan market, health care media spend will grow over the next few years,

largely driven by digital spending. Look for social interactions and targeting to increase in demand.

BRINGING IT LOCAL

BRINING IT LOCAL KEY INSIGHTS

HIGH LEVELS OF CONSUMER SPENDING

LOCAL MEDIA SPEND IS DIGITALlook for social interactions and targeting to increase in demand

spending is high across health categories, but particularly in medications and services

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OUR APPROACH TARGETING YOUR AUDIENCE

Sources: Ranker: comScore Monthly average November 2015 – January 2016, News and Information Sites; Page Views and Unique Visitors: Omniture 2015 Average; Demographics: Nielsen @Plan, Q3 2015.

Consumers Becoming Avid Researchers• consumers see

healthcare as a collaboration between themselves and their doctors

• they take responsibility for their health and the decisions that affect it

• the doctor no longer has the only say on treatment, hospitals, medications, etc.

Doctors Becoming Employees• as a result of the

Affordable Care Act of 2010, hospitals have been buying up physician practices at an accelerated rate

• when doctors becomeemployees, they lose their ability to be final decision makers when it comes to buying medical services and products

• doctors still have a key role as advocates, but others now make the final purchasing decision

Marketers Targeting Consumers and Payers• different audiences

for healthcare marketers, although they are all being affected by changes to the U.S. healthcare delivery environment

• the major players include healthcare consumers, providers and payers

• the trend is to increasingly target consumers and payers, while keeping doctors as the underpinning for their overall marketing strategy

16.1 MillionUnique Visitors Monthly to

ChicagoTribune.com

9 MillionFemale Visitors

2.4 MillionVisitors with HHI over

150k

KEY TAKEAWAYTargeting your audience not only lends

to a more impactful campaign by allowing you to maximize your budget and engage your audience at the right place and time for maximum branding

recall and response rate.Targeted advertisements are, on average

2X Moreas effective as non targeted ads.

ChicagoTribune.com utilizes both first and third party data to target by demographic, age, behavior and more. Further target your audience through channel placements, suburban sites, and adjacent to relevant content.

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MACRO-LEVEL TRENDS ENGAGEMENT TRENDS : NATIVE ADS

Sourece; Sharethrough

KEY TAKEAWAYNative Ad Placements follow the form and function of content and produce stronger KPI’s and Brand Recognition

than standard banner ads.

Customers are looking at native placements more frequently than ever.

25% more consumers

were measured to

look at in-feed native

ad placements,

over standard banners

PEOPLE SEE THEM

Consumers looked at native ads

2% more than editorial

content and spent the

same number of seconds viewing.

VIEWED ASEDITORAL

Native ads registered

18% higher lift in

purchase intent than banner ads.

CONVERSION DRIVERS

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OUR APPROACH INNOVATIVE AD PLACEMENTS

Native Mobile45% of all Traffic comes from Mobile/TabletEngage Readers with Native placements

In Content VideoIn Read and In Board High impact and unlike anything else

Rich MediaCustomizable Eye Catching and High Impact Placements

Native Mobile Placement, In Content Video, and Innovative Rich MediaNative Mobile In Content

Video Rich Media

19% have families

married with kids in hh

23% are boomers

(A60+)

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OUR APPROACH

Source: Scarborough R2 2015, Chicago Market and Custom Recontact Study, R2 2014. Reach is based to a monthly schedule.

OUR PORTFOLIO REACHES ACROSS KEY HEALTHCARE SEGMENTS

14%of Chicagoans have asked a doctor

about a specific drug or talked with their friend/relative after seeing a health ad,

and

32%have visited a doctor or purchased a non-

prescription drug

this combined market of

2.8 MILLION Chicagoans who respond to health care ads represents

38% of the market

among these

prospects…

35% are millennials

A18-34

SUBURBAN TRIBUNE

84%

89%

86%

and our monthly portfolio reaches…

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AUDIENCES DELIVERED THROUGH RELEVANT CONTENT

• Chicago Tribune Health & Family (Wednesday) or Health Content in Life & Style (Sunday)• Tu Salud (Your Health) in Hoy• Suburban Tribune Publications • Chicago Magazine (Annual Cover Stories)

IN PRINT

IN SERVICE

ONLINE

• Custom Event Opportunities• Direct Mail• Out of Home • Content Solutions

• ChicagoTribune.com: Health and Features Channels• Admail and Health Report Email Messaging• ChicagoNow.com: Health Blogs• Video and Mobile Native Placements• Innovative Takeovers• Custom Content Creation• Health and Wellness Segment Targeting Beyond Chicago

Tribune Media Group Sites

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HEALTH & FAMILY2016 MONTHLY CONTENT FEATURES

JANUARY: THE WORKOUTWhich works better for keeping at it? Home workouts or the gym? how to create a workable home setup.

FEBRUARY: HEART HEALTHWhat five pre-eminent heart doctors prescribe for themselves and their families for cardiac fitness. One heart patient’s tale of being “scared straight.”

MARCH: COLORECTAL CANCERIt’s called one of the most preventable cancers because of screening, which also can snip away the problem. So why doesn’t EVERYBODY go for colon scans? Alternatives to standard colonoscopies and how they work.

APRIL: ALCOHOLHow to tell you have a problem? And tips for easing back on intake. Or do you need something more radical? Quarter: Is it the alcohol you really crave? Or could interesting flavors such as with teas, coffees and juices actually hit the spot if you just gave them a chance?

MAY: SKIN CANCERWhich ones to worry about the most and how to protect yourself beyond the obvious. Great ways to “tan” without killing yourself.

JUNE: THE EYES HAVE ITOne sure sign of aging for everyone is eyesight, from dealing with floaters to getting the first bifocals to the more serious issues such as cataracts and glaucoma. What steps can a person take to avoid serious trouble, and where do we stand on treatments for the really bad stuff? Can diet make a difference as a preventive?

JULY: RECREATION AND RE-CREATIONHow to rebuild your body and have fun at the same time. What are the most healthful games people can play?

AUGUST: BACK TO SCHOOL

SEPTEMBER: PROSTATE HEALTH

OCTOBER: BREAST CANCER

NOVEMBER: LUNG CANCERIt’s long has been a death sentence, and it’s by far the deadliest cancer. Where do we stand? Smoking is the first thing a person should throw overboard. Are there others? Dietary factors? What are the most successful smoking-cessation programs?"

DECEMBER: FERTILITYIn this day and age, what are all the factors parents should consider before making the most fateful decision to have a child? Tips on improving fertility outside the lab setting.

OUR APPROACH KEY INSIGHTSTARGETING IS KEY

ENGAGEMENT IS CHANGING

OUR PORTFOLIO DELIVERS

Video, rich media, mobile and social interaction are key to engagement

across key audience segments looking to re-engage or begin their healthcare journeys

Find your audience , where they are and when your message is relevant

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for additional insights or a customized solution, contact

your Chicago Tribune Media Group

representative.

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HEALTHCARE