The document reports results from a survey assessing the impact of a direct marketing (DM) campaign by a health sector company. Key findings include: - 57% of respondents reported an intention to change their behavior, with 24% planning to do so immediately. - 95% were aware of at least one method to change behavior spontaneously, while awareness of seeking medication from a healthcare professional increased among those receiving the DM. - Half of respondents would like to receive more information on health topics, preferring websites and magazines.

1. DM Pilot Health sector December 2008

6. 57% of the respondents has the intention to act, almost 1 in 4 of these will do so immediately. Do you have the intention to act? Total (n=1200) – 100% Within what period? Have intention to stop (n=681) – 57%

7. 95% of the target group know at least 1 method spontaneously. Spontaneous Awareness of methods Target = Total (n=1200) -100% Top of mind Spontaneous

8. Respondents having received the DM are more aware about the possibility of having medication prescribed by the Health Care Professional (HCP). Aided Awareness of methods Target = Total (n=1200) – 100% Spontaneous Aided

9. Amongst the taret group intending to act and having received a DM, 26% would go to a HCP and 22% would use medication. Amongst the control group, they are 10% only. Which methods would you try in the future? Target = Have intention to act (n=681) – 57%

10. 4 in 10 people of the target group would ask or would consider asking advice to a Health Care Professional (HCP). You want to act, would you consider asking advice to a HCP ? Have intention to act (n=681) – 57% If you would want to act, would you consider asking advice to a HCP ? Do not have intention to act (n=404) – 43%

11. Almost 8 in 10 people of the target group already have taken action in the past. 6 in 10 of these tried to do so without any help. 79% has already tried to act Which methods have you tried? Tried to act (n=960)-79% DM total 13%

12. 3 in 4 people of the target group recalling the DM appreciate the fact that a company sends them information concerning health aspects. Target = Received DM + Recall DM (n=616) – 66% How do you feel about the fact that a company communicates with you via a mailing about health aspects?

13. 1 in 3 people of the target group contact their HCP to get information on subjects related to health. Which channels do you use to get information about subjects related to health? Target = Total (n=1200) – 100%

14. Half of the respondents would like to receive more information regarding subjects related to health . Would you like to receive more information regarding subjects related to health? Target = Total (n=1200) – 100% Via which channel? Would like to receive more info (n=627)

15. Half of the respondents would like to receive more information regarding subjects related to health . Would you like to receive more information regarding subjects related to health Target = Total (n=1200) – 100% Via which channel? Would like to receive more info (n=616) – 51%

17. Media Funnel “ Do you remember receiving a DM?” “ What did you do with the DM?” “ Can you describe the DM?” “ Do you have the intention to react?” 1 week later Recall having received it Opened it Read it 72 39 36 30 41 DM only n = 300 58 94 93 83 70 28 27 21 31 DM + incentive n = 300 44 93 93 79 56 24 23 19 29 DM + e-mail n = 300 52 83 94 84 Recall content (content or message) Intent to act 66 30 28 23 34 DM Total n = 900 51 90 94 82

18. Media Funnel “ Do you remember receiving a DM?” “ What did you do with the DM?” “ Can you describe the DM?” “ Do you have the intention to react?” Recall having received it Opened it Read it 72 39 36 30 41 DM only n = 300 58 94 93 83 69 35 32 29 37 DM only NL n = 180 54 93 92 90 76 45 42 32 47 DM only FR n = 120 62 95 94 76 Recall content (content or message) Intent to act

19. Media Funnel “ Do you remember receiving a DM?” “ What did you do with the DM?” “ Can you describe the DM?” “ Do you have the intention to react?” Recall having received it Opened it Read it 70 28 27 21 31 DM + incentive n = 300 44 93 93 79 69 21 19 15 23 DM + incentive NL n = 180 33 90 94 74 Recall content (content or message) Intent to act 72 40 37 31 43 DM + incentive FR n = 120 59 94 93 82

20. Media Funnel “ Do you remember receiving a DM?” “ What did you do with the DM?” “ Can you describe the DM?” “ Do you have the intention to react?” 1 week later Recall having received it Opened it Read it 56 24 23 19 29 DM + e-mail n = 300 52 83 94 84 Recall content (content or message) Intent to act 56 27 25 21 29 DM + e-mail NL n = 180 52 91 95 80 55 20 19 17 29 DM + e-mail FR n = 120 52 71 93 91

21. Media Funnel “ Do you remember receiving a DM?” “ What did you do with the DM?” “ Can you describe the DM?” “ Do you have the intention to react?” Recall having received it Opened it Read it 65 27 26 21 30 DM Total NL n = 540 46 92 94 83 68 35 33 26 40 DM Total FR n = 360 58 89 94 81 Recall content (content or message) Intent to act 66 30 28 23 34 DM Total n = 900 51 90 94 82

22. % of respondents (n=300) – 100% of the respondents BASE 100 N B2C= 14 Impact overview: benchmark results Recall having received it Opened it Recall content (content or message) Intent to act Read it

23. % of respondents (n=300) – 100% of the respondents N B2C= 14 Base= people recalling Conversion Base= people recalling + opening + read Base= people recalling + opening + read + correct content Recall having received it Opened it Read it Recall content (content or message) Intent to act Base= people recalling + opening Impact overview : benchmark results

24. 2 in 3 respondents recall the DM, 60% know that it is a DM of brand X or about a specific subject. DM Recall of the brand Spontaneous Aided DM only DM + incentive DM + e-mail Target = Received DM (n=900) – 100%

25. Half of the respondents recalling the DM opened it, 9 in 10 of these also read the DM. What have you done with the DM? What have you done after opening the DM? Received DM + Opened DM (n=312) – 34% Received DM + Recall DM (n=616) – 66% NL 22% FR 31% NL 40% FR 25% NL 29% FR 33% NL 0% FR 6% NL 6% FR 3% NL 1% FR 2% NL 2% FR 1% NL 46% FR 58% NL 23% FR 22% NL 28% FR 19% NL 3% FR 1%

26. 57% of the respondents having read the DM kept it and 32% talked about it with other people. What have you done with the DM afterwards? Did you talk with other people about this DM? Target = Received DM + Read DM (n=280) – 30%

27. Almost 3 in 4 respondents having read the DM recall the content. Target = Received DM + Read DM (n=280) – 30% Description of content DM Correct elements

28. The DM is perceived as clear and really meant for the target group. To which extent do you agree with the following statements concerning the DM ? Rating on a scale 1 to 7*; % Agree (% of 6 or 7) * 1: Completely disagree; 7: Completely agree Target = Received DM + Read DM (n=116) (n=87) (n=69)

29. The DM is perceived as clear and really meant for the target group. To which extent do you agree with the following statements concerning the DM? Rating on a scale 1 to 7*; % Agree (% of 6 or 7) * 1: Completely disagree; 7: Completely agree Target = Received DM + Read DM (n=280) (n=) (n=)

30. Half of the respondents having read the DM have the intention to act. 77% has taken an action or will do so after reading the DM. Action taken/intention after reading DM Target = Received DM + Read DM (n=280) – 30% 14% will order the gift NL 52% FR 47% NL 34% FR 48% NL 28% FR 47% NL 22% FR 36% NL 13% FR 20% NL 17% FR 22% Spontaneous Aided

31. 22% of the respondents having received an e-mail recall haven seen it . Target = Group 3 – DM + e-mail (n=300) – 100% Do you recall receiving an e-mail regarding a specific action ? NL 23% FR 20% IF RECALL DM DM + e-mail