Hospital Medicine: A Market Overview
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- Laureen Dixon
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1 Hospital Medicine: A Market Overview
2 The hospitalist story Mid to late 1990s: Hospitalists trea2ng unassigned pa2ents Late 1990s to early 2000s: Hospitalists care for pa2ents of PCPs and move into 24/7 coverage Mid to late 2000s: Hospitalists move into comanagement and quality improvement Late 2000s and beyond: Hospitalists focus on readmissions and begin admidng the pa2ents of all subspecialists
3 The growth of hospital medicine Number of hospitalists prac2cing in the U.S ,000 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Source: The Society of Hospital Medicine
4 Who are hospitalists? Training 74% Internal Medicine 12% Family Medicine 7% Pediatrics 5% Med/Peds Hospitalist Demographics Average age: 44 On average, hospitalists have been prac2cing hospital medicine for 7.25 years 57% of hospitalists have been working in their current job for 4 or less years Employer Demographics Average group size: 16 Average hospital size: 298 beds 41% at teaching hospitals Nearly half (47%) work for hospitals or hospital corps. Work Schedule 50% work block coverage (7 days on, 7 days off) 6% work only nighdme shi_s
5 Specialty profile Each shi_, hospitalists prescribe 30 prescrip2on drugs and 10 OTC drugs. Hospitalist treat an average of 5 diseases/ condi2ons per pa2ent. Hospitalists rewrite prescrip2ons for one- third of their pa2ents. Only 15% of hospitalists see pharmaceu2cal reps on a regular basis. Source: Today s Hospitalist market research conducted by Accelara Publishing Research, June 2014
6 Diseases/conditions treated by hospitalists Condi2ons treated 75% of pa2ents are treated for acute care (heart adacks, strokes, GI bleeds, severe wounds, diabetes, severe infec2on, etc.) 25% of pa2ents are treated for primary care (upper respiratory infec2ons, arthri2s, headaches, sleep disorders, anxiety, etc.) Hospitalists are opinion leaders for pa2ent care and drug therapies 72% say they are frequently sought out for advice on pa2ent care issues More than half (57%) say they are frequently sought out for input on the proper drug to prescribe
7 Diseases/condi2ons treated by hospitalists Therapy Average no. scripts per shid Addic2on Medicine 2.7 An2coagulants/An2platelets 7.1 An2microbials/An2bio2cs 7.1 Cardiac Care 7.9 COPD/Asthma 6.2 Cri2cal Care Drugs 3.2 Diabetes 7.9 Estrogen Products 1.7 Euvolemic Hyponatremia 2.5 GI Care 5.8 Neurologic Agents 3.6 Osteoporosis Agents 2.3 Pain Management 6.4 Psychiatric agents 3.8 Rheumatoid Arthri2s 1.8 Sexual Dysfunc2on Agents 1.4 Stroke/t- PA 3.0
8 Beyond the wards Periopera2ve care ICU care Universal admider
9 Specialty profile Today s Hospitalist is hospitalists No. 1 resource for forming impressions about pharmaceu2cal products. Where hospitalists first " Become aware of new pharmaceutical products! Form impressions about specific pharmaceutical products! Learn the differences among pharmaceutical products! Today s Hospitalist 43% 43% 42% ACP Hospitalist 22% 16% 18% The Hospitalist (SHM) 14% 18% 16% Jnl. of Hosp. Med. (JHM) 15% 12% 14% Source: Today s Hospitalist market research conducted by Accelara Publishing Research, June 2014
10 Additional reader engagement metrics Digital reach Our weekly e- mail newsleder is opened by nearly 25% of recipients (between 4,000 and 5,000 opens per week). Survey response rate The annual Today s Hospitalist Compensa2on & Career Survey has response rates of nearly 1,000 hospitalists. Web site Nearly three- fourths of Today s Hospitalist readers (72.2%) say they regularly visit the Today s Hospitalist Web site.
11 Circulation profile With a mul2- channel reach of more than 175,000 touchpoints Today s Hospitalist has the largest hospitalist reach and is the most requested hospitalist publica2on, as documented by BPA audits. 175,000+ multi-channel touchpoints" Total print circulation: 32,690 per month Top 5 weekly e0newsletter: 80,000 per month E-TOC: 20,000 per month Web site unique visitors: 40,000 per month Social media followers: 5,800 (ongoing)
12 Circulation overview of publications for hospitalists BPA audits are par2cularly important in reaching hospitalists because Kantar s syndicated research does not specifically study hospitalists circula2on figures 0 10,000 20,000 30,000 40,000 Today's Hospitalist 32,690 ACP Hospitalist 30,062 The Hospitalist (SHM) 22,800 Source: BPA statements
13 Circulation totals reported by BPA for the period ending June-July 2014
14 Which publication do hospitalists actually ask for? 2014 circula2on figures 0 10,000 20,000 30,000 40,000 Today's Hospitalist 20,821 32,690 ACP Hospitalist 4,118 30,062 The Hospitalist (SHM) 22,800 Source: BPA statements
15 Request totals reported by BPA for the period ending June-July 2014
16 Half our readers can only be reached through Today s Hospitalist Which membership societies do hospitalists belong to?" Society of Hospital Medicine 49% American College of Physicians 49% American Academy of Family Physicians 13% American Academy of Pediatrics 7% Source: Today s Hospitalist market research conducted by Accelara Publishing Research, June 2014
17 Readership Syndicated Study: Myths and Facts MYTH: The Kantar syndicated readership study surveys hospitalists about their reading habits. MYTH: Kantar dis2nguishes between internal medicine physicians (IMs) and hospitalists. MYTH: Hospital- based internists are a good proxy for studying readership habits of hospitalists. FACT: The survey does not state that it targets hospitalists in the front mader, which iden2fies the special2es surveyed, sample size and number of issues received. A readership survey should at a minimum include responses from a sample of the specialty being surveyed. FACT: Hospitalist books are lumped into the IM category for survey purposes. Not all hospitalists are internists and not all internists are hospitalists. FACT: Among 2tles in the hospitalist market, do not receive percentages range from 50% to 80%. This points out that hospital- based internists are not an acceptable proxy to measure the readership habits of hospitalists.
18 What does it cost to reach 1,000 hospitalists?* Publication Hospitalist circulation* Page rate Cost per 1,000 readers Today s Hospitalist 30,396 $5,050 $166 SHM / The Hospitalist 17,478 $5,375 $308 Journal of Hospital Medicine ACP Hospitalist** 10,751 $4,350 $405 NA** * Based on 1x page rate and color charge. **Circula2on breakdown not publicly available. Source: Published BPA statements and rate sheets
19 Innovative ways to reach hospitalists Hospitalists and digital media Nine in 10 hospitalists own a smartphone (85%) or a tablet (50%) 63% of our readers use their smartphone in clinical work; 20% use a tablet. 46% of our readers use social media to network with other hospitalists
20 Innovative ways to reach hospitalists in this market Special report Sponsored e- mail blasts Clinical case video Digital, single- sponsor newsleders Today s Hospitalist Magazine Online resource centers focusing on clinical condi2onal work
21 For more information Robert Heiman RH Media, LLC Phone Jeffrey S. Berman Be Media Partners LLC Phone , ext. 12 Fax Edward T. Doyle Editor & Publisher, Today s Hospitalist Phone edoyle@todayshospitalist.com
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