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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; 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
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
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
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
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
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
State of Trust
Healthcare Sector
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Building Trust
Healthcare Sector
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
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
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
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
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 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
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
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
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
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 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
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
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.
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
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:
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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2016 Edelman Trust Barometer - Healthcare Sector Results

  • 1. Global Healthcare Sector Trends 2016 Edelman Trust Barometer
  • 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. 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. 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. 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. 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. 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
  • 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. 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. 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. 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. 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. 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
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  • 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. 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. 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. 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
  • 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. 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. 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. 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
  • 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. 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. 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. 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. 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. 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?

Editor's Notes

  1. IF CHALLENGED…..:  The threshold for statistical significance for the global data is .6 percent.  All of our major data points reached statistical significance, meaning we have a 95 percent or higher confidence level in them. **For anything showing current year data only, we use a 28-country global total, whereas if we show YOY data, we have to keep the global totals consistent as is the case for slide 13. Since we only had 27 countries last year, but 28 this year, we need to use a 27-country total for both years to have an apples-to-apples comparison. *  
  2. When we look at the overall global numbers, among informed publics and general population, we see Trust is rising across all four institutions. NGOs are most trusted across the world, though less so in developing markets. Business trust is continues to rise. Media was sliding, but has risen in the last couple of years. Government continues to be the least trusted institution in the world. It has risen a bit, but it is still most distrusted.
  3. The difference is even more profound when you look at the Mass Population—that segment of the General Population that does not include the Informed Public. The global Index for the mass population falls into distruster territory as 17 of 28 – more than half– of countries are distrusters These distrusters include nearly all European countries, the US, and other significant economies from around the world. While the Informed Public is becoming more trusting, the mass population is being left behind.
  4. You can start to see the gap back in 2012, when we had a 9-point gap between the informed and the mass population. Today, that gap has increased to where it is a 12-point gap, a 3-point increase. And it is even more severe in the largest economies: if you look at the 5 largest economies – the GDP 5, the gap has increased by 5 points.
  5. Gone are the days of the traditional “pyramid of influence,” in which both authority and influence were concentrated in the hands of a small number of opinion shapers. This model was predicated on the belief that the informed publics have access to superior information, their interests were interconnected with those of the broader public and that becoming ‘an elite’ was open to all of those who work hard. But today, due primarily to the democratization of information, we have seen the pyramid turned upside down. Influence now rests among the broad population, who talk to each other on social media or use search to access information, and no longer need to rely on the more “informed” population for ideas. Influence is no longer automatically granted to those in authority. And, as we have seen, the Mass Population’s view of the world—at a trust level of just 48—is vastly different from that of the 15% who have a trust level of 60, creating real challenge for those in authority who want to earn the ability to have broad influence.
  6. What’s driving this trend? A belief that, with its strength and ability to keep pace, business can actually solve problems. In a big jump up from an already high 74%, 80% of General Population agree that Business can both make a profit and improve economic and social conditions of the community in which it operates.
  7. So what do this year’s results tell us about the state of trust in the healthcare sector 2016?
  8. As you can see, healthcare is towards the lower end of industry sectors when it comes to trust. However, there just isn’t that much differentiation between the industry sectors, with the exception of technology and financial services. It should be noted that this is the first year that healthcare has been asked about as an industry sector – in previous years, pharmaceuticals and consumer health were offered alongside these other industry sectors. We therefore do not have 2016 vs. 2015 comparison data for trust in healthcare. Note: A slightly differently set of industries were asked in 2015.
  9. As with other sectors, healthcare is more trusted by Informed Publics than by the lower-income and less educated Mass Population cohort. This global trend is also seen on a country level as there is no country where the Mass Population is more trusting of healthcare than the Informed Publics. However, even among the less trusting Mass Population, 16 of 28 countries are still categorized as “trusters” because they have trust levels over 60. The global 7-point gap between Informed Publics and Mass Population is significant but actually lower than the 12-point gap in trust that exists across all institutions. The Mass Population are, by definition, lower income and are therefore more likely – especially As a reminder, the Mass Population group makes up the 85% of the population that are not college educated, in the top 25% of income and report significant media consumption of business news.
  10. The trust difference between Informed Publics and the Mass Population in individual markets is rather marked, with 17 of 28 countries having a 5-point gap or higher. Additionally, Sweden (15), the US (13), Mexico (12) and Brazil (11), China (10) and the Netherlands (10) all have double-digit trust gaps between Informed Publics and the Mass Population.
  11. The trust difference between Informed Publics and the Mass Population in individual markets is rather marked, with 17 of 28 countries having a 5-point gap or higher. Additionally, Sweden (15), the US (13), Mexico (12) and Brazil (11), China (10) and the Netherlands (10) all have double-digit trust gaps between Informed Publics and the Mass Population.
  12. The trust difference between Informed Publics and the Mass Population in individual markets is rather marked, with 17 of 28 countries having a 5-point gap or higher. Additionally, Sweden (15), the US (13), Mexico (12) and Brazil (11), China (10) and the Netherlands (10) all have double-digit trust gaps between Informed Publics and the Mass Population.
  13. The trust difference between Informed Publics and the Mass Population in individual markets is rather marked, with 17 of 28 countries having a 5-point gap or higher. Additionally, Sweden (15), the US (13), Mexico (12) and Brazil (11), China (10) and the Netherlands (10) all have double-digit trust gaps between Informed Publics and the Mass Population.
  14. Now, let’s take a more in-depth look at how trust plays out across the different subsectors in healthcare.
  15. In 2015, the different healthcare subsectors were more or less clustered which suggested the possibility that people may not really differentiate between the different subsectors that much. However, while pharma, biotech/life sciences, consumer health, and insurance all remained within 7 points of each other in 2016, hospitals/clinics seems to be pulling away. Hospitals/clinics, the most trusted healthcare subsector in 2015, also experienced the biggest increase with a 3-point jump in trust from 2015 to 2016. Pharma was the only subsector to decrease and is now the least trusted of the healthcare subsectors. In the coming slides, we will take a closer look at these subsectors and theorize as to why they have increased or decreased compared to 2015.
  16. The trust difference between Informed Publics and the Mass Population in individual markets is rather marked, with 17 of 28 countries having a 5-point gap or higher. Additionally, Sweden (15), the US (13), Mexico (12) and Brazil (11), China (10) and the Netherlands (10) all have double-digit trust gaps between Informed Publics and the Mass Population. The global 7-point gap between Informed Publics and Mass Population may have something to do with access to healthcare. The Mass Population are, by definition, lower income and are therefore more likely – especially in markets without universal healthcare such as the US – to have less access to care. It seems reasonable that those who have less access to healthcare are also less trusting of the healthcare sector.
  17. As one would expect, trust in the different healthcare subsectors varied from region to region. Of note, APAC and Latin America, which have more developing markets, were generally more trusting on the whole than the more developed regions of North America and Europe. Illustrating this point is that APAC is more trusting of pharma than Europe and North America by 25 and 18 points, respectively. Also, Latin America was more trusting of biotech/life sciences than North America and Europe by 21 points. However, this trend is not specific to healthcare and is also reflected in the global data and data from other sectors as well – APAC and Latin America are simply more trusting across the board.
  18. Pharmaceuticals, down 1 point globally compared to 2015, also decreased in 17 of the 27 countries surveyed. This is notable given the increased trust in business and most industries in 2016. Another exception to this increase is trust in the automotive industry. This decrease, while only 1 point, may be a result of the growing issue of access and affordability/drug pricing that is playing out in many of the surveyed countries. However, given the near fever pitch of this issue and the fact that the survey was fielded during peak coverage of the issue, it is actually somewhat surprising then that the decrease is not more significant. It may be that the issue is merely a headline for now and has not yet affected people on a personal level. US ONLY: The topic of drug prices in the US is complex. Among the features are price increases specific to brand pharmaceutical products, the high price of new drugs and the increase in out of pocket costs due to actions taken by insurers or specific to a patient’s health coverage. Drug price increases are largely being absorbed by payers and have yet to translate to decreased access or increased out-of-pocket costs for patients. In the case of new products, huge advancements such as the introduction of innovative immuno-oncology drugs and the fact that patients are still able to get many of their medications at the same price as before may be countering any erosion in trust as a result of drug pricing. US ONLY: An August 2015 study by Consumer Reports found that 33% of consumers have experienced a price increase in their prescription drugs at an average of $39. Of this 33% percent, 1 in 4 have found increases difficult enough that they have stopped filling their prescriptions. That means a total of ~8% of the US population have had prices on their normal prescriptions increase enough to have it truly impact their ability to pay. (http://www.consumerreports.org/cro/news/2015/08/are-you-paying-more-for-your-meds/index.htm) US ONLY: While not insignificant, the relatively small percentage of people who are experiencing this difficulty in paying for their prescriptions is just not enough to move the trust needle at this time. US ONLY: It is also possible that many of these people are not necessarily blaming the pharmaceutical companies for the price increases and may instead hold their health system, government, insurance company or pharmacy to blame. US ONLY: A Kaiser Family Foundation poll found that of those people who say that the cost of prescription drugs is unreasonable, 76% blame the pharmaceutical companies, 10% blame health insurers and 10% blame both. (http://kff.org/health-costs/poll-finding/kaiser-health-tracking-poll-june-2015/) Hong Kong and France saw the biggest dips in trust with decreases of 13 points and 10 points, respectively. Hong Kong had to recall 13 pharmaceutical products in 2015 which may impact their trust in pharma China and Malaysia were immune to the overall global trend, showing increases of 13 and 11 points, respectively. In China, this may be a result of pharma finally regaining trust after high-profile scandals (GSK for example) tarnished the industry reputation a couple of years ago.
  19. As opposed to pharmaceuticals, consumer health increased globally by 2 points and also increased in 18 of the 27 countries surveyed. Compared to 2015, Australia saw the largest increase in trust in consumer health with a 14-point jump. As with pharma, China saw a 13-point bump. Brazil and Hong Kong both experienced 11-point decreases compared to 2015. The decrease in Hong Kong may be partially attributed to the 12 consumer health products that had to be recalled in 2015 for quality issues. The decrease in Brazil may partially be explained by the worsening economic conditions in the country that are greatly impacting people’s ability to purchase consumer health products like OTC medications. Many of these products have actually gone up in price, thereby potentially causing a decrease in trust in the industry.
  20. This slide highlights the divergence of consumer health and pharma in 2016. Since 2013, consumer health and pharma tracked similarly but this represents the first time they have really separated from each other. It is possible that the drug pricing issue that plagues pharma is the catalyst for this divergence – consumer health has been able to rise with the rest of healthcare while pharma is weighed down.
  21. Biotech’s 2-point global increase in 2016 shows that, for some reason, it is not being vilified to the same extent as the pharmaceutical industry. Despite the term “biopharma” becoming more and more popular among R&D-based pharmaceutical companies, the now 7-point gap between biotech and pharma shows that people are in fact differentiating between the two subsectors. Biotech may also be benefiting from the halo attributed to technology, the most trusted industry sector overall (trust level of 75). As with the other subsectors, China experienced one of the biggest trust increases with a 12-point spike. Australia was the only other market to increase by double digits with a 10-point increase. Sweden saw the biggest decrease in trust in biotech/life sciences with a 7-point drop.
  22. Hospitals/clinics, the most trusted healthcare subsector in 2015, experienced the biggest gain in trust in 2016. One possible explanation for this is that as more people are given access to healthcare, they are increasingly encountering hospitals/clinics who are at the frontlines of health. Doctors and other healthcare providers thereby benefit as the face of the healthcare system that these people now have access to. Other subsectors such as pharma, biotech and insurers play a much less visible role than hospitals/clinics when it comes to the actual delivery of healthcare. Quite simply, hospitals/clinics, by being the only subsector that is really able to directly engage with patients, are able to position themselves as the good guys in healthcare. South Korea, China, Mexico and Ireland all increased by double digits with increases of 15 points, 14 points, 11 points and 10 points, respectively. No market saw a double-digit decrease in trust in hospitals/clinics and Indonesia decreased the most with a 9-point drop.
  23. Health insurance, the least trusted healthcare subsector in 2015, increased by 2 points globally in 2016, exceeding trust in pharmaceuticals. The expansion of healthcare insurance in some markets may factor into this global increase. In the United States, the uninsured rate fell to 10.9% as a direct result of the implementation of the Affordable Care Act. (https://www.census.gov/content/dam/Census/library/publications/2015/demo/p60-253.pdf) Additionally, in some markets like the US, healthcare insurers are increasingly marketing themselves directly to consumers and engaging in a way that they haven’t had to in the past. For example, health insurers are sponsoring consumer programs that incentivize people to exercise, eat healthier and generally improve their health outcomes. Italy increased the most with a 14-point increase; China and Australia both increased by 11 points. Hong Kong and Brazil each decreased by 10 points. In Hong Kong, the decrease in trust in health insurance may be a result of growing issues that people are having with reimbursement, as evidenced by the 13% increase in insurance complaints due to reimbursement challenges. (https://hk.news.yahoo.com/%E4%BF%9D%E9%9A%AA%E6%8A%95%E8%A8%B4%E5%8D%8713-%E6%B6%89%E9%86%AB%E7%99%82%E7%B3%BE%E7%B4%9B%E6%9C%80%E5%A4%9A-215509710.html) NOTE: In the U.S. this questions was asked as “private health insurance” companies, everywhere else we call it “government run health insurance.”
  24. While it may be tempting for pharma companies to think that there is little they can do to escape the issues that plague their industry, this slide goes to show that there is in fact variation within the industry. Without disclosing who these pharma companies are, the 35-point gap in trust between Pharma Co. 1 and Pharma Co. 2 drives home the point that there is a lot that pharma companies can do to improve trust in their company – they are not at the mercy of industry perceptions.
  25. So how can healthcare companies and CEOs begin to build trust with consumers?
  26. Protecting consumer data, ensuring quality control and keeping me and my family safe were listed as the most important behaviors for building trust in a company. The performance of the healthcare industry on these behaviors is compared to the importance of these behaviors to highlight where there are the biggest gaps. As you can see transparency, sustainability and leadership are the three trust-building behaviors where healthcare is most deficient and may represent low-hanging fruit for healthcare companies looking to make up lost ground on trust.
  27. With an average gap of 18 points, the healthcare industry is in the middle of the pack when it comes to how they perform against other sectors on important trust-building behaviors. The three areas with that biggest gap in performance and importance are highlighted. These are, therefore, an encouraging place for the healthcare companies to take a look.
  28. This data is from the 2015 Trust Barometer but is still relevant and shows that there is an appetite for increased regulation in the healthcare industry. In fact, “not enough regulation” exceeded “too much regulation” in every single market, including the US.
  29. Also from the 2015 Trust Barometer, this slide shows that consumers want the healthcare industry to be especially active in the debate abut the health system. Healthcare ranks above every other sector and this seems to indicate that healthcare companies have a license to involve themselves in important industry issues and not just sit on the sidelines.
  30. Of course people expect CEOs to be talking about financials but an even greater number also want to hear what CEOs have to say about societal issues; to take a stand on issues such as income inequality, public policy and their personal views on societal issues. As we will see in the next few slides, engaging in societal issues is an area where healthcare CEOs are especially lacking.
  31. 20 of the 28 countries surveyed did not trust healthcare CEOs to do what’s right. As we’ve come to expect, the more trusting countries are all in Latin America or APAC. We will explore what causes the lack of trust in healthcare CEOs in the following slides but the good news is that there are well-defined actions that CEOs can take to become more trusted.
  32. As you can see, healthcare is not the only industry where CEOs are lacking in trust. The 10-point gap between trust in healthcare CEOs and trust in the healthcare industry highlights an opportunity for healthcare CEOs to benefit from the halo of their own sector. CEOs can do this by associating themselves more with the delivery of healthcare and engaging on societal issues specific to healthcare instead of just focusing on the business of healthcare. This gap between the CEO and the sector is consistent across all sectors and may have to do with the fact that more people want CEOs to be visible in discussing societal issues than financial results so the CEO has to do more than just lead on earnings calls and focus on the company’s bottom line.
  33. The engagement of healthcare CEOs and companies in societal issues is lacking, even when compared to the least trusted industries of financial services and energy. The perceived lack of engagement by healthcare CEOs and healthcare companies represents a real opportunity to improve trust, especially because employees value this very behavior as we will see later on.
  34. When asked who is the most trusted spokesperson to communicate around a variety of business topics, in many areas, people trust employees more than leaders. In three of the categories studied, employees are more trusted than CEOs or senior business executives to communicate information, including information about your financial earnings and operating performance, how you handle a crisis, and, of course, how you treat your employees and customer.
  35. Employer trust is lower in healthcare than in all other sectors. This again speaks to the fact that healthcare companies need to figure out how to meaningfully engage their employees in order to engender trust. They may need to look to companies in other industries, financial services and technology in particular, where employees are more trusting of employers. As in other sectors, healthcare employees are more trusting of their own employers than others in their sector.
  36. The level of employee advocacy/commitment is boosted by their CEO’s engagement in societal issues. The three employee advocacy areas where healthcare CEOs can make up the most ground by engaging in societal issues are: 1) employee confidence in the future of the company 2) likelihood of employee to recommend company as an employer and 3) likelihood of employee to stay working for the company. By becoming engaged in societal issues, healthcare CEOs can begin to close the gaps in these areas that have very real business implications, especially when it comes to recruitment and retaining talent.
  37. In addition to CEOs becoming more engaged with societal issues, employees must also be allowed to engage with these same issues in order to increase employee advocacy and commitment. This engagement most impacts the following: 1) employee confidence in the future of the company, 2) likelihood for an employee to recommend company as an employer and 3) likelihood of an employee to stay working for the company. In combination with slide 35, this slide shows that in order for companies to increase advocacy and commitment, they must become engaged with societal issues on an executive level while also allowing for employees to play a part as well.
  38. Encourage clients to focus on the areas where there are the biggest gaps between expectations and perceived performance. What are they doing to address these expectations now? What more can they do to close the gap to build trust? And remind clients of the importance of delivering on the basics – taking all steps necessary to protect data and deliver on quality, and recognizing how important their swift and thoughtful response will be to issues in these areas given their importance. Note that while the behaviors with the biggest gaps varied between the US and global, the top three areas of stated importance are the same in US and global data.
  39. This is the sum total of our advice based on the study and should lead to rich discussion about how they can do this. Keep in mind that hospitals/clinics are most trusted and have gained trust this year, while pharma has gone backwards globally and in the US. Even health insurers/payers have been able to increase trust both globally and in the US. Employee advocacy – how we build it, and how we allow for it – is especially important in this peer to peer driven media environment in which we live, and with the increasing disconnect between elites and the general population.