1. HEALTHCARE
2016
CATEGORY INSIGHTS
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2. 2016 CATEGORY INSIGHTS
MACRO-LEVEL TRENDS
BRINGING IT LOCAL
OUR APPROACH
consumer and advertiser spending
a portfolio aligning with consumer and client needs
engaging, compelling and captivating industry insights
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MACRO-LEVEL TRENDS 2016 TOP TRENDS IN HEALTHCARE
MARKETING
Source: DMN3,, ‘5 Healthcare Marketing Trends to Watch in 2016.’
Consumers Becoming Avid
Researchers
• consumers see healthcare as
a collaboration between
themselves and their doctors
• they take responsibility for
their health and the decisions
that affect it
• the doctor no longer has the
only say on treatment,
hospitals, medications, etc.
Marketers Targeting
Consumers and Payers
• different audiences for
healthcare marketers,
although they are all being
affected by changes to the
U.S. healthcare delivery
environment
• the major players include
healthcare consumers,
providers and payers
• the trend is to increasingly
target consumers and payers,
while keeping doctors as the
underpinning for their overall
marketing strategy
Digital Overtaking
Traditional Marketing
• the greatest growth for the
pharmaceutical, diagnostics,
biotech and medical device
marketing budgets is taking
place in social media,
mobile/tablet apps and digital
sales materials
• for consumer marketing
tactics, the greatest growth is
taking place in mobile/tablet
apps, social media and digital
ads
Digital Content Key to the
Decision Process
• Prior to booking an
appointment, 77% of patients
used search, 83% used
hospital sites, 54% used
health insurance company
sites, 50% used health
information sites, and 26%
used consumer-generated
reviews
• marketers continue to adapt
to the new reality from he shift
to payments based on
outcomes, increasing
transparency, and an
empowered healthcare
consumer

4. 4
MACRO-LEVEL TRENDS DIGITAL MATTERS
FOR PROSPECTIVE PATIENTS
Source: Think With Google, ‘The Digital Journey to Wellness.’
KEY TAKEAWAY
Online continues to play
a key role throughout
the healthcare decision
process, with search,
mobile, and online video
playing some of the
biggest roles in terms of
mediums.
Search
is indispensable in patient
journey
Search impacts brands
Mobile
is the patient’s constant
companion
Mobile will be as important as
desktop
Online Video
informs and connects
Sight, sound, and motion tell
stories & fuels conversions
online plays a significant role in the research process
84% of patients use both online and offline sources for research
online personal offline

5. 5
PHYSICAL WELLNESS IS
MOST IMPORTANT TO ADULTS
THE WAY CONSUMERS MANAGE THEIR
HEALTH IS CHANGING, LARGELY DUE TO AN
AGING POPULATION PLACING DEMAND ON
RESOURCES, BUT ALSO DUE TO THE
PROACTIVE MENTALITY OF CONSUMERS.
CONSUMERS PLACE HIGH IMPORTANCE ON
PHYSICAL WELLNESS, YET OBESITY RATES
CONTINUE TO BE A CONCERN AND RISK
FACTOR FOR HEALTH ISSUES.
Marissa Gilbert Health
and Wellness Analyst, Mintel
“
”
Source: Lightspeed GMI/Mintel | Base: 2,000 Internet users 18+.
KEY TAKEAWAY
When ranking aspects of personal wellness, more than four out of ten adults indicate physical wellness is
most important to them. The ability to perform daily tasks and have the mobility to maintain independence
likely drives this strong distinction.
MACRO-LEVEL TRENDS
ranked first in importance for
personal wellness

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MACRO-LEVEL TRENDS AGE IMPACTS WHERE
CONSUMERS SEEK HEALTH ADVICE
Source: Lightspeed GMI/Mintel | Base: 2,000 Internet users 18+.
generation z baby boomers
KEY TAKEAWAY
Older adults are more likely than their younger
counterparts to agree to get a diagnosis plan from a
doctor than to search online for information.
Conversely, younger adults are seeking advice for
health issues on social media far more than older
adults.

7. MACRO KEY INSIGHTS
MARKETING MORE OMNICHANNEL THAN EVER
WELLNESS IS KEY
LIFESTAGES AND HEALTH ADVICE
messaging driving wellness across all personal aspects, including physical
and mental, will resonate with consumers
younger generations are comfortable, and often prefer,
a social or video digital touchpoint for advice and research
the connection of the journey through online, offline, and personal
touchpoints is critical for health marketing
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BRINGING IT LOCAL
Source: Nielsen, 2016. Based to Chicago DMA and compared to National averages.
KEY TAKEAWAY
Chicagoland health care spending is expected to grow over the next 5
years, outpacing national spending increases in nearly all categories.
The average household is expected to spend $5,000+ this year on
health-related expenses.
KEY HEALTH SPENDING IN CHICAGO, WITH A LOOK
AHEAD
Medical Service
35%
where’s the spending?
Drugs
62%
Medical Supplies
3%
$18,122,845,053
($18.1B)
In 2016, total Chicagoland health care spending
amounted to
and is expected to grow
4.9%
by 2021
The average Chicagoland household will spend
$5,016
This year on health-related expenses

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Source: Borrell & Associates (Health Care Inside and Outside the Market, 2015 - 2020)
LOCAL AD SPEND GROWTH
DRIVEN BY DIGITAL
local market spending in the health
care category will top
$491
MILLION
by 2020.
total spend includes both local and
national spend in the Chicagoland
market.
projected growth will come largely
from digital,
up 61%
over the next 4 years to
52%
of total ad spending
in the market
this growth will come largely from
targeted display
$38M2015
$113M2020
KEY TAKEAWAY
In a key metropolitan market, health care media spend will grow over the next few years,
largely driven by digital spending. Look for social interactions and targeting to increase in demand.
BRINGING IT LOCAL

10. BRINING IT LOCAL KEY INSIGHTS
HIGH LEVELS OF CONSUMER SPENDING
LOCAL MEDIA SPEND IS DIGITAL
look for social interactions and targeting to increase in
demand
spending is high across health categories, but particularly in
medications and services
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OUR APPROACH TARGETING YOUR AUDIENCE
Sources: Ranker: comScore Monthly average November 2015 – January 2016, News and Information Sites; Page Views and Unique Visitors: Omniture 2015 Average; Demographics: Nielsen @Plan,
Q3 2015.
Consumers Becoming Avid
Researchers
• consumers see healthcare as
a collaboration between
themselves and their doctors
• they take responsibility for
their health and the decisions
that affect it
• the doctor no longer has the
only say on treatment,
hospitals, medications, etc.
Doctors Becoming
Employees
• as a result of the Affordable
Care Act of 2010, hospitals
have been buying up physician
practices at an accelerated
rate
• when doctors
becomeemployees, they lose
their ability to be final decision
makers when it comes to
buying medical services and
products
• doctors still have a key role as
advocates, but others now
make the final purchasing
decision
Marketers Targeting
Consumers and Payers
• different audiences for
healthcare marketers,
although they are all being
affected by changes to the
U.S. healthcare delivery
environment
• the major players include
healthcare consumers,
providers and payers
• the trend is to increasingly
target consumers and payers,
while keeping doctors as the
underpinning for their overall
marketing strategy
16.1 Million
Unique Visitors Monthly to
ChicagoTribune.com
9 Million
Female Visitors
2.4 Million
Visitors with HHI over 150k
KEY TAKEAWAY
Targeting your audience not only lends to a more
impactful campaign by allowing you to maximize your
budget and engage your audience at the right place and
time for maximum branding recall and response rate.
Targeted advertisements are, on average
2X More
as effective as non targeted ads.
ChicagoTribune.com utilizes both first and third party data
to target by demographic, age, behavior and more.
Further target your audience through channel placements,
suburban sites, and adjacent to relevant content.

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MACRO-LEVEL TRENDS ENGAGEMENT TRENDS : NATIVE ADS
Sourece; Sharethrough
KEY TAKEAWAY
Native Ad Placements follow the form and function of
content and produce stronger KPI’s and Brand
Recognition than standard banner ads.
Customers are looking at native placements more
frequently than ever.
25% more
consumers were
measured to look
at in-feed native ad
placements, over
standard banners
PEOPLE SEE
THEM
Consumers looked
at native ads
2% more than
editorial content
and spent the
same number of
seconds viewing.
VIEWED AS
EDITORAL
Native ads
registered 18%
higher lift in
purchase intent
than banner ads.
CONVERSION
DRIVERS

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OUR APPROACH INNOVATIVE AD PLACEMENTS
Native Mobile
45% of all Traffic comes
from Mobile/Tablet
Engage Readers with Native
placements
In Content Video
In Read and In Board
High impact and unlike
anything else
Rich Media
Customizable
Eye Catching and High
Impact Placements
Native Mobile Placement, In Content Video, and Innovative Rich Media
Native Mobile In Content Video Rich Media

14. 19%
have families
married with
kids in hh
23%
are boomers
(A60+)
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OUR APPROACH
Source: Scarborough R2 2015, Chicago Market and Custom Recontact Study, R2 2014. Reach is based to a monthly schedule.
OUR PORTFOLIO REACHES
ACROSS KEY HEALTHCARE SEGMENTS
14%
of Chicagoans have asked a doctor
about a specific drug or talked with their friend/relative after
seeing a health ad, and
32%
have visited a doctor or purchased a non-prescription drug
this combined market of
2.8 MILLION
Chicagoans who respond to
health care ads represents
38%
of the market
among
these
prospects…
35%
are millennials
A18-34
SUBURBAN
TRIBUNE
84%
89%
86%
and our monthly portfolio reaches…

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AUDIENCES DELIVERED THROUGH RELEVANT CONTENT
• Chicago Tribune Health & Family (Wednesday) or
Health Content in Life & Style (Sunday)
• Tu Salud (Your Health) in Hoy
• Suburban Tribune Publications
• Chicago Magazine (Annual Cover Stories)
IN PRINT
IN SERVICE
ONLINE
• Custom Event Opportunities
• Direct Mail
• Out of Home
• Content Solutions
• ChicagoTribune.com: Health and Features Channels
• Admail and Health Report Email Messaging
• ChicagoNow.com: Health Blogs
• Video and Mobile Native Placements
• Innovative Takeovers
• Custom Content Creation
• Health and Wellness Segment Targeting Beyond Chicago Tribune Media Group Sites

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HEALTH & FAMILY
2016 MONTHLY CONTENT FEATURES
JANUARY: THE WORKOUT
Which works better for keeping at it? Home workouts or the gym?
how to create a workable home setup.
FEBRUARY:HEART HEALTH
What five pre-eminent heart doctors prescribe for themselves and
their families for cardiac fitness. One heart patient’s tale of being
“scared straight.”
MARCH: COLORECTALCANCER
It’s called one of the most preventable cancers because of
screening, which also can snip away the problem. So why doesn’t
EVERYBODY go for colon scans? Alternatives to standard
colonoscopies and how they work.
APRIL: ALCOHOL
How to tell you have a problem? And tips for easing back on
intake. Or do you need something more radical? Quarter: Is it the
alcohol you really crave? Or could interesting flavors such as with
teas, coffees and juices actually hit the spot if you just gave them
a chance?
MAY: SKINCANCER
Which ones to worry about the most and how to protect yourself
beyond the obvious. Great ways to “tan” without killing yourself.
JUNE: THE EYES HAVE IT
One sure sign of aging for everyone is eyesight, from dealing with
floaters to getting the first bifocals to the more serious issues such
as cataracts and glaucoma. What steps can a person take to avoid
serious trouble, and where do we stand on treatments for the
really bad stuff? Can diet make a difference as a preventive?
JULY: RECREATIONAND RE-CREATION
How to rebuild your body and have fun at the same time. What are
the most healthful games people can play?
AUGUST:BACK TO SCHOOL
SEPTEMBER:PROSTATE HEALTH
OCTOBER:BREAST CANCER
NOVEMBER: LUNG CANCER
It’s long has been a death sentence, and it’s by far the deadliest
cancer. Where do we stand? Smoking is the first thing a person
should throw overboard. Are there others? Dietary factors? What
are the most successful smoking-cessation programs?"
DECEMBER:FERTILITY
In this day and age, what are all the factors parents should
consider before making the most fateful decision to have a child?
Tips on improving fertility outside the lab setting.

17. OUR APPROACH KEY INSIGHTS
TARGETING IS KEY
ENGAGEMENT IS CHANGING
OUR PORTFOLIO DELIVERS
Video, rich media, mobile and social interaction are key to
engagement
across key audience segments looking to re-engage or begin their
healthcare journeys
Find your audience , where they are and when your message is
relevant
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18. for additional insights
or a customized solution, contact your
Chicago Tribune Media Group representative.
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HEALTHCARE