CRM Analysis

Rev. 1.8 – May 13, 2015
CRM DATA ANALYSIS
May 14, 2015

Analysis Levels: Phase One
Level 1: Demographics
• Years of Experience (counts)
• Primary Position (counts)
• Area Employed (counts)
• Option: Clinical Specialty (counts)
• Option: Age Grouping (counts)
Level 2: Email Preferences
• Allow email communication (counts)
Level 3: Membership
• Years experience (average)
• Certification status (counts)
• Membership status (counts)
Level 4: Resource Use
• Past NTI attendee (counts)
• NTI attended (average)
• Education resource purchases (counts)
• Life purchase amount (average)
• CE Online credits (average)
• Webinar attendee (counts)
• Live webinars (average)
• On-Demand webinars (average)
• Certification Programs (counts)
• Membership Sign-ups (counts)
• HWE Tools (counts)
Level 5: Google Analytics
• Email attribution (visits)
• Email attribution (memberships)
• Email content downloads (type-counts)

Master Data Record Counts
Master Data Grooming
• Master Customer Profile Data
– 624,598 records
• Master Appended Email Profile Data
– 248,475 records
• Master Merged Data File
– 873,073 combined records
– 247,471 duplicate records
– 625,602 unique records
 Duplicate routine sort: Customer ID
- 1,004 additional records discovered
via merge routine

Member Data Record Counts
Master Groomed Data Records
• Master Groomed Profile Data
– 625,602 count
 Active Member Records
• 106,221 count
 Lapsed Member Records
• 272,941 count
 Non-Member Records
• 246,440 count
Members
106,221
17%
Lapsed
Members
272,941
44%
Non-
Members
246,440
39%
Record Counts
Members Lapsed Members Non-Members

Master Data File
Initial Observations
• An annual maintenance program may
provide the opportunity to groom, append,
merge and manage multiple sources of data
for greater value as a master CRM database
to drive ongoing communications efforts
• Guidelines for data entry may need to be
applied to better standardize classifications
to eliminate redundancies as may exist

DEMOGRAPHICS
level
MASTER VIEW

Level 1: Demographics
Years of Experience
(Counts & Percentages)
< 6
Primary
Position
Area
Employed
TBD Option
Clinical Specialty
TBD Option
Age Grouping
6 - 10
Primary
Position
Area
Employed
TBD Option
Clinical Specialty
TBD Option
Age Grouping
11 - 15
Primary
Position
Area
Employed
TBD Option
Clinical Specialty
TBD Option
Age Grouping
16 - 20
Primary
Position
Area
Employed
TBD Option
Clinical Specialty
TBD Option
Age Grouping
More +
Primary
Position
Area
Employed
TBD Option
Clinical Specialty
TBD Option
Age Grouping
† Current analysis does not warrant additional optional views

Years of Experience
Overall Master View
68,862
52,385
42,591
70,550
46,342
31,976
22,615
16,445
10,134
4,416
1,407
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Master Data Sample Population
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Experience 18.73% 14.25% 11.58% 19.19% 12.60% 8.70% 6.15% 4.47% 2.76% 1.20% 0.38%
† 257,879 records (41.22%) with no experience data
Key Observations
• Affiliation trends
are largely among
professionals with
lesser experience
• Under five years
experience composes
largest population of
professionals --
approaching half of all
CRM data records
• Six to 15 years
experience have
sizeable populations
• Professionals with
much more experience
are fewer in numbers
level
MASTER VIEW
Primary sort: columns O – H – I – J - C
Percentages: professionals in the general calc. population

Primary Position
Past Grouping Structure
285,271
25,869
50,518
18,695 17,488
35,879
-
50,000
100,000
150,000
200,000
250,000
300,000
Bedside
Staff Nurse
Nurse
Leaders
Managers &
Admin
Advanced
Practice
Educators Other
Calculable
Master Data
Bedside
Staff Nurse
Nurse
Leaders
Managers
& Admin
Advanced
Practice
Educators Other
Population
Percentage
69.5% 6.6% 13.1% 4.9% 4.6% 9.8%
† 224,861 records (35.9%) with no primary position data
Key Observations
• Bedside/Staff Nurse
grouping comprises the
largest population who
have received past
communications
• Grouping is composed of
Bedside Staff Nurses,
Case Managers, Clinic
Nurses, Home Healthcare
Nurses
• Notably - view is
influenced with more
professionals in the
general nursing ranks –
as opposed to managing
and specialty roles
• Grouping reaches vast
majority of population
and offers opportunities
for segmenting content
for specific target
audiences
level
MASTER VIEW
‡ Primary Standard Groupings Used in Past Marketing Efforts
Percentages: professionals within
the general calc. population
Groupings represents 90% of all available primary position records

Primary Position
Grouping Data Table
Bedside Staff Nurse
Bedside/Staff Nurse 246,190 61.4%
Case Manager 1,027 0.3%
Clinic Nurse 30,995 7.7%
Home Healthcare Nurse 416 0.1%
TOTAL 278,628 69.5%
Nurse Leaders
Nurse Educator 7,724 1.9%
Managers/Admin 18,792 4.7%
TOTAL 26,516 6.6%
Managers/Admin
Administrator/VP 1,746 0.4%
Charge Nurse 21,425 5.3%
Clinical Coordinator 3,519 0.9%
Clinical Director 5,822 1.5%
Hospital Administrator 738 0.2%
Manager 18,792 4.7%
Outcomes Manager 428 0.1%
TOTAL 52,470 13.1%
Advanced Practice
Acute Care Nurse
Practitioner
2,191 0.5%
Clinical Nurse Specialist 7,767 1.9%
Nurse Anesthetist 1,325 0.3%
Nurse Midwife 148 0.0%
Nurse Practitioner 8,250 2.1%
TOTAL 19,681 4.9%
Educators
Nurse Educator 7,724 1.9%
Inservice/Staff Dev. 2,904 0.7%
Clinical Nurse Specialist 7,767 1.9%
TOTAL 18,395 4.6%
Other
Other 39,334 9.8%
No Data 224,851 --
Key Observations
AACN past groupings for structuring communications is a
logical approach and warrants consideration for the new
communications strategy.
† 400,741 master calculable primary position records. Some positions can be grouped in multiple categories.
level
MASTER VIEW

Primary Position
Master Data Table
Primary sort: position descending counts
Percentages: professionals within general calc. population
† 625,602 master records.
Position <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
no exp.
data
Totals Percent
Bedside Staff Nurse 43,500 40,966 30,011 44,189 25,460 16,344 11,296 8,001 4,813 1,995 611 24,763 251,949 61.4%
Clinic Nurse 10,207 4,463 3,382 4,460 2,403 1,475 1,046 679 397 174 44 3,200 31,930 7.7%
Charge Nurse 1,317 1,746 2,377 4,699 3,238 2,114 1,688 1,299 833 401 112 1,325 21,149 7.0%
Manager 636 645 1,193 3,658 3,585 2,909 1,882 1,322 785 318 95 1,331 18,359 5.3%
Nurse Practitioner 329 298 624 1,824 1,514 1,109 824 563 336 111 24 618 8,174 4.7%
Nurse Educator 399 249 463 1,332 1,164 899 814 702 506 242 78 662 7,510 2.1%
Clinical Nurse Specialist 363 359 490 1,375 1,269 1,052 743 638 504 217 90 0 7,100 1.9%
Clinical Director 122 138 202 796 1,065 1,009 842 554 350 163 32 0 5,273 1.9%
Academic Faculty 369 228 291 745 809 575 464 412 226 147 54 127 4,447 1.5%
Clinical Coordinator 152 137 237 675 573 439 351 263 184 69 32 0 3,112 1.2%
Inservice/Staff Development 72 113 187 599 570 454 257 208 139 60 21 198 2,878 0.9%
Acute Care Nurse Practitioner 98 75 175 542 342 231 192 149 94 39 15 8 1,960 0.7%
Unit Coordinator 79 78 132 315 296 232 172 104 53 24 1 108 1,594 0.5%
Administrator - VP 112 35 56 149 200 251 213 190 131 60 20 115 1,532 0.4%
Nurse Anesthetist 48 103 231 369 214 135 70 32 23 9 1 85 1,320 0.4%
Researcher 82 50 79 151 160 119 88 52 41 20 9 155 1,006 0.3%
Case Manager 99 52 48 143 158 141 93 77 54 27 14 97 1,003 0.3%
Technician 471 52 54 68 37 16 11 12 4 1 1 201 928 0.3%
Hospital Administrator 59 18 35 84 87 101 95 76 40 13 7 78 693 0.3%
Corporate / Industry 71 28 51 106 110 79 45 55 25 12 3 79 664 0.2%
Physician 84 10 15 22 15 18 6 2 2 3 1 302 480 0.2%
Outcomes Manager 35 9 21 50 56 55 43 40 29 16 8 38 400 0.2%
Home Healthcare Nurse 167 34 25 34 18 15 13 11 6 3 2 61 389 0.1%
Respiratory Therapist 24 10 11 39 20 19 22 21 19 3 0 58 246 0.1%
Internist 93 4 2 8 2 3 1 0 0 0 0 63 176 0.1%
Legal Nurse Consultant 8 6 4 15 22 25 15 19 8 5 2 47 176 0.0%
Nurse Midwife 34 16 18 23 8 9 7 2 1 0 1 22 141 0.0%
Physician Assistant 32 8 14 20 17 7 5 4 4 1 0 16 128 0.0%
Acupuncturist 30 56 7 6 13 11 0 0 1 1 0 0 125 0.0%
Pharmacist 19 10 5 8 7 2 3 1 1 0 0 42 98 0.0%
Physical Therapist 30 6 6 14 2 7 2 2 0 0 0 14 83 0.0%
Alternative Practitioner 14 5 2 13 7 6 6 9 4 1 0 4 71 0.0%
Social Worker 14 0 3 4 5 3 3 2 2 0 0 27 63 0.0%
Chaplain Pastoral Care 5 9 5 5 2 2 6 5 3 1 1 14 58 0.0%
Elected Official 3 4 0 7 2 3 1 1 0 1 0 5 27 0.0%
Homeopath 7 0 0 1 1 1 1 0 0 0 1 14 26 0.0%
Naturopath 3 2 1 2 2 1 3 2 0 0 0 4 20 0.0%
Other 8,317 1,768 1,615 3,213 2,439 1,761 1,121 826 484 254 116 3,549 25,463 0.0%
No Position Data 1,358 595 519 787 450 344 171 110 32 25 11 220,465 224,861 --
subtotals 68,862 52,385 42,591 70,550 46,342 31,976 22,615 16,445 10,134 4,416 1,407 257,879 625,602 100.00%
level
MASTER VIEW

Area Employed
Past Grouping Structure
† 232,605 records (37.2%) with no departmental data
Key Observations
• Progressive Care category
used previously as a
secondary group category
for communications
• Group includes: DOU -
Direct Observation Unit,
Progressive Care Unit,
Stepdown Unit, Subacute
Care, and Telemetry
• Group represents a small
percentage (12%) of all
possible departmental
classifications
• Of note, AACN does state
they rely more on position
rather than department for
planning communications
830
17,276
9,797
715
19,204
0
5,000
10,000
15,000
20,000
25,000
DOU Progressive
Care Unit
Stepdown Unit Subacute Care Telemetry
Calculable
Master Data
DOU
Progressive
Care
Stepdown
Unit
Subacute
Care
Telemetry Other
Population
Percentage
0.2% 4.4% 2.5% 0.2% 4.9% 87.8%
Progressive Care Grouping
level
MASTER VIEW
‡ Secondary Standard Grouping Used in Past Marketing Efforts
Grouping represents 12.2% of
all departmental records
the general calc. population

Area Employed
Master Data Table
Area Employed <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
no exp.
data
totals Percent
Intensive Care Unit (ICU) 10,167 8,898 7,426 11,902 7,429 4,767 3,410 2,552 1,498 626 215 4,653 63,543 16.2%
Combined ICU/CCU 4,148 5,358 4,461 8,727 6,564 4,951 3,533 2,579 1,713 757 262 3,012 46,065 11.7%
Cardiovascular-Surgical ICU 4,937 5,139 3,954 6,243 3,968 2,557 1,786 1,363 813 365 95 1,965 33,185 8.4%
Coronary Care Unit (CCU) 2,724 3,075 2,216 3,604 2,377 1,671 1,108 788 461 205 53 1,560 19,842 5.0%
Telemetry 4,547 2,769 2,043 3,213 1,663 1,020 632 430 224 102 26 2,535 19,204 4.9%
Medical ICU 4,139 3,524 2,423 3,216 1,677 1,065 758 484 327 134 47 1,196 18,990 4.8%
Surgical ICU 3,340 3,576 2,360 3,149 1,661 1,020 750 460 311 108 34 1,337 18,106 4.6%
Progressive Care Unit 4,015 2,880 2,148 3,039 1,516 847 570 364 218 99 42 1,538 17,276 4.4%
Emergency Department 2,642 1,451 1,552 2,844 2,136 1,570 1,096 788 463 222 62 1,541 16,367 4.2%
Pediatric ICU 1,525 2,230 1,827 3,077 1,795 907 689 463 255 119 27 1,018 13,932 3.5%
Medical-Surgical ICU 2,876 1,814 1,501 2,280 1,338 902 698 594 372 201 56 1,164 13,796 3.5%
Neuro/Neurosurgical ICU 2,818 1,930 1,328 1,777 899 548 393 267 183 47 22 723 10,935 2.8%
Stepdown Unit 2,647 1,663 1,194 1,538 785 442 256 192 134 51 11 884 9,797 2.5%
Recovery Room/PACU 594 598 726 1,486 1,411 1,239 1,035 806 522 257 70 481 9,225 2.3%
Trauma Unit 1,242 1,099 871 1,336 825 493 372 255 169 61 18 470 7,211 1.8%
General Medical /Surgical Floor 2,377 559 375 683 386 260 161 110 62 35 18 1,360 6,386 1.6%
Catheterization Laboratory 238 318 497 1,210 1,048 875 666 533 351 125 33 442 6,336 1.6%
Neonatal ICU 397 493 471 909 627 469 415 286 160 55 10 574 4,866 1.2%
Crit. Care Transport/Flight 86 94 284 733 585 409 249 156 76 26 10 192 2,900 0.7%
Operating Room 314 181 301 531 361 277 176 113 74 42 7 338 2,715 0.7%
Medical Cardiology 553 239 243 346 263 221 162 135 92 49 9 332 2,644 0.7%
Outpatient Clinical 325 121 154 341 313 277 212 173 102 52 7 346 2,423 0.6%
Burn Unit 497 459 281 395 229 168 95 49 31 12 5 183 2,404 0.6%
Oncology 803 186 141 219 146 91 59 40 29 8 1 343 2,066 0.5%
Long Term Acute Care 614 176 161 210 140 100 67 52 33 14 4 361 1,932 0.5%
Interventional Cardiology 128 117 153 320 231 235 204 168 124 44 9 139 1,872 0.5%
Gerontology 1 4 0 1 4 2 1 0 0 1 0 5 19 0.0%
Cardiology 138 119 139 295 239 216 122 73 43 21 12 180 1,597 0.4%
Home Care 366 115 117 234 179 147 74 55 22 10 5 269 1,593 0.4%
Corporate Industry 117 57 88 230 213 174 121 78 48 21 8 295 1,450 0.4%
Cardiac Rehabilitation 246 97 85 170 145 154 77 89 39 13 7 126 1,248 0.3%
Combined Adult/Pediatric ICU 148 134 149 203 157 111 67 52 27 12 5 140 1,205 0.3%
Acute Hemodialysis Unit 192 74 65 123 182 102 51 49 37 14 4 109 1,002 0.3%
Cardiovascular/Medical 67 70 82 173 159 110 67 52 22 13 5 106 926 0.2%
Cardiac Surgery OR 121 68 88 159 100 91 67 54 36 11 6 98 899 0.2%
Private Practice 81 27 45 114 124 112 74 64 44 13 6 185 889 0.2%
DOU - Direct Observation Unit 221 126 96 151 76 40 28 22 12 6 2 50 830 0.2%
Respiratory ICU 127 107 77 120 74 44 39 23 19 9 2 103 744 0.2%
Subacute Care 178 69 58 95 79 50 37 18 8 5 1 117 715 0.2%
level
MASTER VIEW
Primary sort: area employed descending counts

Area Employed
Master Data Table
Area Employed <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
no exp.
data
totals Percent
Virtual/e-ICU 11 17 19 86 77 64 81 70 61 24 9 28 547 0.1%
Medical - Surgical 66 47 35 76 36 28 14 8 8 8 3 85 414 0.1%
Emergency/Trauma 43 37 25 38 43 29 18 6 4 0 1 45 289 0.1%
Management 18 13 6 32 23 24 25 10 8 4 2 18 183 0.0%
Neuroscience 21 16 11 40 19 22 10 7 4 1 0 31 182 0.0%
Education 22 6 13 24 21 24 9 15 3 3 0 16 156 0.0%
Post Anesthesia 7 6 8 19 12 16 10 7 3 3 2 24 117 0.0%
Pediatric 16 5 14 20 23 7 4 5 0 0 0 17 111 0.0%
Gastroenterology 11 10 10 18 10 15 6 7 1 0 2 17 107 0.0%
Cardiovascular/Surgical 20 2 6 6 11 4 9 7 2 2 0 37 106 0.0%
Neonatal 19 10 6 11 13 9 3 8 1 0 0 9 89 0.0%
Flight Nurse 9 5 1 12 10 7 3 8 3 0 1 12 71 0.0%
Respiratory/Pulmonary 8 1 6 16 10 6 4 1 1 2 0 11 66 0.0%
Infection Control 7 6 4 6 11 8 4 2 1 1 0 12 62 0.0%
Intravenous Therapy 3 6 8 12 14 4 3 0 1 0 0 5 56 0.0%
Mental Health 15 4 1 6 4 2 1 4 0 0 1 12 50 0.0%
Orthopedic 9 4 1 4 5 2 0 3 1 0 0 11 40 0.0%
Renal 5 5 2 5 7 2 1 1 1 1 0 8 38 0.0%
Maternal Child 11 1 1 4 0 2 0 1 1 0 1 15 37 0.0%
Transplant 10 3 1 11 2 4 1 1 0 1 0 0 34 0.0%
Pain 9 1 0 1 4 3 2 2 1 2 0 3 28 0.0%
Pediatric Speciality 4 0 1 6 4 2 2 0 0 0 0 2 21 0.0%
Legal 1 1 2 1 1 4 1 1 3 2 0 3 20 0.0%
Hematological/Immune 7 1 0 1 2 1 0 0 0 0 0 7 19 0.0%
Women's Health 8 1 2 0 0 0 3 0 1 0 0 0 15 0.0%
Neurotrauma 1 1 2 1 1 0 1 0 0 0 0 6 13 0.0%
PeriOperative 1 0 0 0 1 0 1 0 0 0 0 5 8 0.0%
Cultural Studies 4 0 1 0 0 0 0 0 0 0 0 2 7 0.0%
Diabetes 1 1 0 2 0 1 0 0 0 0 0 2 7 0.0%
Patient Education 2 0 0 0 1 0 1 0 2 0 0 1 7 0.0%
Dermatology 5 0 0 1 0 0 0 0 0 0 0 0 6 0.0%
EOL-Hospice 2 0 0 1 0 1 0 1 0 0 0 1 6 0.0%
Ethics 1 0 1 2 1 0 0 0 0 1 0 0 6 0.0%
EOL-Palliative Care 1 0 0 2 1 1 0 0 0 0 0 0 5 0.0%
Nephrology 1 0 1 1 0 1 0 0 0 0 0 1 5 0.0%
Nutritional Support 1 0 0 2 0 1 0 0 0 0 0 0 4 0.0%
Ear/Nose/Throat 1 0 0 0 0 0 0 0 0 0 0 1 2 0.0%
Psycolsocial 2 0 0 0 0 0 0 0 0 0 0 0 2 0.0%
Generalist 3 5 4 9 7 8 4 5 3 1 0 5 54 0.0%
Other 3,058 1,568 1,703 3,672 3,180 2,480 1,716 1,238 760 347 138 3,012 22,872 5.8%
No Area Employed Data 4,722 588 516 1,006 684 460 301 198 106 48 31 223,945 232,605 --
subtotals 68,862 52,385 42,591 70,550 46,342 31,976 22,615 16,445 10,134 4,416 1,407 257,879 625,602 100.00%
level
MASTER VIEW
Primary sort: area employed descending counts

EMAIL PREFERENCE
level
MASTER VIEW

Level 2: Email Preferences
Years of Experience
< 6
Primary
Position
Area
Employed
Option Clinical
Specialty
Option Age
Grouping
6 - 10
Primary
Position
Area
Employed
Option Clinical
Specialty
Option Age
Grouping
11 - 15
Primary
Position
Area
Employed
Option Clinical
Specialty
Option Age
Grouping
16 - 20
Primary
Position
Area
Employed
Option Clinical
Specialty
Option Age
Grouping
More +
Primary
Position
Area
Employed
Option Clinical
Specialty
Option Age
Grouping
† Analysis revealed planned and optional views beyond years of experience would not provide added value

Email Opt-in Preferences
63,440
38,513
32,101
50,439
31,569
22,033
17,374
13,880
9,065
4,014
1,269
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Opt-in Counts (387,805 - 62% of Total Records)
<2
2-3
4-5
6-10
11-15
16-20
21-25
26-30
31-35
36-40
41+
Years Exp. <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Opt-ins 97.52% 97.42% 97.41% 97.18% 96.70% 95.97% 95.72% 95.74% 95.72% 95.62% 95.13%
† 223,964 records (35.8%) of total population have not optioned preference
Key Observations
• High percentage counts
for email opt-ins when
preference is stated
(95% +)
• A campaign effort
may increase overall
email opt-ins within
the large population for
who have not specified
preference - (224K /
36% of all records)
• Based on the
percentage results,
further breakouts
based on primary
position and area
employed may not
provide added value
104,108 additional opt-in
records not categorized by experience
level
MASTER VIEW
No significant identifiable pattern based on years experience
general calc. populations

MEMBERSHIP STATUS
level
MASTER VIEW

Level 3: Membership
Years of Experience
Filters
< 6
Membership
Status
Certification
6 – 10
Membership
Status
Certification
11 - 15
Membership
Status
Certification
16 - 20
Membership
Status
Certification
More +
Membership
Status
Certification
Area Employed
Option: Clinical
Specialty
Primary Position
Option: Age
Grouping
† Current analysis does not warrant additional optional views

† 106,221 (17%) Active Members . 272,941 (43.5%) Lapsed Members . 246,440 (39.5%) Non-Members
Membership Status
Overall Master View
Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A
Active 11,757 11,253 10,090 18,974 12,763 9,184 8,352 7,578 5,670 2,623 872 7,105
Lapsed 22,770 30,040 24,983 41,292 27,638 19,076 11,855 7,123 3,473 1,373 392 82,926
Non Member 34,335 11,092 7,518 10,284 5,941 3,716 2,408 1,744 991 420 143 167,848
Key Observations
• Lapsed Membership
counts represent sizeable
audiences not identifying
with a value proposition
• Non-Members also
represent a sizeable
audience which should be
more deeply cultivated
• Opportunity: target less
experienced professionals
where numbers are highest
and impressions, value and
relationships can be built in
early career cycles for long
term affinity
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Active Member Lapsed Member Non Member
7,105
82,926
167,848
NOT SPECIFIED
level
MASTER VIEW
106,221 Active Memberships
272,941 Lapsed Memberships
17% active - master records

Membership Status
Active Members
11,757
11,253
10,090
18,974
12,763
9,184
8,352
7,578
5,670
2,623
872
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Active Membership Breakout
<2
2-3
4-5
6-10
11-15
16-20
21-25
26-30
31-35
36-40
41+
Active
Membership
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Breakout 17.07% 21.48% 23.69% 26.89% 27.54% 28.72% 36.93% 46.08% 55.95% 59.40% 61.98%
† 519,381 records (83.02%) are not active members
Key Observations
• Membership largely is
among professionals with
15 years or less experience
• Active Membership
among all professionals
within CRM database is
reasonably low (17%) --
representing a sizeable
opportunity to target
distinct groups and grow
active members
• Lapsed Membership
272,941 professionals:
Non-Member totals
246,440 professionals
• Opportunity: grow active
membership from within
ranks of the CRM database
106,221 active members
level
MEMBER VIEW
Percentages: membership within the
general segmented calc. populations

Membership Status
Lapsed Members
22,770
30,040
24,983
41,292
27,638
19,076
11,855
7,123
3,473
1,373 392
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Lapsed Membership Breakout
<2
2-3
4-5
6-10
11-15
16-20
21-25
26-30
31-35
36-40
41+
Lapsed
Membership
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Breakout 33.07% 57.34% 58.66% 58.53% 59.64% 59.66% 52.42% 43.31% 34.27% 31.09% 27.86%
† 272,941 records (43.63%) represent lapsed members
Key Observations
• Lapsed memberships
largely resemble the
general experience trend
data of active membership
breakouts with slight
nuances
• Lapsed memberships within
the general population is
significant at 43.63%
• Opportunity: targeted
campaigns aimed at past
members with a renewed
value proposition and
special incentives for
reactivation – along with
triggered timely renewal
notices and reminders
based on expiration dates
272,941 lapsed members
level
MEMBER VIEW
Percentages: lapsed membership within the

† 167,848 records (68.1%) non-member records
without experience data
Membership Status
Non Members
34,335
11,092
7,518
10,284
5,941
3,716
2,408 1,744 991 420 143
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Lapsed Membership Breakout
<2
2-3
4-5
6-10
11-15
16-20
21-25
26-30
31-35
36-40
41+
Non
Membership
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Breakout 49.86% 21.17% 17.65% 14.58% 12.82% 11.62% 10.65% 10.61% 9.78% 9.51% 10.16%
Key Observations
• Non membership status is
highest at the start of the
professional’s career
campaigns leveraging a
unique value proposition for
early career professionals as
a group could result in more
active memberships
246,440 non-members
level
MEMBER VIEW
Percentages: non memberships within the

† 82,926 lapsed member records with no
experience data - 92% attrition rate
Membership Status
Attrition Rate
22,770
30,040
24,983
41,292
27,638
19,076
11,855
7,123
3,473 1,373
392
1
1
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Active Lapsed
Membership <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Attrition
Rate
65.95% 72.75% 71.23% 68.52% 68.41% 67.50% 58.67% 48.45% 37.99% 34.36% 31.01%
Key Observations
• Attrition rates are
consistently high across all
experience levels
• A prime concern should be
early stage professionals
(less than two years
experience) are leaving
association after the first
year of membership which
represents a missing value
proposition
• Opportunity: surveys
to understand what values
are perceived to be missing
and use insights to enhance
image and association
offerings
level
MEMBER VIEW
272,941 lapsed members
Percentages: lapsed membership as part of all
current and past memberships
72% Overall Attrition Rate

† Grouping reaches 90% of all
primary position records (400,741)
Membership Status
Attrition Rate - Primary Position
145,529
13,312
24,393
10,014 8,523
88,483
-
50,000
100,000
150,000
200,000
250,000
Bedside
Staff Nurse
Nurse
Leaders
Managers &
Admin
Advanced
Practice
Educators Other
Active Members Lapsed Members
Population
Percentage
Bedside
Staff Nurse
Nurse
Leaders
Managers
& Admin
Advanced
Practice
Educators Other
Active 69,327 6,753 15,358 5,465 5,467 12,773
Lapsed 145,529 13,312 24,393 10,014 8,523 88,483
Attrition Rate 67.73% 66.34% 61.36% 64.69% 60.92% 87.39%
Key Observations
• The Attrition Rate across
each of the segmented
groupings is significant
which represents members
are not finding reasons to
keep their memberships
Calculable Primary Position Data
66% Average Attrition Rate
across Primary Position Groupings
level
MEMBER VIEW
Percentages: professionals who have not renewed
memberships within the segmented position calc. populations
106,221
Active Members
272,941
Lapsed Members

† Grouping reaches 90% of all primary position records (400,741).
Membership Status
Primary Position Grouping
69,327 6,753 15,358 5,465 5,467 12,773
145,529
13,312
24,393
10,014 8,523
88,483
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Bedside
Staff Nurse
Nurse
Leaders
Managers &
Admin
Advanced
Practice
Educators Other
Active Members Lapsed Members Non Members
Population
Percentage
Bedside
Staff Nurse
Nurse
Leaders
Managers
& Admin
Advanced
Practice
Educators Other
Active 24.9% 25.5% 29.3% 27.8% 29.7% 12.0%
Lapsed 52.2% 50.2% 46.5% 50.9% 46.3% 32.4%
Non-Members 22.9% 24.3% 24.2% 21.4% 23.9% 66.1%
Key Observations
• Active memberships within
the groupings represent a
small overall percentage
• Opportunity: develop
unique campaign strategies
based on member status
Active Membership represents 26%
within Primary Position Groupings
level
MEMBER VIEW
Percentages: professionals
within segmented position calc. populations

† Non Members (lapsed and non-members) is clearly a large opportunity to grow memberships.
Membership Status
Primary Position Grouping Data
Bedside Staff Nurse
Position Active Lapsed Non-Member
Bedside/Staff Nurse 61,302 134,759 50,129
Case Manager 219 501 407
Clinic Nurse 7,858 10,165 12,972
Home Healthcare Nurse 48 104 264
TOTAL 69,427 145,529 63,772
Nurse Leaders
Nurse Educator 2,914 2,372 2,438
Managers/Admin 3,839 10,940 4,013
TOTAL 6,753 13,312 6,451
Managers/Admin
Administrator/VP 475 582 689
Charge Nurse 8,102 7,910 5,413
Clinical Coordinator 1,263 1,281 975
Clinical Director 1,359 3,310 1,153
Hospital Administrator 206 229 303
Manager 3,839 10,940 4,013
Outcomes Manager 114 141 173
TOTAL 15,358 24,393 12,719
Advanced Practice
Acute Care Nurse
Practitioner
905 769 517
Clinical Nurse Specialist 2,169 4,001 1,597
Nurse Anesthetist 247 904 174
Nurse Midwife 3 28 117
Nurse Practitioner 2,141 4,312 1,797
TOTAL 5,465 10,014 4,202
Educators
Inservice/Staff Dev. 384 2,150 370
TOTAL 5,467 8,523 4,405
Other
Other 12,773 88,483 162,939
Key Observations
Targeted group communications based on area of
professional practice opens up many possibilities for the
content strategy.
level
MEMBER VIEW

Membership Status
Primary Position Master Data
Position Active Lapsed Non Member Totals Percent
Bedside Staff Nurse 61,302 134,759 50,129 246,190 24.9%
Charge Nurse 8,102 7,910 5,413 21,425 37.8%
Clinic Nurse 7,858 10,165 12,972 30,995 25.4%
Manager 3,839 10,940 4,013 18,792 20.4%
Nurse Educator 2,914 2,372 2,438 7,724 37.7%
Clinical Nurse Specialist 2,169 4,001 1,597 7,767 27.9%
Nurse Practitioner 2,141 4,312 1,797 8,250 26.0%
Clinical Director 1,359 3,310 1,153 5,822 23.3%
Clinical Coordinator 1,263 1,281 975 3,519 35.9%
Academic Faculty 1,115 2,541 1,167 4,823 23.1%
Acute Care Nurse Practitioner 905 770 516 2,191 41.3%
Administrator - VP 475 582 689 1,746 27.2%
Inservice/Staff Development Instructor 384 2,150 370 2,904 13.2%
Unit Coordinator 255 1,108 259 1,622 15.7%
Nurse Anesthetist 247 904 174 1,325 18.6%
Hospital Administrator 206 229 303 738 27.9%
Researcher 164 579 293 1,036 15.8%
Corporate / Industry 137 383 217 737 18.6%
Case Manager 119 862 46 1,027 11.6%
Outcomes Manager 114 141 173 428 26.6%
Technician 100 279 648 1,027 9.7%
Home Healthcare Nurse 48 104 264 416 11.5%
Legal Nurse Consultant 46 64 68 178 25.8%
Alternative Practitioner 24 12 61 97 24.7%
Internist 10 21 151 182 5.5%
Physician Assistant 9 54 79 142 6.3%
Chaplain Pastoral Care 8 21 33 62 12.9%
Respiratory Therapist 7 28 258 293 2.4%
Acupuncturist 5 8 124 137 3.6%
Elected Official 3 9 19 31 9.7%
Naturopath 3 3 14 20 15.0%
Nurse Midwife 2 28 118 148 1.4%
Pharmacist 2 11 139 152 1.3%
Physician 2 13 599 614 0.3%
Homeopath 1 0 27 28 3.6%
Physical Therapist 1 7 107 115 0.9%
Social Worker 1 17 54 72 1.4%
Other 3,849 11,765 12,362 27,966 13.8%
No Data 7,032 71,198 146,621 224,851 3.1%
subtotals 106,221 272,941 246,440 625,592 --
level
MASTER VIEW
† 625,602 master position records. Primary sort: active descending counts
Percentages: active membership within the segmented position general populations

† 47,822 area employed master records within grouping.
Membership Status
Area Employed Grouping
Key Observations
• As a Secondary Grouping,
value may be realized for
highly targeted and relevant
topical communications
• Key groupings within the
master Progressive Care
Group do show higher
percentages in lapsed and
non members
• Opportunity: create a
series of departmental
groups for specific targeted
communications
282
4,971
2,758
90
4,375
270
7,307
3,781
353
8,516
278
4,998
3,258
272
6,313
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
DOU Prog. Care Unit Stepdown Unit Subacute Care Telemetry
Population
Percentage
DOU
Progressive
Care
Stepdown
Unit
Subacute
Care
Telemetry Other
Active 34.0% 28.8% 28.2% 12.6% 22.8% 73.9%
Lapsed 32.5% 42.3% 38.6% 49.4% 44.3% 57.7%
Non-Members 33.5% 28.9% 33.3% 38.0% 32.9% 68.4%
86,360
180,893
82,031
47,822
Group vs. Other Possibilities
Active Lapsed
NonMember Group
level
MEMBER VIEW
Active Membership represents 26.1% within Progressive Care Grouping
within segmented employed calc. populations

Membership Status
Area Employed Master Data
level
MASTER VIEW
Area Employed Active Lapsed Non Member Totals Percent
Intensive Care Unit (ICU) 18,653 31,375 13,515 63,543 29.4%
Combined ICU/CCU 11,281 27,980 6,804 46,065 24.5%
Cardiovascular-Surgical ICU 9,415 18,245 5,525 33,185 28.4%
Medical ICU 5,392 9,767 3,831 18,990 28.4%
Progressive Care Unit 4,971 7,307 4,998 17,276 28.8%
Surgical ICU 4,585 10,552 2,969 18,106 25.3%
Medical-Surgical ICU 4,436 5,703 3,657 13,796 32.2%
Telemetry 4,375 8,516 6,313 19,204 22.8%
Coronary Care Unit (CCU) 4,003 12,150 3,689 19,842 20.2%
Pediatric ICU 3,909 7,187 2,836 13,932 28.1%
Neuro/Neurosurgical ICU 2,970 4,992 2,973 10,935 27.2%
Stepdown Unit 2,758 3,781 3,258 9,797 28.2%
Emergency Department 2,585 7,354 6,428 16,367 15.8%
Recovery Room/PACU 2,376 5,050 1,799 9,225 25.8%
Catheterization Laboratory 1,813 3,437 1,086 6,336 28.6%
Trauma Unit 1,037 3,803 2,371 7,211 14.4%
Crit. Care Transport/Flight 923 1,514 463 2,900 31.8%
Neonatal ICU 834 2,134 1,898 4,866 17.1%
General Medical /Surgical Floor 734 2,002 3,650 6,386 11.5%
Medical Cardiology 698 979 967 2,644 26.4%
Interventional Cardiology 643 838 391 1,872 34.3%
Burn Unit 525 1,186 693 2,404 21.8%
Outpatient Clinical 519 984 920 2,423 21.4%
Operating Room 416 308 1,991 2,715 15.3%
Long Term Acute Care 340 535 1,057 1,932 17.6%
DOU - Direct Observation Unit 282 270 278 830 34.0%
Virtual/e-ICU 279 188 80 547 51.0%
Corporate Industry 273 789 388 1,450 18.8%
Oncology 235 546 1,285 2,066 11.4%
Cardiac Surgery OR 220 365 314 899 24.5%
Combined Adult/Pediatric ICU 193 730 282 1,205 16.0%
Private Practice 178 406 305 889 20.0%
Cardiac Rehabilitation 171 680 397 1,248 13.7%
Home Care 152 774 667 1,593 9.5%
Acute Hemodialysis Unit 133 411 458 1,002 13.3%
Cardiology 129 1,321 147 1,597 8.1%
Respiratory ICU 99 372 273 744 13.3%
Cardiovascular/Medical 93 747 86 926 10.0%
Subacute Care 90 353 272 715 12.6%
Primary sort: active descending counts
Percentages: membership within the segmented departmental general populations
† 392,997 records.

Membership Status
level
MASTER VIEW
Area Employed Active Lapsed Non Member Totals Percent
Medical - Surgical 37 309 68 414 8.9%
Management 19 134 30 183 10.4%
Emergency/Trauma 18 225 46 289 6.2%
Education 15 95 46 156 9.6%
Cardiovascular/Surgical 12 51 43 106 11.3%
Neuroscience 11 141 30 182 6.0%
Gastroenterology 9 84 14 107 8.4%
Post Anesthesia 8 89 20 117 6.8%
Flight Nurse 7 49 15 71 9.9%
Transplant 6 21 7 34 17.6%
Generalist 5 42 7 54 9.3%
Infection Control 5 27 30 62 8.1%
Intravenous Therapy 5 45 6 56 8.9%
Respiratory/Pulmonary 5 44 17 66 7.6%
Neonatal 4 69 16 89 4.5%
Pain 4 10 14 28 14.3%
Pediatric 4 92 15 111 3.6%
Legal 3 9 8 20 15.0%
Orthopedic 3 21 16 40 7.5%
Pediatric Speciality 3 12 6 21 14.3%
Hematological/Immune 2 7 10 19 10.5%
Mental Health 2 32 16 50 4.0%
Patient Education 2 2 3 7 28.6%
Renal 2 32 4 38 5.3%
Ethics 1 1 4 6 16.7%
Gerontology 1 11 7 19 5.3%
Nephrology 1 0 4 5 20.0%
Neurotrauma 1 7 5 13 7.7%
PeriOperative 1 1 6 8 12.5%
Women's Health 1 4 10 15 6.7%
Cultural Studies 0 4 3 7 0.0%
Dermatology 0 0 6 6 0.0%
Diabetes 0 0 7 7 0.0%
Ear/Nose/Throat 0 0 2 2 0.0%
EOL-Hospice 0 2 4 6 0.0%
EOL-Palliative Care 0 4 1 5 0.0%
Maternal Child 0 2 35 37 0.0%
Nutritional Support 0 2 2 4 0.0%
Psycolsocial 0 1 1 2 0.0%
Other 4,288 11,845 7,170 23,642 18.1%
No Data 9,018 73,784 149,372 231,745 3.9%
subtotals 106,221 272,941 246,440 625,512 --
Percentages: membership within the segmented departmental general populations
† 392,997 records.

CERTIFICATION STATUS
level
MASTER VIEW

5,286
8,872 9,178
17,362
11,429
8,047 7,647
6,719
4,803
2,129
595
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
General Population Certification Breakout
<2
2-3
4-5
6-10
11-15
16-20
21-25
26-30
31-35
36-40
41+
Certification Status
Overall Master View
† 541,497 records (86.56%) do not have certification
Key Observations
• Certification within the
master population is
extremely low at 13%
• Opportunity exists to
increase new certification
percentages overall –
among members and non-
members especially among
those with fewer years
experience to improve
trends in later years
• Other targeted campaign
considerations: renewing
lapsed certifications and
campaigns targeting a large
number of non certified
professionals - (member &
non member)
Master
Population
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Certified 7.68% 16.94% 21.55% 24.61% 24.66% 25.17% 33.81% 40.86% 47.39% 48.21% 42.29%
84,105 certified professionals
70,403 lapsed certifications
471,094 non-certified
level
MASTER VIEW
Percentages: certification within
the experience segmented master populations

† 84,105 (13.4%) Active Certifications. 70,403 (11.3%) Lapsed Certifications. 471,094 (75.3%) No Past Certification
Overall Master View
Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A
Active Cert. 5,286 8,872 9,178 17,362 11,429 8,047 7,647 6,719 4,803 2,129 595 2,038
Lapsed Cert. 2,908 6,316 6,354 13,502 11,423 9,472 5,994 3,969 2,099 949 359 7,058
No Past
Certification
60,668 37,197 27,059 39,686 23,490 14,457 8,974 5,757 3,232 1,338 453 248,783
Key Observations
• Lapsed Certification
percentages represents a
sizeable audience who may
be reactivated
• Opportunity: reactivate
large Lapsed audience
• No Certification represents
the largest audience
opportunity which should
be more deeply cultivated
• Opportunity: target less
experienced professionals
where numbers are highest
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Active Certification Lapsed Certification Non Certification
2,038
7,058
248,783
NOT SPECIFIED
level
MASTER VIEW

† 56,418 active members (53.11%) do have certification
2,643
5,041
5,513
11,528
8,039
5,784 5,525
5,187
3,877
1,755
501
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Active Members Certification Breakout
<2
2-3
4-5
6-10
11-15
16-20
21-25
26-30
31-35
36-40
41+
Certified Active Members
Key Observations
• Certification among active
members is better than the
general population, but still
remains reasonably low at
56%
• Trend line resembles
general population trend
line
• Opportunity: campaigns
to target reactivation as
expiration dates approach
to keep certification
percentages growing
Active
Members
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Certified 22.48% 44.80% 54.64% 60.76% 62.99% 62.98% 66.15% 68.45% 68.38% 66.91% 57.45%
56,418 certified members
level
MEMBER VIEW
Percentages: certification within the active
membership segmented experience populations

† 49,803 active members (46.89%) do not have certification
9,114
6,212
4,577
7,446
4,724
3,400
2,827
2,391
1,793
868
371
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Active Members Not Certified Breakout
<2
2-3
4-5
6-10
11-15
16-20
21-25
26-30
31-35
36-40
41+
Non-Certified Active Members
Key Observations
• Non-certification among
active members represents
a sizeable opportunity to
grow certifications
• Noticeably non-certification
is highest among younger
career professionals
campaigns to gain
certifications via re-
certification (as role
appropriate) and new
certifications
Active
Members
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Non Certified 77.52% 55.20% 45.36% 39.24% 37.01% 37.02% 33.85% 31.55% 31.62% 33.09% 42.55%
49,713 non-certified members
level
MEMBER VIEW
Percentages: non-certification within the active
membership segmented experience populations

† 7,058 lapsed certification records with no
experience data - 78% attrition rate
Attrition Rate
2,908
6,316 6,354
13,502
11,423
9,472
5,994
3,969
2,099
949
359
1
1
1
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Active Certification Lapsed Certification
Certification <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Attrition
Rate
35.49% 41.59% 40.91% 43.75% 49.99% 54.07% 43.94% 37.14% 30.41% 30.83% 37.63%
Key Observations
• For every certification
awarded, one certification
lapses
campaigns to trigger re-
certification upon expiration
dates
level
MEMBER VIEW
70,403 lapsed certifications
84,105 active certifications
46% Overall Attrition Rate
Percentages: lapsed certifications as part of all
current and past certifications

† Grouping reaches 93,508 active members (94%) / 184,458
lapsed members (91%) and 86,866 non-members (88%)
59,406
4,925 12,504 5,124 4,202
43,688 1,091 7,344 4,955 3,737
175,534
20,500
32,622
9,602 10,456
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Bedside Staff
Nurse
Nurse Leaders Managers &
Admin
Advanced
Practice
Educators
Active Certification Lapsed Certifications Non Certification
Population
Percentage
Bedside
Staff Nurse
Nurse
Leaders
Managers
& Admin
Advanced
Practice
Educators Other
Active 21.3% 18.6% 23.8% 26.0% 22.8% 5.5%
Lapsed 15.7% 4.1% 14.0% 25.2% 20.3% 22.98%
Non-Members 63.0% 77.3% 62.2% 48.8% 56.8% 51.7%
Key Observations
• Non Certifications
constitute the largest
population for growing
new certifications
• Opportunity: leverage
grouping structure with a
membership drive to
increase overall number of
certifications
level
MEMBER VIEW
Percentages: certified within
the segmented position general populations
Active Certification represents 22%
within Primary Position Groupings

Bedside Staff Nurse
Position Active Lapsed Non Certified
Bedside/Staff Nurse 53,275 41,305 151,610
Case Manager 154 330 543
Clinic Nurse 5,968 2,019 23,008
Home Healthcare Nurse 9 34 373
TOTAL 59,406 43,688 175,534
Nurse Leaders
Managers/Admin 2,706 46 16,040
TOTAL 4,925 1,091 20,500
Managers/Admin
Administrator/VP 166 390 1,190
Charge Nurse 7,321 1,375 12,729
Clinical Coordinator 1,259 338 1,922
Clinical Director 851 1,216 3,755
Hospital Administrator 113 110 515
Manager 2,706 3,828 12,258
Outcomes Manager 88 87 253
TOTAL 12,504 7,344 32,622
Advanced Practice
Acute Care Nurse
Practitioner
935 259 997
Nurse Anesthetist 354 587 384
Nurse Midwife 4 5 139
Nurse Practitioner 2,053 2,450 3,747
TOTAL 5,124 4,955 9,602
Educators
Inservice/Staff Dev. 205 1,038 1,661
TOTAL 4,202 3,737 10,456
Other
Other 4,647 16,115 243,433
Key Observations
Past Grouping hierarchies present the opportunity to
develop targeted communications for two levels based
on 1) Segmented Groups, and 2) Membership Status.
† Non Members (lapsed and non certified) overshadow active member certifications.
level
MEMBER VIEW

† 400,741 master position records.
level
MASTER VIEW
Position Active Lapsed No Certification Totals Percent
Bedside Staff Nurse 53,275 41,305 151,610 246,190 21.6%
Charge Nurse 7,321 1,375 12,729 21,425 34.2%
Clinic Nurse 5,968 2,019 23,008 30,995 19.3%
Manager 2,706 3,828 12,258 18,792 14.4%
Nurse Educator 2,219 1,045 4,460 7,724 28.7%
Nurse Practitioner 2,053 2,450 3,747 8,250 24.9%
Clinical Nurse Specialist 1,778 1,654 4,335 7,767 22.9%
Clinical Coordinator 1,259 338 1,922 3,519 35.8%
Acute Care Nurse Practitioner 935 259 997 2,191 42.7%
Clinical Director 851 1,216 3,755 5,822 14.6%
Academic Faculty 481 1,111 3,231 4,823 10.0%
Nurse Anesthetist 354 587 384 1,325 26.7%
Unit Coordinator 243 519 860 1,622 15.0%
Inservice/Staff Development Instructor 205 1,038 1,661 2,904 7.1%
Administrator - VP 166 390 1,190 1,746 9.5%
Case Manager 154 330 543 1,027 15.0%
Hospital Administrator 113 110 515 738 15.3%
Outcomes Manager 88 87 253 428 20.6%
Researcher 47 322 667 1,036 4.5%
Corporate / Industry 24 127 586 737 3.3%
Legal Nurse Consultant 13 34 131 178 7.3%
Alternative Practitioner 12 7 78 97 12.4%
Physician Assistant 10 19 113 142 7.0%
Home Healthcare Nurse 9 34 373 416 2.2%
Acupuncturist 6 1 130 137 4.4%
Chaplain Pastoral Care 5 6 51 62 8.1%
Naturopath 4 2 14 20 20.0%
Nurse Midwife 4 5 139 148 2.7%
Technician 4 11 1,012 1,027 0.4%
Elected Official 1 3 27 31 3.2%
Internist 1 2 179 182 0.5%
Homeopath 0 0 28 28 0.0%
Pharmacist 0 1 151 152 0.0%
Physical Therapist 0 3 112 115 0.0%
Physician 0 3 611 614 0.0%
Respiratory Therapist 0 1 292 293 0.0%
Social Worker 0 7 65 72 0.0%
Other 1,801 3,820 22,345 27,966 6.4%
No Data 1,995 6,334 216,532 224,861 0.9%
subtotals 84,105 70,403 471,094 625,602 --
Percentages: certified within the segmented position general populations

† 47,822 area employed master records within grouping.
Key Observations
• As a Secondary Grouping,
the largest opportunity to
grow certifications resides
in the non-certified category
• Opportunity: develop a
series of departmental
groups for specific targeted
communications based on
certification status
237
4,137
2,164
52
3,760
37
1,287
605 114
1,430
556
11,852
7,028
549
14,014
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
DOU Progressive
Care Unit
Active Certification Lapsed Certification Non Certification
level
MEMBER VIEW
21.6% Active Certifications within
Population
Percentage
DOU
Progressive
Care
Stepdown
Unit
Subacute
Care
Telemetry Other
Active 28.6% 23.9% 22.1% 7.3% 19.6% 78.4%
Lapsed 4.5% 7.4% 6.2% 15.9% 7.4% 92.7%
Non-Members 67.0% 68.6% 71.7% 76.8% 73.0% 28.9%
within segmented employed calc. populations
86,360
180,893
82,031
47,822
Group vs. Other Possibilities
Active Lapsed
NonMember Group

level
MASTER VIEW
† 392,997 records.
Area Employed Active Lapsed Non Certified Totals Percent
Intensive Care Unit (ICU) 14,918 9,076 39,549 63,543 23.5%
Combined ICU/CCU 9,175 10,377 26,513 46,065 19.9%
Cardiovascular-Surgical ICU 9,079 6,378 17,728 33,185 27.4%
Coronary Care Unit (CCU) 3,317 4,056 12,469 19,842 16.7%
Telemetry 3,760 1,430 14,014 19,204 19.6%
Medical ICU 4,478 2,660 11,852 18,990 23.6%
Surgical ICU 4,084 3,628 10,394 18,106 22.6%
Progressive Care Unit 4,137 1,287 11,852 17,276 23.9%
Emergency Department 2,265 2,836 11,266 16,367 13.8%
Pediatric ICU 3,454 2,020 8,458 13,932 24.8%
Medical-Surgical ICU 3,553 1,373 8,870 13,796 25.8%
Neuro/Neurosurgical ICU 2,460 1,208 7,267 10,935 22.5%
Stepdown Unit 2,164 605 7,028 9,797 22.1%
Recovery Room/PACU 2,430 2,175 4,620 9,225 26.3%
Trauma Unit 1,758 1,141 4,312 7,211 24.4%
General Medical /Surgical Floor 388 347 5,651 6,386 6.1%
Catheterization Laboratory 1,631 1,266 3,439 6,336 25.7%
Neonatal ICU 1,071 815 2,980 4,866 22.0%
Crit. Care Transport/Flight 1,161 605 1,134 2,900 40.0%
Operating Room 475 667 1,573 2,715 17.5%
Medical Cardiology 616 270 1,758 2,644 23.3%
Outpatient Clinical 385 632 1,406 2,423 15.9%
Burn Unit 0 4 2,400 2,404 0.0%
Oncology 169 145 1,752 2,066 8.2%
Long Term Acute Care 110 142 1,680 1,932 5.7%
Interventional Cardiology 594 319 959 1,872 31.7%
Cardiology 35 423 1,139 1,597 2.2%
Home Care 51 332 1,210 1,593 3.2%
Corporate Industry 55 283 1,112 1,450 3.8%
Cardiac Rehabilitation 90 280 878 1,248 7.2%
Combined Adult/Pediatric ICU 133 274 798 1,205 11.0%
Acute Hemodialysis Unit 113 174 715 1,002 11.3%
Cardiovascular/Medical 26 252 648 926 2.8%
Cardiac Surgery OR 198 138 563 899 22.0%
Private Practice 117 264 508 889 13.2%
DOU - Direct Observation Unit 237 37 556 830 28.6%
Respiratory ICU 64 83 597 744 8.6%
Subacute Care 52 114 549 715 7.3%
Virtual/e-ICU 266 75 206 547 48.6%
Percentages: certification within the segmented departmental general populations

level
MASTER VIEW
Area Employed Active Lapsed Non Certified Totals Percent
Medical - Surgical 8 74 332 414 1.9%
Emergency/Trauma 5 47 237 289 1.7%
Management 7 46 130 183 3.8%
Neuroscience 1 50 131 182 0.5%
Education 6 42 108 156 3.8%
Post Anesthesia 4 32 81 117 3.4%
Pediatric 1 23 87 111 0.9%
Gastroenterology 5 21 81 107 4.7%
Cardiovascular/Surgical 6 24 76 106 5.7%
Neonatal 1 10 78 89 1.1%
Flight Nurse 11 14 46 71 15.5%
Respiratory/Pulmonary 0 18 48 66 0.0%
Infection Control 2 10 50 62 3.2%
Intravenous Therapy 0 9 47 56 0.0%
Generalist 1 24 29 54 1.9%
Mental Health 0 1 49 50 0.0%
Orthopedic 1 0 39 40 2.5%
Renal 2 5 31 38 5.3%
Maternal Child 0 0 37 37 0.0%
Transplant 4 8 22 34 11.8%
Pain 0 7 21 28 0.0%
Pediatric Speciality 0 5 16 21 0.0%
Legal 6 0 14 20 30.0%
Gerontology 0 4 15 19 0.0%
Hematological/Immune 0 2 17 19 0.0%
Women's Health 0 0 15 15 0.0%
Neurotrauma 0 1 12 13 0.0%
PeriOperative 0 1 7 8 0.0%
Cultural Studies 0 0 7 7 0.0%
Diabetes 0 0 7 7 0.0%
Patient Education 0 1 6 7 0.0%
Dermatology 0 0 6 6 0.0%
EOL-Hospice 0 1 5 6 0.0%
Ethics 1 0 5 6 16.7%
EOL-Palliative Care 0 2 3 5 0.0%
Nephrology 0 1 4 5 0.0%
Nutritional Support 0 1 3 4 0.0%
Ear/Nose/Throat 0 0 2 2 0.0%
Psycolsocial 0 0 2 2 0.0%
Other 2,637 4,929 16,076 23,642 11.2%
No Data 2,327 6,799 222,709 231,835 1.0%
subtotals 84,105 70,403 471,094 625,602 --
† 392,997 records.
Percentages: certification within the segmented departmental general populations

RESOURCE USE
level
MASTER VIEW

Level 4: Resource Use
Filters
Years of Experience Primary Position Area Employed
level
MASTER VIEW
Past NTI Attendee
Conferences Attended
Education Purchases
Purchase Amount
CE Online Credits
Webinars Attended
Live Webinars
On-Demand Webinars
Membership
Certification
HWE

EDUCATION PURCHASES
level
MASTER VIEW

Education Purchases
Overall Master View
level
MASTER VIEW
Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A
Unique
Customers
35,359 35,199 30,453 50,128 33,022 23,980 18,650 14,459 9,236 4,059 1,281 149,565
Total Lifetime
Purchase
$8,508,502 $13,116,064 $14,618,492 $32,205,372 $27,654,537 $23,129,088 $21,844,903 $19,442,396 $14,849,558 $7,046,078 $2,578,697 $17,055,164
Avg. Lifetime
Cust. Purchase
$241 $373 $480 $642 $837 $965 $1,171 $1,345 $1,608 $1,736 $2,013 $114
35,359 35,199
30,453
50,128
33,022
23,980
18,650
14,459
9,236
4,059
1,281
0
10,000
20,000
30,000
40,000
50,000
60,000
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Unique Customers
Key Observations
• High percentage of
customers in overall master
record base
• Average Lifetime Customer
Purchase steadily increases
with years of experience
representing purchases
continue through the years
resource offering campaigns
to increase operating
revenue
† 625,602 master records. Averages: average customer lifetime purchase amount
409,391 Unique Customers
$519 Avg. Lifetime Purchase
65.5% of master records

Education Purchases
$115,312,068
$17,927,434
$33,477,538
$16,655,348 $16,205,292
$27,667,143
$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
Bedside
Staff Nurse
Nurse
Leaders
Managers
& Admin
Advanced
Practice
Educators Other
Total Lifetime Purchase
Calculable
Customer Data
Bedside
Staff Nurse
Nurse
Leaders
Managers
Admin
Advanced
Practice
Educators Other
Unique
Customers
191,418 17,045 36,650 13,564 11,941 156,539
Avg. Lifetime
Cust. Purchase
$602 $1,052 $913 $1,228 $1,357 $177
Key Observations
grouping as the largest
customer population
represents the area
where majority of
purchased resources
Nurses
educational resource
offering campaigns to aid
purchase cycles and to
serve as reminders
resources are available
level
MASTER VIEW
† Education Purchases.
$802 Average Lifetime Purchase
40% of master records
Averages: average customer lifetime purchase amount

Education Purchases
Bedside Staff Nurse
Position Unique Customers Lifetime Purchase Avg. Purchase
Bedside/Staff Nurse 191,418 $104,620,018 $610
Case Manager 727 $634,487 $873
Clinic Nurse 19,010 $9,978,508 $525
Home Healthcare Nurse 160 $79,054 $494
TOTAL 191,418 $115,312,068 $602
Nurse Leaders
Nurse Educator 5,642 $7,077,023 $1,254
Managers/Admin 11,403 $10,850,412 $952
TOTAL 17,045 $17,927,434 $1,052
Managers/Admin
Administrator/VP 1,229 $1,444,652 $1,175
Charge Nurse 16,866 $13,379,492 $793
Clinical Coordinator 2,680 $2,648,891 $988
Clinical Director 3,715 $4,281,392 $1,152
Hospital Admin. 489 $528,256 $1,080
Manager 11,403 $10,850,412 $952
Outcomes Manager 268 $344,443 $1,285
TOTAL 36,650 $33,477,538 $913
Advanced Practice
Poitison Unique Customers Lifetime Purchase Avg. Purchase
Acute Care Nurse 1,742 $2,123,534 $1,219
Clinical Nurse Spec. 4,721 $7,268,538 $1,540
Nurse Anesthetist 986 $819,333 $831
Nurse Midwife 34 $15,410 $453
Nurse Practitioner 6,081 $6,428,533 $1,057
TOTAL 13,564 $16,655,348 $1,228
Educators
Nurse Educator 5,642 $7,077,023 $1,254
Inservice/Staff Dev. 1,578 $1,859,731 $1,179
Clinical Nurse Specialist 4,721 $7,268,538 $1,540
TOTAL 11,941 $16,205,292 $1,357
Other
Other 156,539 $27,667,143 $177
Key Observations
Grouping represents 83% of all generated
operating revenue.
level
MASTER VIEW
† Education Purchases. Averages: average customer lifetime purchase amount

Education Purchases
Primary sort: alpha
Percentages: professionals within segmented position calc. population
Position Total Pop. Unique Customers
Total
Lifetime Purchase
Avg. Lifetime
Customer Purchase
No Purchase Customer Percent
Acute Care Nurse Practitioner 2,191 1,742 $2,123,534 $1,219 449 79.5%
Administrator - VP 1,746 1,229 $1,444,652 $1,175 517 70.4%
Bedside Staff Nurse 246,190 171,521 $104,620,018 $610 74,669 69.7%
Case Manager 1,027 727 $634,487 $873 300 70.8%
Charge Nurse 21,425 16,866 $13,379,492 $793 4,559 78.7%
Clinic Nurse 30,995 19,010 $9,978,508 $525 11,985 61.3%
Clinical Coordinator 3,519 2,680 $2,648,891 $988 839 76.2%
Clinical Director 5,822 3,715 $4,281,392 $1,152 2,107 63.8%
Clinical Nurse Specialist 7,767 4,721 $7,268,538 $1,540 3,046 60.8%
Home Healthcare Nurse 416 160 $79,054 $494 256 38.5%
Hospital Administrator 738 489 $528,256 $1,080 249 66.3%
Inservice/Staff Development
Instructor
2,904 1,578 $1,859,731 $1,179 1,326 54.3%
Manager 18,792 11,403 $10,850,412 $952 7,389 60.7%
Nurse Anesthetist 1,325 986 $819,333 $831 339 74.4%
Nurse Educator 7,724 5,642 $7,077,023 $1,254 2,082 73.0%
Nurse Midwife 148 34 $15,410 $453 114 23.0%
Nurse Practitioner 8,250 6,081 $6,428,533 $1,057 2,169 73.7%
Outcomes Manager 428 268 $344,443 $1,285 160 62.6%
subtotals 361,407 248,852 $174,381,707 $701 112,555 68.9%
Other 264,195 156,539 $27,667,143 $231 107,656 59.3%
totals 625,602 405,391 $202,048,850 $519 220,211 64.8%
level
MASTER VIEW

Education Purchases
Key Observations
• Three key groupings
within master group
represent majority of
educational purchases
• Compared to other
possible position
groupings, all metric
averages would be on
the low end suggesting
campaign efforts may be
better aligned to other
types of groupings
• Opportunity: selective
yet reserved campaigns
for educational purposes
$340,979
$6,772,395
$3,677,772
$177,848
$6,272,124
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
$8,000,000
DOU Progressive
Care Unit
Stepdown
Unit
Subacute Care Telemetry
Total Lifetime Purchase
level
MASTER VIEW
Calculable
Customer Data
DOU
Progressive
Care Unit
Stepdown Unit
Subacute
Care Unit
Telemetry Other
Unique
Customers
597 12,554 7,264 350 12,878 371,748
Avg. Lifetime
Cust. Purchase
$571 $539 $506 $508 $487 $520
$512 Average Lifetime Purchase
8.3% of customer records
Averages: average customer lifetime purchase amount
† Education Purchases.

Education Purchases
level
MASTER VIEW
Area Employed Total Pop. Unique Customers
Total Lifetime
Purchase
Avg. Lifetime
Customer Purchase
No Purchase Customer Percent
DOU - Direct Observation Unit 830 597 $340,979 $571 233 71.9%
Progressive Care Unit 17,276 12,554 $6,772,395 $539 4,722 72.7%
Stepdown Unit 9,797 7,264 $3,677,772 $506 2,533 74.1%
Subacute Care 715 350 $177,848 $508 365 49.0%
Telemetry 19,204 12,878 $6,272,124 $487 6,326 67.1%
subtotals 47,822 33,643 $17,241,119 $512 14,179 70.4%
Other 577,780 371,748 $184,807,731 $520 206,032 64.3%
totals 625,602 405,391 $202,048,850 $519 220,211 64.8%
Primary sort: alpha
Percentages: professionals within segmented area employed calc. population

NTI CONFERENCE
level
MASTER VIEW

NTI Conference
Overall Master View
level
MASTER VIEW
Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A
Attendees 1,903 3,041 3,730 8,609 7,336 5,867 5,099 4,478 3,242 1,523 524 7,493
Total Attended 2,153 3,424 4,488 11,888 12,337 11,093 10,842 10,229 8,863 4,412 1,786 8,478
Avg. Attended 1.13 1.13 1.20 1.38 1.68 1.89 2.13 2.28 2.73 2.90 3.41 1.13
66,959
49,344
38,861
61,941
39,006
26,109
17,516
11,967
6,892 2,893
883
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Attendees Non Attendees
Key Observations
• Small percentage of overall
population are attending
NTI conferences
• Lifetime average
conferences attended has
a positive correlation to
years of experience
• Opportunity: more
aggressive campaigns to
increase attendance
† 89,993 attendee records. Averages: average conferences attended by attendees
52,845 Unique Attendees
1.7 Avg. Conferences Attended
8.5% of master records

NTI Conference
26,274
5,484
9,434
4,254 4,542
10,259
41,097
11,001
17,879
10,167 11,181
15,144
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Bedside
Staff Nurse
Nurse
Leaders
Managers &
Admin
Advanced
Practice
Educators Other
Unique Attendees Total Attended
Calculable
Attendee Data
Bedside
Staff Nurse
Nurse
Leaders
Managers
& Admin
Advanced
Practice
Educators Other
Avg. Attended 1.56 2.01 1.90 2.39 1.48 2.46
Key Observations
grouping comprises the
largest population who
have attended past
conferences
Nurses
• Repeated attendance is
low considering annual
conference
and promote conference
topics aligned to active
attendee audiences
Groupings represents 81% of
all conference attendees
level
MASTER VIEW
† NTI Attendance. Averages: average conferences attended by attendees

NTI Conference
Bedside Staff Nurse
Position Attendees Avg. Attended Percent Pop.
Bedside/Staff Nurse 24,200 1.57 9.8%
Case Manager 140 2.01 13.6%
Clinic Nurse 1,919 1.47 6.2%
Home Healthcare Nurse 15 1.33 3.6%
TOTAL 26,274 1.56 9.4%
Nurse Leaders
Nurse Educator 2,064 2.14 26.7%
Managers/Admin 3420 1.92 18.2%
TOTAL 5,484 2.01 20.7%
Managers/Admin
Administrator/VP 396 2.43 22.7%
Charge Nurse 3,436 1.67 16.0%
Clinical Coordinator 685 1.89 19.5%
Clinical Director 1,236 2.21 21.2%
Hospital Admin. 155 2.02 21.0%
Manager 3,420 1.92 18.2%
Outcomes Manager 106 2.37 24.8%
TOTAL 9,434 1.90 18.0%
Advanced Practice
Acute Care Nurse 519 2.16 23.7%
Clinical Nurse Spec. 1,918 2.85 24.7%
Nurse Anesthetist 102 1.63 7.7%
Nurse Midwife 8 2.13 5.4%
Nurse Practitioner 1,707 1.98 20.7%
TOTAL 4,254 2.39 21.6%
Educators
Nurse Educator 2,064 2.14 26.7%
Inservice/Staff Dev. 560 2.30 19.3%
Clinical Nurse Specialist 1,918 2.85 24.7%
TOTAL 4,542 2.46 24.7%
Other
Other 10,259 1.48 26.1%
Key Observations
All groupings represent a sizeable opportunity to grow
conference attendance.
level
MASTER VIEW
† NTI Attendance.

NTI Conference
Primary sort: alpha
Percentages: professionals within segmented position calc. population
Position Total Pop. NTI Attendees Total Attended Avg Attended Non Attendees Attendee Percent
Acute Care Nurse Practitioner 2,191 519 1,122 2.16 1,672 23.7%
Administrator - VP 1,746 396 964 2.43 1,350 22.7%
Bedside Staff Nurse 246,190 24,200 37,975 1.57 221,990 9.8%
Case Manager 1,027 140 282 2.01 887 13.6%
Charge Nurse 21,425 3,436 5,741 1.67 17,989 16.0%
Clinic Nurse 30,995 1,919 2,820 1.47 29,076 6.2%
Clinical Coordinator 3,519 685 1,296 1.89 2,834 19.5%
Clinical Director 5,822 1,236 2,733 2.21 4,586 21.2%
Clinical Nurse Specialist 7,767 1,918 5,475 2.85 5,849 24.7%
Home Healthcare Nurse 416 15 20 1.33 401 3.6%
Hospital Administrator 738 155 313 2.02 583 21.0%
Inservice Staff Development
Instructor
2,904 560 1,286 2.30 2,344 19.3%
Manager 18,792 3,420 6,581 1.92 15,372 18.2%
Nurse Anesthetist 1,325 102 166 1.63 1,223 7.7%
Nurse Educator 7,724 2,064 4,420 2.14 5,660 26.7%
Nurse Midwife 148 8 17 2.13 140 5.4%
Nurse Practitioner 8,250 1,707 3,387 1.98 6,543 20.7%
Outcomes Manager 428 106 251 2.37 322 24.8%
subtotals 361,407 42,586 74,849 1.76 318,821 11.8%
Other 39,334 10,259 15,144 1.48 253,936 26.1%
totals 625,602 52,845 89,993 1.70 572,757 8.4%
level
MASTER VIEW

NTI Conference
Key Observations
• Progressive Care
category represents a
small percentage of the
overall attendee
population
• Repeated attendance is
low considering annual
conference
and promote to more
departmental group
categories for select
departmental conference
tracks that can be
developed for the
conferences
52
1,820
1,204
42
1,277
113
2,849
1,318
69
1,973
0
500
1,000
1,500
2,000
2,500
3,000
DOU Progressive
Care Unit
Unique Attendees Total Attended
Calculable
Attendee Data
DOU
Progressive
Care
Stepdown
Unit
Subacute
Care
Telemetry Other
Avg. Attended 2.17 1.57 1.09 1.64 1.55 1.73
Averages: average conferences attended by attendees
† NTI Attendance.
level
MASTER VIEW
Groupings represents 8% of all
conference attendees

NTI Conference
level
MASTER VIEW
Position Total Pop. NTI Attendees Total Attended Avg Attended Non Attendees Attendee Percent
DOU - Direct Observation Unit 830 52 113 2.17 778 6.3%
Progressive Care Unit 17,276 1,820 2,849 1.57 15,456 10.5%
Stepdown Unit 9,797 1,204 1,318 1.09 8,593 12.3%
Subacute Care 715 42 69 1.64 673 5.9%
Telemetry 19,204 1,277 1,973 1.55 17,927 6.6%
subtotals 47,822 4,395 6,322 1.44 43,427 9.2%
Other 345,175 48,450 83,671 1.73 529,330 14.0%
totals 625,602 52,845 89,993 1.70 572,757 8.4%
Primary sort: alpha
Percentages: professionals within segmented area employed calc. population

CE ONLINE CREDITS
level
MASTER VIEW

Online Credits
Overall Master View
level
MASTER VIEW
Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A
Online Students 23,224 11,792 11,696 20,133 12,830 8,934 7,662 6,472 4,658 2,153 701 34,225
Credits Earned 729,474 290,427 297,473 560,342 412,369 284,405 255,761 224,244 165,099 82,681 26,891 703,846
Avg. Earned Credits 31 25 25 28 32 32 33 35 35 38 38 21
0
5,000
10,000
15,000
20,000
25,000
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Online Students
Key Observations
• Early career professionals
are most active with online
education
• Current trend reveals the
least experienced career
professionals will set new
benchmarks for student
activity and credits earned
over lifetime of association
• Opportunity: promote
online education benefits
early in career cycles for
greater impact on lifetime
earned credits
† 144,480 online student records. Averages: average credits earned by student
144,480 Online Students
28 Average Earned Credits
23% of master records

Online Credits
81,751
6,534
14,832
5,129 5,020
39,615
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Bedside
Staff Nurse
Nurse
Leaders
Managers &
Admin
Advanced
Practice
Educators Other
Online Students
Calc. Student
Data
Bedside
Staff Nurse
Nurse
Leaders
Managers
& Admin
Advanced
Practice
Educators Other
Avg. Earned
Credits
31 25 29 23 22 22
Key Observations
grouping as the largest
overall population
continues to be the most
significant group in this
master group
Nurses
• Grouping represents 83%
of all online credits
earned or an equivalent
of 3,378,346 credits
and promote conference
attendee audiences
all online students
level
MASTER VIEW
Averages: average credits earned by students
† 144,480 online student records.

Online Credits
Bedside Staff Nurse
Position Students Avg. Credits Percent Pop.
Bedside/Staff Nurse 69,280 31 28.14%
Case Manager 281 30 27.36%
Clinic Nurse 12,129 30 39.13%
Home Healthcare Nurse 61 23 14.66%
TOTAL 81,751 31 29.34%
Nurse Leaders
Nurse Educator 2,786 21 36.07%
Managers/Admin 3,748 28 19.94%
TOTAL 6,534 25 24.64%
Managers/Admin
Administrator/VP 299 23 17.12%
Charge Nurse 8,091 31 37.76%
Clinical Coordinator 1,318 29 37.45%
Clinical Director 1,032 22 17.73%
Hospital Admin. 210 33 28.46%
Manager 3,748 28 19.94%
Outcomes Manager 134 18 31.31%
TOTAL 14,832 29 28.27%
Advanced Practice
Acute Care Nurse 812 23 37.06%
Clinical Nurse Spec. 1,867 23 24.04%
Nurse Anesthetist 253 31 19.09%
Nurse Midwife 11 13 7.43%
Nurse Practitioner 2,186 23 26.50%
TOTAL 5,129 23 26.06%
Educators
Inservice/Staff Dev. 367 22 12.64%
Clinical Nurse Specialist 1,867 23 24.04%
TOTAL 5,020 22 27.29%
Other
Other 39,615 22 13.27%
Key Observations
All groupings represent a sizeable opportunity to grow
education agenda.
level
MASTER VIEW
Percentages: students

Online Credits
Primary sort: alpha
Percentages: students within segmented position calc. population
Position Total Pop. Online Students Credits Earned Avg Credits Earned Not Online Student Percent
Acute Care Nurse Practitioner 2,191 812 18,456 23 1,379 37.1%
Administrator - VP 1,746 299 6,772 23 1,447 17.1%
Bedside Staff Nurse 246,190 69,280 2,179,643 31 176,910 28.1%
Case Manager 1,027 281 8,431 30 746 27.4%
Charge Nurse 21,425 8,091 249,236 31 13,334 37.8%
Clinic Nurse 30,995 12,129 369,070 30 18,866 39.1%
Clinical Coordinator 3,519 1,318 37,952 29 2,201 37.5%
Clinical Director 5,822 1,032 22,210 22 4,790 17.7%
Clinical Nurse Specialist 7,767 1,867 42,281 23 5,900 24.0%
Home Healthcare Nurse 416 61 1,408 23 355 14.7%
Hospital Administrator 738 210 6,979 33 528 28.5%
Instructor
2,904 367 8,223 22 2,537 12.6%
Manager 18,792 3,748 103,406 28 15,044 19.9%
Nurse Anesthetist 1,325 253 7,755 31 1,072 19.1%
Nurse Educator 7,724 2,786 59,499 21 4,938 36.1%
Nurse Midwife 148 11 148 13 137 7.4%
Nurse Practitioner 8,250 2,186 49,232 23 6,064 26.5%
Outcomes Manager 428 134 2,459 18 294 31.3%
subtotals 361,407 104,865 3,173,160 30 256,542 29.0%
Other 264,195 39,615 859,852 22 224,580 15.0%
totals 625,602 144,480 4,033,012 28 481,122 23.1%
level
MASTER VIEW

Online Credits
Key Observations
category represents a
small percentage of the
overall student
population
• Grouping represents an
equivalent of 410,357
earned credits
and promote online
educational topics
aligned to student
audiences
239
5,273
3,157
170
5,488
0
1,000
2,000
3,000
4,000
5,000
6,000
DOU Progressive
Care Unit
Online Students
Calc. Student
Data
DOU
Progressive
Care
Stepdown
Unit
Subacute
Care
Telemetry Other
Avg. Earned
Credits
25 30 30 40 26 28
Averages: average credits earned by students
level
MASTER VIEW
Groupings represents 10% of all
online students

Online Credits
level
MASTER VIEW
Position Total Pop. Online Students Credits Earned Avg Credits Earned Not Online Student Percent
DOU - Direct Observation Unit 830 239 5,886 25 591 28.8%
Progressive Care Unit 17,276 5,273 159,009 30 12,003 30.5%
Stepdown Unit 9,797 3,157 95,757 30 6,640 32.2%
Subacute Care 715 170 6,809 40 545 23.8%
Telemetry 19,204 5,488 142,896 26 13,716 28.6%
subtotals 47,822 14,327 410,357 29 33,495 30.0%
Other 577,780 130,153 3,622,655 28 447,627 22.5%
totals 625,602 144,480 4,033,012 28 481,122 23.1%
Primary sort: alpha
Percentages: students within segmented area employed calc. population

ONLINE WEBINARS
level
MASTER VIEW

Online Webinars
Overall Master View
level
MASTER VIEW
Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Attendees 2,239 1,511 1,590 3,091 2,074 1,667 1,459 1,389 1,098 496 172
Live Webinars 1,012 670 756 1,979 1,534 1,407 1,315 1,489 1,302 602 232
On Demand Webinars 2,326 1,738 1,863 3,567 2,520 1,907 1,779 1,711 1,285 518 238
Total Webinars 3,338 2,408 2,619 5,546 4,054 3,314 3,094 3,200 2,587 1,120 470
Avg. Webinars 1 2 2 2 2 2 1 2 2 2 3
2,239 1,511 1,590 3,091 2,074 1,667 1,459 1,389 1,098 496 172
3,338
2,408
2,619
5,546
4,054
3,314
3,094 3,200
2,587
1,120
470
0
1,000
2,000
3,000
4,000
5,000
6,000
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Webinar Attendees Total Webinars Attended
Key Observations
• Webinar attendance is
reasonably low
• Average webinar attended
indicates either format is
not resonating well with
audience or there is a lack
of active promotion
• Opportunity: more
aggressively promote online
webinar series and key time
saving benefits for all
experience categories
Averages: average webinars attended by attendees
18,355 Webinar Attendees
34,118 Webinars Attended
3% of general population
† 18,355 online webinar attendee records.

Online Webinars
16,424
5,312
5,877
3,039
6,257
4,988
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Bedside
Staff Nurse
Nurse
Leaders
Managers &
Admin
Advanced
Practice
Educators Other
Online Webinars Attended
Calc. Attendee
Data
Bedside
Staff Nurse
Nurse
Leaders
Managers
& Admin
Advanced
Practice
Educators Other
Avg. Webinars 1.84 2.02 1.78 2.21 2.34 1.61
Key Observations
grouping as a group
attend more webinars,
but professionals in roles
of educators, managers
and administrators
average more webinars
attended
• Grouping represents
85% of all webinars
attended equaling
29,130 webinars
and promote webinar
attendee audiences
all online webinar attended
level
MASTER VIEW
† 18,355 online webinar attendee records. Averages: average webinars attended by attendees

Online Webinars
Bedside Staff Nurse
Position Attendees Avg. Webinars Percent Pop.
Bedside/Staff Nurse 7,757 2 3.15%
Case Manager 37 2 3.60%
Clinic Nurse 1,104 2 3.56%
Home Healthcare Nurse 12 1 2.88%
TOTAL 8,910 2 3.20%
Nurse Leaders
Managers/Admin 1,133 2 6.03%
TOTAL 2,626 2 9.90%
Managers/Admin
Administrator/VP 151 2 8.65%
Charge Nurse 1,057 2 4.93%
Clinical Coordinator 311 2 8.84%
Clinical Director 469 2 8.06%
Hospital Admin. 79 2 10.70%
Manager 1,133 2 6.03%
Outcomes Manager 101 2 23.60%
TOTAL 3,301 2 6.29%
Advanced Practice
Acute Care Nurse 110 2 5.02%
Clinical Nurse Spec. 996 2 12.82%
Nurse Anesthetist 12 2 0.91%
Nurse Midwife 6 2 4.05%
Nurse Practitioner 251 1 3.04%
TOTAL 1,375 2 6.99%
Educators
Inservice/Staff Dev. 185 2 6.37%
Clinical Nurse Specialist 996 2 12.82%
TOTAL 2,674 2 14.54%
Other
Other 3,091 2 1.17%
Key Observations
Nurse Educators are most active with online webinars
followed by managers and administrators.
level
MASTER VIEW
Percentages: attendees

Online Webinars
Primary sort: alpha
Percentages: attendees within segmented position calc. population
Position Total Pop. Attendees Total Webinars Avg. Webinars No Past Webinars Attendee Percent
Acute Care Nurse Practitioner 2,191 110 172 1.6 2,081 5.0%
Administrator - VP 1,746 151 246 1.6 1,595 8.6%
Bedside Staff Nurse 246,190 7,757 14,393 1.9 238,433 3.2%
Case Manager 1,027 37 58 1.6 990 3.6%
Charge Nurse 21,425 1,057 1,898 1.8 20,368 4.9%
Clinic Nurse 30,995 1,104 1,957 1.8 29,891 3.6%
Clinical Coordinator 3,519 311 564 1.8 3,208 8.8%
Clinical Director 5,822 469 864 1.8 5,353 8.1%
Clinical Nurse Specialist 7,767 996 2,467 2.5 6,771 12.8%
Home Healthcare Nurse 416 12 16 1.3 404 2.9%
Hospital Administrator 738 79 154 1.9 659 10.7%
Instructor
2,904 185 441 2.4 2,719 6.4%
Manager 18,792 1,133 1,963 1.7 17,659 6.0%
Nurse Anesthetist 1,325 12 19 1.6 1,313 0.9%
Nurse Educator 7,724 1,493 3,349 2.2 6,231 19.3%
Nurse Midwife 148 6 13 2.2 142 4.1%
Nurse Practitioner 8,250 251 368 1.5 7,999 3.0%
Outcomes Manager 428 101 188 1.9 327 23.6%
subtotals 361,407 15,264 29,130 1.9 346,143 4.2%
Other 264,195 3,091 4,988 1.6 260,176 1.2%
totals 625,602 18,355 34,118 1.9 607,247 2.9%
level
MASTER VIEW

Online Webinars
Key Observations
category represents the
largest base population
in the group which
correlates to the high
number of webinars
attended
• Grouping represents an
equivalent of 2,404 of
webinars attended
• Opportunity: as
applicable, develop
and promote webinar
educational topics
aligned to attendee
audiences
62
1,046
540
24
732
0
200
400
600
800
1,000
1,200
DOU Progressive
Care Unit
Online Webinars Attended
Calc. Attendee
Data
DOU
Progressive
Care
Stepdown
Unit
Subacute
Care
Telemetry Other
Avg. Webinars 1.59 1.76 1.76 1.60 1.64 1.87
level
MASTER VIEW
Groupings represents 7.6% of all
online attendees
† 18,355 online webinar attendee records. Averages: average webinars attended by attendees

Online Webinars
level
MASTER VIEW
Position Total Pop. Attendees Total Webinars Avg. Webinars No Past Webinars Attendee Percent
DOU - Direct Observation Unit 830 39 62 1.59 791 4.7%
Progressive Care Unit 17,276 594 1,046 1.76 16,682 3.4%
Stepdown Unit 9,797 306 540 1.76 9,491 3.1%
Subacute Care 715 15 24 1.60 700 2.1%
Telemetry 19,204 445 732 1.64 18,759 2.3%
subtotals 47,822 1,399 2,404 1.72 46,423 2.9%
Other 577,780 16,956 31,714 1.87 559,896 2.9%
totals 625,602 18,355 34,118 1.86 606,319 2.9%
Primary sort: alpha
Percentages: attendees within segmented employed calc. population

MEMBERSHIP
CERTIFICATION
level
MASTER VIEW

† 84,105 active certifications
2,643
5,041
5,513
11,528
8,039
5,784 5,525
5,187
3,877
1,755 501
2,643 3,831 3,665 5,834 3,390 2,263 2,122 1,532 926 374 94
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Active Member Certification Non Member Certification
Active Member vs. Non Member
Key Observations
• There does appear to be
an observable correlation
between membership and
increased certification
• Certification percentages
are higher when linked to
membership
• Membership certification
(67%) vs. Non Member
Certification (33%)
• Opportunity: market (and
link) certification benefits
with new memberships and
target more aggressively
active members who have
let their certifications lapse
Experience <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Active
Members
22.48% 44.80% 54.64% 60.76% 62.99% 62.98% 66.15% 68.45% 68.38% 66.91% 57.45%
Non
Members
4.63% 9.31% 11.28% 11.31% 10.10% 9.93% 14.88% 17.28% 20.74% 20.86% 17.57%
56,418 active member certifications
27,687 non-member certifications
level
MASTER VIEW
Percentages: certification within the active
membership and lapsed and non member populations

HWE
Master Data Table
Percentages: professionals with affirmed yes within general calc. population
level
MASTER VIEW
Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ other
subtotals
sans other
subtotals
all
Totals
Yes 153 88 120 259 226 183 148 139 101 44 15 151 1,476 1,627 1,627
No 68,709 52,297 42,471 70,291 46,116 31,793 22,467 16,306 10,033 4,372 1,392 257,728 366,247 623,975 623,975
Totals 449.08 594.28 353.93 271.39 204.05 173.73 151.80 117.31 99.34 99.36 92.80 1,706.81 248.13 383.51 383.51
Percent of
Population
0.22% 0.17% 0.28% 0.37% 0.49% 0.57% 0.65% 0.85% 1.00% 1.00% 1.07% 0.06% 0.40% 0.26% 0.26%
Population 68,862 52,385 42,591 70,550 46,342 31,976 22,615 16,445 10,134 4,416 1,407 257,879 367,723 625,602 625,602

Google Analytics
Overall Master View
level
MASTER VIEW
Years Experience <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Unique Logins last
12 Months
40,612 23,853 20,504 34,103 20,776 14,016 12,238 10,203 7,253 3,303 1,093
Total Logins last 12
Months
165,251 142,278 135,356 252,858 172,117 117,740 108,429 100,744 85,677 38,103 12,282
Average Logins 4.1 6.0 6.6 7.4 8.3 8.4 8.9 9.9 11.8 11.5 11.2
165,251
142,278 135,356
252,858
172,117
117,740
108,429 100,744
85,677
38,103 12,282
0
50,000
100,000
150,000
200,000
250,000
300,000
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Total Logins Last 12 Months
Key Observations
• Average logins per visitor
increase with years of
experience
• Unique Logins trend
according to size of base
population in each segment
Averages: average logins by visitor
212,936 Website Visitors
1,402,375 Total Logins
† 212,936 visitor records.

Google Analytics
Overall Master View
level
MASTER VIEW
Email Transactions 639 1,175 2,117 4,748 3,582 2,830 2,823 2,764 2,349 1,037 639
Transaction Revenue $85,032 $167,664 $313,410 $731,421 $554,156 $437,644 $457,761 $426,504 $372,787 $164,544 $56,762
Average Transaction $133 $143 $148 $154 $155 $155 $162 $154 $159 $159 $133
639
1,175
2,117
4,748
3,582
2,830 2,823 2,764
2,349
1,037
639
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Email Transactions
Key Observations
• Middle experience sweet
spot for email revenue
Averages: average revenue by transaction
24,944 Email Transactions
$3,825,515 Total Revenue
$153 Average Transaction
† 24,944 transaction records.

Google Analytics
Overall Master View
level
MASTER VIEW
Emails Sent 8,352 8,793 10,044 19,414 14,136 11,219 10,981 10,936 9,188 4,312 1,516
Resource Downloads 6,294 6,545 8,035 17,651 15,101 11,800 12,369 12,325 11,749 5,867 1,707
Email / Download Ratio 0.8 0.9 1.8 0.8 0.8 1.1 1.1 1.1 0.6 0.4 3.1
8,352 8,793
10,044
19,414
14,136
11,219 10,981 10,936
9,188
4,312 1,516
6,294 6,545 8,035 17,651 15,101 11,800 12,369 12,325 11,749 5,867 1,707
0
5,000
10,000
15,000
20,000
25,000
<2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+
Emails Sent Resource Downloads
Key Observations
• One spike observed in
the 4 to 5 years of
experience segment for
email to download ratio –
which does not provide a
verifiable correlation
without further analysis
115,750 Sent Emails
114,118 Resource Downloads
† 115,750 sent email records.

Google Analytics
Experience Master Data
level
MASTER VIEW
CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP.
Years
of
Experience
Unique
Logins
last
12
Months
Total
Logins
last
12
Months
Average
Logins
Email
Transactions
Email
Revenue
Avgerage
Transaction
Auto
Certification
Auto
Membership
Auto
Other
Bookstore
Certification
eLearning
Membership
Conferences
Other
Resources
Webinars
eNews
Other
eNews
Bookstore
eNews
Certification
eNews
e-Learning
eNews
Membership
eNews
Conferences
eNews
Other
2
eNews
Resources
eNews
Webinars
Total
Emails
Total
Downloads
ACS
Downloads
CSI
Downloads
HWE
Downloads
Practice
Downloads
Base
Population
<2 40,612 165,251 4.1 639 $85,032 $133 1,277 19 0 235 44 185 381 699 224 383 2,270 0 350 180 162 0 428 550 428 537 8,352 6,294 779 339 779 4,397 68,862
2-3 23,853 142,278 6.0 1,175 $167,664 $143 2,377 14 0 216 66 143 565 771 211 376 1,694 0 307 223 156 0 366 431 417 460 8,793 6,545 756 465 704 4,620 52,385
4-5 20,504 135,356 6.6 2,117 $313,410 $148 3,043 7 0 169 88 127 683 941 247 374 1,722 0 365 236 174 0 459 474 460 475 10,044 8,035 936 462 952 5,685 42,591
6-10 34,103 252,858 7.4 4,748 $731,421 $154 5,835 14 0 380 175 207 1,024 1,939 501 814 3,293 0 718 482 334 0 963 871 959 905 19,414 17,651 2,137 1,443 2,555 11,516 70,550
11-15 20,776 172,117 8.3 3,582 $554,156 $155 3,852 9 0 264 143 151 613 1,440 440 684 2,386 0 625 362 246 0 758 701 756 706 14,136 15,101 1,647 1,172 2,333 9,949 46,342
16-20 14,016 117,740 8.4 2,830 $437,644 $155 2,828 4 1 193 109 142 472 1,120 409 551 1,931 3 516 322 218 1 648 507 674 570 11,219 11,800 1,259 819 1,617 8,105 31,976
21-25 12,238 108,429 8.9 2,823 $457,761 $162 2,739 2 0 201 106 132 410 1,059 407 530 1,687 0 586 340 256 0 681 556 717 572 10,981 12,369 1,343 946 1,691 8,389 22,615
26-30 10,203 100,744 9.9 2,764 $426,504 $154 2,447 2 0 202 117 133 428 1,046 433 601 1,639 3 650 345 243 1 682 573 772 619 10,936 12,325 1,110 899 1,582 8,734 16,445
31-35 7,253 85,677 11.8 2,349 $372,787 $159 1,866 1 0 171 109 121 331 949 447 508 1,258 2 525 284 217 0 664 512 691 532 9,188 11,749 853 927 1,416 8,553 10,134
36-40 3,303 38,103 11.5 1,037 $164,544 $159 782 1 0 82 40 55 172 446 199 263 637 0 260 146 118 1 294 219 345 252 4,312 5,867 470 336 593 4,468 4,416
41+ 1,093 12,282 11.2 329 $56,762 $173 240 0 0 36 20 25 58 150 86 88 193 0 109 43 42 0 117 84 136 89 1,516 1,707 112 112 177 1,306 1,407
no exp. data 24,982 71,540 2.9 551 $57,831 $105 508 6 0 107 18 62 293 578 159 432 2,014 0 364 218 137 4 467 463 479 550 6,859 4,675 425 637 642 2,971 257,879
Totals 212,936 1,402,375 6.6 24,944 $3,825,515 $153 27,794 79 1 2,256 1,035 1,483 5,430 11,138 3,763 5,604 20,724 8 5,375 3,181 2,303 7 6,527 5,941 6,834 6,267 115,750 114,118 11,827 8,557 15,041 78,693 625,602

Google Analytics
Overall Master View
level
MASTER VIEW
Primary Position Grouping Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other
Unique Logins last 12 Months 132,977 12,046 27,118 9,264 8,976 37,942
Total Logins last 12 Months 910,038 103,590 190,790 90,493 116,741 147,408
Average Logins 6.8 8.6 7.0 9.8 13.0 3.9
132,977
12,046
27,118
9,264 8,976
37,942
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Bedside Staff
Nurses
Nurse
Leaders
Managers /
Admin
Advanced
Practice
Educators Other
Unique Logins Last 12 Months
Key Observations
• Bedside Staff Nurses largest
population visiting website
• Advanced Practice and
Educators login the most
Averages: average logins by visitor
212,936 Website Visitors
1,402,375 Total Logins
† 212,936 visitor records.

Google Analytics
Overall Master View
level
MASTER VIEW
14,392
2,659
4,727
2,424 2,676
1,871
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Bedside Staff
Nurses
Nurse
Leaders
Managers /
Admin
Advanced
Practice
Educators Other
Email Transactions
Key Observations
• Bedside Staff Nurses as
largest segmented group is
generating the most
transactions and revenue
from email communications
Averages: average revenue by transaction
24,944 Email Transactions
$3,825,515 Total Revenue
$153 Average Transaction
† 24,944 transaction records.
Email Transactions 14,392 2,659 4,727 2,424 2,676 1,871
Transaction Revenue $2,219,746 $411,974 $726,048 $396,102 $418,835 $250,654
Average Transaction $154 $155 $154 $163 $157 $134

Google Analytics
Overall Master View
level
MASTER VIEW
60,702
14,618
21,241
10,504
8,097
14,426
48,622 20,889 23,261 15,239 22,406 12,356
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Bedside Staff
Nurses
Nurse
Leaders
Managers /
Admin
Advanced
Practice
Educators Other
Emails Sent Resource Downloads
115,750 Sent Emails
114,118 Resource Downloads
† 115,750 sent email records.
Emails Sent 60,702 14,618 21,241 10,504 8,097 14,426
Resource Downloads 48,622 20,889 23,261 15,239 22,406 12,356
Email / Download Ratio 0.8 1.4 1.1 1.5 2.8 0.9
Key Observations
• One spike observed in
the Educators segment for
email to download ratio –
which does not provide a
verifiable correlation
without further analysis

Bedside Staff Nurses Email Nurse Leaders Email Managers / Admin Email Advanced Practice Email Educators Email
Webinars 9,617 Webinars 3,157 Webinars 4,047 Webinars 1,615 eNews Other 1,671
Conferences 5,829 Conferences 1,430 Conferences 2,196 Conferences 1,035 Conferences 1,360
Membership 3,351 eNews Resources 1,154 eNews Resources 1,452 eNews Resources 812 Webinars 1,317
eNews Other 2 2,893 eNews Conferences 1,047 eNews Conferences 1,341 eNews Conferences 755 eNews Webinars 1,168
eNews Resources 2,834 eNews Webinars 1,009 Resources 1,210 eNews Other 2 628 eNews Resources 1,087
eNews Conferences 2,827 Resources 964 eNews Webinars 1,170 eNews Bookstore 599 Resources 1,028
eNews Webinars 2,779 eNews Bookstore 928 eNews Bookstore 1,079 eNews Webinars 594 eNews Other 2 1,002
Resources 2,345 eNews Other 2 728 eNews Other 2 1,003 Resources 557 eNews Certification 834
eNews Bookstore 2,266 Other 570 Membership 876 Other 486 Other 683
Other 1,650 eNews Certification 533 Other 752 eNews Certification 354 eNews Conferences 611
eNews Certification 1,450 Membership 449 eNews Certification 587 Membership 352 eNews e-Learning 538
Bookstore 1,340 eNews e-Learning 299 eNews e-Learning 348 eNews e-Learning 279 eNews Bookstore 524
eNews e-Learning 1,151 Bookstore 265 Bookstore 339 Bookstore 165 Membership 357
eLearning 900 Certification 137 eLearning 180 eLearning 145 Bookstore 284
Certification 599 eLearning 126 Certification 170 Certification 126 eNews Membership 192
eNews Other 4 eNews Other 1 eNews Other 1 eNews Other 2 eLearning 185
eNews Membership 1 eNews Membership 1 eNews Membership 1 eNews Membership 1 Certification 166
Google Analytics
level
MASTER VIEW
Resonating EMAIL Categories by Primary Position Grouping

Bedside Staff Nurses Downloads Nurse Leaders Downloads Managers / Admin Downloads Advanced Practice Downloads Educators Downloads
Practice Downloads 33,861 Practice Downloads 14,277 Practice Downloads 16,279 Practice Downloads 11,549 ACS Downloads 13,489
HWE Downloads 6,261 HWE Downloads 2,953 HWE Downloads 4,329 HWE Downloads 1,325 Practice Downloads 12,375
ACS Downloads 5,393 ACS Downloads 2,332 ACS Downloads 2,751 CSI Downloads 1,242 CSI Downloads 2,484
CSI Downloads 3,107 CSI Downloads 1,327 CSI Downloads 2,036 ACS Downloads 1,123 HWE Downloads 1,967
Google Analytics
level
MASTER VIEW
Resonating DOWNLOAD Categories by Primary Position Grouping

Google Analytics
level
MASTER VIEW
Primary
Position
Group
Unique
Logins
last
12
Months
Total
Logins
last
12
Months
Average
Logins
Email
Transactions
Email
Revenue
Avgerage
Transaction
Auto
Certification
Auto
Membership
Auto
Other
Bookstore
Certification
eLearning
Membership
Conferences
Other
Resources
Webinars
eNews
Other
eNews
Bookstore
eNews
Certification
eNews
e-Learning
eNews
Membership
eNews
Conferences
eNews
Other
2
eNews
Resources
eNews
Webinars
Total
Emails
Total
Downloads
ACS
Downloads
CSI
Downloads
HWE
Downloads
Practice
Downloads
Base
Population
Bedside /
Staff
Nurse
112,594 797,268 7.1 12,936 $1,999,754 $155 16,845 43 1 1,183 542 798 2,948 5,158 1,480 2,071 8,362 3 2,017 1,302 1,014 1 2,483 2,520 2,523 2,438 53,732 43,094 4,733 2,707 5,516 30,138 246,190
Case
Manager
508 2,474 4.9 86 $12,646 $147 67 0 0 4 1 0 21 26 12 16 49 0 11 7 5 0 17 21 12 16 285 168 22 16 22 108 1,027
Clinic
Nurse
19,693 109,846 5.6 1,364 $206,702 $152 1,898 5 0 153 56 100 379 641 157 252 1,193 1 235 140 130 0 323 350 298 322 6,633 5,330 634 380 710 3,606 30,995
Home
Healthcar
e Nurse
182 450 2.5 6 $644 $107 7 0 0 0 0 2 3 4 1 6 13 0 3 1 2 0 4 2 1 3 52 30 4 4 13 9 416
Totals 132,977 910,038 6.8 14,392 $2,219,746 $154 18,817 48 1 1,340 599 900 3,351 5,829 1,650 2,345 9,617 4 2,266 1,450 1,151 1 2,827 2,893 2,834 2,779 60,702 48,622 5,393 3,107 6,261 33,861 278,628

Google Analytics
level
MASTER VIEW
Primary
Position
Group
Unique
Logins
last
12
Months
Total
Logins
last
12
Months
Average
Logins
Email
Transactions
Email
Revenue
Avgerage
Transaction
Auto
Certification
Auto
Membership
Auto
Other
Bookstore
Certification
eLearning
Membership
Conferences
Other
Resources
Webinars
eNews
Other
eNews
Bookstore
eNews
Certification
eNews
e-Learning
eNews
Membership
eNews
Conferences
eNews
Other
2
eNews
Resources
eNews
Webinars
Total
Emails
Total
Downloads
ACS
Downloads
CSI
Downloads
HWE
Downloads
Practice
Downloads
Base
Population
Nurse
Educator
5,086 56,170 11.0 1,328 $204,415 $154 836 4 0 154 84 89 188 680 301 528 1,669 1 518 325 191 0 551 377 635 585 7,716 12,471 1,251 706 1,197 9,317 7,724
Mgrs. /
Admin
6,960 47,420 6.8 1,331 $207,558 $156 979 1 0 111 53 37 261 750 269 436 1,488 0 410 208 108 1 496 351 519 424 6,902 8,418 1,081 621 1,756 4,960 18,792
Totals 12,046 103,590 8.6 2,659 $411,974 $155 1,815 5 0 265 137 126 449 1,430 570 964 3,157 1 928 533 299 1 1,047 728 1,154 1,009 14,618 20,889 2,332 1,327 2,953 14,277 26,516

Google Analytics
level
MASTER VIEW
Primary
Position
Group
Unique
Logins
last
12
Months
Total
Logins
last
12
Months
Average
Logins
Email
Transactions
Email
Revenue
Avgerage
Transaction
Auto
Certification
Auto
Membership
Auto
Other
Bookstore
Certification
eLearning
Membership
Conferences
Other
Resources
Webinars
eNews
Other
eNews
Bookstore
eNews
Certification
eNews
e-Learning
eNews
Membership
eNews
Conferences
eNews
Other
2
eNews
Resources
eNews
Webinars
Total
Emails
Total
Downloads
ACS
Downloads
CSI
Downloads
HWE
Downloads
Practice
Downloads
Base
Population
Admin /
VP
865 5,502 6.4 121 $18,394 $152 90 3 0 8 5 10 27 66 46 57 195 0 53 23 11 0 62 51 69 50 826 1,164 112 163 264 625 1,746
Charge
Nurse
14,074 99,365 7.1 2,137 $326,258 $153 2,503 5 0 142 77 93 388 860 215 369 1,212 1 323 194 135 0 413 343 403 353 8,029 6,962 788 614 1,126 4,434 21,425
Clinical
Coord.
2,252 16,303 7.2 469 $70,208 $150 492 1 0 39 20 13 75 187 68 94 355 0 87 52 33 0 119 82 130 99 1,946 1,916 215 195 314 3,326 3,519
Clinical
Director
2,233 16,994 7.6 557 $85,016 $153 337 3 0 33 13 22 100 274 124 204 603 0 174 85 51 0 206 133 266 196 2,824 3,988 458 330 725 2,475 5,822
Hospital
Admin
449 3,073 6.8 67 $11,372 $170 40 0 0 2 1 3 16 38 12 23 84 0 19 10 6 0 25 22 36 18 355 366 52 60 84 170 738
Manager 6,960 47,420 6.8 1,331 $207,558 $156 979 1 0 111 53 37 261 750 269 436 1,488 0 410 208 108 1 496 351 519 424 6,902 8,418 1,081 621 1,756 4,960 18,792
Outcome
Manager
285 2,133 7.5 45 $7,242 $161 35 0 0 4 1 2 9 21 18 27 110 0 13 15 4 0 20 21 29 30 359 447 45 53 60 289 428
Totals 27,118 190,790 7.0 4,727 $726,048 $154 4,476 13 0 339 170 180 876 2,196 752 1,210 4,047 1 1,079 587 348 1 1,341 1,003 1,452 1,170 21,241 23,261 2,751 2,036 4,329 16,279 52,470

Google Analytics
level
MASTER VIEW
Primary
Position
Group
Unique
Logins
last
12
Months
Total
Logins
last
12
Months
Average
Logins
Email
Transactions
Email
Revenue
Avgerage
Transaction
Auto
Certification
Auto
Membership
Auto
Other
Bookstore
Certification
eLearning
Membership
Conferences
Other
Resources
Webinars
eNews
Other
eNews
Bookstore
eNews
Certification
eNews
e-Learning
eNews
Membership
eNews
Conferences
eNews
Other
2
eNews
Resources
eNews
Webinars
Total
Emails
Total
Downloads
ACS
Downloads
CSI
Downloads
HWE
Downloads
Practice
Downloads
Base
Population
Acute
Care
Nurse
1,456 12,651 8.7 344 $54,659 $159 343 1 0 27 16 23 60 147 44 40 136 0 58 27 28 0 72 67 66 48 1,203 919 75 85 98 661 2,191
Clinical
Nurse
Spec.
3,341 53,095 15.9 1,146 $185,870 $162 713 0 0 101 69 84 146 585 328 412 1,113 2 421 256 177 1 525 390 590 438 6,351 12,521 869 1,068 1,050 9,534 7,767
Nurse
Anesth.
532 1,511 2.8 128 $20,039 $157 174 0 0 1 0 1 16 13 6 3 15 0 6 2 5 0 5 18 2 7 274 39 3 1 1 34 1,325
Nurse
Midwife
54 131 2.4 2 $212 $106 2 0 0 0 0 0 1 2 2 1 3 0 1 0 0 0 0 0 0 1 13 14 1 1 7 5 148
Nurse
Pract.
3,881 23,105 6.0 804 $135,322 $168 766 0 0 36 41 37 129 288 106 101 348 0 113 69 69 0 153 153 154 100 2,663 1,746 175 87 169 1,315 8,250
Totals 9,264 90,493 9.8 2,424 $396,102 $163 1,998 1 0 165 126 145 352 1,035 486 557 1,615 2 599 354 279 1 755 628 812 594 10,504 15,239 1,123 1,242 1,325 11,549 19,681

Google Analytics
level
MASTER VIEW
Primary
Position
Group
Unique
Logins
last
12
Months
Total
Logins
last
12
Months
Average
Logins
Email
Transactions
Email
Revenue
Avgerage
Transaction
Auto
Certification
Auto
Membership
Auto
Other
Bookstore
Certification
eLearning
Membership
Conferences
Other
Resources
Webinars
eNews
Other
eNews
Bookstore
eNews
Certification
eNews
e-Learning
eNews
Membership
eNews
Conferences
eNews
Other
2
eNews
Resources
eNews
Webinars
Total
Emails
Total
Downloads
ACS
Downloads
CSI
Downloads
HWE
Downloads
Practice
Downloads
Base
Population
Nurse
Educator
5,086 56,170 11.0 1,328 $204,415 $154 836 4 0 154 84 89 188 680 301 528 1,669 1 518 325 191 0 551 377 635 585 7,716 12,471 1,251 706 1,197 7,724
Inservice
Staff Dev.
549 7,476 13.6 202 $28,550 $141 82 1 0 29 13 12 23 95 54 88 204 0 102 60 36 0 86 61 120 95 1,161 2,169 149 165 211 1,644 2,904
Clincal
Nurse
Spec.
3,341 53,095 15.9 1,146 $185,870 $162 713 0 0 101 69 84 146 585 328 412 1,113 2 421 256 177 1 525 390 590 438 6,351 12,521 869 1,068 1,050 9,534 7,767
Totals 8,976 116,741 13.0 2,676 $418,835 $157 1,631 5 0 284 166 185 357 1,360 683 1,028 1,317 1,671 524 834 538 192 611 1,002 1,087 1,168 8,097 22,406 13,489 2,484 1,967 12,375 18,395

level
MASTER VIEW
CUSTOMERS
MEMBER VS. NON-MEMBER

Customer Base
Overall Master View
Segments Active Members Lapsed Members Non Members ALL Non Members Total Base Counts
Customer Records and Counts 106,161 201,446 28,921 230,367 336,528
Lifetime Customer Purchases $107,587,575 $88,208,035 $6,253,241 $94,461,275 $202,048,850
Key Observations
• Almost all Active Members
are customers
• Lapsed Members continue
to be ACTIVE customers at
good levels
• Non Members represent
the smallest customer
population
campaigns that link
membership to certification
106,161
201,446
28,921
0
50,000
100,000
150,000
200,000
250,000
Customer Records and Counts
level
MASTER VIEW
336,528 Lifetime Customers
53% customers – general population
73.81%
customers
99.97%
customers
11.74%
customers

Customer Base
Master Data
† 336,528 master customer records.
level
MASTER VIEW
Segments Active Members Lapsed Members Non Members ALL Non Members Total Base Counts
Customer Records
and Counts
106,161 201,446 28,921 230,367 336,528
Lifetime Customer
Purchases
$107,587,575 $88,208,035 $6,253,241 $94,461,275 $202,048,850
Average Lifetime
Customer Purchase
$1,013.44 $437.87 $216.22 $410.05 $600.39
Customer
Percentage
99.94% 73.81% 11.74% 44.35% 53.79%
General Population
Base
106,221 272,941 246,440 519,381 625,602
ALL Non Members = Lapsed Members plus No Past Memberships
Percentages: customers within segmented population

Customer Base
Segments Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other
Active Member Customers 69,416 6,750 15,345 5,459 5,461 12,646
Non Member Customers 121,998 10,293 21,300 8,103 6,477 75,043
Key Observations
• Active Members do make
more purchases even
though non members is a
larger population
• Grouping represents
98.66% of all purchases
$61,001,170
$10,901,513
$20,418,028
$10,534,655 $11,186,076
$54,258,531 $6,999,907 $12,986,552 $6,084,168 $4,969,944
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
Bedside Staff
Nurses
Nurse Leaders Managers /
Admin
Advanced
Practice
Educators
Active Member Lifetime Customer Purchases Non Member Lifetime Customer Purchases
level
MASTER VIEW
$199 Mil. Lifetime Purchases
56% Active Members
† 248,839 master customer grouping records.

Customer Base
† 248,839 master customer grouping records.
level
MASTER VIEW
Segments Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Totals
Active Member
Customers
69,416 6,750 15,345 5,459 5,461 102,431
Active Member
Lifetime Customer
Purchases
$61,001,170 $10,901,513 $20,418,028 $10,534,655 $11,186,076 $114,041,443
Active Member
Average Lifetime
Customer Purchase
$879 $1,615 $1,331 $1,930 $2,048 $1,113
ALL Non Member
Customers
121,998 10,293 21,300 8,103 6,477 168,171
ALL Non Member
Lifetime Customer
Purchases
$54,258,531 $6,999,907 $12,986,552 $6,084,168 $4,969,944 $85,299,102
ALL Non Member
Average Lifetime
Customer Purchase
$445 $680 $610 $751 $767 $507
Total Lifetime
Purchases
$115,259,701 $17,901,420 $33,404,581 $16,618,823 $16,156,020 $199,340,545
Customer
Population Base
278,628 26,516 52,470 19,681 18,395 248,839

Customer Base
191,414 master customer records.
level
MASTER VIEW
CATEGORY ACTIVE MEMBERS LAPSED MEMBERS NON MEMBERS ALL NON MEMBERS TOTALS POP.
Primary
Position
Group
Active
Member
Customers
Active
Member
Lifetime
Customer
Purchases
Active
Member
Average
Lifetime
Customer
Purchase
Lapsed
Member
Customers
Lapsed
Lifetime
Customer
Purchases
Lapsed
Average
Lifetime
Customer
Purchase
Non
Member
Customers
Non
Member
Lifetime
Customer
Purchases
Non
Member
Average
Lifetime
Customer
Purchase
ALL
Non
Member
Customers
ALL
Non
Lifetime
Customer
Purchases
ALL
Non
Average
Lifetime
Customer
Purchase
Total
Lifetime
Purchases
Base
Population
Bedside /
Staff Nurse
61,296 $54,887,760 $895 100,558 $47,041,816 $468 9,667 $2,658,177 $275 110,225 $49,699,993 $451 $104,587,752 171,521
Case
Manager
218 $297,401 $1,364 474 $326,604 $689 33 $3,589 $109 507 $330,193 $651 $627,594 725
Clinic Nurse 7,855 $5,777,233 $735 9,963 $3,920,746 $394 1,191 $269,945 $227 11,154 $4,190,691 $376 $9,967,925 19,009
Home
Healthcare
Nurse
47 $38,776 $825 100 $36,249 $362 12 $1,405 $117 112 $37,654 $336 $76,429 159
Totals 69,416 $61,001,170 $879 111,095 $51,325,415 $462 10,903 $2,933,116 $269 121,998 $54,258,531 $445 $115,259,701 191,414

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