COMMUNICATION PERFORMANCEJANUARY 2015

Communication performance analysis assesses the effectiveness of communication and

public relations actions by evaluating the potential that news items have to impact the

target audience.

The objective of this analysis is the assessment of the image of the brand SHA Wellness

Clinic in international media, so as to measure the efficiency of the global strategy of

communication and the implementation of the PR effort in each of the markets.

INTRODUCTION

SHA Wellness Clinic’s communication performance is getting off to a very positive start in

the first month of the year, as it attained a tone of 4.6 and did not register unfavourable

coverage in any of the markets which are being monitored.

SHA Wellness Clinic’s services in general are constantly being praised, but it was the Spa

topic that stood out in January, as 57 articles referred to it. This was mainly a result of

Spafinder Wellness 365’s 12th annual 2015 Global Spa and Wellness Trends Forecast, which

was reproduced by 44 publications, most of which are from the US. As a result of this, the

US registers the highest volume of coverage in January although Spain stands out in terms

of AVE. This report addresses the top ten spa and wellness trends set to unfold in 2015 and

beyond. SHA is mentioned in examples of the “Spa on Arrival (& En Route)” trend, where

“the new travel ritual is treatments (and other fitness/wellness experiences) done right at

arrival, or en route at airports, to fight jetlag or to kick-start productivity”. With the

announcement that the Spanish clinic is opening spas at Madrid’s airport, this fits in

perfectly with the trend listed in the Spafinder Wellness 365 report.

Another trend pertains to “Hyper-Personalised Beauty” where SHA’s DNA testing service to

identify the right nutrients for each person’s skin is offered as an example of how some

institutions are already present in this niche market. SHA is evidently ahead of its time and

is a reference clinic given the unique and leading-edge services that it offers, which

contribute to its renown.

With the start of a new year comes a new opportunity for people to set goals and start

making plans for the months to come. As a result, several articles also focused on wellness

holidays, to encourage readers to start planning their next getaway as well as to start the

New Year on the right foot with a detox regime following the holiday excesses. The SHA

Wellness Clinic was mentioned as a destination that can help people to change their

lifestyle and adopt healthy habits.

With regards to Brand Presence Indicators, important factors when it comes to brand

awareness, only 27% of articles had a Visual Presence, which includes, among others, logos

and pictures of representatives/spokespeople. Headline Presence reached 17%.

EXECUTIVE SUMMARY

€417KAVE

4.6Editorial tendency or media favourability basedon the textual analysis of news content on ascale of 1 to 5.

TONE

51

KEY PERFORMANCE INDICATORS

Represents the value of the editorial spaceoccupied in relation to current advertising rates. ItIndicates the advertising value of the spaceoccupied by the brand if it pertained to acommercial advertisement.

102The number of news items deriving fromonline and print news sources.

FREQUENCY

10.4MThe total potential audience produced bymedia coverage within a specified time period,measured by Impressions (unique users,viewers, followers, etc.).

REACH

AVE – BY COUNTRY

€1

77

,66

9

€1

00

,67

8

€9

4,5

00 €1

8,3

30

€1

5,6

37

€8

,95

4

€5

79

€2

67

€0

€20,000

€40,000

€60,000

€80,000

€100,000

€120,000

€140,000

€160,000

€180,000

€200,000

Spain United Kingdom Russia United States France Belgium Canada United Arab Emirates

AV

E

In January, SHA Wellness Clinic registered an average tone of 4.6 points, as a result of the

fact that coverage was exclusively favourable. Furthermore, 75% was actually Very

Positive. The majority of coverage registered during the period under analysis was from

the US and resulted mostly from Spafinder Wellness 365’s 12th annual 2015 Global Spa

and Wellness Trends Forecast, in which the Spanish clinic was listed as an example of

institutions offering “Spa on Arrival” and “Hyper-Personalyzed Beauty” services. The

references to SHA Wellness Clinic’s services in this report help to promote its image as an

institution that offers avant-garde services.

The second-highest volume of articles was collected in Spain, where numerous articles

focus on wellness travel. SHA’s services figure prominently among suggestions for those

who want to go on holiday and stay at institutions that look after their wellbeing. There

are references to the macrobiotic diet followed at the clinic, as well as the various

programmes and treatments which cater to various ailments including sleep disorders,

bone and muscle injuries, Alzheimer, Crohn’s disease and aging skin. In some articles, the

Spanish clinic was also described as a “luxury spa”, as it attracts famous names such as

Kylie Minogue, Donna Karan, Naomi Campbell, John Galliano, Isabel Preysler and the wife

of Qatar’s sheikh. SHA was also included in Condé Nast Johansens Luxury Spas 2015 list.

Furthermore, one of the members of the Círculo Fortuny group, which aims to promote

and defend Spain as a brand as well as to value the luxury segment, is Alenjandro

Bataller, from SHA. All of these references help SHA Wellness Clinic to gain very

favourable visibility.

The UK occupies the top third position, as a result of articles on the Spa Wellness 365

report and suggestions of destinations for wellness holidays.

OVERALL TONALITY (4.6)

75%77

Very Positive

11%11

Positive

14%14

Balanced

FREQUENCY

0

10

20

30

40

50

60

US ES UK FR BE CA RU AE

Very Negative

Negative

Neutral/Balanced 2 10 2

Positive 1 4 4 2

Very Positive 44 16 9 2 2 2 1 1

BRAND PRESENCE(%)

VISUAL PRESENCE HEADLINE PRESENCE MAIN FOCUS

73%74

27%28

Not Present

Present

88%90

12%12

Not mentioned

Mentioned

85%87

15%15

Others

SHA Wellness Clinic

75%9

25%3

93%14

7%1

86%24

14%4

0 0%

Positive Balanced Negative

86%24

14%4

TOPICSThe Spa topic was the most prominent in January, mostly as result of Spafinder Wellness

365’s 12th annual 2015 Global Spa and Wellness Trends Forecast, which was reproduced

by 44 publications. These articles reported that SHA Wellness Clinic, one of the world's

top wellness retreats, is opening spas this March at Madrid airport and also

recommended the clinic’s DNA testing which identifies the right nutrients for your skin.

SHA Wellness Clinic’s spa treatments were also identified in connection with Condé Nast

Johansens Luxury Spas 2015 guide.

The Health topic also stands out mainly as result of articles promoting and explaining the

advantage of detox diets after the end-of-year holiday excesses and weight-loss

programmes. These are almost always tied in with descriptions of SHA Wellness Clinic’s

Restaurant services and macrobiotic nutrition programme which is the topic that ranked

third this month. Under these topics SHA is described as “The world's only macrobiotic

spa promises to cleanse the body and help one achieve total calmness” by the UK’s Asian

Age magazine. SHA’s own kitchen staff helped to boost the clinic's image by explaining to

La Razon that “our kitchen is a harmonious meeting point where we respect the best

that seasons’ have to offer and take full advantage of food without changing its natural

essence."

1

2

4

12

13

27

37

57

0 10 20 30 40 50 60

Awards

Events

Beauty/Aesthetics

Famous Guests

Hotel

Restaurant/Nutrition

Health

Spa

Frequency

MEDIA TYPE

*The number of news items which derived from online and print news sources.

26%27

Print

74%75

Online

FREQUENCY*

US ES UK FR BE CA RU AE

Online 45 15 7 5 2 1

Print 2 15 6 1 2 1

0

10

20

30

40

50

60

FREQ

UEN

CY

Print Online

ACTIVE VOICE

*Any time a SHA Wellness Clinic representative, who is identified as such, makes statements to themedia.

4

1 1 1 1 1 1

0

1

2

3

4

5

Vic

en

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Ale

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SHA

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Car

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Juan

Pal

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era

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Freq

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cy

93%95

Passive

7%7

Active

FREQUENCY*

SPOKERSPERSON BY TOPIC

1

1

1

1

1

5

2

1

1

0 2 4 6 8 10

Health

Restaurant/Nutrition

Famous Guests

Awards

Hotel

Alejandro Bataller Doctors & Specialists SHA Wellness Clinic

JOURNALISTS – TOP 10€

94

,50

0

€4

5,3

93

€3

0,3

20

€1

7,7

24

€1

5,6

53

€1

5,6

53

€1

5,6

53

€1

5,6

53

€1

5,6

53

€1

5,6

53

€1

5,6

53

€1

5,6

53

€1

5,6

53

€ 0

€ 20,000

€ 40,000

€ 60,000

€ 80,000

€ 100,000

AV

E

Favourable Unfavourable

Spain registered the second-highest volume of coverage in the first month of 2015. In January of the previous

year, SHA generated the same tone of 4.2 with 22 articles. The Health topic stands out, with articles presenting

suggestions on wellness holidays. The SHA Wellness Clinic is included in presentations of spas around the world.

References to its detox treatments abound, but its sleep and osteopathy treatments also merit attention.

The Restaurant/Nutrition topic was the second-most prominent, also a result of references to detox diets. As

was noted in an article published in La Razón on 4 January, hotels that offer weight-loss and detox services are

increasing in popularity. In fact, health tourism is growing in Spain and it is one of the areas in which Spanish

tourism institute Turespaña is investing in for 2015.

FREQUENCY

REACH AVE

TONE

SPAIN

5130 4.2

7.5M €178K

3

2 2 2

1 1 1 1 1 1

0

1

2

3

4

5

La

Ra

zón

Via

jar

La

Vo

z Lib

re

Ba

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lon

a D

ivin

a

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El M

un

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gu

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sp

añ

a

Yo

Do

na

Elle

GQ

Ge

ntl

em

en

's Q

ua

rte

rly

Freq

uen

cy

TOP MEDIA

13

12

8

7

6

3

2

0

5

10

15

20

Hea

lth

Res

tau

ran

t/N

utr

itio

n

Ho

tel

Spa

Fam

ou

s G

ues

ts

Bea

uty

/Aes

thet

ics

Even

ts

Freq

uen

cy

TOPICS

The UK registered a similar performance when compared to January 2014 when it generated 12 articles with a

tone of 4.8. The Health topic stands out, as various publications presented wellness holidays suggestions. The

SHA Wellness Clinic was featured in holiday suggestions for those who want to visit Spain but also in listings of

the best spas around the world, which proves that it is an institution whose services can compete with the best

health and wellbeing institutions around the world.

FREQUENCY

REACH AVE

TONE

UNITED KINGDOM

5113 4.7

14M €101K

1 1 1 1 1 1 1 1 1 1

0

1

2

3

4

5

Th

e T

ime

s

Da

ily

Ma

il

Th

e M

ail o

n S

un

da

y

Th

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de

pe

nd

en

t

Te

legra

ph

Ind

ep

en

de

nt

on

lin

e

Asia

n A

ge

Wo

ma

n &

Ho

me

We

ste

rn M

orn

ing N

ew

s (

De

vo

n)

Ha

rpe

r's B

aza

ar

Freq

uen

cy

TOP MEDIA

9

6

3

2

1

0

2

4

6

8

10

Hea

lth

Spa

Res

tau

ran

t/N

utr

itio

n

Fam

ou

s G

ues

ts

Ho

tel

Freq

uen

cy

TOPICS

Russia registers a perfect tone of five with one article, equalling its result in January 2024. The article published

in Cosmopolitan magazine describes a mother of seven children who shares her experience following a stay at

the SHA Wellness Clinic, which she says helped her to restore her bodily energy. She comments positively on

SHA’s hotel rooms, restaurant and food, as well as the spa and massage services.

FREQUENCY

REACH AVE

TONE

RUSSIA

511 5

900K €95K

1

0

1

2

3

4

5

Co

sm

op

olita

n

Freq

uen

cy

TOP MEDIA

1 1 1 1

0

1

2

3

4

5

Hea

lth

Ho

tel

Spa

Res

tau

ran

t/N

utr

itio

n

Freq

uen

cy

TOPICS

The US stands out for presenting the highest volume of news items in January, with 47 articles that represent

46% of the total. Of these, 39 news items focus on the Spafinder Wellness 365’s 12th annual 2015 Global Spa

and Wellness Trends Forecast, which provides insight and information on the wellness industry and how

economic, cultural and social shifts will impact the industry and people’s lives. SHA is mentioned in examples of

the “Spa on Arrival” trend, as it is opening spas at Madrid’s airport, and “Hyper-Personalised Beauty” because of

its DNA testing service to identify the right nutrients for each person’s skin. Therefore, SHA’s continued success

as a reference clinic seems to be guaranteed, as it is already offering avant-garde and innovative services. The

clinic’s performance in January in the US improved when compared to 2014, with number of articles rising from

19 to 47 and tone from 4.9 to 5.

47FREQUENCY

2.7MREACH €2KAVE

5TONE

USA

51

2

1 1 1 1 1 1 1 1 1

0

1

2

3

4

5

Co

nsu

me

r E

lectr

on

ics N

et

Ne

w B

ea

uty

Da

y S

pa

Ma

ga

zin

e

SF

Ga

te

Exa

min

er

Ep

och

Tim

es

Be

nzi

nga

My

Sa

n A

nto

nio

Da

ysp

a

Str

ee

tIn

sid

er

Freq

uen

cy

TOP MEDIA

40

6 6

2 1 1

0

10

20

30

40

50

Spa

Res

tau

ran

t/N

utr

itio

n

Hea

lth

Fam

ou

s G

ues

ts

Bea

uty

/Aes

thet

ics

Ho

tel

Freq

uen

cy

TOPICS

The end of the year holidays are celebrated with many excesses. This brings many people to create goals to

start off the New Year with detox treatments in order to help the body to recover. Most of the articles published

in France address the detox services at SHA. An article in Top Santé quotes Dr. Vicente Mera, who also defends

the usefulness of detox treatments to purify the body and prevent illnesses. But even though SHA is renowned

mainly for its diet plan, which follows macrobiotic principles, Trucs de Nana and ABC Luxe also highlight SHA’s

sleep programme. With the hectic lifestyles that many people lead, this is surely an invaluable treatment that is

often overlooked and has the potential to make the SHA clinic increasingly popular as a place that aims to

improve the quality of life of its guests by offering services that address a myriad of health troubles. SHA’s

performance in France in January fell slightly when compared to 2014, with less articles and tone falling slightly

from 4.6. The clinic’s image remains, nevertheless, positive among French media.

FREQUENCY

REACH AVE

TONE

FRANCE

516 4

1.2M €16K

1 1 1 1 1 1

0

1

2

3

4

5

Le

Fig

aro

L'E

xpre

ss S

tyle

s

Le

s E

ch

os

To

p S

an

té

AB

C L

uxe

Tru

cs D

e N

an

a

Freq

uen

cy

TOP MEDIA

6

2

0

2

4

6

8

10

Hea

lth

Res

tau

ran

t/N

utr

itio

n

Freq

uen

cy

TOPICS

Centuries ago, Hippocrates already believed in the importance of healthy eating, as is indicated by his quote:

“'Let food be thy medicine and medicine be thy food.” A healthy diet is important for a healthy lifestyle, and

that is what the two articles published in Belgium have in common: they praise the macrobiotic diet offered at

the SHA Wellness Clinic. Naomi Campbell, Gwyneth Paltrow and Madonna are just a few of the well-known

names that have stayed at the clinic in Alicante, which helps to lose weight but also purify the body. The clinic’s

successful and highly acclaimed macrobiotic diet is the service that garners much attention in the media, with

the fact that it is also popular among celebrities helping to boost SHA’s image. In what regards tone, SHA

maintains its impressive score of 5 from the same period in 2014.

FREQUENCY

REACH NET AVE

TONE

BELGIUM

515

€9K562K

21 1

0

1

2

3

4

5

Elle

Be

lgiq

ue

We

eke

nd

(Le

Vif

/L'E

xpre

ss)

Freq

uen

cy

TOP MEDIA

1 1 1 1 1

0

1

2

3

4

5

Hea

lth

Spa

Aw

ard

s

Res

tau

ran

t/N

utr

itio

n

Ho

tel

Freq

uen

cy

TOPICS

Canada stands out in the first month of the year for its high tone of 5, repeating its impressive figure from

January 2014. Both articles published in Digital Journal and Meetings Canada reproduced Spafinder Wellness

365’s 12th annual 2015 Global Spa and Wellness Trends Forecast which announce that SHA Wellness Clinic, one

of the world's top wellness retreats, is opening spas this March at the Madrid airport and also recommend the

clinic’s DNA testing which identifies the right nutrients for your skin.

FREQUENCY

REACH AVE

TONE

CANADA

512 5

94.9K €579

2

0

1

2

3

4

5

Spa

Freq

uen

cy

TOPICS

1 1

0

1

2

3

4

5

Dig

ita

l Jo

urn

al

Me

eti

ngs C

an

ad

a

Freq

uen

cy

TOP MEDIA

Only one article on SHA Wellness Clinic was registered in media from the United Arab Emirates, which was

published in Forbes Middle East. Its main focus is the clinic in Spain, with references to the top notch services

with prices to match: “with the top price suite, complete with its own pool and helipad, fetching $7,500 per

night, ‘peace’ costs a pretty penny.” Nevertheless, Alejandro Bataller, vice president of SHA notes that “Health is

the most precious luxury we can achieve” and that “This is not about pampering; this is about achieving optimal

health.” As a result, the SHA Wellness Clinic, which is most widely known for its lifestyle programmes which

include Detox and Weight Loss, offers a myriad of medical treatments and has a Stem Cell and Regenerative

unit, Foot Biomechanics unit, and a Minor Surgery unit. Nevertheless, food and nutrition play a central part in

every guest’s stay. In spite of the clinic’s distance from the Middle East and North Africa (MENA) regions, many

residents are willing to travel to Spain to take advantage of SHA’s services. Furthermore, Mohammad Dahmash,

writer of PwC’s 2014 ‘Middle East Spa Benchmarking Survey’ believes that SHA would be a success in MENA.

FREQUENCY

REACH AVE

TONE

UNITED ARAB EMIRATES

511 5

€2673.6K

1

0

1

2

3

4

5

Fo

rbe

s M

idd

le E

ast

Freq

uen

cy

TOP MEDIA

1 1 1 1 1

0

1

2

3

4

5

Aw

ard

s

Res

tau

ran

t/N

utr

itio

n

Fam

ou

s G

ues

ts

Ho

tel

Hea

lth

Freq

uen

cy

TOPICS

TOP STORY – ALL MARKETSMEDIA NAME: El Mundo

DATE: 27-01-2015COUNTRY: Spain

TECHNICAL INFORMATIONQUANTITATIVE VARIABLESFrequency

The number of news items deriving from online and print news sources.

AVE

Represents the value of the editorial space occupied in relation to current advertising

rates. It Indicates the advertising value of the space occupied by the brand if it

pertained to a commercial advertisement.

Reach

The total potential audience produced by media coverage within a specified time

period, measured by Impressions (unique users, viewers, followers, etc.).

Tone

Tone represents the overall “attitude” conveyed in a news item toward a company

and it can be classified as follows:

5 = Very Positive news items: include only favourable information about the

company;

4 = Positive news items: usually describe some aspects of the company unfavourably,

however the company is still presented in a predominately desirable light;

3 = Balanced news items: convey facts unqualified by praise/preference/criticism, or

balance positive and negative influence;

2 = Negative news items: present the company in a predominately undesirable light

while some aspects may still be discussed favourably;

1 = Very Negative news items: include only unfavourable information about the

company.

Favourability ratings are not based solely on the inherent positivity or negativity of an

event, topic or issue but on how the reporter chooses to communicate the news as

well.

TECHNICAL DATA

Media outlets from international, regional and trade press are analyzed

and online outlets.

Report by: Rita Matos (rita.matos@cision.com)

Quality control by: Marllene Silva (marllene.silva@cision.com)

CURRICULUMCision is the leading global provider of media research, distribution, monitoring and evaluation

services.

The company has production centres in Europe, America and Asia thereby supplying integrated

services of Media Intelligence and Reputation Management in 90 countries simultaneously.

CISION currently has 2,700 employees, works for nearly 50,000 clients and monitors more than

200,000 outlets worldwide.

CISION is a member of FIBEP (Federation Internationale des Bureaux d'extraits de Presse), of

IABM (International Association of Broadcast Monitors), of AMEC (Association for Measurement

and Evaluation of Communication), and Secretary General of EMAA (European Media Analysts).

QUALITATIVE VARIABLES