Health care survey 2011 v4
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  • Quantifying Health Care Marketers’ beliefs
  • Team increases much more than projects and budgetI still believe that there’s an insights related to the results: stable projects + decreasing budgets + increasing teams à the content of projects must have changed: more dependent on people than money. The reason why they’re hesitant might be the fact that they’re not used to that changePostiefvoor team size, wellichtnaperiode van under-staffingMaarprojectenblijvenstabiel, budget daaltiets.Du snietovertuigendpositief
  • This generates a gap year after yearThe smart marketers amongst you could take the risk to swich toward a more positive expectation 
  • With a top challenge not marketing related, marketing budget might be negatively impactedtop challenges do not add value to the health care chain. We are very far from the concept of Return on Health (and patients) – link to LievenAnnemans’ keynote?Relationship push down for specialists, hospitals, GP’s and pharmacists
  • HC marketers realize it is a challenge but don’t see it as a priority yetpharma seems far from patients (because of constraints?). As innovation is getting difficult, they need to strengthen loyalty and trust, and differentiate (vs competitors) in another way. New media: either they don’t know how to handle it, or they don’t trust it, or they don’t think it’s possible, but that can have something to do with a lack of results assessment - maybe link to Dave Michels’ keynote
  • Legal & regulatory institutions’ influence is also expected to increase severely while GP’s collect mix feelings
  • to answer the challenge of building customer loyalty and trust This still will be very challenging as patients are increasingly empowered
  • sales reps as well known nr 1Key Tactics planned are expensive although budget expectations are low
  • Budget is mostly expected to remain the samelink to WimHamaekers’ keynote
  • Responses for planned online channels remain low (under the 70%)marketers might not invest so much in online because they can’t track & measure success of some parts of this yet (same as other industries cf YMS?) - maybe link to Dave Michels’ keynote. Although online might be a good way to touch patients in a legal way (cf internet penetration). Knowing how limited strategies of social media and online advertising are, I think we can challenge their answers a bitWarning: this slide is biased by the 25% Hospital/Care respondents who don’t leverage reps, congresses, trainings, public relations so much66% of total survey respondents plan to build website (not 66% of the 71%)
  • There is no real focus, all challenges being handled at once
  • Regulatory & Medical knowledge are last in the top list

Health care survey 2011 v4 Presentation Transcript

  • 1. Logo clientResults of the Health Care Survey 2011 Health Care Marketing Congress September 2011 #hcms11 #thom
  • 2. – Draft – Survey participants Sector 9% 15% OTC RX 25% Devices 29% Biotech 5% Hospital/Care 17% Other sectors Scope of responsabilities Job function Marketing Manager 32% 5% 15% Product/brand Manager 21% EMEA/Europe 22% General Manager/CEO 13% BELUX Sales & Marketing Manager 13% Other Communication Manager 13% Worldwide 58% Sales Manager 5% Multichannel/CRM Manager 2% Online marketer 2%Presentation1 2
  • 3. – Draft – Key concept: Net Average Index (NAI) -60% -20% 20% 60% 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.Presentation1
  • 4. – Draft – Chapter I How do Health Care Marketers feel about their FUTURE? Confident Hesitant PessimisticPresentation1 4
  • 5. – Draft – HC marketers are hesitatingly gaining confidence General Confidence index in Health Care vs Other sectors 30% 27% 28% 26% 25% 25% 23% 25% 18% 20% 15% 20% 10% 10% 6% 5% 0% -5% 2005 2006 2007 2008 2009 2010 2011 -10% -6% Confidence index of marketers from other industries Confidence index of Health Care marketers Evolution in Projects Evolution in Team size Evolution in Budget 25% 23% 70% 25% 20% 60% 18% 20% 17% 60% 55% 20% 15% 52% 13% 14% 49% 48% 15% 13% 15% 50% 8% 8% 13% 10% 5% 9% 10% 8% 11% 40% 47% 4% 5% 0% 1% 28% 5% 30% 25% 37% 0% -1% 0% 20% -5% 2005 2006 2007 2008 2009 2010 2011 2005 2006 2007 2008 2009 2010 2011 21% -10% -5% 10% 16% -3% -15% -10% 0% -20% -21% -15% -11% 2005 2006 2007 2008 2009 2010 2011 -25%NhealthCare = 83NPresentation1 OtherSectors= 577 5
  • 6. – Draft – HC marketers estimate their budget based on the actual budget instead of the future strategy Q: In 2011, how did the total marketing budget available within your marketing department change and what are the expectations for 2012? 30% 25% 23.0% 20% 15.2% 15% 13.0% 9.4% 10% 5% 0% 2008 2009 2010 2011 2012 -5% -10% -7.4% -15.3% -15% -20% -20.0% -21.1% -25% Budget expectations of Health Care marketers Actual budget of Health Care marketerNPresentation1 healthCare = 83 6
  • 7. – Draft – Key takeaway n°1“With budgets underpressure, Health Care confidenceis being challenged”Presentation1 7
  • 8. – Draft – Chapter II Which sentence is TRUE? 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 mostPresentation1 8
  • 9. – Draft – Top Health Care challenges are more administrative while relationship building is pushed down In your opinion, what will be the top 5 Health Care challenges? 4.00 Rating (5 to 0) 1 Dealing with increasing 3 innovation costs and legal requirements 3.50 3 Dealing with specific stakeholders (social security, other payers) 5 4 1 3.00 2 2 Dealing with increased pressure 6 from purchasing organizations 4 Dealing with the growth of 2.50 generic products and alternatives 5 Improving relationships with 1 2.00 2 specialist doctors 3 6 Improving relationships with hospitals 1.50 20% 30% 40% 50% 60% 70% 80% Last year’s position of top 3 Respondents (%)NhealthCare = 83 Presentation1 9
  • 10. – Draft – Dealing with new media enters the top 5 Marketing challenges but remains very low rated In your opinion, what will be the top 5 Marketing challenges? 4.00 Rating (5 to 0) 1 Building customer loyalty and trust 3.50 2 Differentiating from competitors 2 1 5 on targeted segments 3 Dealing with new media 4 3.00 (online, social, mobile) 6 7 4 Increasing alliances with strategic partners 2.50 2 5 Building a strong brand 1 3 2.00 6 Increasing efficiency of marketing and sales processes 3 7 Dealing with empowered 1.50 patients 20% 30% 40% 50% 60% 70% Last year’s position of top 3 Respondents (%)NhealthCare = 83 Presentation1 10
  • 11. – Draft – While the number of influencers increases, a new decision maker holds the top: the patient How do you evaluate the influence of the following stakeholders ? Net Average Index (%) Patients 77% Legal and regulatory institutions 75% Patients associations 71% Social security 69% Insurance companies 66% Hospitals 59% Specialist doctors 36% Pharmacists 27% Wholesalers and distributors 23% Research organizations 21% General practitioners 7% Clinical laboratories -4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Substantial increase Slight increase Remain stable Slight decrease Substantial decrease No answerNhealthCare = 83 Presentation1 11
  • 12. – Draft – Delivering relevant services to both patients and physicians are expected to be key To what extent do you agree with the following statements? Net Average Index (%) Patients will give more value to services 76% Physicians will expect more services from 71% health care companies Patients will be more loyal towards a -29% product 0% 20% 40% 60% 80% 100% Totally agree Slightly agree Neutral Slightly disagree Totally disagree No answerNhealthCare = 83 Presentation1 12
  • 13. – Draft – Key takeaway n°2 “Traditional Health Care challenges have a hard time to include new trends”Presentation1
  • 14. – Draft – Chapter III Major challenges and tight budgets ahead, how will Health Care marketers handle it? 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)Presentation1 14
  • 15. – Draft – To build customer loyalty, HC marketers favor traditional ‘human interaction’ tactics Which are the top 5 marketing tactics for your brand ?Rating 5.00(5 to 0) 1 Sales reps visiting 4.50 2 Congresses and trainings 1 3 Public relations 4.00 4 Brand activation 3.50 3 5 Advertising 4 2 6 Events 3.00 9 6 7 Direct marketing 7 8 Sponsoring 2.50 11 10 9 Point-of-sales material 5 8 2.00 10 Remote detailing 11 Sampling 1.50 0% 10% 20% 30% 40% 50% 60% 70% 80% Respondents (%)NhealthCare = 83 Presentation1 15
  • 16. – Draft – While costs are clearly under pressure, detailing, congresses and trainings remain top marketing tactics Which are the top 5 marketing tactics planned for your brand & how will your budget for these evolve? Top marketing tactics planned Expected budget evolution NAI (%) Sales reps visiting 67% -17%Congresses and trainings 64% -4% Public relations 52% -10% Brand activation 49% 2% Advertising 47% -18% Events 46% 5% Direct marketing 43% 4% Sponsoring 35% -25% Point-of-sales material 23% -37% Remote detailing 22% -25% Sampling 19% Responses(%) -47% 0% 20% 40% 60% 80% 100% Increase substantially Increase moderately Remain the same Decrease moderately Decrease substantially No budget in 2012NhealthCare = 83 Presentation1 16
  • 17. – Draft – Online is the first planned media channel but with a very conservative and low structured approach Which media channels have you planned to use? Which online channels have you planned to use? Website building and Online 71% 66% optimization Own Brochures and magazines Newsletters 61% 65% Direct marketing e-mailings 59% Magazines 63% Social media 50% Newspapers 41% Online advertising 36% Door-to-door 16% Search engine optimization 30% Television 16% Webinars 18% Mobile 13% Search engine advertising (e.g. 16% google adwords) Radio 12% Mobile 11% Other 10% Blogging 8% Outdoor 6% Responses(%) Other 3% Responses(%)NhealthCare = 83 Presentation1 17
  • 18. – Draft – Key takeaway n°3“Traditional tactics will leverage onlineresources to tackle challenges”Presentation1
  • 19. – Draft – Chapter IV How will the future of Health Care marketing look like? 19 Just like the present It will include responsibilities of sales management, market access and research It will require a significant amount of medical knowledgePresentation1
  • 20. – Draft – 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? Net Average Index (%) Further evolve from traditional marketing channels towards E-marketing 76% More responsibilities in areas such as sales management, market access & market research 65% More decisive role at board level 53% More operational role by making sure costs & 52% processes are carefully managed More supportive role towards Sales 35% Purely focus on the marketing & promotional mix -31% More administrative role -41% I don’t expect any changes in the role of marketing -74% 0% 20% 40% 60% 80% 100% Totally agree Slightly agree Neutral Slightly disagree Totally disagreeNhealthCare = 83 Presentation1 20
  • 21. – Draft – Top skills needed to take on these challenges are not health care related Top 5 skills/competences required to fulfill these challenges Rating 3.50 1 Creativity (5 to 1) 3.30 3 2 Communication 6 2 1 3 Strategic 3.10 4 Analytical 2.90 11 4 5 Market access 7 5 2.70 8 6 Negotiation 2.50 12 7 Ethics and Compliance 10 2.30 8 Operational 13 9 9 Organizational 2.10 10 Coaching 1.90 11 Technology 1.70 14 12 Pricing 1.50 13 Medical knowledge 0% 10% 20% 30% 40% 50% 60% 70% 80% 14 Regulatory Respondents (%)NhealthCare = 83 Presentation1 21
  • 22. – Draft – Key takeaway n°4 “Marketers will need to step away from their traditional HC marketers role”Presentation1 22
  • 23. – Draft – To wrap things up… 4 Key Takeaway’sPresentation1 23
  • 24. – Draft – 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 PATIENT 3. Traditional tactics will leverage online resources to tackle challenges 4. Marketers will need to step away from their traditional HC marketers rolePresentation1 24
  • 25. – Draft – An initiative by http://www.thom.be/ In collaboration withPresentation1 25
  • 26. – Draft – Back-up slidesPresentation1 26
  • 27. – Draft – 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% -60% -20% 20% 60% 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.Presentation1
  • 28. – Draft – Top Health Care challenges this year will be more administrative while relationship building challenges are pushed down With a top challenge not marketing related, marketing budget might be negatively impacted In your opinion, what will be the top 5 Health Care challenges?Rating 4.00(5 to 0) 1 Dealing with increasing innovation costs and legal requirements 3 3.50 3 Dealing with specific stakeholders (social security, other payers) 2 Dealing with increased pressure from purchasing organizations 7 54 1 3.00 2 8 6 4 Dealing with the growth of generic 9 products and alternatives 5 Improving relationships with specialist 2.50 doctors 6 Improving relationships with hospitals 1 2.00 10 2 7 Dealing with the extended time to 3 market products from R&D to commercial launch 8 Improving relationships with general 1.50 practitioners 9 Improving relationships with pharmacists 1.00 10 Improving relationships with 0% 10% 20% 30% 40% 50% 60% 70% 80% wholesalers Respondents (%) Last year’s position of the challengePresentation1 28
  • 29. – Draft – Compared to last year, health care challenges increased in importance, with a new top 2 Improving relationship with Specialists disappeared of the top 5 Top 5 Health Care Challenges 2011 Top 5 Health Care Challenges 2010Dealing with increasing innovation Dealing with specific stakeholders 70% 52% costs and legal requirements (social security, other payers) Dealing with increased pressure Improving relationships with 57% 52% from purchasing organizations specialist doctorsDealing with specific stakeholders Improving relationships with 53% 48% (social security, other payers) hospitals Dealing with the growth of Dealing with the growth of 49% 46%generic products and alternatives generic products and alternatives Dealing with the extended time to Improving relationships with 48% market products from R&D to 46% hospitals commercial launch Respondents (%) Respondents (%)N2010= 56N2011= 89Presentation1 29
  • 30. – Draft – Each sector has its own top 1 Health Care Challenge While OTC faces increasing innovation costs/ legal requirements, RX will have to deal with specific stakeholders, ME more with purchasing organisations & Hospitals with specialists Top 5 Health Care challenges per sector OTC RX Devices / ME Hosp/Care Innovation Specific Purchasing costs/legal 67% 67% 76% SP 53% stakeholders organizations requirementsTTM from R&D to Generic Specific Specific commercial 52% products/alterna 48% 52% 53% stakeholders stakeholders launch tives Innovation Specific 43% costs/legal 45% Hospitals 43% Hospitals 44% stakeholders requirements Generic TTM from R&D to Innovation Innovationproducts/alterna 29% commercial 38% costs/legal 29% costs/legal 41% tives launch requirements requirements Pharmacists 24% SP 26% SP 29% GP 28% Respondents (%) Respondents (%) Respondents (%) Respondents (%)OTC= 21RX= 42Devices / ME= 21Hosp/Care= 32Presentation1 30
  • 31. – Draft – title? Dealing with new media enters the top 5 Marketing challenges but remains very low rated HC marketers realize it is a challenge but don’t see it as a priority yet In your opinion, what will be the top 5 Marketing challenges?Rating 4.00(5 to 0) 1 Building customer loyalty and trust 2 Differentiating from competitors on targeted segments 3.50 3 Dealing with new media 15 2 1 (online, social, mobile) 14 5 13 4 Increasing alliances with strategic partners 10 12 3.00 4 5 Building a strong brand 8 9 76 6 Increasing efficiency of marketing and sales processes 7 Dealing with empowered patients 2.50 11 2 8 Improving patient experience with the brand 3 1 9 Optimizing the communication-mix (on- line, off-line, detailing, events…) 2.00 10 Segmenting the market and targeting 3 customers in a more efficient way 11 Measuring return on marketing efforts 1.50 12 Accelerating time to market 13 Optimizing pricing 14 Investing in relevant innovation, product 1.00 development and R&D 15 Increasing sustainability 0% 10% 20% 30% 40% 50% 60% Respondents (%)Presentation1 31
  • 32. – Draft – Although HC marketers expect patients influence to increase drastically, they do not yet perceive it as a top Marketing challenge To what extent do you agree with the following statements? Net Average Index (%) Patients will increasingly search the 89% Internet for diagnostics and advices Patients will be more critical and will 85% proactively compare treatments 0% 20% 40% 60% 80% 100% Totally agree Slightly agree Neutral Slightly disagree Totally disagree No answerPresentation1 32
  • 33. – Draft – Two new marketing challenges entered the top 5: Dealing with new media & increasing alliances with strategic partners Top 3 marketing challenges decreased in importance compared to last year Top 5 Marketing Challenges 2011 Top 5 Marketing Challenges 2010 Building customer loyalty and Building customer loyalty and 51% 65% trust trust Differentiating from competitors Differentiating from competitors 48% 56% on targeted segments on targeted segments Dealing with new media 48% Building a strong brand 54% (online, social, mobile)Increasing alliances with strategic Increasing efficiency of marketing 44% 50% partners and sales processes Building a strong brand 39% Optimizing pricing 41% Respondents (%) Respondents (%)N2010= 56N2011= 89Presentation1 33
  • 34. – Draft – Each Health Care sector has it’s own top 3, but with the same challenges ahead… Top 5 Health Care challenges per sectorRating 4.50(5 to 0) 1 Building a strong brand 2 Differentiating from competitors O T 3 Innovation, product development, R&D 1 C 4 Building customer loyalty & trust 4.00 2 5 ROM efforts 1 Differentiating from competitors 3 4 2 Building customer loyalty & trust 4 3 R 3.50 1 3 Alliances with strategic partners 5 1 1 X 2 2 4 Accelerating TTM 5 Efficient marketing/sales processes 4 4 3 2 1 Differentiating from competitors 3.00 2 Segmenting & targeting customers/the market 5 3 M 3 Alliances with strategic partners 5 E 4 Optimizing pricing 2.50 5 5 Efficient marketing/sales processes 1 Building customer loyalty & trust C 2 Differentiating from competitors A 3 Alliances with strategic partners R 2.00 E 4 Building a strong brand 0% 10% 20% 30% 40% 50% 60% 5 New media (online, social, mobile) OTC= 21 Respondents (%) RX= 42 Devices / ME= 21 Hosp/Care= 32 Presentation1 34
  • 35. – Draft – Cheaper/generic products’ importance keep increasing To what extent do you agree with the following statements? Net Average Index (%) Government will push cheaper alternatives 87% Physicians will change prescription behavior towards cheaper products 62% Patients will ask for generic / alternative products 51% Patients will become more price sensitive 53% 0% 20% 40% 60% 80% 100% Substantial increase Slight increase Remain stable Slight decrease Substantial decrease No answerPresentation1 35
  • 36. – Draft – Creating brand loyalty & awareness about product benefits as top communication objectives to answer the marketing challenges These 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? Rating 2.50 (3 to 0) 1 Creating brand loyalty 2 Creating awareness about your 2 product benefits 4 3 Engaging physicians in supporting 3 your brand 2.00 4 Creating awareness about your 6 brand 1 5 Conversing with patients 5 7 6 Stimulating purchase of your brand 7 Conversing with physicians 1.50 0% 10% 20% 30% 40% 50% 60% 70% Respondents (%)Presentation1 36
  • 37. – Draft – Compared to 2010, GP’s , pharmacists, research organizations & wholesalers influence keep decreasing Key Influencers 2011 Key Influencers 2010 Patients 77% Social security 76%Legal and regulatory institutions 75% Legal and regulatory institutions 72% Patients associations 71% Hospitals 72% Social security 69% Patients 70% Insurance companies 66% Patients associations 65% Hospitals 59% Insurance companies 59% Specialist doctors 36% Wholesalers and distributors 42% Pharmacists 27% Pharmacists 40% Wholesalers and distributors 23% Research organizations 31% Research organizations 21% Specialist doctors 30% General practitioners 7% General practitioners 18% Clinical laboratories -4% NAI(%) Clinical laboratories -23% NAI (%)N2010= 56N2011= 89Presentation1 37
  • 38. – Draft – Compared to other industries, traditional media’s such as Magazines & Newspaper are still highly present in Health Care top 5 channels Which media channels have you planned to use? Health Care Sector Other industries Online 71% Online 67%Own Brochures and magazines 65% Own Brochures and magazines 39% Magazines 63% Mobile 34% Newspapers 41% Magazines 23% Door-to-door 16% Outdoor 17% Television 16% Radio 13% Mobile 13% Newspapers 12% Radio 12% Television 11% Other 10% Door-to-door 9% Outdoor 6% Cinema 5% Responses(%) Responses(%)Presentation1 38
  • 39. – Draft – Compared to other industries, Health Care marketers are still reluctant to use online channels, keeping it to the basics: website building, e-mails Which online channels did you plan to use? Health Care Sector Other industries Website building and 66% Social media 70% optimization Newsletters 61% Website building and optimization 70% Direct marketing e-mailings 59% Search engine optimization 68% Social media 50% Newsletters 66% Online advertising 36% Direct marketing e-mailings 66% Search engine optimization 30% Online advertising 61% Webinars Search engine advertising (e.g. 18% 53% google adwords) Search engine advertising (e.g. 16% Mobile 34% google adwords) Mobile 11% Blogging 32% Blogging 8% Other 20% Other 3% Webinars 17% Responses(%) Responses(%)Presentation1 39