research for your brand’s health Another Kitchen Sink Survey: What consumers think about a variety of healthcare topics… Presented by: Rob Klein, President Klein & Partners, Inc. 4th Quarter, 2010

research for your brand’s health INTRODUCTION Page 1

research for your brand’s health Introduction Page 2 Background and Purpose  The purpose of this quantitative survey was to understand consumers’ current thinking on a wide range of healthcare- related topics. Topics included: Healthcare reform Primary care physician interactions Mobile messaging Smart phones Tag reader Electronic medical records Communication preferences and interest in new information sources Websites visited Hospital and health plan choice influencers Price shopping Sleep studies Preventive screening guidelines Health insurance Second opinions Methodology  A national online survey was conducted among 400 heads of household, 21 or older who are most responsible for healthcare decisions for the household. The interviewing was conducted from October 19-26, The sample frame used was e-Rewards’ online consumer panel. The final data set was weighted by education.  The total sample size of 400 yields a sample error of +/-4% at the 90% Confidence Level (CL). For example, if this study were repeated 100 times, in 90 times out of that 100 (i.e., 90% confidence level) we would find a total sample statistic of 50% to fall within 46% and 54%.  In the charts, letters (e.g., A, B, C ) and arrows indicate a statistically significant difference at the 90% Confidence Level. Colors and bolding are used to highlight interesting patterns and/or findings.

research for your brand’s health...AND NOW THE REST OF THE STORY Page 3

research for your brand’s health HEALTHCARE REFORM …before and after Page 4

research for your brand’s health Page 5 Q1: Which of the following issues is MOST important to you? Not too surprisingly, issue importance varies greatly by political party affiliation: Democrats Economy and education Republicans Taxes/spending and terrorism Not too surprisingly, issue importance varies greatly by political party affiliation: Democrats Economy and education Republicans Taxes/spending and terrorism

research for your brand’s health Page 6 Q2: If you currently have health insurance, do you think there will or will not be a specific benefit to you with this new healthcare reform?

research for your brand’s health Page 7 Q3: Do you expect to see lower healthcare costs for you if health reform passes in Washington?/… now that health reform has passed? Less confidence… but it separates along party lines again.

research for your brand’s health Page 8 Q4: Now that healthcare reform has passed, if you had a choice to buy health insurance from the federal government or from a private insurance company, which do you think you would prefer?

research for your brand’s health Page 9 Q5: What do you think will get better or worse for you personally with the new healthcare reform?

research for your brand’s health Page 10 Q6: How do you feel healthcare reform will impact your relationship with your…?

research for your brand’s health Page 11 Q7: Who do you really trust to help you figure out and navigate the new healthcare system that will emerge through healthcare reform in the coming years?

research for your brand’s health Page 12 Q10: Do you think in 5-6 years when healthcare reform is fully implemented that we will have a healthcare system that is…? Women are more optimistic than men

research for your brand’s health Page 13 Q9: If you were offered a financial incentive to change a certain aspect of your lifestyle, how likely would you be to change that behavior or lifestyle? Women significantly more likely than men Sometimes we just need the right carrot!

research for your brand’s health PRIMARY CARE PHYSICIAN Page 14

research for your brand’s health Page 15 Q11: Do you have a primary care or personal physician? Q12: When you were first looking for a new primary care physician, where did you look or who did you talk to about finding a new doctor? 87% of folks have a primary care physician.

research for your brand’s health Page 16 Q13: Which ONE communication method would you most prefer for……? Preferred communication method with physician

research for your brand’s health MOBILE MESSAGING Page 17

research for your brand’s health Page 18 Q14: How interested would you be in receiving MOBILE MESSAGING from these caregivers about your own health? Q15: What type of health-related information would you most like to receive via mobile messaging from a caregiver?

research for your brand’s health SMART PHONES ‘Can you hear me now?’ Page 19

research for your brand’s health Page 20 Q16: Have you used a smart phone or any phone that can access the internet to go online and do any of the following…? Q17: And which of the following, if any, would you be very interested in using a smart phone to look up in the near future? Q18: Have you downloaded any ‘Apps’ to your smart phone that are related in any way to healthcare or to managing your health? What? Apps downloaded: WebMD – 4% Others – 6% None – 90%

research for your brand’s health TAG READER Page 21

research for your brand’s health Page 22 Q19: Are you aware of this ‘App’ and, if so, have you downloaded and used this ‘App’?

research for your brand’s health ELECTRONIC MEDICAL RECORDS Page 23

research for your brand’s health Page 24 Q20: How interested would you be in having online access to your own personal health record called an Electronic Medical Record to track your own health through a secure website that only you and your doctor and hospital can access? Q21: How would you prefer to access your electronic medical record? Q22: If your current primary care physician could not provide you with access to your Electronic Medical Records how likely would you be to switch to a new primary care doctor that could provide you access to your Electronic Medical Records?

research for your brand’s health COMMUNICATON METHODS Page 25

research for your brand’s health Page 26 Q23/24: Which of the following communication methods have you used and how would you like to be able to communicate with your…?

research for your brand’s health Page 27 Q23/24: Which of the following communication methods have you used and how would you like to be able to communicate with your…?

research for your brand’s health Page 28 Q23/24: Which of the following communication methods have you used and how would you like to be able to communicate with your…?

research for your brand’s health Page 29 Q23/24: Which of the following communication methods have you used and how would you like to be able to communicate with your…?

research for your brand’s health WEBSITES VISITED Page 30

research for your brand’s health Page 31 Q25/26: Have you been to a hospital/health plan website in the past year? Q25a/26a: What got you to go to that hospital’s/health plan’s website? Q27: Have you visited any really great healthcare-related websites lately that really stuck in your head? If so, what healthcare-related websites were really great? Really great healthcare-related websites: WebMD – 9% BCBS – 3% Mayo Clinic – 3% UnitedHealthcare – 2% Aetna – 2% Drugs.com – 1% None – 75% Really great healthcare-related websites: WebMD – 9% BCBS – 3% Mayo Clinic – 3% UnitedHealthcare – 2% Aetna – 2% Drugs.com – 1% None – 75% Hospital website – 33% Health plan website – 54%

research for your brand’s health INTEREST IN NEW INFORMATION SOURCES Page 32

research for your brand’s health Page 33 Q28: Which of the following sources have you ever sought health-related information from? Green = old school Blue = new school

research for your brand’s health Page 34 Q29: Which of the following information, if any, have you sought on the Internet?

research for your brand’s health Page 35 Q30: Next, which of the following online health-related activities have you participated in over the past few years?

research for your brand’s health Page 36 Q31: If you could be sent regular reminders for when specific preventive care appointments are due, which ONE of the following methods would you most prefer to receive these reminders from? (especially older and no college)

research for your brand’s health Page 37 Q32: Which of the following healthcare topics have you recently read something about? Q33: Which of the following healthcare topics would you be very interested in reading an article on in the future? Q34: Which of the following people or organizations would you trust to receive these articles from? !

research for your brand’s health CHOOSING A HOSPITAL OR HEALTH PLAN Page 38

research for your brand’s health Information source credibility – for choosing a hospital Page 39 Q35: Next, if you had to be hospitalized and you wanted to gather information about which hospital you should choose, which of the following sources of information are most credible to you (whether you have used them or not) and which ones have you actually used? Average credibility = 17% Average used = 7%

research for your brand’s health Information source credibility – for choosing a health plan Page 40 Q36: If you were choosing a new health plan and you wanted to gather information about which health plan you should choose, which of the following sources of information are most credible to you (whether you have used them or not) and which ones have you actually used? Average credibility = 19% Average used = 7%

research for your brand’s health PRICE SHOPPING Transparency Page 41

research for your brand’s health Transparency/Price shopping Page 42 Q37: Within the past year, did you or did a member of your immediate household contact any healthcare organization, hospitals, or physician offices to ask about the price for a specific visit, test, treatment, or surgery? IF YES… Q38: How did you check on pricing? Q39: What type of health service did you ask about pricing for? Q40: Did you end up choosing the least expensive provider? 4 th Qtr th Qtr th Qtr 2010 Households that have contacted a healthcare organization to ask the price for a specific visit, test, treatment, or surgery 33%32% Chose the least expensive provider for one of these healthcare cases 36%41%31% % of the total patient market  12%13%10% Not sure = 28%

research for your brand’s health SLEEP STUDIES Page 43

research for your brand’s health Page 44 Q41: Have you ever had a sleep study conducted? Q42: Have you ever discussed any sleeping issues with your doctor? Q43: Whether or not you have had a sleep study conducted personally, if you were to have a sleep study conducted where you spend the night at a Sleep Center would you prefer that Sleep Center be located…? 12% of Americans have had a sleep study conducted… …especially men and those (Older) (Younger)

research for your brand’s health PREVENTIVE SCREENING GUIDELINES Page 45

research for your brand’s health Page 46 Q44: There are common preventive screening guidelines put out by different institutions such as the government, health-related associations. These guidelines could include at what age you should start receiving a certain test, how often you should receive it, and what certain results mean. Which of the following words would you use to describe how you feel about these guidelines? Negative Positive

research for your brand’s health HEALTH INSURANCE Page 47

research for your brand’s health Page 48 Q45: What type of health insurance, if any, do you have? Q46: What choice did you have when you selected your health insurance plan? Q47: How much, if at all, has your monthly premium gone up in the past year? Older Premium has not gone up – 31% Not sure – 31% Average premium increase = 12%

research for your brand’s health Page 49 Q45: What type of health insurance, if any, do you have? Q48: You checked that you currently do not have health insurance. Which of the following best describes your current situation? 8% do not have health insurance A third of adults (32%) have had to delay or avoid seeking healthcare services in the past year because they couldn’t afford the cost due to a change in employment or health benefits – this number rises to 79% of those without health insurance.

research for your brand’s health SECOND OPINION Page 50

research for your brand’s health Page 51 Q49: Have you or a member of your immediate household ever been diagnosed with a life threatening medical condition? If so, did you/household member…? 2:1 acceptance

research for your brand’s health APPENDIX Page 52

research for your brand’s health Demographic profile Female 61%Median household income$46,300 Political Party Affiliation Republican Independent Democrat 29% Education Level Up to high school Some college College grad (undergrad) Graduate degree 19% Age Median age 24% Health Insurance Provided by work/union Purchased individually Medicare Medicaid No health insurance 56% Page 53

research for your brand’s health Example Sample Sizes At the 95% Confidence Level At the 90% Confidence Level ,000 1,500 +/- 17.9% 13.9% 11.5% 9.8% 8.0% 6.9% 6.2% 5.7% 4.9% 4.4% 4.0% 3.7% 3.5% 3.3% 3.1% 2.5% +/- 15.1% 11.7% 9.5% 8.3% 6.7% 5.8% 5.2% 4.8% 4.1% 3.7% 3.4% 3.1% 2.9% 2.7% 2.6% 2.1% Z Value Sample Error by Different Sample Sizes and Confidence Levels (CL) for a Sample Statistic of 50% Page 54 d = +/- Z P(1-P) n d = sample error Z = Confidence level and the corresponding “Z” value or standard deviation is 1.96 for 95% CL and 1.65 for 90% CL P = sample statistic (i.e., 50% in our example) n = sample size You can find your own sample error for any sample size and sample statistic using this formula... n = Z 2 x P(1-P) d 2 Or solve for the sample size...

research for your brand’s health Additional information If you would like additional information regarding this study, please contact: Rob Klein President Klein & Partners, Inc. 412 Ashbury Dr. Hinsdale, IL [630] Page 55