Your SlideShare is downloading. ×
Healthcare Marketing Survey 2012
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Healthcare Marketing Survey 2012

1,207
views

Published on


1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,207
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
1
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Only HCMS & STIMA logosNew template
  • -Other: to minimize/include in segments-12% in white-remove future evolution
  • Quantifying Health Care Marketers’ beliefs
  • In 2011: Team increased more than projects and budgetIn 2012: Team and budget decrease a lot compared to the number of projects – But the decrease remains less strong than in other sectors.The hesitation from last year becomes more clear and expressed by the marketers.Expectations for 2013 are more positiveLevel of outsourcing : 2012 = 32% , 2011 = 2%, 2010 = 9%, 2009 = 17%
  • The gap becomes greater year after year.
  • Improve key messageFind another scope of answers (predicting):
  • Improve key messageFind another scope of answers (predicting):
  • Manyreasonsthatexplainswhypatient is crucialtoconsiderby marketers:Less compliantLessloyalMore independant, surchingfor info andcomparing solutionsCOMMENTSOther statements to check (certainly the ones around innovation, social security)
  • As last year, the top 1 challenge is not marketing related.Dealing with the growth of generic products is becoming very important for marketers.Relationship push down for specialists, hospitals, GP’s and pharmacistsLess concerned about generics, but innovation has to deliver (5 is 2nd high) – what’s challenging is to find the right innovation plan, not costs anymore
  • Dealing with new media moved from top 3 to top 1 marketing challenge.HC marketers realize it is a challenge but see it also as a priority now.Segmentating the customers is alsobecoming more and more important tothem.From last year: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
  • Patients = Key influencers for marketers – even if not considered as a real challengeHigher number of marketers are totally convinced the increase of the influence of social security increaseNo influence from pharma companies. Level of influence increase for all stakeholdersLegal & regulatory institutions’ influence maintain a important position in the list of influencers while GP’s and doctors in general collect mix feelings
  • To find other sentences (3rd one is misleading because low investments)
  • Zelfdealsvorigjaar (sales vistors & congraesses and training)- DM groeit : logisch , we have the data, budget under pressure: direct contacts seems most efficient: But be aware: no mass medium! Specific offer, adapted to the target group is a must (loop niet in de val van cheap databases)Remote detailing: ok growing, but compared to last year: only 10% is using it, last year 22%Sampling: last year 19%, now 26%, so more use of sampling but with less budget
  • Top 2= same (66 to 68, 61 to 59)Social media didn't change eitherTHIS MEANS: NO PROGRESS !!Mobile from 11 to 30%
  • - Link brand loyalty/physician engagement (objectives) with traditional F2F (calls, congresses) and online (patients, customers)
  • Authoritiesconstraints lead to decrease of profitabilityStrategicapproachisnecessary (alliances, joint venture,…)Top 5 include the same ones + huge increase of strategic (under pressure of authorities, marketers need to think strategically to find return back)
  • Why? To shape his future – better predictions? Fin de la tetedans le guidon: regardonsl’horizon et choisissonsoualler.To link to marketers’ role
  • Transcript

    • 1. Brussels, October 2012 #hcms12 #thom
    • 2. All healthcare sectors represented Prescription required medicines 10% 2% Diagnostic & Devices 2% 3% 29% Hospital OTC medicines 8% Biotech Communication 9% 21% Consultancy Insurance 16% Other Marketing 25% Sales & Marketing 24% Product / Brand Management 10% Communication 10% General Management 8% Sales 7% Consultancy 6% Market Research 3% Online / Multichannel management 2% Other 5%N=132 2
    • 3. Key concept: Net Average Index (NAI)-100% < > 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. 3
    • 4. Chapter 1: Confidence of marketersHow do Health Care Marketers feel about their future? Confident Hesitant Pessimistic 4
    • 5. HC marketers follow other sectors’ pessimism General Confidence index in Health Care vs. Other sectors 0.3 28% 0.25 27% 25% 26% 25% 23% 0.2 20% 18% 0.15 0.1 10% 6% 0.05 4% 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 -0.05 -6% -5% -0.1 Confidence index of Health Care marketers Confidence index of marketers from other industrieshealthCare = 89OtherSectors= 577 5
    • 6. HC marketers’ resources are under pressure Evolution in Projects Evolution in Team size Evolution in Budget 30%60% 20% 13%50% 14% 20% 48% 13% 18% 47% 15% 37% 10% 11%40% 10% 9% 13% 4% -1%30% 0% 28% 29% 0% 25% 16% 0% 1% 0% 28% 2009 2010 2011 2012 201320% 2009 2010 2011 2012 2013 -10% -6% -11% -10% 21%10% -10% -11% -20% -21% 0% -30% 2009 2010 2011 2012 2013 -20%NhealthCare = 89NOtherSectors= 577 6
    • 7. HC Marketers are too optimistic but finally anticipate trends Q: What were the actual changes in 2012 and what are your expectations for 2013 regarding the budget of your Marketing department? 30% 23% 20% 15.2% 13.0% 10% 9.4% 0% 2008 2009 2010 2011 2012 2013 -7.4% -10% -10% -15.3% -20% -20.0% -21.1% -30% -30.6% -40% Actuals budget of Health Care Marketeers Budget expectations of Health Care MarketeersN=89 7
    • 8. Chapter 1: Take away Confidence of Healthcare marketers is decreasing on all aspects Marketers are asked to increase efficiency 8
    • 9. Chapter 2: Challenges of marketersWhich sentence below is true? Patients level of influence has decreased Dealing with new media has become the challenge N°1 for marketers Differentiating from competitors is more a challenge than before 9
    • 10. What the HC marketers’ crystal ball unveil Patients will increasingly search on Internet for diagnostics and advices Physicians will be more loyal towards a product Government will push cheaper alternatives Patients will be more loyal towards a product Patients will be more critical and will proactively compare treatments Patients will become more compliant 10
    • 11. Authorities are taking all marketers’ attention In your opinion, what will be the top Health Care challenges? 4.5 1 Dealing with social security, governmental authorities and other payers 2 Dealing with the growth of generic 4.0 products and alternatives 3 3 Measuring return on Health 3.5 Rating (1 to 5) 4 Dealing with the extended time to market products from R&D to 4 commercial launch 1 3.0 2 5 Investing in relevant innovation, product development and R&D 6 Improving relationships with specialist 2.5 doctors 7 Dealing with increasing innovation costs 2.0 20% 30% 40% 50% 60% 70% 80% Respondents (%) 2 Dealing with increased pressure of purchasing organizationN=89 11
    • 12. Marketing challenges remain the same over last years In your opinion, what will be the top marketing challenges? 4.5 1 Dealing with new media (online, social, mobile) 4.0 2 Differentiating from competitors on targeted segments 3.5 Rating (1 to 5) 1 3 Increasing alliances with 2 strategic partners 3.0 4 Segmenting the market and targeting customers in a more efficient way 2.5 5 Building customer loyalty and 3 trust 2.0 6 Increasing efficiency of Marketing and sales processes 20% 30% 40% 50% 60% 70% 80% Respondents (%)N=89 12
    • 13. Patients still on top of the numerous HC stakeholders How do you evaluate the influence of the following stakeholders? Patients 70% Legal and regulatory institutions 68% Insurance companies 63% Social security 60% Hospitals 59% Patients associations 53% Key Opinion Leaders 37% Pharmacists 30% Specialist doctors 28% Wholesalers and distributors 27% Research organizations 15% General practitioners -10% Pharmaceutical companies -13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Substantial increase Slight increase Remain stable Slight decrease Substantial decrease No answerN=89 13
    • 14. Chapter 2: Take away Pressure from social security, governmental authorities @ and other payers raises while challenges are already so numerous  Bad luck! The pull strategy via new media seems to be marketers’ choice to face this situation 14
    • 15. Chapter 3: Tactics used by marketersWhich sentences below is true? Online will be the most used media channels in 2013 Multichannel strategies will increasingly pay off No budget will be allocated to remote detailing in 2013 Sales reps will remain the N°1 tactic used by marketers in 2013 15
    • 16. Personalized tactics are favored Top marketing tactics planned Expected budget evolution Sales reps visiting 67% 1% Congresses and… 62% -5% Events 49% -9% Direct Marketing 46% 24% Brand activation 43% 19% Public Affairs 40% 25% Public relations 38% 15% Scientific articles 32% -4% Sampling 26% -32% Advertising 25% -39% Sponsoring 23% -13%Point of sales materials 18% -3% Guerilla Marketing 16% 7% Remote detailing 10% 22% Gamification 3% % of responses -15% 0% 20% 40% 60% 80% 0% 20% 40% 60% 80% 100% Budget will increase substantially Budget will increase moderately Budget will remain the same Budget will decrease moderately Budget will decrease substantially No budget in 2013N=89 16
    • 17. No change in media use: online on top but far from optimal Which media channels have you planned Which online channels have you planned to use to use Online 70% Website building and 68% optimization Own Brochures 63% Newsletters 59% and magazines Magazines 52% Social media 49% Online advertising 40% Newspapers 27% Webinars 30% Television 17% Mobile 30% Outdoor 10% Search engine optimization 29% Radio 8% Search engine advertising 28% Other 4% Blogging 14% Other 5% Cinema 2%N=89 17
    • 18. Chapter 3: Take away Marketers continue to combine traditional tactics with online media channels, but with no improvement 18
    • 19. Chapter 4: Roles and objectives of marketersWhich sentence below is true? Marketers do not expect their role to change Marketing will purely focus on the Marketing and promotion mix Marketing will evolve from traditional Marketing channels towards e- Marketing 19
    • 20. Marketers are ready to lead their own revolution Evolve from traditional Marketing to e-Marketing 82% Learn from other sectors practices 78% More creative and innovative 76% More patient-oriented 72% Create value in a more proactive way 72% Increasing responsibilities (e.g. sales management, …) 68% More decisive role at board level 40% More operational role 37% More supportive role towards Sales 36% Focus on the Marketing and promotion mix -42% I don’t expect any changes -73% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Totally agree Slitghly agree Neutral Slitghly disagree Totally disagreeN=89 20
    • 21. The Healthcare sector is searching for equilibrists with great communication skills Which are the top skills/competences required of marketers? 4.5 1 Strategic 2 Creativity 4.0 3 Communication 3.5 3 4 Analytical 2 1 5 Market access 3.0 6 Organizational Rating (1 to 5) 2.5 7 Operational 2.0 8 Coaching 9 Medical knowledge 1.5 10 Ethics and Compliance 1.0 11 Technology 12 Negotiation 0.5 13 Regulatory 0.0 14 Pricing 0% 10% 20% 30% 40% 50% 60% 70% 80% Respondents (%)N=89 21
    • 22. Chapter 4: Take away In order to reach their objectives, marketers expect their role to evolve. They seem ready to do what it takes to make this happen (Being open seems to be the key) 22
    • 23. To wrap things up…4 Key Take away’s
    • 24. 1. Healthcare marketers will have to do more with less resources2. The pull strategy via new media seems to be marketers’ choice to face his challenging situation (R)evolution3. Marketers continue to combine traditional tactics with online channels, but with no improvement4. Marketers expect their role to evolve and are ready for it 24
    • 25. An initiative by THANK YOU !