STUDY: OUTPATIENT SURGERY MAGAZINE AGAIN RANKED BEST AMONG SURGERY FACILITY MANAGERS

Transcription

1 NEWS NEWS STUDY: OUTPATIENT SURGERY MAGAZINE AGAIN RANKED BEST AMONG SURGERY FACILITY MANAGERS Malvern, PA Magazine cntinues t be the mst widely received, best-read and mst preferred publicatin amng leaders f hspital ORs, ambulatry surgery centers and ffice-based surgery facilities, accrding t Prestn/Rgers Assciates annual study f peridicals serving the industry. The cmpany cnducted the blind, aided-recgnitin survey f 1,500 surgery facility managers in July The margin f errr is +/- 5.0% at the 95% cnfidence level. Maintaining its utstanding perfrmance f last year, Magazine delivers ver three and half times the number f ad impressins as the next best publicatin. It remains by far the best read and mst preferred publicatin in all venues. has been the clear leader in receivership, depth f readership, quality, preference and ad expsures fr the last 15 years. It far utscres all ther surgical publicatins, said Prestn/Rgers President Jane C. Rgers. Publisher Stan Herrin added, With an average circulatin f 27,563* qualified individuals wh passinately cnsume ur cntent, ur advertisers get a great value fr their dllar. The data indicate that abut 9,923 decisinmakers actually lay eyes n each ad each mnth. That s befre yu cnsider pass-alng readership f anther 50,000 r s readers and additinal expsure n ur highly trafficked website and in ur special Did Yu See This? nline marketplace. These decisinmakers are invlved in the purchasing prcess fr billins f dllars f equipment, supplies, services, drugs, implants and mre each year. N publicatin reaches them like. Research abstracts are available at: Fr mre infrmatin, cntact: Stephen Archibald, (610) ext. 302 *BPA Wrldwide June 2017 Brand Reprt

2 Publicatin Readership & Preferences Amng: Hspital s, Ambulatry Surgery Center Administratrs & Medical Directrs & Managers f Office Surgery Suites Cnducted by July, 2017

3 Research Objectives Measure the level f receivership and reading frequency f the fllwing publicatins (listed alphabetically): AORN Jurnal ASC Fcus Healthcare Purchasing News Infectin Cntrl Tday The Ophthalmic ASC OR Tday Surgical Prducts Measure depth f readership. Determine which publicatin is mst preferred. Assess platfrm preference fr surgical publicatins print vs. digital. Survey Overview & Methdlgy Prestn/Rgers Assciates, Inc. f Medfield, MA was respnsible fr all phases f the prject including survey design, mailing, data tabulatins and reprt presentatin. Investigatin was cnducted at the request f Magazine. A mail survey was used t cllect the data. Publicatin cvers were reprduced n the questinnaire t aid in recgnitin. The questinnaire can be fund at the end f this summary. A tw-dllar bill was included with each mailing t bst respnse. Sample selected randmly frm lists prvided by CMS (the Medicare Administratin), the Jint Cmmissin n Accreditatin f Healthcare Organizatins, the Accreditatin Assciatin fr Ambulatry Health Care and the American Assciatin fr Accreditatin f Ambulatry Surgical Facilities. Mailing Details: Date Mailed: May 30, 2017 Ttal Number mailed: 1, each t: Hspital s, Ambulatry Surgery Center Administratrs/Medical Directrs, Surgens with Office-based Surgery Centers Less Nn-deliverables: 17 Net Mailing: 1,483 Cmpleted Returns: 293 Respnse Rate: 20% The margin f errr is +/- 5% at the 95% cnfidence level The fllwing reprt is based upn this respnse. Page 2

4 Publicatin Receivership Of the publicatins studied, Magazine reaches the mst surgical facility decisin-makers, with 91% indicating they receive it. Publicatin Readership Receivership With 70% f respndents reading 3 r 4 ut f 4 issues, Magazine has the highest readership f the publicatins studied. Depth f Readership AORN Jurnal Infectin Cntrl Tday Surgical Prducts OR Tday ASC Fcus Healthcare Purchasing News the Ophthalmic ASC AORN Jurnal Infectin Cntrl Tday ASC Fcus OR Tday Surgical Prducts Healthcare Purchasing News the Ophthalmic ASC Regular Readership Magazine is read in mre depth* than the ther publicatins in the study. AORN Jurnal Infectin Cntrl Tday ASC Fcus OR Tday Surgical Prducts Healthcare Purchasing News the Ophthalmic ASC 12% 26% 34% 33% 45% 44% 42% 49% Depth f Readership* 57% 91% 5% 10% 20% 18% 17% 27% 24% 35% 30% 70% 5% 11% 20% 20% 18% 31% 30% 28% 42% 74% *Percent typically reading 33% r mre f each publicatin Page 3

5 Ad Expsure Ad Expsure represents hw ften a given ad will be seen in a publicatin. It is calculated by cmparing the readership data frm Publicatin Readership with the thrughness a reader devtes t an issue frm Depth f Readership. Based n this analysis, Magazine creates the mst ad expsures fr any given ad. % f Universe Seeing an Ad by Publicatin 36% AORN Jurnal Becker's ASC Review Infectin Cntrl Tday Surgical Prducts OR Tday ASC Fcus 10% 7% 6% 5% 3% 3% 3% Ophthalmic ASC Healthcare Purchasing News 1% 1% 0% 20% 40% 60% 80% Opprtunity Cst A publicatin's "pprtunity cst" represents the ppulatin f respndents wh will never see an ad in that particular publicatin, either because they dn't receive the publicatin r they receive it but dn't read it. Magazine was the clear leader with an pprtunity cst f nly 11%. D Nt Receive/Read Publicatin 11% AORN Jurnal 50% Becker's ASC Review Infectin Cntrl Tday Surgical Prducts OR Tday ASC Fcus Healthcare Purchasing News Ophthalmic ASC 57% 60% 62% 67% 73% 75% 82% 93% Page 4

6 Overall Preference Amng the respndents in this study, the preferred publicatin is Magazine. Preference 58% AORN Jurnal 30% 13% 13% Infectin Cntrl Tday 9% ASC Fcus 8% Surgical Prducts 4% OR Tday 4% the Ophthalmic ASC 4% Healthcare Purchasing News 1% Preferred Platfrm Print vs. Digital Overall, survey respndents prefer t read the printed versins f their surgical publicatins rather than the digital. Hw They Typically Read I generally read surgical publicatins in their printed, paper versins I read surgical publicatins n bth digital and printed platfrms in equal measure I generally read surgical publicatins n an electrnic device (cmputer, phne, tablet) 10% 27% 60% Net Read Printed Versins 87% Net Read Digital Versins 37% Other 1% N Answer 2% Website visits and news service read Amng the respndents in this study, Magazine s website and news service is mst frequently visited/read n a mnthly basis. % that visit publicatin website/read publicatin s news service at least nce a mnth 45% AORN Jurnal 36% 31% Infectin Cntrl Tday 20% 19% OR Tday 15% ASC Fcus 12% Surgical Prducts 11% Healthcare Purchasing News 5% the Ophthalmic ASC 3% Page 5

7 May, 2017 Greetings, By participating in the Nielsen ratings, a small grup f TV watchers wield a very large influence ver what ends up n the tube. Nw yu have an pprtunity t d the same thing with ten publicatins that serve the surgical cmmunity. Yur annymus respnse t the very brief enclsed questinnaire will be gruped with the respnses frm a select grup f yur clleagues and cnsidered very carefully by the media f the surgical cmmunity as they tailr their prducts t meet yur needs. Please remember, yu are part f a small, but select sample, and yur respnse is essential in helping us accurately determine yur satisfactin with these publicatins. Wn't yu please cmplete the questinnaire and return it in the enclsed pstage paid reply envelpe? The future f the publicatins that serve yu depends n it! Sincerely, President P.S. Please accept the enclsed tw dllars, alng with my persnal "thank yu", as a small tken f appreciatin fr yur participatin in this survey. These are the publicatins we are asking yur pinins abut: AORN Jurnal ASC Fcus Becker s ASC Review Healthcare Purchasing News Infectin Cntrl Tday the Ophthalmic ASC OR Tday Surgical Prducts Page 6

8 1. Thinking abut the last fur issues f the publicatins belw, abut hw many did yu read? Did yu read fur ut f fur, three ut f fur, tw ut f fur, ne ut f fur r nne? 4 ut f 4 3 ut f 4 2 ut f 4 1 ut f 4 Nne D Nt Receive AORN Jurnal ASC Fcus Healthcare Purchasing News Infectin Cntrl Tday the Ophthalmic ASC OR Tday Surgical Prducts 2. Please estimate what percentage f these publicatins yu typically read in a mnth. Mre than 66% 65% t 33% Less than 33% D Nt Read AORN Jurnal ASC Fcus Healthcare Purchasing News Infectin Cntrl Tday the Ophthalmic ASC OR Tday Surgical Prducts 3. Please rate each publicatin in terms f the three factrs listed belw. Use a 5 pint scale where 5=Excellent and 1=Pr. Circle yur answers belw Usefulness Readability Overall Quality AORN Jurnal ASC Fcus Healthcare Purchasing News Infectin Cntrl Tday the Ophthalmic ASC OR Tday Surgical Prducts Page 7

9 4. Which publicatin d yu prefer the mst? AORN Jurnal Infectin Cntrl Tday OR Tday ASC Fcus the Ophthalmic ASC Surgical Prducts Healthcare Purchasing News 5. Besides yu, hw many peple at yur facility typically see and read yur cpy f each f these publicatins? Only me One ther persn Tw ther peple Three ther peple Mre than three ther peple AORN Jurnal ASC Fcus Healthcare Purchasing News Infectin Cntrl Tday the Ophthalmic ASC OR Tday Surgical Prducts 6. Abut hw frequently each mnth d yu visit the websites and/r read the news services f these publicatins? 10 r mre times 5 t 9 times 1 t 4 times Seldm r never Dn t Knw AORN Jurnal ASC Fcus Healthcare Purchasing News Infectin Cntrl Tday the Ophthalmic ASC OR Tday Surgical Prducts 7. Which f the fllwing mst clsely describes the way yu read yur surgical publicatins? (Check nly ne.) I generally read surgical publicatins n an electrnic device (cmputer, phne, tablet) I generally read surgical publicatins in their printed, paper versins I read surgical publicatins n bth digital and printed platfrms in equal measure Other (specify) Thank yu! Please return in the enclsed, self-addressed pstage-paid envelpe t Research Results, PO Bx 2085 Fitchburg, MA Page 8