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Health Care Marketing Survey 2013
 

Health Care Marketing Survey 2013

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    Health Care Marketing Survey 2013 Health Care Marketing Survey 2013 Presentation Transcript

    • Health Care Marketing Survey New Year’s resolutions 12/12/2013
    • RESOLUTION N°1 Start thinking the way you want to be 2
    • Confidence is not back yet... 0.3 25% 0.25 0.2 18% 15% 0.15 13% 0.05 4% 4% 2% 0 -0.05 2005 15% 12% 0.1 20% 2006 2007 2008 2009 -1% 2010 -6% 2011 2012 -5% 2013 -5% 2014 -6% -0.1 Confidence index of Health Care marketers Confidence index of marketers from other industries 3
    • And all indicators are declining Evolution in Projects 60% 50% 20% 15% 48% 47% 40% 25% 28% 21% 16% 28% 29% 5% 21% 20% 0% 10% -5% 0% -10% -20% 25% 13% 13% 11% 10% 37% 30% 20% Evolution in Budget Evolution in Team size -10% 2009 2010 2011 2012 2013 2014 20% 14% 15% 18% 15% 13% 10% 9% 5% 4% 1% 0% -1% 2009 2010 2011 2012 2013 2014 -6% -11% -15% -5% -8% -11% -10% -10% -20% -25% 4 -1% 2009 2010-3% 2011 2012 2013 2014 -15% -17% -20% 0% -21% -20%
    • However, everybody is convinced that the role of Marketing will change and will imply a lot of challenges... How do you expect the role of Marketing to change in 2013-2014? Evolve from traditional Marketing towards e-Marketing 86% More creative and innovative 82% Create value in a more proactive way 78% More patient-oriented 74% Learn from other sectors' practices 68% Increasing responsibilities (e.g. sales management...) 51% More decisive role at board level 45% More supportive role towards Sales 44% More operational role 39% Focus on the Marketing and promotion mix -31% I don’t expect any changes -77% 0% Totally disagree 10% Slightly disagree 20% Neutral 5 30% 40% 50% Slighlty agree 60% 70% Totally agree 80% 90% 100%
    • To tackle those future challenges you need to be creative with a strategic mindset and good communication skills Which are the top 5 skills required from Marketers in order to fulfill future challenges? 5.00 4.50 1 Creativity 2 Average rating 4.00 2 Strategic 3 Communication 3.50 3 3.00 5 4 Analytical 4 1 5 Flexibility 2.50 2.00 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% % of respondents 6 60.0% 70.0% 80.0%
    • RESOLUTION N°2 Don’t be afraid of your patients and be relevant to them 7
    • Patients are not the most influential stakeholder anymore but stay very important... How do you evaluate the influence of the following stakeholders? Legal and regulatory institutions 83% Patients 80% Social security 78% Insurance companies 63% Patients associations 62% Customers 56% Research organizations 28% Pharmaceutical companies 22% 0% No answer 10% Substantial decrease 20% 30% 40% Slight decrease 50% Remain stable 8 60% 70% Slight increase 80% 90% Substantial increase 100%
    • Patients will continue to be more demanding and to look for added value (information & extra services) Patients will increasingly search on Internet for diagnostics and advices 96% Patients will be more critical and will proactively compare treatments 88% Pharmacists and wholesalers will protect their margins 86% Government will push cheaper alternatives 81% Physicians will expect more services from health care companies 75% Patients will become more price sensitive 75% Patients will give more value to services 71% Physicians will become more price sensitive 67% Patients will ask for generic / alternative products 59% Physicians will give higher importance to compliance 41% Patients will purchase more medicines 10% Patients will become more compliant -10% Physicians will be more loyal towards a product -15% Patients will be more loyal towards a product -35% 0% No answer Totally disagree 10% Slightly disagree 9 20% Neutral 30% 40% 50% Slightly agree 60% 70% Totally agree 80% 90% 100%
    • RESOLUTION N°3 Innovation will be key to tackle generics & re-gain loyalty 10
    • Generics are still a hot topic Patients will increasingly search on Internet for diagnostics and advices 96% Patients will be more critical and will proactively compare treatments 88% Pharmacists and wholesalers will protect their margins 86% Government will push cheaper alternatives 81% Physicians will expect more services from health care companies 75% Patients will become more price sensitive 75% Patients will give more value to services 71% Physicians will become more price sensitive 67% Patients will ask for generic / alternative products 59% Physicians will give higher importance to compliance 41% Patients will purchase more medicines 10% Patients will become more compliant -10% Physicians will be more loyal towards a product -15% Patients will be more loyal towards a product -35% 0% No answer Totally disagree 10% Slightly disagree 11 20% Neutral 30% 40% 50% Slightly agree 60% 70% Totally agree 80% 90% 100%
    • But dealing with generics is not a top challenge anymore; did marketers stop to whimper and started to react via innovation? In your opinion, what will be the top 5 Health Care challenges? 5.00 1 Dealing with social security, governmental authorities and other payers 4.50 2 Investing in relevant innovation, product development and R&D 1 Average rating 4.00 3 Improving relationships with customers 1 3.50 3.00 4 Measuring return on Health 5 9 3 4 4 5 Dealing with the extended time to market products from R&D to commercial launch 2 2 5 3 2.50 6 Improving patient adherence 6 9 Dealing with the growth of generic products and alternatives 2.00 40.0% 45.0% 50.0% 55.0% 60.0% 65.0% 70.0% % of respondents 12 75.0% 80.0%
    • Innovation (product/services) will help you resist against the pressure of social security as well as generics What can you do against the pressure of social security, government and payers? Innovate 61% Increase the quality of your services 49% Lobby 41% Empower patients 35% Discover relevant markers (to target patient to treat) 32% Start a KAM plan towards them 27% Launch targeted medicines 24% Increase the quality of your products 22% Invest in new clinical studies 20% Segment them 20% Launch generics 8% Leverage donations and foundations 3% Other 7% 0% 10% 13 20% 30% 40% 50% 60% 70%
    • RESOLUTION N°4 Stop faking with new media and really start leveraging it! 14
    • Dealing with new media is the biggest Marketing challenge again In your opinion, what will be the top 5 Marketing challenges? 1 Dealing with new media 3.90 (online, social, mobile) 2 Differentiating from competitors on targeted segments 3.70 3 Optimizing the communication-mix (on-line, off-line, detailing, events…) 12 Average rating 3.50 4 Increasing efficiency of Marketing and 4 sales processes 6 3.30 customers 4 7 Increasing alliances with strategic partners 2 2.90 5 9 3 11 2.70 1 5 8 Measuring return on Marketing efforts 9 Segmenting the market and targeting 1 customers in a more efficient way 11 Innovating through Marketing tactics 8 12 Addressing patients 7 2.50 20.00% 5 Building customer loyalty and trust 6 Communicating in a relevant way to 6 3.10 2 3 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% % of respondents 15 55.00%
    • But use of media channels has not changed and online activities remain really traditional Which media channels have you planned to use in 2013-2014? Online Which online activities have you planned to use in 2013-2014? 78% Direct mailing Direct Marketing e-mailings Website building and optimization 69% Own brochures and magazines 42% Webinars 25% Outdoor 45% Online advertising 31% Newspapers 55% Social media 47% Mobile 69% Newsletters 62% Magazines 70% 31% Search engine optimization 10% Television 7% Mobile Radio 6% 28% Search engine advertising Cinema 1% 3% Other 21% Blogging Other 27% 0% 20% 40% 60% 80% 7% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 100% 16
    • Stop underestimating the power of new media How can new media help you in your very own business? Inform 57% Gather patients' insights 51% Create advocates/ambassadors 50% Support HCPs 42% Increase compliance 41% Involve patients in marketing activities 36% Enhance innovation 35% Influence payers 28% Increase treatment performance 26% Ignite communities 20% Support clinical studies 19% Secure drug safety 18% Other 4% 0% 10% 20% 17 30% 40% 50% 60%
    • RESOLUTION N°5 Be tough on ROI and change the current mindset 18
    • Doing the same thing over and over again and expecting different results? (A. Einstein) Which are your top 5 Marketing tactics for your brand in 2013-2014? 5.00 1 Sales reps visiting 1 2 Congresses and trainings 4.50 3 Events Average rating 4.00 1 5 4 Brand activation 4 3.50 5 Public relations 4 8 5 2 3 2 3.00 10 6 Scientific articles 7 Direct Marketing 3 7 8 Public Affairs (incl. lobbying) 6 2.50 9 Advertising 11 9 10 Point of sales materials 2.00 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% % of respondents 19 70.0% 80.0% 90.0% 11 Remote detailing
    • Activating your brand in a competitive environment is a good idea but mind relevance How will your budget for the Marketing tactics evolve in 2014? Brand activation Public Affairs (incl. lobbying) Remote detailing Direct Marketing Scientific articles Public relations Events Gamification Congresses and trainings Sales reps visiting Point of sales materials Guerilla Marketing Sampling Sponsoring Advertising -50% -40% -30% -20% -10% 0% NAI 2013 20 10% NAI 2012 20% 30% 40% 50%