Results of the second  Health Care Marketing Survey 2009 Health Care Marketing Congress 0ctober 8 th  2009
Survey participants Scope and numbers Sector <ul><li>Belgium and Europe </li></ul><ul><li>More than 180 respondents partic...
Key concept: Net Average Index (NAI) Quantifying Health Care Marketers’ beliefs <ul><li>How do you expect a certain parame...
True or false? <ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has ...
<ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has entered the top...
Today, the Health Care marketer has to take into account the influences of  multiple  stakeholders  Size/stretch of the ch...
Compared to last year, the importance of building relationships with hospitals and pharmacists has increased Ranking of th...
The largest increase in influence and power in the coming year is expected to occur  at  governmental parties Only GP’s wi...
Key concept: Net Average Index (NAI) Quantifying Health Care Marketers’ beliefs <ul><li>How do you expect a certain parame...
The largest increase in influence and power in the coming year is expected to occur  at  governmental parties Only GP’s wi...
Key takeaway n°1 <ul><ul><li>Changing environment of stakeholder influences </li></ul></ul>
<ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has entered the top...
Competitive differentiation is still the biggest marketing challenge Size/stretch of the challenge today (score) 2 3 5 1 <...
Compared to last year, innovation, measuring ROI and optimizing pricing are the three fastest growing marketing challenges...
Compared with RX, ME focuses also on price management and ROI, whilst OTC is challenged more by customer loyalty, innovati...
Key takeaway n°2 <ul><ul><li>Differentiation remains the first key marketing challenge.  </li></ul></ul><ul><ul><li>Measur...
<ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has entered the top...
Health Care marketing budgets in 2008-09 were lower than previously stated and expectations for 2009-10 are even lower Net...
Online communication methods and lobbying are expected to replace traditional channels especially during crisis Sponsoring...
Key takeaway n°3 <ul><ul><li>Shift towards cost effective channels due to budget pressure </li></ul></ul>
<ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has entered the top...
The general marketers’ confidence index is at its lowest point in history  Health Care marketers are even more pessimistic...
Marketers believe their pricing will be put under great pressure by governments, patients and pharmacists Government will ...
Key takeaway n°4 <ul><ul><li>Health Care marketer’s confidence is hit by the crisis  </li></ul></ul>
<ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has entered the top...
Marketers understand the value that they provide to customers  …  N=90 Q: To what extent do you agree with the following s...
…  but often  lack the tools to efficiently measure that value  N=90 Q: To what extent do you agree with the following sta...
Key takeaway n°5 <ul><ul><li>Leveraging valuable customer data is still a challenge </li></ul></ul>
Key takeaways  <ul><li>Evolution of the Health Care industry: </li></ul><ul><li>Traditional  “push model”   “pull model”  ...
In collaboration with An initiative by http://www.thom.be/ www.twitter.com/thomeu
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Hc congres 2009 Nicole Berx presentation

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Key challenges and new insights of the Healthcare Marketing Environment

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  • (184 participants, 51% completed the whole survey) 28% of the participants are Marketing Managers Other= Pricing manager, market researcher, business analyst 36% work in the RX-business, 30% in the Medical equipment RX: medication requiring prescriptions OTC: “over the counter” 15% of total turnover of 5 biggest European healthcare companies Others: research, hospitals Spread of answers: RX= 57 answered only profile questions, about 33 answered the whole survey ME= 47 – 28 Others= 48 - 18 OTC= 18 - 8 Biotech= 14 - 6 44% have a national scope, 51% an international scope of responsibilities
  • (184 participants, 51% completed the whole survey) 28% of the participants are Marketing Managers Other= Pricing manager, market researcher, business analyst 36% work in the RX-business, 30% in the Medical equipment RX: medication requiring prescriptions OTC: “over the counter” 15% of total turnover of 5 biggest European healthcare companies Others: research, hospitals Spread of answers: RX= 57 answered only profile questions, about 33 answered the whole survey ME= 47 – 28 Others= 48 - 18 OTC= 18 - 8 Biotech= 14 - 6 44% have a national scope, 51% an international scope of responsibilities
  • Average score: the higher, the bigger the challenge
  • On the other hand, dealing with decrease of reimbursement, increasing innovation cost and higher regulatory requirements have decreased in importance
  • (184 participants, 51% completed the whole survey) 28% of the participants are Marketing Managers Other= Pricing manager, market researcher, business analyst 36% work in the RX-business, 30% in the Medical equipment RX: medication requiring prescriptions OTC: “over the counter” 15% of total turnover of 5 biggest European healthcare companies Others: research, hospitals Spread of answers: RX= 57 answered only profile questions, about 33 answered the whole survey ME= 47 – 28 Others= 48 - 18 OTC= 18 - 8 Biotech= 14 - 6 44% have a national scope, 51% an international scope of responsibilities
  • Differentiating from competition remains the top marketing challenge
  • Health Care marketers are even less confident than in other industries The marketers confidence index is an average of marketers’ expectations about their budget, projects and staff headcount. The percentage reflects a balance between the positive, neutral and negative views. It can vary from -100% to +100% depending on the amount of confidence.
  • Hc congres 2009 Nicole Berx presentation

    1. 1. Results of the second Health Care Marketing Survey 2009 Health Care Marketing Congress 0ctober 8 th 2009
    2. 2. Survey participants Scope and numbers Sector <ul><li>Belgium and Europe </li></ul><ul><li>More than 180 respondents participated to the survey, 93 completed the whole survey </li></ul>Total sample 36% 30% 20% 9% Medical equipment OTC Others Number of respondents (%) RX 5% Biotech Total sample European scope Worldwide scope National scope Other 44% 35% 16% 5% Job function 31,8% Marketing Manager Managing Director Product/Brand Manager Communication Manager Other Business Unit Manager Sales Manager Scope of responsibilities Number of respondents (%)
    3. 3. Key concept: Net Average Index (NAI) Quantifying Health Care Marketers’ beliefs <ul><li>How do you expect a certain parameter to evolve? </li></ul><ul><li>Options: Increase, decrease, will stay the same </li></ul><ul><li>Formula to calculate the index: </li></ul>The percentage reflects a balance between the positive, neutral and negative views. It can vary from -100% to +100% depending on the amount of confidence. A positive NAI indicates an increase of importance, the number reveals how relevant or outspoken this increase is.
    4. 4. True or false? <ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has entered the top 5 of most important marketing challenges </li></ul></ul><ul><ul><li>Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year </li></ul></ul><ul><ul><li>Health Care marketers are more confident than marketers from other industries </li></ul></ul><ul><ul><li>M anagement decisions are always based on the most accurate customer & market data </li></ul></ul>
    5. 5. <ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has entered the top 5 of most important marketing challenges </li></ul></ul><ul><ul><li>Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year </li></ul></ul><ul><ul><li>Health Care marketers are more confident than marketers from other industries </li></ul></ul><ul><ul><li>Management decisions are always based on the most accurate customer & market data </li></ul></ul>True or false?
    6. 6. Today, the Health Care marketer has to take into account the influences of multiple stakeholders Size/stretch of the challenge today (score) Combination of high average and high frequency of occurrence results in 4 main challenges Respondents (%) 1 <ul><li>Dealing with growth of generics/alternatives </li></ul><ul><li>Dealing with the decrease of reimbursement amounts from social security </li></ul><ul><li>Dealing with increased pressure from group purchasing organizations </li></ul><ul><li>Dealing with extended TTM from R&D to launch due to regulatory approvals </li></ul><ul><li>Rationalizing brand portfolio </li></ul><ul><li>Dealing with increasing innovation costs and higher requirements from regulators </li></ul><ul><li>Improve relationships with hospitals </li></ul><ul><li>Improve relationships with pharmacists </li></ul><ul><li>Dealing with stricter code of conduct towards prescribers </li></ul><ul><li>Improve relationships with specialists </li></ul>2 3 4 5 6 7 9 + + N=93 Ranking of challenges by importance 10 8 - Q: In your opinion, what will be the greatest Health Care related challenges of your division in 2009 -2010?
    7. 7. Compared to last year, the importance of building relationships with hospitals and pharmacists has increased Ranking of the 10 biggest challenges 2010 versus 2008 2009 results 2008 results Respondents (%) N 2008 = 89 N 2009 = 93 LEGEND:
    8. 8. The largest increase in influence and power in the coming year is expected to occur at governmental parties Only GP’s will decrease in influence Evolution of influence/power of different decision makers 43% 43,8% 61% 66% 49% 47% 44% 41% -14,4% Pharmacists Legal and regulatory institutions General practitioners Social security Insurance companies Patient associations Patients Hospitals Specialists N=89 16% 12% 10% 8% -4% 6% Wholesalers & distributors laboratories Research organisations Net Adjusted Index (%) Q: How do you evaluate the influence of the following “decision makers” on your business in the near future?
    9. 9. Key concept: Net Average Index (NAI) Quantifying Health Care Marketers’ beliefs <ul><li>How do you expect a certain parameter to evolve? </li></ul><ul><li>Options: Increase, decrease, will stay the same </li></ul><ul><li>Formula to calculate the index: </li></ul>The percentage reflects a balance between the positive, neutral and negative views. It can vary from -100% to +100% depending on the amount of confidence. A positive NAI indicates an increase of importance, the number reveals how relevant or outspoken this increase is.
    10. 10. The largest increase in influence and power in the coming year is expected to occur at governmental parties Only GP’s will decrease in influence Evolution of influence/power of different decision makers 43% 43,8% 61% 66% 49% 47% 44% 41% -14,4% Pharmacists Legal and regulatory institutions General practitioners Social security Insurance companies Patient associations Patients Hospitals Specialists N=89 16% 12% 10% 8% -4% 6% Wholesalers & distributors laboratories Research organisations Net Adjusted Index (%) Q: How do you evaluate the influence of the following “decision makers” on your business in the near future?
    11. 11. Key takeaway n°1 <ul><ul><li>Changing environment of stakeholder influences </li></ul></ul>
    12. 12. <ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has entered the top 5 of most important marketing challenges </li></ul></ul><ul><ul><li>Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year </li></ul></ul><ul><ul><li>Health Care marketers are more confident than marketers from other industries </li></ul></ul><ul><ul><li>Management decisions are always based on the most accurate customer & market data </li></ul></ul>True or false?
    13. 13. Competitive differentiation is still the biggest marketing challenge Size/stretch of the challenge today (score) 2 3 5 1 <ul><li>Differentiating from competition on target segments </li></ul><ul><li>Innovation, product development, R&D </li></ul><ul><li>Measuring ROI </li></ul><ul><li>Optimizing pricing to increase margins </li></ul><ul><li>Segmenting the market & consumers more efficiently </li></ul><ul><li>Building loyalty and trust </li></ul><ul><li>Building a strong brand </li></ul><ul><li>Knowing customers moment of truth </li></ul><ul><li>Increasing efficiency of marketing processes </li></ul><ul><li>Optimizing communication mix </li></ul><ul><li>Implementing a centrally constructed marketing initiative at local level </li></ul><ul><li>Rationalizing brand portfolio </li></ul>- + + 4 7 8 6 10 11 12 Combination of high average and high frequency of occurrence results in 5 main marketing challenges 9 N=89 Ranking of marketing challenges by importance Q: In your opinion, what will be the greatest marketing challenges of your division in 2009-2010? Respondents (%)
    14. 14. Compared to last year, innovation, measuring ROI and optimizing pricing are the three fastest growing marketing challenges 2009 results 2008 results Ranking of the 5 biggest marketing challenges 2009-10 versus 2008 N 2008 = 89 N 2009 = 90 Respondents (%) LEGEND:
    15. 15. Compared with RX, ME focuses also on price management and ROI, whilst OTC is challenged more by customer loyalty, innovation and MarCom mix Ranking of the 6 biggest marketing challenges 2009-10 by sector RX sector ME sector OTC sector OTC: N= 8 RX: N= 30 ME: N= 28 Note: ME = Medical Equipment Respondents (%) LEGEND: Top challenges 09-10
    16. 16. Key takeaway n°2 <ul><ul><li>Differentiation remains the first key marketing challenge. </li></ul></ul><ul><ul><li>Measuring ROI and pricing are the new upcoming marketing challenges. </li></ul></ul>
    17. 17. <ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has entered the top 5 of most important marketing challenges </li></ul></ul><ul><ul><li>Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year </li></ul></ul><ul><ul><li>Health Care marketers are more confident than marketers from other industries </li></ul></ul><ul><ul><li>Management decisions are always based on the most accurate customer & market data </li></ul></ul>True or false?
    18. 18. Health Care marketing budgets in 2008-09 were lower than previously stated and expectations for 2009-10 are even lower Net Adjusted Index (%) 2006 2007 2008 Marketing budgets NAI of marketers from other industries for future budget NAI of Health Care marketers for future budget LEGEND: NAI of Health Care marketer for actual budget 2009 2010 Q: In 2008, how did the total marketing budget available within your marketing department change and what are the expectations for 2009-2010?
    19. 19. Online communication methods and lobbying are expected to replace traditional channels especially during crisis Sponsoring and print are the biggest losers in the expected budget shift Sales visits of specs Sales visits of GP’s Congresses Events and trade fairs Market research POS materials Above the line media Public relations On-line marketing Direct marketing Sampling Sponsoring Newspapers/magazines Lobbying Patient support groups Price promotions Average of MarCom budget spent in 2008 (%) NAI, Budget expectations for 2009-10 Budget expectations for 2009-10 Average spent in 08 LEGEND: N=66 Evolution of Marketing spending in Health Care Total average spent in 08
    20. 20. Key takeaway n°3 <ul><ul><li>Shift towards cost effective channels due to budget pressure </li></ul></ul>
    21. 21. <ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has entered the top 5 of most important marketing challenges </li></ul></ul><ul><ul><li>Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year </li></ul></ul><ul><ul><li>Health Care marketers are more confident than marketers from other industries </li></ul></ul><ul><ul><li>Management decisions are always based on the most accurate customer & market data </li></ul></ul>True or false?
    22. 22. The general marketers’ confidence index is at its lowest point in history Health Care marketers are even more pessimistic Net Adjusted Index(%) 2006 2007 2008 2009 2005 Year General marketers’ confidence index LEGEND: A decrease in their marketing budget will negatively impact the Health Care marketers’ media expenditures and modify their marketing organization
    23. 23. Marketers believe their pricing will be put under great pressure by governments, patients and pharmacists Government will push cheaper alternatives Pharmacists will protect their margins Patients will become more price sensitive Patients will ask for generic / alternative products Patients will be more critical/pro-actively compare treatments Physicians will change prescription behavior towards cheaper products Loyalty of patients towards a product will decrease Volume of medicines purchased by patients will decrease N=87 Slightly disagree Totally disagree LEGEND: Neutral Slightly agree Fully agree 89% 88% 83% 63% 74% 37% 33% 26% Net Adjusted Index (%) Q: How do you expect customers to react on the current economical crisis?
    24. 24. Key takeaway n°4 <ul><ul><li>Health Care marketer’s confidence is hit by the crisis </li></ul></ul>
    25. 25. <ul><ul><li>Physicians still have the largest decision making power </li></ul></ul><ul><ul><li>Pricing has entered the top 5 of most important marketing challenges </li></ul></ul><ul><ul><li>Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year </li></ul></ul><ul><ul><li>Health Care marketers are more confident than marketers from other industries </li></ul></ul><ul><ul><li>Management decisions are always based on the most accurate customer & market data </li></ul></ul>True or false?
    26. 26. Marketers understand the value that they provide to customers … N=90 Q: To what extent do you agree with the following statements? We have a good understanding of the unique value we provide to customers We can effectively communicate our value Net Adjusted Index (%) Slightly disagree Totally disagree LEGEND: Neutral Slightly agree Fully agree 82 % 58 %
    27. 27. … but often lack the tools to efficiently measure that value N=90 Q: To what extent do you agree with the following statements? Slightly disagree Totally disagree LEGEND: Neutral Slightly agree Fully agree Management decisions at my company are based on the most recent customer & market data My company has a detailed marketing and sales dashboard to track evolution of KPI’s My company leverages the data captured by our CRM system 27 % 26 % 0 % Net Adjusted Index (%)
    28. 28. Key takeaway n°5 <ul><ul><li>Leveraging valuable customer data is still a challenge </li></ul></ul>
    29. 29. Key takeaways <ul><li>Evolution of the Health Care industry: </li></ul><ul><li>Traditional “push model” “pull model” with multiple stakeholders’ influence. </li></ul><ul><li>Speaker: François Meurgey &quot;Who cares?&quot; </li></ul><ul><li>Competitive differentiation becomes a real challenge: </li></ul><ul><li>Value based pricing is expected to become an important differentiator. </li></ul><ul><li>Speaker: Philippe van Wilder “Affordable care” </li></ul><ul><li>3. Further develop skills to explore e-mail, online, and interactive marketing activities . Your customer is actively looking to acquire/generate content on the web. </li></ul><ul><li>Speaker: Fonny Schenck “How to (e-)care for your patients” </li></ul><ul><li>4. Make marketing processes more patient oriented and install tools to leverage valuable customer and market data . </li></ul><ul><li>Speaker: Luc Vermeersch “Which patient to care for?” </li></ul>
    30. 30. In collaboration with An initiative by http://www.thom.be/ www.twitter.com/thomeu

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