health care survey 2011 v4
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Logo client
Results of the Health Care Survey 2011
Health Care Marketing CongressSeptember 2011
#hcms11 #thom
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15%
30%
17%
5%
25%
9%
OTC
RX
Devices
Biotech
Hospital/Care
Other sectors
14%
58%
22%
5%
EMEA/Europe
BELUX
Other
Worldwide
2
Survey participants
Sector
Job functionScope of responsabilities
Online marketer
Multichannel/CRM Manager
Sales Manager
Communication Manager
Sales & Marketing Manager
General Manager/CEO
Product/brand Manager
Marketing Manager
2%
2%
5%
13%
13%
13%
21%
32%
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Key concept: Net Average Index (NAI)
The percentage reflects a balance between the positive, neutral and negative views. It can vary from -100% to
+100% depending on the amount of confidence.
A positive NAI indicates an increase of importance, the number reveals how relevant or outspoken this increase
is.
The percentage reflects a balance between the positive, neutral and negative views. It can vary from -100% to
+100% depending on the amount of confidence.
A positive NAI indicates an increase of importance, the number reveals how relevant or outspoken this increase
is.
-20% 20%-60% 60%
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Confident
Hesitant
Pessimistic
How do Health Care Marketers feel about their FUTURE?
Chapter I
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HC marketers are hesitatingly gaining confidence
5
General Confidence index in Health Care vs Other sectors
2005 2006 2007 2008 2009 2010 2011
-10%
-5%
0%
5%
10%
15%
20%
25%
30%23%
27% 28%25%
10%6%
26%
25%
-6%
18%
20%
Confidence index of marketers from other industries
Confidence index of Health Care marketers
Evolution in Projects Evolution in Team size Evolution in Budget
2005 2006 2007 2008 2009 2010 2011
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
13%
-11%
13%14%
8%
20%23%
17%
-1%
-3%
11%
2005 2006 2007 2008 2009 2010 20110%
10%
20%
30%
40%
50%
60%
70%
47%
16%
28% 37%
60%55%
52%49%
25%
21%
48%
2005 2006 2007 2008 2009 2010 2011
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
15%
-21%
13%
9%
0%
5%8% 8%
4%1%
18%
NhealthCare = 83NOtherSectors= 577
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HC marketers estimate their budget based on the actual budget instead of the future strategy
6
Q: In 2011, how did the total marketing budget available within your marketing department change and what are the expectations for 2012?
2008 2009 2010 2011 2012
-30%
-20%
-10%
0%
10%
20%
30%
15.2%
-21.1%
13.0%9.4%
23.0%
-20.0%
-7.4%-15.3%
Budget expectations of Health Care marketersActual budget of Health Care marketer
NhealthCare = 83
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“With budgets under pressure, Health Care confidence is being challenged”
Key takeaway n°1
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Patients will be more loyal towards a product
Improving relationships with GP’s has become the nr 1 Health Care Challenge
Patients’ influence is expected to increase the most
Which sentence is TRUE?
Chapter II
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20% 30% 40% 50% 60% 70% 80% 1.50
2.00
2.50
3.00
3.50
4.00
Dealing with increasing innovation costs and legal requirements
Dealing with specific stakeholders (social secu-rity, other payers)
Dealing with increased pressure from purchasing organizations
Dealing with the growth of generic products and al-ternatives
Improving relationships with specialist doctors
Improving relationships with hospitals
Top Health Care challenges are more administrative while relationship building is pushed down
9
In your opinion, what will be the top 5 Health Care challenges?
12
3
4
6
5
1
3
2
4
5
6
Respondents (%)
Rat
ing
(5
to 0
)
1
32
Last year’s position of top 3
NhealthCare = 83
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20% 30% 40% 50% 60% 70%1.50
2.00
2.50
3.00
3.50
4.00
Building customer loyalty and trust
Differentiating from competi-tors on targeted segments
Dealing with new media (on-line, social, mobile)
Increasing alliances with strategic partners
Building a strong brand
Increasing efficiency of marketing and sales pro-cessesDealing with empowered pa-tients
Dealing with new media enters the top 5 Marketing challenges but remains very low rated
10
In your opinion, what will be the top 5 Marketing challenges?
12
3
4
5
67
1
2
3
4
5
6
7
12
3
Last year’s position of top 3Respondents (%)
Rat
ing
(5
to 0
)
NhealthCare = 83
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While the number of influencers increases, a new decision maker holds the top: the patient
11
How do you evaluate the influence of the following stakeholders ?
Net Average Index (%)
77%
75%
71%
69%
66%
59%
36%
27%
Clinical laboratories
General practitioners
Research organizations
Wholesalers and distributors
Pharmacists
Specialist doctors
Hospitals
Insurance companies
Social security
Patients associations
Legal and regulatory institutions
Patients
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Substantial increase Slight increase Remain stableSlight decrease Substantial decrease No answer
23%
21%
7%
-4%
NhealthCare = 83
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Patients will be more loyal towards a product
Physicians will expect more services from health care companies
Patients will give more value to services
0% 20% 40% 60% 80% 100%
Totally agree Slightly agree Neutral Slightly disagree Totally disagree No answer
Delivering relevant services to both patients and physicians are expected to be key
To what extent do you agree with the following statements?
Net Average Index (%)
71%
76%
-29%
NhealthCare = 83
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“Traditional Health Care challenges have a hard time to include new trends”
Key takeaway n°2
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Major challenges and tight budgets ahead, how will Health Care marketers
handle it?
Chapter III
They will use traditional tactics (sales reps,…) through traditional media channels (own brochures, magazines,…), leaving the ‘online’ matter for later
They will need people with specific HC skills to handle these traditional challenges through traditional HC tactics
They will use traditional tactics combining it mainly with the online media channel but keeping it conservative (mainly website building/optimization)
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10% 20% 30% 40% 50% 60% 70% 80%1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
Sales reps visiting
Congresses and train-ings
Public relations
Brand activation
Advertising
Events
Direct marketing
Sponsoring
Point-of-sales material
Remote detailing
Sampling
To build customer loyalty, HC marketers favor traditional ‘human interaction’ tactics
15
Which are the top 5 marketing tactics for your brand ?
Respondents (%)
Rating (5 to 0) 1
2
3
4
5
6
7
2
34
1
5
7
8
9
11
6
10
8
9
10
11
NhealthCare = 83
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Sampling
Remote detailing
Point-of-sales material
Sponsoring
Direct marketing
Events
Advertising
Brand activation
Public relations
Congresses and trainings
Sales reps visiting
19%
22%
23%
35%
43%
46%
47%
49%
52%
64%
67%
While costs are clearly under pressure, detailing, congresses and trainings remain top marketing tactics
16
Top marketing tactics planned
Responses(%)
Which are the top 5 marketing tactics planned for your brand & how will your budget for these evolve?
Expected budget evolution
NAI (%)
-17%-4%
-10%2%
-18%5%
4%
-25%
-37%
-25%
-47%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increase substantially Increase moderatelyRemain the same Decrease moderately
NhealthCare = 83
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Online is the first planned media channel but with a very conservative and low structured approach
17
Outdoor
Other
Radio
Mobile
Television
Door-to-door
Newspapers
Magazines
Own Brochures and magazines
Online
6%
10%
12%
13%
16%
16%
41%
63%
65%
71%
Other
Blogging
Mobile
Search engine advertising (e.g. google adwords)
Webinars
Search engine optimization
Online advertising
Social media
Direct marketing e-mailings
Newsletters
Website building and optimization
3%
8%
11%
16%
18%
30%
36%
50%
59%
61%
66%
Which media channels have you planned to use? Which online channels have you planned to use?
Responses(%) Responses(%)
NhealthCare = 83
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“Traditional tactics will leverage online resources to tackle challenges”
Key takeaway n°3
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How will the future of Health Care marketing look like?
Chapter IV
Just like the present
It will include responsibilities of sales management, market access and research
It will require a significant amount of medical knowledge
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Marketers all expect changes in the future role of Marketing but their opinions lack realism
How do you expect the role of Marketing to change in the future?
Net Average Index (%)
I don’t expect any changes in the role of marketing
More administrative role
Purely focus on the marketing & promotional mix
More supportive role towards Sales
More operational role by making sure costs & processes are carefully managed
More decisive role at board level
More responsibilities in areas such as sales management, market access & market research
Further evolve from traditional marketing channels towards E-marketing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Totally agree Slightly agree Neutral Slightly disagree Totally disagree
76%65%53%52%35%-
31%-
41%-
74%
NhealthCare = 83
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0% 10% 20% 30% 40% 50% 60% 70% 80%1.50
1.70
1.90
2.10
2.30
2.50
2.70
2.90
3.10
3.30
3.50Creativity
Communication
Strategic
Analytical
Market access
Negotiation
Ethics and Com-pliance
Operational
Organizational
Coaching
Technology
Pricing
Medical knowledge
Regulatory
Top skills needed to take on these challenges are not health care related
Top 5 skills/competences required to fulfill these challenges
Respondents (%)
Rating (5 to 1)
1
2
3
4
5
6
7
8
10
9
11
12
13
14
12
3
45
6
78
9
10
11
12
13
14
NhealthCare = 83
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“Marketers will need to step away from their traditional HC marketer's
role”
Key takeaway n°4
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To wrap things up… 4 Key Takeaway’s
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Key takeaways
1. With budgets under pressure, Health Care confidence is being challenged
2. Traditional Health Care challenges have a hard time to include new trends
3. Traditional tactics will leverage online resources to tackle challenges
4. Marketers will need to step away from their traditional HC marketer's role 24
PATIENT
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In collaboration with
An initiative by
http://www.thom.be/
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Back-up slides
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Key concept: Net Average Index (NAI)Quantifying Health Care Marketers’ beliefs
How do you expect a certain parameter to evolve?
Options: Decrease, will stay the same, increase
Calculation of the index: a percentage between -100% and +100%
The percentage reflects a balance between the positive, neutral and negative views. It can vary from -100% to +100% depending on the amount of confidence.
A positive NAI indicates an increase of importance, the number reveals how relevant or outspoken this increase is.
The percentage reflects a balance between the positive, neutral and negative views. It can vary from -100% to +100% depending on the amount of confidence.
A positive NAI indicates an increase of importance, the number reveals how relevant or outspoken this increase is.
-20% 20%-60% 60%
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10% 20% 30% 40% 50% 60% 70% 80% 1.00
1.50
2.00
2.50
3.00
3.50
4.00
Dealing with increasing innovation costs and legal requirements
Dealing with specific stakeholders (social security, other payers)
Dealing with increased pressure from purchasing organizations
Dealing with the growth of generic products and alternatives
Improving relationships with specialist doctors
Improving relationships with hospi-tals
Dealing with the extended time to market products from R&D to commercial launch
Improving relationships with general practitioners
Improving relationships with pharmacists
Improving relationships with wholesalers
Top Health Care challenges this year will be more administrative while relationship building challenges are pushed downWith a top challenge not marketing related, marketing budget might be negatively impacted
28
In your opinion, what will be the top 5 Health Care challenges?
12
3
4
6
57
89
10
1
3
2
4
5
6
7
8
9
Respondents (%)
Rating (5 to 0)
10
1
3
2
Last year’s position of the challenge
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Compared to last year, health care challenges increased in importance, with a new top 2Improving relationship with Specialists disappeared of the top 5
Improving relationships with hospitals
Dealing with the growth of generic products and alternatives
Dealing with specific stakeholders (social security, other payers)
Dealing with increased pressure from purchasing organizations
Dealing with increasing innovation costs and legal requirements
48%
49%
53%
57%
70%
Dealing with the extended time to market products from R&D to commercial launch
Dealing with the growth of generic products and alternatives
Improving relationships with hospitals
Improving relationships with specialist doctors
Dealing with specific stakeholders (social security, other payers)
46%
46%
48%
52%
52%
Top 5 Health Care Challenges 2011 Top 5 Health Care Challenges 2010
Respondents (%)Respondents (%)
N2010= 56N2011= 89
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Each sector has its own top 1 Health Care ChallengeWhile OTC faces increasing innovation costs/ legal requirements, RX will have to deal with specific stakeholders, ME more with purchasing organisations & Hospitals with specialists
30
Top 5 Health Care challenges per sector
OTC RX Devices / ME Hosp/Care
Respondents (%)Respondents (%)Respondents (%)Respondents (%)
OTC= 21RX= 42Devices / ME= 21Hosp/Care= 32
Pharmacists
Generic products/alternatives
Specific stakeholders
TTM from R&D to commercial launch
Innovation costs/legal requirements
24%
29%
43%
52%
67%
SP
TTM from R&D to commercial launch
Innovation costs/legal requirements
Generic products/alternatives
Specific stakeholders
26%
38%
45%
48%
67%
SP
Innovation costs/legal requirements
Hospitals
Specific stakeholders
Purchasing organizations
29%
29%
43%
52%
76%
GP
Innovation costs/legal requirements
Hospitals
Specific stakeholders
SP
28%
41%
44%
53%
53%
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10% 15% 20% 25% 30% 35% 40% 45% 50% 55%1.00
1.50
2.00
2.50
3.00
3.50
4.00Building customer loyalty and trust
Differentiating from competitors on targeted segments
Dealing with new media (online, social, mobile)
Increasing alliances with strategic partners
Building a strong brand
Increasing efficiency of marketing and sales processes
Dealing with empowered patients
Improving patient experience with the brand
Optimizing the communication-mix (on-line, off-line, detailing, events…)
Segmenting the market and targeting customers in a more efficient way
Measuring return on marketing efforts
Accelerating time to market
Optimizing pricing
Investing in relevant innovation, product development and R&D
Increasing sustainability
Dealing with new media enters the top 5 Marketing challenges but remains very low ratedHC marketers realize it is a challenge but don’t see it as a priority yet
31
In your opinion, what will be the top 5 Marketing challenges?
Respondents (%)
Rating (5 to 0)
12
3
4
5
678
9
10
1
2
3
4
5
6
7
8
9
11
12
13
14
15
1011121314
1
2
3
title?
15
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Patients will be more critical and will proactively compare treatments
Patients will increasingly search the Internet for diagnostics and advices
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Totally agree Slightly agree Neutral Slightly disagree Totally disagree No answer
Although HC marketers expect patients influence to increase drastically, they do not yet perceive it as a top Marketing challenge
To what extent do you agree with the following statements?
Net Average Index (%)
85%
89%
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Two new marketing challenges entered the top 5: Dealing with new media & increasing alliances with strategic partnersTop 3 marketing challenges decreased in importance compared to last year
33
Top 5 Marketing Challenges 2011 Top 5 Marketing Challenges 2010
Respondents (%)Respondents (%)
N2010= 56N2011= 89
Building a strong brand
Increasing alliances with strategic partners
Dealing with new media (online, social, mobile)
Differentiating from competitors on targeted segments
Building customer loyalty and trust
39%
44%
48%
48%
51%
Optimizing pricing
Increasing efficiency of marketing and sales processes
Building a strong brand
Differentiating from competitors on targeted segments
Building customer loyalty and trust
41%
50%
54%
56%
65%
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Each Health Care sector has it’s own top 3, but with the same challenges ahead…
34
Top 5 Health Care challenges per sector
OTC= 21RX= 42Devices / ME= 21Hosp/Care= 32
15% 20% 25% 30% 35% 40% 45% 50%2.00
2.50
3.00
3.50
4.00
4.50Building a strong brand
Differentiating from competitors
Innovation, product development, R&D
Building customer loyalty & trust
ROM efforts
Differentiating from competitors
Building customer loyalty & trust
Alliances with strategic partners
Accelerating TTM
Efficient marketing/sales processes
Differentiating from competitors
Segmenting & targeting customers/the market
Alliances with strategic partners
Optimizing pricing
Efficient marketing/sales processes
Building customer loyalty & trust
Differentiating from competitors
Alliances with strategic partners
Building a strong brand
New media (online, social, mobile)
2
1
43
5
1
2
3
4
5
12
34
5
1
2
3
5
4
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
OTC
RX
ME
CARE
Respondents (%)
Rating (5 to 0)
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Cheaper/generic products’ importance keep increasing
Patients will become more price sensitive
Patients will ask for generic / alternative products
Physicians will change prescription behavior towards cheaper products
Government will push cheaper alternatives
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Substantial increase Slight increase Remain stable Slight decrease Substantial decrease No answer
To what extent do you agree with the following statements?
Net Average Index (%)
62%
87%
51%
53%
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25% 30% 35% 40% 45% 50% 55% 60% 1.50
2.00
2.50
Creating brand loyalty
Creating awareness about your product benefits
Engaging physicians in support-ing your brand
Creating awareness about your brand
Conversing with patients
Stimulating purchase of your brand
Conversing with physicians
Creating brand loyalty & awareness about product benefits as top communication objectives to answer the marketing challengesThese objectives answer very well the top marketing challenges identified before: building loyalty/trust as well as differentiate from competition
What are the top 3 communication objectives for your brand?
Respondents (%)
Rating (3 to 0) 1
2
3
4
5
6
7
2
3
4
1
5
6
7
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Clinical laboratories
General practitioners
Research organizations
Wholesalers and distributors
Pharmacists
Specialist doctors
Hospitals
Insurance companies
Social security
Patients associations
Legal and regulatory institutions
Patients
-4%
7%
21%
23%
27%
36%
59%
66%
69%
71%
75%
77%
Clinical laboratories
General practitioners
Specialist doctors
Research organizations
Pharmacists
Wholesalers and distributors
Insurance companies
Patients associations
Patients
Hospitals
Legal and regulatory institutions
Social security
-23%
18%
30%
31%
40%
42%
59%
65%
70%
72%
72%
76%
Compared to 2010, GP’s , pharmacists, research organizations & wholesalers influence keep decreasing
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Key Influencers 2011 Key Influencers 2010
NAI (%)NAI(%)
N2010= 56N2011= 89
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Compared to other industries, traditional media’s such as Magazines & Newspaper are still highly present in Health Care top 5 channels
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Outdoor
Other
Radio
Mobile
Television
Door-to-door
Newspapers
Magazines
Own Brochures and magazines
Online
6%
10%
12%
13%
16%
16%
41%
63%
65%
71%
Which media channels have you planned to use?
Health Care Sector Other industries
Cinema
Door-to-door
Television
Newspapers
Radio
Outdoor
Magazines
Mobile
Own Brochures and magazines
Online
5%
9%
11%
12%
13%
17%
23%
34%
39%
67%
Responses(%)Responses(%)
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Compared to other industries, Health Care marketers are still reluctant to use online channels, keeping it to the basics: website building, e-mails
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Which online channels did you plan to use?
Other
Blogging
Mobile
Search engine advertising (e.g. google adwords)
Webinars
Search engine optimization
Online advertising
Social media
Direct marketing e-mailings
Newsletters
Website building and optimization
3%
8%
11%
16%
18%
30%
36%
50%
59%
61%
66%
Health Care Sector Other industries
Webinars
Other
Blogging
Mobile
Search engine advertising (e.g. google adwords)
Online advertising
Direct marketing e-mailings
Newsletters
Search engine optimization
Website building and optimization
Social media
17%
20%
32%
34%
53%
61%
66%
66%
68%
70%
70%
Responses(%)Responses(%)