health care marketing survey 2013

Health Care Marketing SurveyNew Year’s resolutions

12/12/2013

2

RESOLUTION N°1Start thinking the way you want to be

Confidence is not back yet...

3

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

-0.1

-0.05

0

0.05

0.1

0.15

0.2

0.25

0.3

0.252189839146361

-0.05555555555

55555

0.180759375727931

0.202170684088619

0.043998406633437

-0.0556

0.0390000000000001

0.1260.154

0.124

0.0160000000000001

-0.014

0.145

-0.05000000000

00001

-0.04800000000

00001

Confidence index of Health Care marketers Confidence index of marketers from other industries

And all indicators are declining

4

Evolution in Projects Evolution in Team size Evolution in Budget

2009 2010 2011 2012 2013 2014

-20%

-15%

-10%

-5%

0%

5%

10%

15%

20%

13%

-11%

13%14%

-6%

-17%

4%

1%

11%

0% -1%

2009 2010 2011 2012 2013 2014

-20%

-10%

0%

10%

20%

30%

40%

50%

60%

47%

16%

28%

37%

29%

20%25%

21%

48%

28%

21%

2009 2010 2011 2012 2013 2014

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%

20%

25%

15%

-21%

13%9%

-10%

-20%

-1%-3%

18%

-11%-8%

I don’t expect any changes

Focus on the Marketing and promotion mix

More operational role

More supportive role towards Sales

More decisive role at board level

Increasing responsibilities (e.g. sales management...)

Learn from other sectors' practices

More patient-oriented

Create value in a more proactive way

More creative and innovative

Evolve from traditional Marketing towards e-Marketing

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Totally disagree Slightly disagree Neutral Slighlty agree Totally agree

However, everybody is convinced that the role of Marketing will change and will imply a lot of challenges...

5

86%82%78%74%68%51%45%44%39%

-31%-77%

How do you expect the role of Marketing to change in 2013-2014?

40.0% 45.0% 50.0% 55.0% 60.0% 65.0% 70.0% 75.0%2.00

2.50

3.00

3.50

4.00

4.50

5.00

Creativity

Strategic

Communication

Analytical

Flexibility

% of respondents

Avera

ge r

ati

ng

To tackle those future challenges you need to be creative with a strategic mindset and good communication skills

6

Which are the top 5 skills required from Marketers in order to fulfill future challenges?

1

22

1

3

34

4

5

5

7

RESOLUTION N°2Don’t be afraid of your patients and be relevant to them

Patients are not the most influential stakeholder anymore but stay very important...

8

Pharmaceutical companies

Research organizations

Customers

Patients associations

Insurance companies

Social security

Patients

Legal and regulatory institutions

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

No answer Substantial decrease Slight decreaseRemain stable Slight increase Substantial increase

83%

80%

78%

63%

62%

56%

28%

22%

How do you evaluate the influence of the following stakeholders?

Patients will continue to be more demanding and to look for added value (information & extra services)

9

Patients will be more loyal towards a product

Physicians will be more loyal towards a product

Patients will become more compliant

Patients will purchase more medicines

Physicians will give higher importance to compliance

Patients will ask for generic / alternative products

Physicians will become more price sensitive

Patients will give more value to services

Patients will become more price sensitive

Physicians will expect more services from health care companies

Government will push cheaper alternatives

Pharmacists and wholesalers will protect their margins

Patients will be more critical and will proactively compare treatments

Patients will increasingly search on Internet for diagnostics and advices

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

No answer Totally disagree Slightly disagree Neutral Slightly agree Totally agree

96%88%86%81%75%75%71%67%59%41%10%-10%

-15%

-35%

10

RESOLUTION N°3Innovation will be key to tackle generics & re-gain loyalty

Patients will be more loyal towards a product

Physicians will be more loyal towards a product

Patients will become more compliant

Patients will purchase more medicines

Physicians will give higher importance to compliance

Patients will ask for generic / alternative products

Physicians will become more price sensitive

Patients will give more value to services

Patients will become more price sensitive

Physicians will expect more services from health care companies

Government will push cheaper alternatives

Pharmacists and wholesalers will protect their margins

Patients will be more critical and will proactively compare treatments

Patients will increasingly search on Internet for diagnostics and advices

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

No answer Totally disagree Slightly disagree Neutral Slightly agree Totally agree

Generics are still a hot topic

11

96%88%86%81%75%75%71%67%59%41%10%-10%

-15%

-35%

40.0% 45.0% 50.0% 55.0% 60.0% 65.0% 70.0% 75.0% 80.0%2.00

2.50

3.00

3.50

4.00

4.50

5.00

Dealing with social security, gov-ernmental authorities and other payers

Investing in relevant innovation, product development and R&D

Improving relationships with customers

Measuring return on Health

Dealing with the extended time to market products from R&D to commercial launch

Improving patient adherence

Dealing with the growth of generic products and alternatives

% of respondents

Avera

ge r

ati

ng

But dealing with generics is not a top challenge anymore; did marketers stop to whimper and started to react via innovation?

12

1

1

2

3

4 5

6

2

3

5

4

6

9

9

In your opinion, what will be the top 5 Health Care challenges?

2

1

5

3

4

Other

Leverage donations and foundations

Launch generics

Segment them

Invest in new clinical studies

Increase the quality of your products

Launch targeted medicines

Start a KAM plan towards them

Discover relevant markers (to target patient to treat)

Empower patients

Lobby

Increase the quality of your services

Innovate

0% 10% 20% 30% 40% 50% 60% 70%

7%

3%

8%

20%

20%

22%

24%

27%

32%

35%

41%

49%

61%

Innovation (product/services) will help you resist against the pressure of social security as well as generics

13

What can you do against the pressure of social security, government and payers?

14

RESOLUTION N°4Stop faking with new media and really start leveraging it!

20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% 55.00%2.50

2.70

2.90

3.10

3.30

3.50

3.70

3.90 Dealing with new media (online, social, mobile)

Differentiating from competitors on targeted segments

Optimizing the communication-mix (on-line, off-line, detailing, events…)

Increasing efficiency of Marketing and sales processes

Building customer loyalty and trust

Communicating in a relevant way to customers

Increasing alliances with strategic partners

Measuring return on Marketing efforts

Segmenting the market and targeting customers in a more efficient way

Innovating through Marketing tactics

Addressing patients

% of respondents

Avera

ge r

ati

ng

Dealing with new media is the biggest Marketing challenge again

15

1

2

3

5

6

7

4

8

9 1

23

4

5

6

7

8

In your opinion, what will be the top 5 Marketing challenges?

9

11

11

12

12

12

3

4

5

6

But use of media channels has not changed and online activities remain really traditional

16

Which media channels have you planned to use in 2013-2014?

Other

Cinema

Radio

Television

Outdoor

Newspapers

Mobile

Magazines

Own brochures and magazines

Direct mailing

Online

0% 20% 40% 60% 80% 100%

3%

1%

6%

7%

10%

25%

31%

47%

62%

69%

78%

Which online activities have you planned to use in 2013-2014?

Other

Blogging

Search engine advertising

Mobile

Search engine optimization

Webinars

Online advertising

Social media

Newsletters

Website building and optimization

Direct Marketing e-mailings

0% 10%

20%

30%

40%

50%

60%

70%

80%

1%

7%

21%

27%

28%

31%

42%

45%

55%

69%

70%

Other

Secure drug safety

Support clinical studies

Ignite communities

Increase treatment performance

Influence payers

Enhance innovation

Involve patients in marketing activities

Increase compliance

Support HCPs

Create advocates/ambassadors

Gather patients' insights

Inform

0% 10% 20% 30% 40% 50% 60%

4%

18%

19%

20%

26%

28%

35%

36%

41%

42%

50%

51%

57%

Stop underestimating the power of new media

17

How can new media help you in your very own business?

18

RESOLUTION N°5Be tough on ROI and change the current mindset

Doing the same thing over and over again and expecting different results? (A. Einstein)

19

Which are your top 5 Marketing tactics for your brand in 2013-2014?

10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%2.00

2.50

3.00

3.50

4.00

4.50

5.00

Sales reps visiting

Congresses and trainings

Events

Brand activation

Public relations

Scientific articles

Direct Marketing

Public Affairs (incl. lobby-ing)

Advertising

Point of sales materials

Remote detailing% of respondents

Aver

age

ratin

g

1

2

3

56

4

1

2

3

4

5

6

7

7

8

8

99

10

10

11

11

1

234

5

Activating your brand in a competitive environment is a good idea but mind relevance

20

Advertising

Sponsoring

Sampling

Guerilla Marketing

Point of sales materials

Sales reps visiting

Congresses and trainings

Gamification

Events

Public relations

Scientific articles

Direct Marketing

Remote detailing

Public Affairs (incl. lobbying)

Brand activation

-50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50%

NAI 2013 NAI 2012

How will your budget for the Marketing tactics evolve in 2014?