Health care survey 2011 v4

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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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4

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?


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?


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/

http://www.thom.be/

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 specific stakeholders (social security, other payers)


Dealing with the growth of generic products and alternatives


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






48%

49%

53%

57%

70%

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





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


Generic products/alternatives


26%

38%

45%

48%

67%

SP


Hospitals


Purchasing organizations

29%

29%

43%

52%

76%

GP


Hospitals


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 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



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

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Top 5 Marketing Challenges 2011 Top 5 Marketing Challenges 2010

Respondents (%)Respondents (%)

N2010= 56N2011= 89



Dealing with new media (online, social, mobile)



39%

44%

48%

48%

51%

Optimizing pricing

Increasing efficiency of marketing and sales processes




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



Alliances with strategic partners

Accelerating TTM

Efficient marketing/sales processes


Segmenting & targeting customers/the market


Optimizing pricing

Efficient marketing/sales processes





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



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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Pharmacists

Specialist doctors

Hospitals

Insurance companies

Social security



Patients

-4%

7%

21%

23%

27%

36%

59%

66%

69%

71%

75%

77%



Specialist doctors


Pharmacists


Insurance companies


Patients

Hospitals


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

37

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

38

Outdoor

Other

Radio

Mobile

Television

Door-to-door

Newspapers

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


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

39

Which online channels did you plan to use?

Other

Blogging

Mobile


Webinars


Online advertising

Social media


Newsletters


3%

8%

11%

16%

18%

30%

36%

50%

59%

61%

66%

Health Care Sector Other industries

Webinars

Other

Blogging

Mobile


Online advertising


Newsletters



Social media

17%

20%

32%

34%

53%

61%

66%

66%

68%

70%

70%

Responses(%)Responses(%)

Health care survey 2011 v4

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Transcript of Health care survey 2011 v4