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Global Healthcare Sector Trends
2016 Edelman
Trust Barometer
Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; ...
51
48
45
41
55 53
47
42
63
57
51
48
67 63
57
51
Trust Rising
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list ...
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Tu...
53
58
56 56
60
44
47
46 46
48
2012 2013 2014 2015 2016
A Significant Divide
Source: 2016 Edelman Trust Barometer Q11-14. B...
Mass
Population
The Inversion of Influence
6
Authority
& Influence
Influence
Authority
Source: 2016 Edelman Trust Baromete...
Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disa...
State of Trust
Healthcare Sector
Trust in Healthcare Lags Most Industry Sectors
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you ...
57 S. Africa
56 Germany
56 U.S.
54 Turkey
52 Ireland
51 Sweden
80 UAE
76 India
75 Malaysia
74 China
74 Indonesia
73 Mexico...
50%
67 67 66
69
85
53
84
72
58
84
70
56
77
74
67
79
70 69
59
64
61
56
36
77
59
47
72
40
76
80
60 59
51
56
73
42
74
62
49
7...
50%
67
62
66
72
58
70
74
70
56
36
5960
55
51
62
49
62
67 65
52
32
56
Global28
EU
Sweden
Netherlands
Italy
Spain
U.K.
Franc...
50%
67
73
84 84
77
67
79
69
77
47
76
60
68
74
76
70
60
73
64
74
44
75
Global28
APAC
China
India
Australia
S.Korea
Singapor...
50%
67 65
85
53
56
64
60
56
73
42
48
60
Global28
LATAM
Mexico
Brazil
Colombia
Argentina
Significant Trust Gap in More Than...
Trust In-Depth
Healthcare Sector
63%
58%
53% 52%
54%
66%
60%
55% 54% 53%
Industry Sub-sectors:
Hospitals Most Trusted;
Pharma and Insurance Least Trusted
1...
71
67
62
60
58
65
59
53
52 53
50%
Trust Gap in Healthcare Subsectors
17
Trust in the healthcare subsectors, Informed Publi...
54%
60%
55%
65%
54%
47%
51%
57%
68%
53%
64%
72%
59%
63%
43%
40%
51%
47%
60%
46%
65%
67%
64%
74%
66%
18Source: 2016 Edelman...
54
51
70
63
71
66
59
50 48 51
45 46
77 75
68 69 68
56
50 49 49
44 42
40 38 38
45
38 37
53 52
81
76
73 73
62
57 57
54
49 48...
50%
Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please ...
Trust in Consumer Health and Pharma Diverges
Trust in consumer health and pharmaceutical sectors, General Population, 2012...
50%
Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please ...
50%
Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please ...
52 55
71
74
68
63
57
62 59 60
57
53
49 47 49 47 48
35
41
36
30
25
79
67 68
50
46
37
26
54
57
82
74 73 71
68 66 66
60 60
56...
50%
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following i...
Building Trust
Healthcare Sector
Trust-Building Behaviors:
Data, Quality and Safety are Critical; Biggest
Opportunities in Sustainable Business
Practices, ...
Sector Falling Short on Trust-Building Behaviors
General
Population
Source: 2016 Edelman Trust Barometer Q335-440. How imp...
54
79
77
71
68 68 67 66 65
63
59
55 55
53
51 50 50 49 49 49
44 44 43
40
38 37
32
28
14
3 4
6 9 10
16
4
9
18
13
10
23
12
9
...
73%
69%
69%
67%
64%
The health industry ... the health
system
The food and beverage industry ...
food/nutrition policy
The...
A Challenge for
Leadership
Healthcare Sector
CEOs Expected to Deliver More Than Financial Results
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you thi...
51 51
27
30 31 31
37 39 39
40 44 44 45 45 46 46 48 48
52
55 56 56
61 62
69 71 73 74
78
81
Global28
GDP5
Poland
Sweden
Irel...
61%
54%
51%
48% 46%
75%
63%
61%
52%
57%
Healthcare CEOs
Trusted Less Than Their Industry
Source: 2016 Edelman Trust Barome...
61%
52% 51%
62%
60%
53%
40% 41%
52% 52%
A Missed Opportunity for
Healthcare to Lead on Societal Issues
Source: 2016 Edelma...
Employee
Advocacy
Healthcare Sector
25
27
19
25
28
33
27 28
24
28
37
3132
30
48
24 25 26
21 21 22 23
20
16
19 19
14
19 18 18
8 9 8
13
10 11
Employees are Esse...
78%
73% 71%
80%
74%
69%
60% 60%
69%
62%
Trust in Healthcare Employers Lowest of Sectors
Source: 2016 Edelman Trust Baromet...
Healthcare
employees of CEOs
NOT engaged in
societal issues
Healthcare
employees of CEOs
who are engaged in
societal issue...
Employees of
healthcare companies
NOT engaged in
societal issues
Employees of
healthcare
companies engaged
in societal iss...
Implications for Healthcare Companies
41
 Is transparent in reporting progress on a company’s social responsibilities
 E...
Implications for Healthcare Companies
42
ADDRESS CONSUMER EXPECTATIONS
Understand what they are and address the gaps betwe...
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2016 Edelman Trust Barometer - Healthcare Sector Results

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The 2016 Edelman Trust Barometer shares disturbing news about a widening gap in trust in all major institutions between the informed public and mass population.

The story for the healthcare industry is a cautionary tale and one that bears watching. At a global level, and using general population (informed public plus mass population) findings* with 28 countries surveyed, healthcare is near the bottom with a trust score of 61, just ahead of Telecommunications, Energy and Financial Services.

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2016 Edelman Trust Barometer - Healthcare Sector Results

  1. 1. Global Healthcare Sector Trends 2016 Edelman Trust Barometer
  2. 2. Informed Public ‣ 8 years in 20+ markets ‣ Represents 15% of total global population ‣ 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: ‣ Ages 25-64 ‣ College educated ‣ In top 25% of household income per age group in each country ‣ Report significant media consumption and engagement in business news General Online Population ‣ 5 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country Methodology 27-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country- specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). ‣ 16 years of data ‣ 33,000+ respondents total ‣ All fieldwork was conducted between October 13th and November 16th, 2015 Online Survey in 28 Countries Mass Population ‣ All population not including Informed Public ‣ Represents 85% of total global population 2
  3. 3. 51 48 45 41 55 53 47 42 63 57 51 48 67 63 57 51 Trust Rising Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 27-country global total. 3 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 NGOs Business Media Government +4 +6 +6 +3 Informed Public General Population 2015 2016 +4 +5 +2 +1
  4. 4. 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 57 Mexico 55 Canada 55 Colombia 52 Netherlands 50 Argentina 50 Malaysia 48 Brazil 47 Australia 47 Italy 46 Hong Kong 45 U.S. 44 S. Africa 44 Spain 42 Germany 40 S. Korea 40 U.K. 39 France 39 Ireland 39 Russia 39 Turkey 38 Japan 36 Sweden 34 Poland 71 China 65 UAE 62 India 62 Indonesia 62 Singapore 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil Trust Index: Mass Population Left Behind Average trust in institutions, Informed Public vs. General Population vs. Mass Population For the mass population, 17 of 28 countries are distrusters The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total. General Population Mass Population 50 Global 48 Global 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Informed Public 60 Global For the mass population, the global index falls into distruster territory 4 Trusters Neutrals Distrusters
  5. 5. 53 58 56 56 60 44 47 46 46 48 2012 2013 2014 2015 2016 A Significant Divide Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 5 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 12pt Gap 9pt Gap in trust inequality-- which jumps to a 5-point increase among the GDP5 3-point increase
  6. 6. Mass Population The Inversion of Influence 6 Authority & Influence Influence Authority Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total. 85% of population 48 Trust Index 15% of population 60 Trust Index Informed Public
  7. 7. Business Must Lead to Solve Problems Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, 27-country global total, question asked of half the sample. . 80% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 74% in 2015 General Population 7
  8. 8. State of Trust Healthcare Sector
  9. 9. Trust in Healthcare Lags Most Industry Sectors Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total. Percent trust in each industry sector, General Population General Population 9 75 67 66 65 64 64 63 63 62 61 61 61 60 57 52 Technology Manufacturing Retail Education Entertainment Transportation Food&Beverage ProfessionalServices Fashion Automotive ConsumerPackaged Goods Healthcare Telecommunications Energy FinancialServices
  10. 10. 57 S. Africa 56 Germany 56 U.S. 54 Turkey 52 Ireland 51 Sweden 80 UAE 76 India 75 Malaysia 74 China 74 Indonesia 73 Mexico 73 Singapore 70 Australia 70 Canada 67 U.K. 65 France 64 Hong Kong 62 Netherlands 62 Spain 60 Argentina 60 S. Korea Healthcare Trust: Mass Population Least Trusting Trust in the healthcare sector, Informed Public vs. General Population vs. Mass Population Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public, General Population, and Mass Population, 28-country global total. Mass Population 60 Global 10 Trusters Neutrals Distrusters 47 Japan 40 Russia 36 Poland 48 Colombia 44 Brazil 44 Japan 39 Russia 32 Poland 80 UAE 77 India 76 China 75 Malaysia 75 Mexico 75 Singapore 73 Indonesia 71 Australia 71 Canada 68 U.K. 66 France 65 Hong Kong 63 Netherlands 63 Spain 62 S. Korea 61 Argentina 85 Mexico 84 China 84 India 80 UAE 79 Singapore 77 Australia 77 Indonesia 76 Malaysia 74 U.K. 72 Canada 72 Netherlands 70 France 70 Spain 69 Hong Kong 69 U.S. 67 S. Korea 66 Sweden 64 Argentina 61 S. Africa 59 U.S. 57 S. Africa 56 Germany 55 Turkey 53 Ireland 52 Sweden 50 Italy 59 Germany 59 Turkey 58 Italy 56 Colombia 56 Ireland 53 Brazil Informed Public General Population 67 Global 61 Global 49 Italy 48 Colombia 44 Japan 42 Brazil 38 Russia 32 Poland
  11. 11. 50% 67 67 66 69 85 53 84 72 58 84 70 56 77 74 67 79 70 69 59 64 61 56 36 77 59 47 72 40 76 80 60 59 51 56 73 42 74 62 49 76 62 48 70 67 60 73 65 64 54 60 57 52 32 74 56 44 70 38 75 80 Global28 GDP5 Sweden U.S. Mexico Brazil China Netherlands Italy India Spain Colombia Australia U.K. S.Korea Singapore France HongKong Turkey Argentina S.Africa Ireland Poland Indonesia Germany Japan Canada Russia Malaysia UAE In 17 of 28 countries, there is a 5 point or higher gap between the Mass Population and the Informed Public Significant Trust Gap in More Than Half of Countries Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 11 Trust in the healthcare sector, Informed Public vs. Mass Population Informed Public Mass Population 15 10 10 9 8 8 7 7 613 12 11 8 7 5 5 5
  12. 12. 50% 67 62 66 72 58 70 74 70 56 36 5960 55 51 62 49 62 67 65 52 32 56 Global28 EU Sweden Netherlands Italy Spain U.K. France Ireland Poland Germany In 6 of the 9 EU countries, there is a 5 point or higher gap between the Mass Population and the Informed Public Significant Trust Gap in More Than Half of Countries Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total and EU. 12 Trust in the healthcare sector in EU, Informed Public vs. Mass Population Informed Public Mass Population 15 10 9 7 58
  13. 13. 50% 67 73 84 84 77 67 79 69 77 47 76 60 68 74 76 70 60 73 64 74 44 75 Global28 APAC China India Australia S.Korea Singapore HongKong Indonesia Japan Malaysia Significant Trust Gap in More Than Half of Countries Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total and APAC. 13 Trust in the healthcare sector in APAC, Informed Public vs. Mass Population Informed Public Mass Population 810 7 6 57 In 6 of the 9 APAC countries, there is a 5 point or higher gap between the Mass Population and the Informed Public
  14. 14. 50% 67 65 85 53 56 64 60 56 73 42 48 60 Global28 LATAM Mexico Brazil Colombia Argentina Significant Trust Gap in More Than Half of Countries Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total and LATAM. 14 Trust in the healthcare sector in LATAM, Informed Public vs. Mass Population Informed Public Mass Population 12 11 8 In 3 of the 4 LATAM countries, there is a 5 point or higher gap between the Mass Population and the Informed Public
  15. 15. Trust In-Depth Healthcare Sector
  16. 16. 63% 58% 53% 52% 54% 66% 60% 55% 54% 53% Industry Sub-sectors: Hospitals Most Trusted; Pharma and Insurance Least Trusted 16Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” General Population and Informed Public, 28-country global total, question asked of one-fifth the sample. Hospitals, Clinics, Other Medical Care Facilities Biotech/Life Sciences Pharmaceutical/ Drug Companies Consumer Health/ Over the Counter Insurance (Private/Govt. Run) Trust in various industry sub-sectors, Informed Public vs General Population General Population 2015 2016
  17. 17. 71 67 62 60 58 65 59 53 52 53 50% Trust Gap in Healthcare Subsectors 17 Trust in the healthcare subsectors, Informed Public vs. Mass Population Informed Public Mass Population Hospitals, Clinics, Other Medical Care Facilities Biotech/Life Sciences Consumer Health/ Over the Counter Insurance (Private/Govt. Run) Pharmaceutical/ Drug Companies Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” Informed Public and Mass Population, 28-country global total, question asked of one-fifth the sample. 6 8 9 8 5
  18. 18. 54% 60% 55% 65% 54% 47% 51% 57% 68% 53% 64% 72% 59% 63% 43% 40% 51% 47% 60% 46% 65% 67% 64% 74% 66% 18Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” General Population, 28-country global total and regions, question asked of one-fifth the sample. Global North America Latin America European Union APAC General Population Industry Sub-sectors: APAC Consistently More Trusting Than Other Regions Trust in various industry sub-sectors, global and regional Biotech/Life SciencesPharmaceutical/ Drug Companies Consumer Health/ Over the Counter Insurance (Private/Govt Run) Hospitals, clinics, and other medical care facilities
  19. 19. 54 51 70 63 71 66 59 50 48 51 45 46 77 75 68 69 68 56 50 49 49 44 42 40 38 38 45 38 37 53 52 81 76 73 73 62 57 57 54 49 48 72 72 62 60 55 50 47 47 47 43 42 38 36 36 35 33 32 Global27 GDP5 Malaysia China UAE Mexico Argentina S.Korea Australia Japan Spain Canada Indonesia India Singapore Brazil HongKong S.Africa U.K. Sweden U.S. Russia Netherlands Germany Italy Turkey France Poland Ireland 50% Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample. GDP 5 = U.S., China, Japan, Germany, U.K. Declining Trust in Pharmaceuticals in More Than Half of Countries 19 Percent trust in pharmaceuticals industry sector, 2015 vs. 2016 (27-country global total) Decreased or equal trust in 17 of 27 countries +11 +13 -13 -10 General Population 2015 2016
  20. 20. 50% Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 53 53 63 74 64 71 65 55 55 51 53 50 56 54 46 48 43 42 39 38 66 68 61 61 59 48 36 34 33 55 56 76 75 73 73 71 69 62 59 59 59 56 55 54 49 47 43 42 39 65 63 57 50 48 47 31 30 28 Global27 GDP5 China India Mexico UAE Malaysia Australia Canada Argentina Italy S.Korea U.S. S.Africa Netherlands France Japan Germany Ireland Sweden Singapore Indonesia U.K. Brazil HongKong Spain Poland Russia Turkey Increasing Trust in Consumer Health 20 Percent trust in consumer health, 2015 vs. 2016 (27-country global total) Increased or equal trust in 18 countries +13 +14 -11 -11 General Population 2015 2016
  21. 21. Trust in Consumer Health and Pharma Diverges Trust in consumer health and pharmaceutical sectors, General Population, 2012 - 2016 General Population 21 Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust). Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". (Top 4 Box, Trust), question asked of one-fifth of the sample. General Population, 25-country global total. Note: From 2015-2016, Consumer Health included as subsector (Q61F-65F). From 2013-2015, Consumer Health included as an industry sector (Q43-60). 2013-2014 data recalibrated to 2015 sub-sector data. Note: From 2015-2016, Pharmaceuticals included as subsector (Q61F-65F). From 2009-2015, Pharmaceuticals included as an industry sector (Q43-60). 2012-2014 data recalibrated to 2015 sub-sector data. Pharmaceuticals Consumer health 54 54 55 54 53 55 56 54 56 2012 2013 2014 2015 2016 50% Consumer health data not available for 2012
  22. 22. 50% Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 58 54 67 71 76 66 66 55 61 56 53 60 51 51 49 47 44 41 77 71 70 69 62 56 55 52 50 49 47 60 56 79 77 76 70 69 65 64 62 62 60 54 54 52 52 46 45 72 70 67 67 58 53 52 50 49 44 40 Global27 GDP5 China Mexico India Argentina Malaysia Australia Spain S.Korea Canada France Japan Netherlands U.K. Russia Turkey Ireland Indonesia Brazil UAE Singapore HongKong Italy S.Africa U.S. Poland Germany Sweden Increasing Trust in Biotech/Life Sciences 22 Percent trust in biotech/life sciences industry sector, 2015 vs. 2016 (27-country global total) Increased or equal trust in 16 of 27 countries +12 +10 General Population 2015 2016
  23. 23. 50% Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample. GDP 5 = U.S., China, Japan, Germany, U.K. Increasing Trust in Hospitals/Clinics 23 Percent trust in hospitals/clinics industry sector, 2015 vs. 2016 (27-country global total) Increased or equal trust in 19 of 27 countries General Population 2015 2016 63 64 75 74 73 67 67 77 72 72 65 66 66 52 65 57 57 57 47 46 31 78 78 78 62 60 55 54 51 66 69 81 81 81 81 78 77 75 73 71 69 69 67 66 66 62 60 57 47 31 74 74 69 59 58 53 51 50 Global27 GDP5 Malaysia Australia Canada China Mexico UAE U.K. Singapore Netherlands France Spain S.Korea U.S. Argentina Japan Germany Ireland Russia Poland HongKong India Indonesia Brazil Sweden S.Africa Italy Turkey +14 +11 +15 +10
  24. 24. 52 55 71 74 68 63 57 62 59 60 57 53 49 47 49 47 48 35 41 36 30 25 79 67 68 50 46 37 26 54 57 82 74 73 71 68 66 66 60 60 56 51 51 50 50 49 49 48 44 35 25 76 61 58 42 36 36 21 Global27 GDP5 China India Singapore Canada Australia Spain S.Korea Malaysia Germany France Japan U.S. Turkey Mexico Russia Italy Netherlands Argentina Ireland S.Africa UAE Indonesia HongKong U.K. Brazil Sweden Poland 50% Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample. GDP 5 = U.S., China, Japan, Germany, U.K. Increasing Trust in Health Insurance 24 Percent trust in health insurance industry sector, 2015 vs. 2016 (27-country global total) Increased or equal trust in 20 of 27 countries General Population 2015 2016 +11 +11 +14 -10 -10
  25. 25. 50% Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Q65-439. Below is a list of companies. Please indicate how much you trust each company or organization to do what is right, using the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal” to do what is right. (Top 4 Box, Trust), question asked of half of the sample. Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General Population, 28-country global total. Trust Can Also Range Within Pharma 25 Trust in healthcare sectors, and trust in blinded companies General Population 61 55 54 77 75 68 67 63 60 58 56 54 48 46 33 32 29 HealthCare ConsumerHealth Pharmaceuticals TechCo.1 TechCo.2 PharmaCo.1 TechCo.3 Food&BevCo.1 EnergyCo.1 EnergyCo.2 CPGCo.1 Food&BevCo.2 Food&BevCo.3 CPGCo.2 PharmaCo.2 Conglomerate Co.1 TechCo.4
  26. 26. Building Trust Healthcare Sector
  27. 27. Trust-Building Behaviors: Data, Quality and Safety are Critical; Biggest Opportunities in Sustainable Business Practices, Leadership and Transparency Importance vs. performance of behavior in building trust in a healthcare company % Performance % Importance Gap General Population 27 Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q345A-J How well do you think the health industry is performing on the behaviors listed below. Use a 9- point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, 28-country global total. Protects consumer data 86 68 18 Ensures quality control 85 66 19 Keeps me and my family safe 81 66 15 Is transparent in reporting progress on company’s social responsibilities 80 56 24 Makes my life easier 80 65 15 Embraces sustainable business practices 80 58 22 Has leadership that effectively represents the interests of all stakeholders 79 57 22 Supports local charities and good causes 75 56 19 Develops intellectual property 74 61 13 Makes me feel connected to something bigger 70 53 17
  28. 28. Sector Falling Short on Trust-Building Behaviors General Population Source: 2016 Edelman Trust Barometer Q335-440. How important is each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Trust) General Population, 28-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 28- country global total. 28 Gap in importance of behaviors in building trust vs. percent who agree each industry is performing well against these behaviors Technology Healthcare Food & Beverage Financial Services Energy Protects consumer data 19 18 23 21 24 Ensures quality control 11 19 16 23 23 Keeps me and my family safe 15 15 21 23 20 Is transparent in reporting progress on company’s social responsibilities 18 24 23 24 26 Makes my life easier 1 15 11 16 12 Embraces sustainable business practices 14 22 18 21 22 Has leadership that effectively represents the interests of all stakeholders 14 22 20 22 25 Supports local charities and good causes 15 19 17 20 22 Develops intellectual property 1 13 14 18 17 Makes me feel connected to something bigger 4 17 17 17 19 AVERAGE GAP 11 18 18 21 21
  29. 29. 54 79 77 71 68 68 67 66 65 63 59 55 55 53 51 50 50 49 49 49 44 44 43 40 38 37 32 28 14 3 4 6 9 10 16 4 9 18 13 10 23 12 9 17 21 11 19 22 16 13 11 19 31 10 23 13 Majority Agree: Not Enough Government Regulation in Healthcare 29Source: 2015 Edelman Trust Barometer Q381. When it comes to government regulation of the health industry, do you think that your government regulates it too much, not enough or the right amount? General Population, 27-country global total. General Population Percent who agree government regulates too much vs not enough, 2015 (27-country global total) 50% Not Enough Regulation Too Much Regulation 2015
  30. 30. 73% 69% 69% 67% 64% The health industry ... the health system The food and beverage industry ... food/nutrition policy The technology industry ... privacy issues The energy industry ... energy policy The financial services industry ... the future of the banking system Regulation: Consumers Want Industry Active in the Debate Source: 2015 Edelman Trust Barometer Q265-386. Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total. 30 Percent who agree with each statement, 2015 (27-country global total) General Population When policymakers are developing new regulations, they should consult with multiple stakeholders 69% agree 2015
  31. 31. A Challenge for Leadership Healthcare Sector
  32. 32. CEOs Expected to Deliver More Than Financial Results Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country global total, question asked of half the sample. 32 Percent who agree that CEOs should be personally visible in discussing… 8in10 Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 7in10 Financial Results General Population
  33. 33. 51 51 27 30 31 31 37 39 39 40 44 44 45 45 46 46 48 48 52 55 56 56 61 62 69 71 73 74 78 81 Global28 GDP5 Poland Sweden Ireland Russia Italy Germany Netherlands France S.Africa Japan U.K. Colombia U.S. Turkey Canada Spain Argentina S.Korea Australia HongKong Brazil Singapore Mexico Indonesia UAE Malaysia India China More Than Half of Countries Do Not Trust Healthcare CEOs Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the health industry to do what is right. Please use the 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total. 33 Percent who trust CEOs to do what is right, healthcare sector General Population 50% In 20 of the 28 countries, the general population do not trust healthcare CEOs to do what is right
  34. 34. 61% 54% 51% 48% 46% 75% 63% 61% 52% 57% Healthcare CEOs Trusted Less Than Their Industry Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the [INSERT INDUSTRY] industry to do what is right. Please use the 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust). Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total. 34 Trust in the sector vs. trust in CEOs in the sector Sector TrustTrust in CEOs in this Sector Technology Food & Beverage Healthcare Financial Services Energy General Population
  35. 35. 61% 52% 51% 62% 60% 53% 40% 41% 52% 52% A Missed Opportunity for Healthcare to Lead on Societal Issues Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? (Yes summary) General Population, 28-country global total, question was asked of half the sample. 35 Respondents who say their company and their CEO are engaged in societal issues, by industry sector CEO engaged Company engaged Technology Food & Beverage Healthcare Financial Services Energy General Population
  36. 36. Employee Advocacy Healthcare Sector
  37. 37. 25 27 19 25 28 33 27 28 24 28 37 3132 30 48 24 25 26 21 21 22 23 20 16 19 19 14 19 18 18 8 9 8 13 10 11 Employees are Essential Advocates Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, 28-country global total. 37 Most trusted spokesperson to communicate each topic Innovation effortsFinancial earnings & operational performance Business practices/ crisis handling Treatment of employees/customer Partnerships/ Programs to address societal issues Views on industry issues Employees Most Trusted General Population Company CEO Senior executive Employee Activist consumer Academic Media spokesperson
  38. 38. 78% 73% 71% 80% 74% 69% 60% 60% 69% 62% Trust in Healthcare Employers Lowest of Sectors Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total, question was asked of half the sample. 38 Trust in their employer vs. trust in other companies in the sector in which they work Trust Others in Sector Trust Employer Technology Food & Beverage Healthcare Financial Services Energy General Population
  39. 39. Healthcare employees of CEOs NOT engaged in societal issues Healthcare employees of CEOs who are engaged in societal issues Employee Advocacy in Healthcare Increases With CEO Societal Issue Engagement 39 Percent who agree with each statement, comparing employees of companies whose CEOs are involved in addressing broader societal issues vs. those who do not, healthcare sector 62 64 64 64 72 75 82 Recommend company as an employer Motivated to perform Stay working for the company Confidence in the future of the company Committed to achieving our strategy Recommend products and services to others Do the best possible job for the customer Impact of CEO Engagement 11 14 16 24 22 21 23 93 89 88 88 86 85 85 General Population Level of Employee Advocacy/Commitment Source: 2016 Edelman Trust Barometer Q527-529 Does your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample.
  40. 40. Employees of healthcare companies NOT engaged in societal issues Employees of healthcare companies engaged in societal issues Employee Advocacy in Healthcare Sector Increases With Societal Issue Engagement Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample. 40 Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not, healthcare sector 63 57 61 60 67 69 80 Motivated to perform Recommend company as an employer Stay working for the company Confidence in the future of the company Committed to achieving our strategy Recommend products and services to others Do the best possible job for the customer Impact of Company Engagement 14 22 22 27 24 27 20 94 91 89 87 85 84 83 General Population Level of Employee Advocacy/Commitment
  41. 41. Implications for Healthcare Companies 41  Is transparent in reporting progress on a company’s social responsibilities  Embraces sustainable business practices  Has leadership that effectively represents the interests of all stakeholders  Protect consumer data  Ensure quality control  Keep me and my family safe Address the gaps between expectations and performance: Continually deliver against what is of stated importance worldwide:
  42. 42. Implications for Healthcare Companies 42 ADDRESS CONSUMER EXPECTATIONS Understand what they are and address the gaps between expectations and performance. GET INVOLVED Healthcare companies have been given a license to become involved in ongoing debates about the surrounding healthcare system. Employee trust and advocacy is linked to a company’s engagement in societal issues, as well as a CEO’s association with those issues. ACTIVATE YOUR CEO BUILD EMPLOYEE ADVOCACY Ensure employees understand the company’s work on social issues and address enterprise-specific issues to build trust and belief, and empower employees to engage with external audiences with appropriate guardrails. GET PERSONAL Those on the frontlines delivering care have a trust advantage. How can you better serve your stakeholders so they experience a personal touch and feel you have their best interests at heart?

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