Spectrum Launches Groundbreaking Health Value Study^TM

Unique Study to Shed Light on Health Care Products and Services that Americans Value

WASHINGTON, DC (April 15, 2009) Spectrum, a health and science communications firm, has announced the launch of its new Spectrum Health Value Study^TM. The purpose of the self-funded study is to understand how Americans personally value health care. The data collection and tabulations are being conducted by Russell Research of New York, a leader in online and market research.

The Study, conceived in the fall of 2008 and currently being conducted in the field, examines which tangible health care services and products the American people value when they reach into their own wallets. Initial findings will be released in mid-May.

"While there has been much discussion and research on health access, quality and efficiency, no data have been collected and shared on how consumers view the personal nature and cost sensitivity of perceived value," said Audrey Spolarich, Senior Advisor for Research at Spectrum.

"We conceived the idea of the Spectrum Health Value Study as a unique platform to directly survey Americans about how they value health care," said John Seng, President and CEO of Spectrum. "We need a true and vivid picture of value in plain terms," Seng added. "We expect that the data we collect over time will inform the ongoing dialogue surrounding the complex issues of health care and health care reform."

To date, the Study has amassed two waves of data, one from the first quarter of 2009 and another being collected in the second quarter. Maximum Difference Analysis (Max-Diff) measures the importance consumers place on attributes, in this case health care.  The Max-Diff survey exercise is based on a measure of customer choice and trade-off, instead of typical rating scale responses.  In a Max-Diff exercise, consumers evaluate multiple sets attributes.  For each set, the consumer indicates both the most important item and also the least important item. The Max-Diff approach was chosen because it has the ability to yield more powerful and clearer insights than other rating techniques. During each phase of the Study, approximately 1,000 respondents are surveyed.

The Spectrum Health Value Study is a trademark of Spectrum. The Study is funded through an equity investment by Spectrum and has no corporate underwriters or partners. Spectrum (www.spectrumscience.com) is committed to achieving the goals of clients who are involved with issues, products, provider services or research in life and human health sciences.