China Healthcare & Wellness Consumer Survey


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Burson-Marsteller China and Kantar Health jointly released a piece of research on healthcare and wellness trends in China. The survey was organized through an online questionnaire involving 1,000 consumers across tier 1 and 2 cities in China. Over 50% of the respondents, aged 26 and older, were college graduates, and over 70% were professionals and mid-to-high level executives.

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China Healthcare & Wellness Consumer Survey

  1. 1. China Healthcare & Wellness Consumer SurveyPrepared by Burson·Marsteller & Kantar HealthJune 2011
  2. 2. Content Executive Summary Overview & Methodology Key Findings Priorities and expenditure patterns in health and wellness Information sources for health and wellness Implications
  3. 3. Executive Summary
  4. 4. Key Findings Healthcare tops family spending priority: + Almost 70% of consumers rank healthcare as the most important expenditure for Chinese families today. Empowered and proactive consumers: + Preventive-care minded + Over 80% of consumers surveyed will conduct research on the Internet for information every time or most of the time before they consult a doctor. News-driven information: + A key source of healthcare information (69%), second only to doctor’s advice (73%). Internet and online peer-to-peer communication “trusted” (viewed as credible) platforms for healthcare information: + 96% will turn to the Internet for information on sensitive health topics Women love themselves and men love their wives.
  5. 5. Overview & Methodology
  6. 6. Overview & Methodology In February 2011, Burson-Marsteller and Kantar Health surveyed 1,000 consumers across Tier I and Tier II cities in China to gain new insights into current healthcare and wellness trends, with a focus on expenditure patterns and information sources. Online survey Methodology • 1000 consumers • 3 Tier I cities & 11 Tier II cities Healthcare & Wellness Topics • Expenditure patterns • Information sources Gain new insights into current Healthcare & Wellness trends
  7. 7. Sample Distribution Tier I Cities Tier II Beijing Shanghai Guangzhou cities[1] Male 83 63 57 418 Gender Female 22 37 45 294 Middle income 50 50 50 352 Income Level [2] High income 55 50 52 360 Age 25 - 35 27 18 23 554 Age Age 36 – 45 33 38 62 112 Age 46+ 45 44 17 46 TOTAL N = 1019 105 100 102 712 [1] Tier I cities include: Beijing, Shanghai and Guangzhou. Tier II cities include: Shenzhen, Nanjing, Tianjin, Shenyang, Jinan, Xi’an, Wuhan, Chengdu, Zhengzhou, Hangzhou and Changsha. [2] Mid-income means: the family income is 6,000 – 9,999 RMB per month. High-income means: the family income is 10,000 + RMB per month.  Over 50% of the respondents are college graduates.  Over 70% are professionals and mid-to-high level executives.
  8. 8. Priorities and expenditure patternsin healthcare and wellness
  9. 9. Healthcare is the third largest family expenditure in China Currently, consumers are spending a significant amount of their household expenditure on healthcare. Nearly 50% of consumers indicate that healthcare is the third largest expenditure area for their families. 63% 49% 45% Children’s Food Healthcare Education
  10. 10. And the most important area for most consumers Almost 70% of consumers consider healthcare as one of the most important expenditure areas for Chinese families today, exceeding food and children’s education. 55% Children’s 66% Food education 67% Healthcare
  11. 11. Healthcare expenditure = better quality of life 72% respondents agree that they are spending money on healthcare and wellness so as to attain a better quality of life for themselves and their family. TOTAL 72% Beijing 70% Shanghai 69% Guangzhou 75% Tier II cities 72%
  12. 12. Consumers are spending money on critical healthcare needs A large majority of consumers focus healthcare expenditure on critical and common illnesses. Strong willingness to spend on health maintenance and preventive care. 67% 70% 77% 80% 88%
  13. 13. High-income families more willing to spend on healthcare preventionConsumers’ willingness to spend on medical check ups High-income consumers are more willing to spend on medical check-ups, vaccinations and illness prevention. Consumers’ willingness to spend on vaccinations Consumers’ willingness to spend on illness prevention
  14. 14. Females are making most decisions on health and wellnessexpenditure matters Most females are making key health and wellness expenditure decisions for their families. And their decision-making power becomes more evident as they getKey decision maker for health and wellness expenditure in families older. Female age 26-35 Female age 36-45 Female age 46+
  15. 15. Women are keen to increase their expenditure levels on healthcare andwellness in the near future Females are spending more money on beauty enhancement, wellness and nutrition, and Chinese traditional medicine. Healthcare/wellness expenditure now When it comes to wellness, females are spending money on themselves. Men are also more likely to spend money on their wives than themselves.
  16. 16. Healthcare and wellnessinformation sources
  17. 17. News websites: a key category of information sourceInformation sources on healthcare/wellness matters The top 3 key information sources on healthcare and wellness related matters are doctors, news websites and family/friends. * CTM = Chinese traditional medicine
  18. 18. Proactive health consumers Research before making expenditure decisions Almost all consumers will conduct some research before making key healthcare/ wellness expenditure decisions. About 1/3 of consumers surveyed will conduct extensive research. Comparison by city/tier level Comparison by income level
  19. 19. Internet: most consumers will conduct research online before theyconsult a doctor Online research before turning to doctors Although doctors’ advice is the most reliable information source for most consumers, over 80% of consumers surveyed will conduct Comparison by city/tier level research on the Internet for information every time or most of the time before they consult a doctor. Comparison by income level n= 1019 105 100 102 712 622 245 152
  20. 20. Women rely more on word-of-mouth and first-hand informationSources for credible healthcare/wellness information Compared with males, females rely more on word-of-mouth and information direct from doctors, family, friends and specialists. Men prefer to turn to websites for healthcare and wellness information, especially news websites.
  21. 21. Information consumption patterns differ between men and womenSources for credible healthcare/wellness information Women are relationship driven; they rely more on word-of-mouth and information direct from doctors, family, friends and specialists. Men prefer to turn to websites for healthcare and wellness information, especially news websites.
  22. 22. But both males and females are active onlineCurrent digital channels consumers are participating in Males and females both show high participation levels in social media channels such as blogs, BBS, social networking sites, video sharing sites and micro-blogs. Other top websites Almost half of the men surveyed are turning to general news websites for health and wellness information.
  23. 23. BBS forums considered most influential Most influential digital channels BBS forums Social networking About 60% consumers surveyed are sites Blogs participating in BBS forums, social Video sharing sites networking sites and blogs. 1 Micro-blogs 2 3 4 5 6 Other websites And they feel these are also the Participation levels across digital channels most influential and credible digital channels. * BBS forums = Bulletin board system are online forms used to exchange public messages or files, mostly dedicated to a special interestN = 1019
  24. 24. A look into recent BBS conversations….• Recent BBS conversations on Tianya and Netease forums have centered on remedies and questions around: o Herbal medicine o Skin whitening o Sexually transmitted diseases o Anti-ageing o Nasal and throat infections• The hot topic of discussion in BBS forums on is death from overwork, triggered by the recent death of a 25-year old employee at PWC who kept a micro-blog about her fatigue and workload o Intense debate over whether overwork threatens the health of white-collar workers o Other white-collar topics include anti-ageing, mental health, backache and weight lossN = 1019
  25. 25. The most popular BBS forum is Tianya 1 Tianya, which is visited most frequently by 36% of 2 respondents, is clearly the most 3 popular BBS forum for health and 4 wellness information. 5 Participation levels at other BBS 6 forums are all below 10% and generally low. 7 8 9 n = 553 Participate rate of different BBS forums
  26. 26. The top web portal most consumers visit is Sina is visited most1 frequently by 36% of2 respondents, and is the top web3 portal for health and wellness4 information.5, a specialized health6 website, ranked only 7th most7 popular (3%) , after general portal sites Netease, Sohu,8 Taobao and Baidu.9 n = 140 Participate rate of different websites
  27. 27. Internet for sensitive health and wellness topics 96% of consumers will turn to the Internet and social networking sites for sensitive health and wellness topics. Key attributes fordata source for sensitive topics Information or healthcare/wellness information Consumers are turning to the Internet as an information source on sensitive health and wellness topics more than they do to doctors for advice. N = 1019
  28. 28. But credible information on sensitive health or wellness topics is scarce Sensitive healthcare/wellness topics Consumers are uncomfortable sharing 1 or discussing topics such as sexually transmitted diseases, AIDS, infertility and abortion. Comparatively, most consumers are more comfortable speaking about mental health, contraception and cosmetic surgery Sensitive healthcare/wellness topics with limited info. openly. However, for topics like mental health, cosmetic surgery and infertility, consumers are finding it difficult to get access to credible information and data.N = 1019
  29. 29. Implications
  30. 30. Implications Personal health empowerment: consumers want to own health knowledge and decision-making power + Shift from “patient education” to supporting “health learning” Re-examine the “doctor knows best” communications structure + Doctors are part of the information gathering channels. + From a consumers’ brand experience perspective, doctors are part of the brand experience. Community as a critical backdrop to messaging structure + News: social relevancy and common conversation thread + Digital: peer-to-peer; safety to belong and gather information + Lifestyle: quality of life; relational (friends and family); life stages
  31. 31. Our Offering Raise Market Awareness Access Interact Digital I.Health Influence Issue & Crisis Learning Support Enroll Patients PatientsPartnerNetwork
  32. 32. China Healthcare & Wellness Consumer Survey Efen Huang Simon Li Senior Healthcare Strategist General Manager Burson-Marsteller China Kantar Health