China Healthcare & Wellness Consumer Survey

China Healthcare & Wellness Consumer SurveyPrepared by Burson∙Marsteller & Kantar Health June 2011

Content   ExecuDve Summary   Overview & Methodology   Key Findings  PrioriDes and expenditure paIerns in health and wellness  InformaDon sources for health and wellness    ImplicaDons 

Executive Summary

Key Findings   Healthcare tops family spending priority:  +  Almost 70% of consumers rank healthcare as the most important expenditure for Chinese families today.    Empowered and proacDve consumers:  +  PrevenDve‐care minded  +  Over 80% of consumers surveyed will conduct research on the Internet for informaDon  every Dme or most of the Dme before they consult a doctor.   News‐driven informaDon:   +  A key source of healthcare informaDon (69%), second only to doctor s advice (73%).    Internet  and online peer‐to‐peer communicaDon “trusted” (viewed as credible)  pla]orms for healthcare informaDon:  +  96% will turn to the Internet for informaDon on sensiDve health topics    Women love themselves and men love their wives. 

Overview & Methodology

Overview & Methodology  In February 2011, Burson‐Marsteller and Kantar Health surveyed 1,000 consumers across  Tier I and Tier II ciDes in China to gain new insights into current healthcare and wellness  trends, with a focus on expenditure paIerns and  informaDon sources.       Online survey  Methodology  •  1000 consumers  •  3 Tier I ciDes & 11 Tier II ciDes  Healthcare & Wellness  Topics  •  Expenditure paIerns  •  InformaDon sources  Gain new insights into current Healthcare & Wellness trends 

Sample DistribuDon  Tier I Ci;es Tier II  Beijing Shanghai  Guangzhou ci;es[1] Male 83  63  57  418  Gender Female 22  37  45  294  Income Level  Middle income 50 50 50 352 [2] High income 55 50 52 360 Age 25 ‐ 35 27 18 23 554 Age Age 36 – 45 33 38 62 112 Age 46+ 45 44 17 46 TOTAL N = 1019 105 100 102 712 [1] Tier I ciDes include: Beijing, Shanghai and Guangzhou.        Tier II ciDes include: Shenzhen, Nanjing, Tianjin, Shenyang, Jinan, Xi’an, Wuhan, Chengdu,  Zhengzhou, Hangzhou and Changsha.  [2] Mid‐income means: the family income is 6,000 – 9,999 RMB per month.        High‐income means: the family income is 10,000 + RMB per month.    Over 50% of the respondents are college graduates.   Over 70% are professionals and mid-to-high level executives.

Priorities and expenditure patternsin healthcare and wellness

Healthcare is the third largest family expenditure in China  Currently, consumers are spending a signiﬁcant amount of their household  expenditure on healthcare. Nearly 50% of consumers indicate that healthcare  is the third largest expenditure area for their families.  63% 49% 45% Children s  Food  Healthcare  EducaDon 

And the most important area for most consumers Almost 70% of consumers consider healthcare as one of the most important  expenditure areas for Chinese families today, exceeding food and children’s  educaDon.  55% Children’s  66% Food educaDon 67% Healthcare

Healthcare expenditure = beIer quality of life  72% respondents agree that they are spending money on healthcare and  wellness so as to aIain a beIer quality of life for themselves and their family.   TOTAL 72% Beijing 70% Shanghai 69% Guangzhou 75% Tier II ciDes 72%

Consumers are spending money on criDcal healthcare needs A large majority of consumers focus healthcare expenditure on criDcal and  common illnesses.   Strong willingness to spend on health maintenance and prevenDve care.   Key Common critical dical Illness s Me esses illnesses ccination s illn preventio n Va check up 67% 70% 77% 80% 88%

High‐income families more willing to spend on healthcare prevenDonConsumers’ willingness to spend on medical check ups   High‐income consumers are  more willing to spend on medical  check‐ups, vaccinaDons and  illness prevenDon.  Consumers’ willingness to spend on vaccinaDons   Consumers’ willingness to spend on illness prevenDon 

Females are making most decisions on health and wellness  expenditure maIers  Most females are making key health  and wellness expenditure decisions  for their families.  And their decision‐making power  becomes more evident as they get Key decision maker for health and wellness  expenditure in families   older.  Female age 26‐35  Female age 36‐45  Female age 46+ 

Women are keen to increase their expenditure levels on healthcare and wellness in the near future  spend Female … more on y #  Beautment Females are spending more money  enhance s & #  Well nes on beauty enhancement, wellness  on Nutriti aditiona l and nutriDon, and Chinese  #  Ch inese tr e medicin tradiDonal medicine.  Healthcare/wellness expenditure now  When it comes to wellness, females  are spending money on themselves.  Men are also more likely to spend  money on their wives than  themselves. 

Healthcare and wellnessinformation sources

News websites: a key category of informaDon sourceInformaDon sources on healthcare/wellness maIers  The top 3 key informaDon sources  on healthcare and wellness related  maIers are doctors, news  websites and family/friends.  * CTM = Chinese tradiDonal medicine  

ProacDve health consumers Research before making expenditure decisions   Almost all consumers will conduct some  research before making key healthcare/  wellness expenditure decisions.  About 1/3 of consumers surveyed will  conduct extensive research.  Comparison by city/Der level  Comparison by income level 

Internet:  most consumers will conduct research online before they consult a doctor Online research before turning to doctors  Although doctors’ advice is  the most reliable informaDon  source for most consumers,  over 80% of consumers  surveyed will conduct  Comparison by city/Der level  research on the Internet for  informaDon every Dme or  most of the Dme before they  consult a doctor.  Comparison by income level  n= 1019 105 100 102 712 622 245 152

Women rely more on word‐of‐mouth and ﬁrst‐hand informaDon Sources for credible healthcare/wellness  informaDon  Compared with males, females rely  more on word‐of‐mouth and  informaDon direct from doctors,  family, friends and specialists.  Men prefer to turn to websites for  healthcare and wellness  informaDon, especially news  websites. 

InformaDon consumpDon paIerns diﬀer between men and women Sources for credible healthcare/wellness  informaDon  Women are relaDonship driven;  they rely more on word‐of‐mouth  and informaDon direct from  doctors, family, friends and  specialists.  Men prefer to turn to websites for  healthcare and wellness  informaDon, especially news  websites. 

But both males and females are acDve online Current digital channels consumers are parDcipaDng in  Males and females both show high  parDcipaDon levels in social media  channels such as blogs, BBS, social  networking sites, video sharing sites  and micro‐blogs.   Other top websites  Almost half of the men surveyed are  turning to general news websites for  health and wellness informaDon. 

BBS forums considered most influenDal  Most influenDal digital channels  BBS forums Social networking sites About 60% consumers surveyed are  Blogs parDcipaDng in BBS forums, social  Video sharing sites networking sites and blogs.  1  Micro-blogs 2  3  4  5  6  Other websites And they feel these are also the  ParDcipaDon levels across digital channels  most influenDal and credible digital  channels.  * BBS forums = BulleDn board system are online forms used  to exchange public messages or files, mostly dedicated to a  special interest N = 1019

A look into recent BBS conversaDons…. •  Recent BBS conversaDons on Tianya and  Netease forums have centered on remedies  and quesDons around:  o  Herbal medicine  o  Skin whitening  o  Sexually transmiIed diseases  o  AnD‐ageing  o  Nasal and throat infecDons •  The hot topic of discussion in BBS forums on  Sina.com is death from overwork, triggered  by the recent death of a 25‐year old  employee at PWC who kept a micro‐blog  about her faDgue and workload   o  Intense debate over whether overwork threatens  the health of white‐collar workers  o  Other white‐collar topics include anD‐ageing,  mental health, backache and weight loss N = 1019

The most popular BBS forum is Tianya 1 Tianya, which is visited most  frequently by 36% of  2 respondents, is clearly the most  3 popular BBS forum for health and  4 wellness informaDon.   5 ParDcipaDon levels at other BBS  6 forums are all below 10% and  generally low.  7 8 9 n = 553 ParDcipate rate of diﬀerent BBS forums 

The top web portal most consumers visit is Sina Sina.com.cn is visited most 1 frequently by 36% of 2 respondents, and is the top web 3 portal for health and wellness 4 informaDon. 5 39.net, a specialized health 6 website, ranked only 7th most 7 popular (3%) , awer general  portal sites Netease, Sohu, 8 Taobao and Baidu. 9 n = 140 ParDcipate rate of diﬀerent websites 

Internet for sensiDve health and wellness topics  rce for Info. Sou pics to sensitive 96% of consumers will turn to the  96% Internet and social networking sites  of s umer cons rn to will t u for sensiDve health and wellness  the net 6o8s% ers n um Inter of c urn t will t s o topics.  r docto Key aIributes for healthcare/wellness informaDon  InformaDon or data source for sensiDve topics  Consumers are turning to the  Internet as an informaDon source  on sensiDve health and wellness  topics more than they do to doctors  for advice.  N = 1019

But credible informaDon on sensiDve health or wellness topics is scarce SensiDve healthcare/wellness topics  Consumers are uncomfortable sharing  1 or discussing topics such as sexually  transmiIed diseases, AIDS, inferDlity  and aborDon. ComparaDvely, most  consumers are more comfortable  speaking about mental health,  contracepDon and cosmeDc surgery  SensiDve healthcare/wellness topics with limited info.  openly.  However, for topics like mental health,  cosmeDc surgery and inferDlity,   consumers are ﬁnding it diﬃcult to get  access to credible informaDon and data. N = 1019

Implications

ImplicaDons   Personal health empowerment: consumers want to own health  knowledge and decision‐making power  +  Shiw from  paDent educaDon  to supporDng  health learning     Re‐examine the  doctor knows best  communicaDons  structure  +  Doctors are part of the informaDon gathering channels.    +  From a consumers brand experience perspecDve, doctors are part of the brand  experience.   Community as a criDcal backdrop to messaging structure  +  News:         social relevancy and common conversaDon thread  +  Digital:       peer‐to‐peer; safety to belong and gather informaDon  +  Lifestyle:       quality of life;  relaDonal (friends and family); life stages 

Our Oﬀering  Raise  Market  Awareness  Access  Interact  Digital  I.Health  Inﬂuence  Issue & Crisis  Learning  Support  Enroll  PaDents  PaDents Partner Network 

China Healthcare & Wellness Consumer Survey Efen Huang  Simon Li  Senior Healthcare Strategist  General Manager  Burson‐Marsteller China  Kantar Health  efen.huang@bm.com  Simon.li@kantarhealth.com 

China Healthcare & Wellness Consumer Survey

by Burson-Marsteller China on Jun 19, 2011

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China Healthcare & Wellness Consumer Survey — Presentation Transcript