1. © 2012 Crain Communications Inc. Cross-Generational Healthcare How to Communicate with Boomers, Gen-X and Gen-Y about Their Healthcare Choices

2. TREND REPORT MARCH 2012 © 2012 Crain Communications Inc. CROSS-GENERATIONAL HEALTHCAREChart 1 Health Attitudes: Self-care Note: Index=100, so a result below 100 means this group is less likely to agree and a result above 100 means this group is more likely to agree. Source: GfK MRI HEALTHY LIFESTYLE: 45+ is the age most begin to pay attention to healthy living -------------------- 18-24, 65+ are the two groups most satisfied with their current weight AGE GROUPS INDEX = 10018-2425-3435-4445-5455-6465+ In general, I feel I eat right: Agree Strongly9488849199146 Somewhat Agree969910610510785 I follow a regular exercise routine: Agree Strongly89849510199130 Somewhat Agree9698 10111097 I am happy with my weight: Agree Strongly122929+08387134 Somewhat Agree105 1029597 I am always looking for new ways to live a healthier life: Agree Strongly908591104102128 Somewhat Agree911041039810696

3. TREND REPORT MARCH 2012 © 2012 Crain Communications Inc. CROSS-GENERATIONAL HEALTHCAREChart 2 How Would You Like to Receive Communications About Healthcare? Source: The Ad Age/Ipsos Observer American Consumer Survey, Jan./Feb. 2012 E-MAIL: 66% of Gen-Xers prefer email for healthcare communication. The other generations also overwhelmingly prefer e- mail -------------------- TEXT/MOBILE: 22% of Millennials prefer to use text messages for healthcare communication, while few over age 45 are comfortable with text or mobile messages AGE GROUPS TOTAL18-2425-3435-4445-5455-6465+ Via Mail: % Who want this 40%43%45%42%32%30%20% Via Email: % Who want this 59%51%61%66%61%59%55% Via Phone: % Who want this 26%29%27%23%24% 27% Via TV: % Who want this 14%21%15% 12%11%10% Via Text/Mobile Alerts: % Who want this 11%22%19%16%8%3%2% Prefer not to receive communications about healthcare: % Who want this 18%19%17%16% 19%18%

4. TREND REPORT MARCH 2012 © 2012 Crain Communications Inc. CROSS-GENERATIONAL HEALTHCAREChart 3 When Someone in Your Family is Sick, How Do You Find Information About Symptoms and Cures? Source: The Ad Age/Ipsos Observer American Consumer Survey, Jan./Feb. 2012 INTERNET: Under 45 64% research symptoms and cures online -------------------- Over 45 Reliance on friends and family decreases and information from doctor becomes more important AGE GROUPS TOTAL18-2425-3435-4445-5455-6465+ I research symptoms and cures by talking to friends and family: % Who do this 34%43%45%42%32%30%20% I research symptoms and cures by asking my own doctor: % Who do this 57%52%55%59%56%57%63% I research symptoms and cures by looking on the internet: % Who do this 59%64% 61%57%49% I do some other form of research: % Who do this 7%10%6%7% 8%6%

5. TREND REPORT MARCH 2012 © 2012 Crain Communications Inc. CROSS-GENERATIONAL HEALTHCAREChart 4 (*Sample size too small to be reliable) Note: Index=100, so a result below 100 means this group is less likely to discover information through this source and a result above 100 means this group is more likely to discover information through that source. Source: GfK MRI WHOM DO THEY TRUST? 18-34 year-olds will turn to family and friends for advice -------------------- 45-54 more likely to look at many sources of information How Do You Obtain Information About Ailments or Prescription Drugs? AGE GROUPS INDEX = 10018-2425-3435-4445-5455-6465+ Television98969711210292 Magazine609087124130100 Other advertisement115100721319985 Doctor or Healthcare Professional647592105120138 Friends/Family1241291011029057 Pamphlets/Brochures *7891126118119 Pharmacist918092109 118 Pharmaceutical company * * * **156 Medical journals *8381122128153 Online/Internet site8211111511411159 Other100114124949670

6. TREND REPORT MARCH 2012 © 2012 Crain Communications Inc. CROSS-GENERATIONAL HEALTHCAREChart 5 Drug Use: Prescription, Generic, Nonprescription, Herbal? Note: Index=100, so a result below 100 means this group is less likely to have taken this action and a result above 100 means this group is more likely to have taken this action. Source: GfK MRI TAKING ACTION: 35+ Is when we start to see more use of remedies, while prescription use increases after 45+ AGE GROUPS INDEX = 10018-2425-3435-4445-5455-6465+ Used a branded prescription remedy716990103129137 Used a generic prescription remedy617491107127133 Used a nonprescription remedy7898102108109100 Used a home/herbal remedy1151091081218461 Have not treated981111131068966

7. TREND REPORT MARCH 2012 © 2012 Crain Communications Inc. CROSS-GENERATIONAL HEALTHCAREChart 6 Note: Index=100, so a result below 100 means this group is less likely to agree and a result above 100 means this group is more likely to agree. Source: GfK MRI ONLY WHEN SICK: Under 45 year-olds are much more likely to only go to a doctor if they are very ill. After age 45, people begin to go for regular check ups, and to seek advice from their doctor or pharmacist for health and drug information. AGE GROUPS INDEX = 10018-2425-3435-4445-5455-6465+ I go to the doctor regularly for check ups: Agree Strongly616685102126157 Somewhat Agree1041141131059467 I only go to the doctor when I’m very ill: Agree Strongly136126111917864 Somewhat Agree1131141081018975 I consult my pharmacist for health advice: Agree Strongly86738299107154 Somewhat Agree908895104114108 I rely on my physician to recommend drug brands: Agree Strongly68728297122156 Somewhat Agree1141111131068966 Health Attitudes: Doctor Visits/Health Advice When do people schedule a doctor’s visit? And whose advice do they take?

8. TREND REPORT MARCH 2012 © 2012 Crain Communications Inc. CROSS-GENERATIONAL HEALTHCAREChart 7 Note: Index=100, so a result below 100 means this group is less likely to agree and a result above 100 means this group is more likely to agree. Source: GfK MRI BOOMERS: 45-54 year olds are most likely to say they prefer alternative medicine. But when asked about treatment for specific ailments, few in this age group said they treated using alternative remedies. Consumer Attitudes Toward Alternative/Herbal Options AGE GROUPS INDEX = 10018-2425-3435-4445-5455-6465+ I prefer alternative medicine to traditional medical practices: Agree Strongly11096951169687 Somewhat Agree96103104 9794 In general, I think herbal supplements are effective: Agree Strongly108989210395107 Somewhat Agree101103100 10393 Vitamin supplements improve one’s health: Agree Strongly94879094106131 Somewhat Agree9710310510110489

9. TREND REPORT MARCH 2012 © 2012 Crain Communications Inc. CROSS-GENERATIONAL HEALTHCAREChart 8 Note: Index=100, so a result below 100 means this group is less likely to agree and a result above 100 means this group is more likely to agree. Source: GfK MRI WILLING TO PAY: 55+ are more likely to strongly agree that they are willing to stick with a prescription brand even if insurance no longer covered it. ------------------ 65+ are more likely to say they prefer brand- name drugs, even if they cost more Consumer Attitudes Toward Prescription and Generic Drug Options AGE GROUPS INDEX=10018-2425-3435-4445-5455-6465+ Generic medications are as effective as brand name prescription drugs: Agree Strongly881021059596111 Somewhat Agree1059596106 93 I prefer popular brand-name drugs, even if they cost more: Agree Strongly100858495106133 Somewhat Agree1038498104109105 In general, newer drug brands work better than older brands: Agree Strongly127748310295129 Somewhat Agree92829998111118 If a drug brand works, I stick with it: Agree Strongly89919499103122 Somewhat Agree107110 1019972 I’m often the first to try the most advanced medicines: Agree Strongly96798796120127 Somewhat Agree968096108 111 I am willing to take prescription drugs even if my insurance company doesn’t cover them: Agree Strongly87788293113149 Somewhat Agree879910310210699

10. TREND REPORT MARCH 2012 © 2012 Crain Communications Inc. CROSS-GENERATIONAL HEALTHCAREChart 9 Who are the Caregivers? AGE GROUPS TOTAL18-2425-3435-4445-5455-6465+ Are you currently responsible for managing someone else’s healthcare? 23%22%34%40%24%15%13% Yes: Parent29% 23%22%35%41%29% Yes: Child56% 76%73%58%20%10% Yes: Other dependant26%28%14%15%20%43%65% Are you currently responsible for paying someone else’s healthcare? 16%15%25%27%15%11%9% Yes: Parent17%28%25%14%12%9%8% Yes: Child62%54%68%84%76%41%15% Yes: Other dependant __ 32%23%10%23%55%82% Do you anticipate becoming responsible for someone else’s healthcare in: Five years20%35%30%24%19%11%9% Ten years27%50%39%31%24%17%13% Do you have someone who could manage your healthcare if you no longer could manage it yourself? Yes66%70%61%58%60%65%79% Source: Advertising Age/Ipsos Consumer Survey, Jan./Feb. 2012 WHO’S RESPONSIBLE: 22% of those who said yes are 18-24 -------------------- 29% of those 18-24 who said yes are caring for a parent WHO’S PAYING: 15% of those who said yes are 18-24 -------------------- 28% of those 18-24 who said yes are caring for a parent

11. TREND REPORT MARCH 2012 © 2012 Crain Communications Inc. CROSS-GENERATIONAL HEALTHCAREChart 10 Medical Insurance: Who Has It? (*Sample size too small to be reliable) Note: Index=100, so a result below 100 means this group is less likely to have this type of insurance and a result above 100 means this group is more likely to have this type of insurance. Source: GfK MRI CARING FOR OTHERS: 35-44 year-olds are more likely to be providing insurance for multiple members of a household, and to have disability insurance AGE GROUPS INDEX = 10018-2425-3435-4445-5455-6465+ Personally carry medical/hospital/accident insurance6391101104111122 You and other household members619912411610681 You alone67866786119175 Kind of policy: EPO (Exclusive Provider Organization) *12111410091 HMO (Health Maintenance Organization)5893106105106121 POS (Point of Service) *64113141142103 PPO (Preferred Provider Organization)45104118 12674 Traditional Indemnity/Fee for Service * * *109112218 Catastrophic/High Deductible * *136 *161 * Medicaid117102768376152 Medicare2717294076411 Disability/Loss of income through medical causes37116143 10927 Prescription Drugs5390104110108124 Vision Care6011312012710856 Long-term care *5081103150186