Summit Slides2012 In Review

Today Campaign By the #s

540 print ads in 120 pubs across 21 markets

111 boards; changed 2x each board

Re-tagging of radio for 121 stations

Re-tagging of TV for 64 stations

Today CampaignFever & Flu Treatment

Print

Today CampaignAllergy

OnlinePrint

Today CampaignInjury

OnlinePrint

Today CampaignSports Physicals

Print

Rich Media

Today CampaignFlu Shot

In addition to the brand message, we tailor messaging to audiences that skew older and index younger

Brand Message Older Demo Younger Demo

Today CampaignFlu Shot

Rich Media

Today CampaignTailoring/Targeting

Review analyses and tailor messaging to the local demographic

Standard Market Young Pediatrics Market Collegiate Market

Today CampaignTailoring/Targeting

Central Penn Parent (Monthly)

Central Penn Parent (Annual Baby Guide)

Select Market Publications

Numbers That Count: medexpress.com

20122011

Visits: 35% increaseUnique visits: 33.61% increasePage views: 29% increase

Numbers That Count: Online Recap

• 70 million targeted brand impressions and close to 85K clicks were generated.

• Overall CTR for the year was a 0.12% (33% higher than industry standard of 0.09%)

• Most sites delivered CTRs higher than industry standard with Parent's Connect the highest of all.  

• Total CPC was $5.32– This was mainly driven by cost effective ad networks like Burst Media and Specific Media as

well as Parents Connect's stellar performance.

• 27K users were driven to the homepage directly from our ads • 8K users were driven to the Flu landing page from our banners.  

– From those entry pages, users went on to visit a variety of local center pages based on their geographic region.

Numbers That Count: Conversion Rates

Page 2011 2012

Find A Center 19.65% 16.11%

Individual Center Pages

1.41% 42.82%

MD 3.87% 1.31%

FL 10.48% 7.5%

PA 25.77% 23.78%

WV 6.19% 6.59%

VA 0% 2.64%

Flu .6% .01%

The ultimate goal through paid media is to convert users to a center page.

PR Overview

2011:10.6 M

40%

1.46 M

233 (2011)

300

30%

STORIESIMPRESSIONS

2012

2011 – 233 Stories 2012 – 300 Stories

Biz Stories: 36 Biz Stories: 52

Executive Profile: 1 Executive Profile: 19

DeNovo: 67 DeNovo: 160

Consumer Health: 126*

Consumer Health: 54

Community: 3 Community: 15

PR Overview

PR Overview

18%

7%

56%

19%

2012

16%

0%

29%55%

2011

Social Media

Social Media

What’s Working According to our Patients

• OOH is the primary media driver to MedExpress platform-wide– Aligns with the fact that OOH is the foundational medium for MedExpress– Although a mass media, enables MedExpress continuity important for episodic needs

• Only Florida differs with Online trumping OOH • 2011 and 2012 same in terms of Top 3 Mediums (OOH, NPP, Online)

– Some declines in NPP references

What’s WorkingAccording to Consumers in Our Markets

Advertising Awareness

*Doctor’s Walk-In Clinic**4% Doctor’s Walk-In Clinic, 2% MedExpress***MedExpress OnlyQA10: Please name ALL of the urgent care centers in your area that you remember seeing or hearing advertising for in the PAST YEAR.QA12: Do you recall seeing or hearing any advertising for the urgent care center … in the PAST YEAR?Bases: West Virginia (n=349 in 2010, n=504 in 2012), Pittsburgh (n=321 in 2010, n=354 in 2012), Tampa (n=355 in 2010, n=355 in 2012), West Palm Beach (n=356 in 2010, n=351 in 2012),Northwest Pennsylvania (n=202), Central Pennsylvania (n=202), Northeast Pennsylvania (n=201), Southeast Pennsylvania (n=255)

West VAPitts-burgh Tampa

West Palm

Beach NW PACent.

PA NE PA SE PA

Closest Competition: Unaided Awareness

Doctor’s UC: 6%

Quick Care: 5%UPMC:

10%All 1% or

less

Solantic: 5%

MD Now: 3%

UPMC: 8%

Meadville/ Conneaut: 3%

Medwell: 6%

Pocono UC: 3%

Geisinger UC: 2%

Lancaster General: 3%

Wellspan Ready Care: 3%

Reading UC: 3%

Unaided awareness

2010 25% 20% 9%* 9%

2012 26% 26% 6%** 6% 3% 12% 13% 11%

Total awareness

2010 36% 31% 24%* 20%

2012 36% 36% 15%*** 19% 7% 22% 20% 18%

MedExpress advertising awareness is highest in West Virginia and Pittsburgh and lowest in Northwest Pennsylvania, the only market where a competitor exceeds it.

Doctor’s Walk in Clinic in 2010

Ad Venue Recall

*Small baseQA14: Where did you see or hear the advertising for MedExpress?Bases: Recall seeing advertising for MedExpress – West Virginia (n=149), Pittsburgh (n=127), Tampa (n=30), West Palm Beach (n=62), Northwest Pennsylvania (n=32), Central Pennsylvania (n=52), Northeast Pennsylvania (n=34), Southeast Pennsylvania (n=37)

Where Saw/Heard Advertising

West VA

Pitts-burgh Tampa*

West Palm

BeachNW PA*

Cent. PA

NE PA*

SE PA*

Outdoor billboard 67% 49% 27% 42% 39% 44% 31% 51%

Television 43% 57% 46% 52% 39% 50% 76% 36%

Radio 42% 39% 39% 42% 54% 38% 43% 55%

Local publication 40% 14% 23% 47% 33% 27% 44% 45%

Newspaper 25% 28% 9% 39% 58% 39% 48% 28%

On the side of a bus or truck 3% 15% 12% 34% 0% 3% 0% 5%

Magazine 5% 11% 8% 18% 6% 2% <1% 5%

Website or search portal 5% 14% 13% 13% 2% 1% 0% 1%

Somewhere else 8% 9% 13% 9% 20% 18% 8% 14%

Proprietary & Confidential: ORC International 2012

P.24

Effect of Advertising

QA15: Did the advertising which you saw or heard influence you to go to MedExpress for your urgent care needs?QA16: Based on the advertising which you saw or heard, would you consider going to MedExpress in the future for your urgent care needs?Base: Very or somewhat familiar with urgent care centers and used or been with any member of immediate family who used urgent care centers in the PAST 2 YEARS and used MedExpress and recall advertising for it (n=121 in 2010, n=205 in 2012); Very or somewhat familiar with urgent care centers and used or been with any member of immediate family who used urgent care centers in the PAST 2 YEARS and haven't used MedExpress but recall advertising for it (n=169 in 2010, n=318 in 2012)

3%

47%

50%Yes No

Don’t know/Not sure

6%

22%

72%

Yes

NoDon’t know/Not sure

Advertising Influenced Respondent to Go to MedExpress

Would Consider Going to MedExpress Based on Advertising

38% yes in 2010

77% yes in 2010

(Have been to MedExpress)

(Have not been to MedExpress)

Brand Equity DriversMedExpress remains strong across the eight phrases which were measured in 2010 and 2012, with little change in the each statement.

QA17: Please tell me how much you agree or disagree with each of the following phrases about …. Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree?Base: Very or somewhat familiar with urgent care centers and used, are aware of, or saw or heard advertising for MedExpress (n=424 in 2010, n=791 in 2012)

Strongly Agree Strongly/Somewhat Agree

2010 2012 2010 2012

Is a trusted resource for my urgent care needs 46% 41% 74% 73%

Has providers who are professional and caring 46% 46% 74% 74%

Has providers who offer quality care 44% 42% 73% 73%

Is an urgent care center for me 41% 38% 72% 69%

Is considerate of its patients’ needs and situations 45% 43% 71% 75%

Listens carefully to my healthcare concerns and questions 43% 42% 69% 70%

Is willing to spend enough time with me 46% 41% 69% 68%

Is the most compassionate urgent care center 24% 25% 63% 60%

Brand Equity/PatientsMedExpress patients give the brand very strong marks, with more than 90% agreeing with seven of the eight statements, including more than half who strongly agree. MedExpress is weakest in ‘in the most compassionate urgent care center.’

QA17: Please tell me how much you agree or disagree with each of the following phrases about …. Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree?Base: Very or somewhat familiar with urgent care centers and used, are aware of, or saw or heard advertising for MedExpress and used MedExpress (n=261)

Strongly Agree

Strongly/ Somewhat

Agree Disagree

Has providers who are professional and caring 72% 97% 2%

Is considerate of its patients’ needs and situations 65% 99% 1%

Listens carefully to my healthcare concerns and questions 65% 97% 3%

Is willing to spend enough time with me 64% 92% 8%

Has providers who offer quality care 63% 94% 6%

Is a trusted resource for my urgent care needs 60% 94% 6%

Is an urgent care center for me 57% 95% 4%

Is the most compassionate urgent care center 36% 80% 10%

Among MedExpress Patients

What Worked for our Media Tests

Hulu – Online TV• Tampa total brand impressions: 1.4MM

– 660K videos viewed– 123K unique @ ~4x frequency– Video CTR of 0.50 % - same as industry standard– Time spent viewing: 335K minutes– 97% of ads viewed through to completion

• WPB total brand impressions: 953K– 468K videos viewed– 36K unique @ ~12x frequency– Video CTR of 0.47% on par w/ industry– Time spent viewing: 237K minutes– 97% of ads viewed through to completion

• Tampa realized an increase in Internet & TV Patient Impact (ways you heard about)– Internet July-Aug’12: 14.16%; Sept-Nov’12: 16.33%

• 15% increase– TV July-Aug’12: 3.58%; Sept-Nov: 7:01%.

• 95% increase Test Timeframe: Sept/Oct. 2012

Interactive Rich Media

• WPB Rich Media– Ran across Burst Media/MomIQ and Glam Media

women’s ad networks– 950K total branded impressions– Campaign CTR 0.52%. 3x higher than rich media

industry standard (0.17%)– Overlay: half page unit and vertical banners.

Expandable: leader board and rectangle units– Total brand interaction time: 13 hours

• Pittsburgh Rich Media– Ran across Yahoo.com, PostGazzette.com & MomIQ– 2.1MM total branded impressions– CTR 0.47%– Various Overlay units

• WPB & Pittsburgh realized a lift in Internet Patient Impact – WPB Jan-July vs. Aug-Dec’12: 13% increase– Pittsburgh Jan-July vs. Aug-Dec’12: 6% increase

Test Timeframe: WPB Oct. 2012, Pitts Aug/Sept 2012

Digital: 2013 & Beyond

• Women are searching online to diagnose a condition, research a disease, medical problem, treatment or procedure at a higher rate than men

• Outside of Internet, Moms are using Mobile and Social channels to look for health content