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Unmet needs and opportunties in Canadian health care
- 1. Unmet Needs and Opportunities in Canadian Healthcare 1,000 Canadians tell us what they care about for their health March, 2019 John T. Oster
- 2. Insights You Do Not Normally See This is NOT a study conducted by or for a Pharmaceutical company: will not have a Pharma bias Is your product or service for adult Canadians? Then this study is worth a read since those were the participants. Do you appreciate a different perspective and believe it can add value? Published on-line by the Canadian Marketing Association (CMA) in 2018: recent data, public domain
- 3. Study: Health and Wellness in Canada To understand health & wellness attitudes and behaviours 1,000 Canadian adults, with representation across ages, genders and provinces In English and French Canada
- 4. Large opportunity to help Canadians reach a higher level of satisfaction with their personal health & wellness .
- 5. Provide health & wellness solutions in the areas of food, exercise and stress reduction
- 6. Rx Medications Are the 3rd Most Important Product/Service
- 7. Digital a Growing Method for Health Information & Monitoring
- 8. Conclusions Canadian health consumers want better, not just more. Only 18% are satisfied with their health! What will your brand do to help them? If your brand cannot meaningfully contribute actionable ideas, tips, and solutions, another brand will. And if you have these assets but are not reaching the right Canadians, you are missing opportunities. Be omni-present and easy for your consumers to find. Digital should be a desirable channel for you, and offer an easy way to quickly help your consumer in ways that also support your brand.
- 10. John T. Oster Business owner, marketer, advisor +25 years in Pharma Sales, Medical Education, Marketing Think/Do/Measure/Learn/Do again, but better Need experienced help with the thinking or the doing? Why not E-mail me when you want to start a conversation? Osterjto@gmail.com
Editor's Notes
- PLEASE NOTE: this is NOT a pharma study!! It’s the CDN Marketing Association looking for business opportunities for its members. Its up-stream from your in-house research on your brand, your competitive set. It does NOT have your bias.
- Marketing is about meeting or exceeding customer needs. With the thousands of Rx and non-Rx products now on the Canadian market, 77% of weak or poor satisfaction is a huge gap! Also, a challenge to how well existing brands are communicating with health consumers, (Men are more satisfied than women. Gen X (37-51 years of age) are less satisfied than the other generational segments. In terms of regions, Ontario was more satisfied, while Quebec was less satisfied.). WHAT IS YOUR BRAND OFFERING, COMMUNICATING?
- Since these are strong goals of most Canadians, what does your product, brand offer that can help? If not directly, can you be the Brand that becomes the “go to” brand for advice on aging healthier, eating better, avoiding stress within your category?
- Remember: this is NOT a Pharma study; these people we NOT pre-screened for any disease category or set of medications! Yet, our main output, Rx medications, came up as 3rd most important to Canadian consumers. Even the study authors say that “…to help Canadians on their health & wellness journey, develop new products/services or promote your brand, highlighting your points of differentiation”
- In an unaided way, these 1000 consumers pointed to immediate uses of digital which impacts their health: using the web to search out products, services, health information; and wearable technology to monitor health. YET, most Pharma companies I know barely do more than listen, and avoid engaging in a real conversation! Understand where your target customers are searching for health & wellness information and meet them in their comfort zone, when they are most receptive to health and wellness messages and discussion.