impact survey health
TRANSCRIPT
DM Pilot Health sector
December 2008
2
• Survey Set-up
• General information
• Media Funnel
• DM Recall
• Immediate action
• Content Recall
• Message Evaluation
• Message Impact
Content
3
Context to understand these sanitized results: interviewed consumers are in a certain situation that is putting their health in
danger. They need to take a decision to change their behavior in order to lead a healthier life. Once this decision taken they can act in different ways (following different methods) to reach their objective of changing behavior. One of the possibilities is to go to a Health Care Professional (HCP) to ask advice or get medication.
The objectives of the survey are ... to assess the DM in terms of ...
recall content and message recall message evaluation direct activation
to measure the impact of the DM campaign on ... the intention to act, the methods presented known and used, the intention to visit a HCP to get advice.
Objectives
4
Target & Sample
Group 1 = DM only – Version ADrop : 25/11Field : end 2008
Group 2 = DM+ incentive– Version BDrop : 25/11Field : end 2008
Group 4 = Control GroupBefore mailingField : end (- one week) 2008
300
300
300
Group 3 = DM + E-mail – Version A + emailDrop mail : 25/11 Drop Email : 4/12Field : end (+one week) 2008
300
Target = 1st line target group of the drug
For each target group a quota was imposed on language: 50% NL – 50% FR
Results were reweighted on language to 60% NL and 40% FR
Data-collection: Computer assisted
telephone interviews Ask’s call centre in Renaix
5
• Survey Set-up
• General information
• Media Funnel
• DM Recall
• Immediate action
• Content Recall
• Message Evaluation
• Message Impact
Content
6
Later6%
Dnk15%
In the next year14%
In the next 3 months
33%
In the next 6 months
9%
Immediately23%
No34%
Dnk9%
Yes57%
57% of the respondents has the intention to act, almost 1 in 4 of these will do so immediately.
Do you have the intention to act?Total (n=1200) – 100%
Within what period?Have intention to stop (n=681) – 57%
DM onlyDM +
IncentiveDM + e-mail DM Total
Control group
%Yes 61% 56% 57% 58% 54%
Immediately 22% 24% 18% 21% 28%
In the next 3 months 36% 30% 41% 35% 26%
In the next 6 months 8% 11% 13% 10% 6%
In the next year 16% 15% 14% 15% 12%
Later 6% 6% 4% 5% 7%
Dnk 13% 15% 10% 13% 21%
7
95% of the target group know at least 1 method spontaneously.
67%42%
38%30%
16%9%
4%4%3%2%2%2%
1%1%1%1%1%
5%
2%
5%8%8%
4%
3%
37%9%
24%8%
2%2%
1%2%
1%3%
1%
1%
5%1%
Method 1Method 2Method 3
Medicine prescribed by a HCPMethod 5
Go to a HCP for adviceMethod 6Method 7Method 8Method 9
Method 10Method 11Method 12Method 13Method 14Method 15Method 16Method 17Method 18Method 19Method 20
Method 21 (the product)Other
Don't know
Top of mind
Spontaneous
Spontaneous Awareness of methods DM only
DM + incentive
DM + e-mail
DM Total
Control group
n=300 n=300 n=300 n=900 n=300
67% 61% 74% 67% 65%43% 37% 50% 43% 39%34% 38% 45% 39% 36%31% 35% 36% 34% 20%13% 14% 19% 15% 16%6% 13% 6% 8% 11%7% 10% 7% 8% 8%9% 7% 8% 8% 6%5% 2% 4% 4% 9%6% 3% 5% 5% 4%3% 4% 7% 5% 2%5% 3% 4% 4% 2%4% 4% 2% 3% 2%1% 3% 2% 2% 2%1% 2% 2% 2% 2%2% 0% 2% 2% 1%1% 1% 2% 1% 2%1% 1% 1% 1% 1%1% 0% 1% 1% 1%0% 1% 2% 1% 0%1% 1% 0% 1% 1%1% 1% 1% 1% 3% 2% 3% 3% 3%4% 6% 2% 4% 7%
Target = Total (n=1200) -100%
8
Respondents having received the DM are more aware about the possibility of having medication prescribed by the Health Care Professional (HCP).
89%82%
74%72%
64%64%
49%44%
39%
35%33%
26%24%
20%18%
16%13%
9%
1%
35%
67%42%
38%9%
16%30%
8%4%
2%4%5%
8%2%
1%3%
1%2%
1%4%
2%1%1%
3%
Method 1Method 2Method 3
Go to a HCP for adviceMethod 4Method 5Method 6Method 7Method 8Method 9
Method 10Method 11Method 12Method 13Method 14Method 15Method 16Method 17Method 18Method 19Method 20Method 21
Method 22 (the product)Other
Don't know
Aided Awareness of methods DM only
DM + Incentive
DM + e-mail
DM Total
Control group
n=300 n=300 n=300 n=900 n=300
90% 86% 91% 89% 89%86% 77% 85% 83% 81%75% 78% 78% 77% 65%75% 77% 67% 73% 68%67% 61% 70% 66% 57%67% 63% 71% 67% 54%52% 49% 51% 51% 43%51% 43% 48% 47% 37%44% 34% 45% 41% 36%34% 37% 37% 36% 33%35% 35% 29% 33% 40%33% 34% 35% 34% 29%30% 21% 28% 26% 26%27% 24% 25% 25% 20%21% 20% 17% 20% 21%20% 17% 18% 18% 16%16% 16% 18% 17% 15%17% 13% 13% 14% 10%10% 9% 10% 10% 7%6% 3% 5% 5% 4%1% 1% 2% 1% 2%1% 0% 1% 1% 1%1% 1% 1% 1% 3% 2% 3% 3% 3%1% 1% 1% 1% 2%
Spontaneous
Aided
Target = Total (n=1200) – 100%
9
Amongst the taret group intending to act and having received a DM, 26% would go to a HCP and 22% would use medication. Amongst the control group, they are 10% only.
38%
23%
19%
13%
8%
6%5%
4%
4%
3%
3%
3%
2%
2%
1%
1%1%
1%
1%
1%
15%
3%
Method 1
Go to a HCP for advice
Medicine prescribed by a HCP
Method 4
Method 5
Method 6
Method 7
Method 8
Methdo 9
Method 10
Method 11Method 12
Method 13
Method 14
Method 15
Method 16
Method 17
Method 18
Method 19
Method 20
Other
Don't know
Which methods would you try in the future?DM only
DM + Incentive
DM + e-mail
DM total
Control group
n=300 n=300 n=300 n=522 n=300
35% 38% 38% 37% 40%
33% 22% 24% 26% 10%
26% 21% 20% 22% 9%
13% 13% 18% 15% 9%
9% 8% 7% 8% 9%
8% 4% 6% 6% 4%
7% 3% 7% 6% 3%
4% 4% 5% 4% 3%
6% 4% 4% 5% 0%
3% 4% 2% 3% 5%
4% 3% 1% 3% 4%
4% 4% 3% 3%
5% 2% 1% 3% 2%
4% 3% 0% 3% 1%
2% 2% 1% 2% 1%
1% 1% 1% 1%
1% 0% 1% 1% 0%
0% 1% 1% 1% 0%
0% 1% 1% 1% 0%
1% 1% 1% 1%
0% 1% 2% 0% 0%
12% 15% 13% 13% 19%
Target = Have intention to act (n=681) – 57%
10
4 in 10 people of the target group would ask or would consider asking advice to a Health Care Professional (HCP).
Certainly not59%
Dnk1%
Probably not2%
Probably5%
Maybe3%
Certainly30%
You want to act, would you consider asking advice to a HCP ?Have intention to act (n=681) – 57%
If you would want to act, would you consider asking advice to a HCP ?
Do not have intention to act (n=404) – 43%
Certainly not23%
Dnk1%
Probably not9%
Probably21%
Maybe8%
Certainly38%
% YesTotal DM only
DM + incentive
DM + e-mail DM total
Control group
Intention to act 35% 41% 32% 41% 38% 26%
No intention to act 60% 56% 61% 62% 60% 59%
Total sample 40% 41% 38% 45% 42% 36%
11
Almost 8 in 10 people of the target group already have taken action in the past. 6 in 10 of these tried to do so without any help.
60%
23%
14%
12%6%
5%
4%
3%
3%
2%
2%2%
1%
1%
1%
1%
1%
1%1%
2%
1%
3%
Method 1
Method 2
Method 3
Method 4
method 5
Method 6
Go to a HCP for adviceMethod 8
Method 9
Method 10
Method 11
Method 12
Method 13
Method 14
Method 15Method 16
Method 17
Method 18
Method 19
Method 20
Other
Don't know
79% has already tried to act
Which methods have you tried?Tried to act (n=960)-79%
DM onlyDM +
incentiveDM + e-mail
Control group
n=233 n=238 n=246 n=243
57% 58% 67% 57%
26% 22% 22% 22%
16% 15% 12% 12%
15% 15% 10% 7%
6% 6% 5% 4%
5% 6% 3% 5%
8% 4% 1% 1%
4% 5% 3% 1%
5% 2% 2% 3%
4% 3% 1% 2%
2% 3% 3% 2%
4% 2% 1% 2%
3% 3% 0% 1%
1% 1% 2% 1%
2% 1% 1% 1%
2% 1% 0% 1%
1% 0% 2%
1% 1% 1%
1% 1% 0% 1%
0% 1% 1%
3% 2% 2% 1%
1% 1% 0% 0%
DM total 13%
12
3 in 4 people of the target group recalling the DM appreciate the fact that a company sends them information concerning health aspects.
Target = Received DM + Recall DM (n=616) – 66%
How do you feel about the fact that a company communicates with you via a mailing about health aspects?
I do not appreciate it
7%This is pushy7%
I appreciate it
54%
No opinion13%
I appreciate it and would
like to receive more
20%
DM only
DM + incentive
DM + e-mail
DM Total
n=217 n=212 n=167 n=
I appreciate it and would like to receive more22% 18% 21% 20%
I appreciate it 53% 50% 60% 54%
No opinion 12% 16% 9% 13%
This is pushy 8% 7% 5% 7%
I do not appreciate it 4% 9% 6% 7%
13
1 in 3 people of the target group contact their HCP to get information on subjects related to health.
Which channels do you use to get information about subjects related to health?
Target = Total (n=1200) – 100%
34%
28%
24%
17%
14%
12%
9%
6%
3%
2%
1%
1%
1%
9%
2%
My HCP
Press (magazines, newspapers)
Internet site
TV
Addressed folders
Folders in pharmacy/waiting room of HCP
My pharmacist
Radio
At work
Other people / friends / family
Ziekenfonds
Books
Other
None / Dnk
DM only
DM + Incentive
DM + e-mail
DM Total
Control group
n=300 n=300 n=300 n=900 n=300
34% 37% 31% 34% 35%
32% 31% 24% 29% 27%
21% 16% 45% 28% 15%
19% 18% 13% 17% 18%
13% 15% 21% 16% 7%
14% 10% 18% 14% 7%
7% 11% 11% 10% 6%
8% 7% 4% 6% 6%
0% 1% 7% 3% 2%
3% 3% 2% 3%
1% 2% 1% 2% 2%
1% 1% 0% 1% 2%
1% 1% 0% 1% 1%
1% 1% 0% 1% 2%
9% 13% 5% 9% 10%
14
No46%
Dnk2%
Yes51%
Half of the respondents would like to receive more information regarding subjects related to health.
DM onlyDM +
incentiveDM + e-mail DM Total
Control group
n=300 n=300 n=300 n=900 n=300
%Yes 54% 49% 57% 54% 44%
Would you like to receive more information regarding subjects related to health?
Target = Total (n=1200) – 100%
58%
15%
14%
13%
8%
6%
6%
5%
3%
2%
3%
Addressed folders
Internet site
Press (magazines, newspapers)
My HCP
Folders in pharmacy/waiting room of HCP
TV
My pharmacist
Radio
Via mail (paper)
Other
Via which channel?Would like to receive more info (n=627)
15
Half of the respondents would like to receive more information regarding subjects related to health.
Would you like to receive more information regarding subjects related to healthTarget = Total (n=1200) – 100%
58%
15%
14%
13%
8%
6%
6%
5%
3%
2%
Addressed folders
Internet site
Press (magazines, newspapers)
My HCP
Folders in pharmacy/waiting room of HCP
TV
My pharmacist
Radio
Other
Via which channel?Would like to receive more info (n=616) – 51%
DM onlyDM +
incentiveDM + e-mail DM Total
Control group
n=300 n=300 n=300 n=900 n=300
%Yes 54% 49% 57% 54% 44%
DM onlyDM +
incentiveDM + e-mail DM Total
Control group
n=163 n=147 n=172 n=482 n=133
71% 70% 49% 62% 54%
8% 11% 28% 16% 12%
8% 10% 24% 14% 12%
17% 11% 10% 13% 16%
9% 8% 5% 7% 11%
6% 5% 8% 7% 5%
8% 8% 2% 6% 6%
8% 3% 2% 4% 5%
3% 2% 1% 2% 5%
3% 3% 4% 1% 2%
16
• Survey Set-up
• General information
• Media Funnel
• DM Recall
• Immediate action
• Content Recall
• Message Evaluation
• Message Impact
Content
17
Media Funnel
Recallhaving received it
Opened it
“Do you remember receiving a DM?”
“What did you do with the DM?”
“Can you describe the DM?”
“Do you have the intention to react?”
Read it
72 39 36 3041DM onlyn = 300
58 94 93 83
70 28 27 2131DM + incentiven = 300
44 93 93 79
56 24 23 1929DM + e-mailn = 300
52 83 94 84
Recallcontent(content or message)
Intent to act
66 30 28 2334DM Totaln = 900
51 90 94 82
1 week later
18
Media Funnel
Recallhaving received it
Opened it
“Do you remember receiving a DM?”
“What did you do with the DM?”
“Can you describe the DM?”
“Do you have the intention to react?”
Read it
72 39 36 3041DM onlyn = 300
58 94 93 83
69 35 32 2937DM only NLn = 180
54 93 92 90
76 45 42 3247DM only FRn = 120
62 95 94 76
Recallcontent(content or message)
Intent to act
19
Media Funnel
Recallhaving received it
Opened it
“Do you remember receiving a DM?”
“What did you do with the DM?”
“Can you describe the DM?”
“Do you have the intention to react?”
Read it
70 28 27 2131DM + incentiven = 300
44 93 93 79
69 21 19 1523DM + incentive NLn = 180
33 90 94 74
Recallcontent(content or message)
Intent to act
72 40 37 3143DM + incentive FRn = 120
59 94 93 82
20
Media Funnel
Recallhaving received it
Opened it
“Do you remember receiving a DM?”
“What did you do with the DM?”
“Can you describe the DM?”
“Do you have the intention to react?”
Read it
56 24 23 1929DM + e-mailn = 300
52 83 94 84
Recallcontent(content or message)
Intent to act
56 27 25 2129DM + e-mail NLn = 180
52 91 95 80
1 week later
55 20 19 1729DM + e-mail FRn = 120
52 71 93 91
21
Media Funnel
Recallhaving received it
Opened it
“Do you remember receiving a DM?”
“What did you do with the DM?”
“Can you describe the DM?”
“Do you have the intention to react?”
Read it
65 27 26 2130DM Total NLn = 540
46 92 94 83
68 35 33 2640DM Total FRn = 360
58 89 94 81
Recallcontent(content or message)
Intent to act
66 30 28 2334DM Totaln = 900
51 90 94 82
22% of respondents (n=300) – 100% of the respondents
Recall having received it
Opened it Recall content(content or message)
Intent to actRead it
0
20
40
60
80
100
Recall Open Read Recall content Intent action
min
max
DM only
DM +incentiveDM+email
Average
BASE 100
N B2C= 14
Impact overview: benchmark results
23% of respondents (n=300) – 100% of the respondents
0
20
40
60
80
100
Recall Open Read Recall content Intent action
min
max
DM only
DM+incentive
DM+email
Average
N B2C= 14Base= people
recalling
Conversion
Base= people recalling +
opening + read
Base= people recalling + opening + read + correct
content
Recall having
received it
Opened it
Read it
Recallcontent(content ormessage)
Intent to act
Base= people
recalling + opening
Impact overview : benchmark results
24
2 in 3 respondents recall the DM, 60% know that it is a DM of brand X or about a specific subject.
44
54
66
28
41
49
50
58
67
Amongst allreceivedDM in the
last 10 days
Afterdescription
of DM
After brandname
mentioned
DM Recall of the brand
Spontaneous
Aided
DM only
DM + incentive
DM + e-mail
Target = Received DM (n=900) – 100%
25
Half of the respondents recalling the DM opened it, 9 in 10 of these also read the DM.
Dnk1%
Read carefully &
with interest26%
Read33%
Skimmed through it
31%
Threw away3%
Not read5%
Other1%
What have you done with the DM?
Threw away without opening
22%
Kept it to read later
24%
Kept it to give to
someone else2%
Opened it51%
What have you done after opening the DM?Received DM + Opened DM (n=312) – 34% Received DM + Recall DM (n=616) – 66%
Total DM onlyDM +
incentiveDM + e-mail
Recall DM 66% 72% 70% 56%n=616 n=217 n=212 n=167
Opened DM 51% 58% 44% 52%n=312 n=127 n=98 n=87
Read DM 90% 94% 93% 83%
NL 22%
FR 31%
NL 40%
FR 25%
NL 29%
FR 33%
NL 0%
FR 6%
NL 6%
FR 3%
NL 1%
FR 2%NL 2%
FR 1%
NL 46%
FR 58%
NL 23%
FR 22%
NL 28%
FR 19%
NL 3%
FR 1%
26
57% of the respondents having read the DM kept it and 32% talked about it with other people.
What have you done with the DM afterwards?
Did you talk with other people about this DM?
Target = Received DM + Read DM (n=280) – 30%
Total DM onlyDM +
incentiveDM + e-mail
n=280 n=119 n=91 n=70
Kept it 57% 57% 63% 50%
Talked with other people 32% 29% 36% 33%
No67%
Dnk1%
Yes32%
Gave it to someone
else2%
Threw it away41%
Kept it57%
27
Almost 3 in 4 respondents having read the DM recall the content.
Target = Received DM + Read DM (n=280) – 30%
41%
38%
13%
8%
5%
3%
27%
Folder
Letter
Answer card
Info from folder
Form to request free gift
Return envelop
Don't know
Description of content DM
Correct elements
DM onlyDM +
incentiveDM + e-mail
n=119 n=91 n=70
47% 36% 37%
48% 21% 40%
6% 23% 11%
6% 12% 4%
13%
1% 7%
26% 27% 27%
Total DM onlyDM +
incentiveDM + e-mail
n=280 n=119 n=91 n=70
Recall content 73% 74% 72% 73%
28
0%
20%
40%
60%
80%
100%
good mailing
interesting
convincing
informative
positive image info on brand
clear
original
meant for me
DM only
DM + incentive
DM + e-mail
Average
To which extent do you agree with the following statements concerning the DM ? Rating on a scale 1 to 7*; % Agree (% of 6 or 7)
The DM is perceived as clear and really meant for the target group.
* 1: Completely disagree; 7: Completely agree
Target = Received DM + Read DM
(n=116)
(n=87)
(n=69)
29
0%
20%
40%
60%
80%
100%
good mailing
interesting
convincing
informative
positive image info on brand
clear
original
meant for me
DM Total
DM Total NL
DM Total FR
To which extent do you agree with the following statements concerning the DM? Rating on a scale 1 to 7*; % Agree (% of 6 or 7)
The DM is perceived as clear and really meant for the target group.
* 1: Completely disagree; 7: Completely agree
Target = Received DM + Read DM
(n=280)
(n=)
(n=)
30
Half of the respondents having read the DM have the intention to act. 77% has taken an action or will do so after reading the DM.
Action taken/intention after reading DM
Target = Received DM + Read DM (n=280) – 30%
50%
40%
36%
28%
23%
17%
16%
13%
9%
4%
2%
1%
2%
20%
4%
15%
10%
1%
2%
2%
1%
2%
1%
Decided to act
Will visit a HCP
Will inform myself about existing methods
Will ask for additional information
Will visit pharmacy
Will visit website
Will send back answer card
Called a HCP
Called a helpline
Will order the gift
Will live better
Makes me think about acting
Other
No action taken/no intention
Don't know
DM only
DM + incentive
DM + e-mail
n=119 n=91 n=70
52% 50% 46%
44% 42% 32%
41% 34% 32%
27% 34% 24%
17% 25% 31%
10% 17% 28%
12% 23% 16%
9% 15% 18%
10% 7% 9%
2% 2% 1%
1% 3%
2% 1% 2%
19% 21% 19%
4% 5% 2%
DM Total DM onlyDM +
incentiveDM + e-mail
n=280 n=119 n=91 n=70
Intent to act 77% 78% 74% 79%
Spontaneous
Aided14% will order the gift
NL 52% FR 47%
NL 34% FR 48%
NL 28% FR 47%
NL 22% FR 36%
NL 13% FR 20%
NL 17% FR 22%
31
22% of the respondents having received an e-mail recall haven seen it.
No69%
Dnk9% Yes
22%
Target = Group 3 – DM + e-mail (n=300) – 100%
Do you recall receiving an e-mail regarding a specific action ?
NL 23% FR 20%
No61%
Dnk10% Yes
29%
IF RECALL DM
DM + e-mail