• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
China Healthcare & Wellness Consumer Survey
 

China Healthcare & Wellness Consumer Survey

on

  • 4,089 views

Burson-Marsteller China and Kantar Health jointly released a piece of research on healthcare and wellness trends in China. The survey was organized through an online questionnaire involving 1,000 ...

Burson-Marsteller China and Kantar Health jointly released a piece of research on healthcare and wellness trends in China. The survey was organized through an online questionnaire involving 1,000 consumers across tier 1 and 2 cities in China. Over 50% of the respondents, aged 26 and older, were college graduates, and over 70% were professionals and mid-to-high level executives.

Statistics

Views

Total Views
4,089
Views on SlideShare
4,088
Embed Views
1

Actions

Likes
1
Downloads
159
Comments
0

1 Embed 1

https://twitter.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    China Healthcare & Wellness Consumer Survey China Healthcare & Wellness Consumer Survey Presentation Transcript

    • 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