Health care marketing survey 2010 results by The House of Marketing


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Discover the top challenges and new insights for the health care marketer. A survey of The House of Marketing in collaboration with Stichting Marketing

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Health care marketing survey 2010 results by The House of Marketing

  1. 1. Results of the Health Care Marketing Survey 2010 (3 rd edition) Health Care Marketing Congress October 7, 2010
  2. 2. Executive summary <ul><li>Health Care marketers have to take into account the influences of multiple stakeholders . Increasing decision making power of governments, pharmacists, hospitals, etc, makes the role of the Health Care marketer much more complex. </li></ul><ul><li>As the largest increase in influencing power is expected to occur at governmental parties, dealing with growth of generic products and pressure from government on reimbursement are perceived as the biggest future Health Care challenge . </li></ul><ul><li>Building customer loyalty and trust, differentiating from competitors and building a strong brand are the key marketing challenges in 2010. </li></ul><ul><li>The Health Care industry seems to be more crisis resistant than other industries: </li></ul><ul><ul><li>Health Care marketing budgets in 2010 were higher than previously anticipated. </li></ul></ul><ul><ul><li>The confidence level is restored in 2010 compared to 2009. </li></ul></ul><ul><ul><li>The outlook of marketing budget for 2011 is prudently optimistic. </li></ul></ul><ul><ul><li>Health Care marketers show more confidence than marketers from other industries. </li></ul></ul><ul><ul><li>The Health Care industry expects to be put under greater price pressure by the governments, patients and pharmacists. </li></ul></ul><ul><li>Health Care marketers expect a shift in their Marketing Communication spending from traditional media towards online and interactive communication channels. This observation is similar than last year which confirms that it is a continuous trend. </li></ul><ul><li>Empowering the role of marketing in strategic planning and sales is the key internal challenge. </li></ul>
  3. 3. Survey participants Scope and numbers Sector <ul><li>Belgium and Europe </li></ul><ul><li>More than 120 respondents participated to the survey, 57 completed the whole survey </li></ul>Total sample 31% 31% 25% 12% Others OTC Medical Equipment Number of respondents (%) RX 1% Biotech Total sample European scope Worldwide scope National scope Other 49% 34% 9% 8% Job function 31,8% Marketing Manager Managing Director Product/Brand Manager Communication Manager Other Business Unit Manager Sales & Marketing Manager Scope of responsibilities Number of respondents (%)
  4. 4. 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.
  5. 5. Building relationships with multiple stakeholders is an increasing challenge Respondents (%) N 2008 = 89 N 2009 = 93 N 2010 = 56 Ranking of the 10 biggest challenges in 2010 versus 2008 & 2009
  6. 6. The largest increase in influence and power is expected to occur at governmental parties and patients Only laboratories will decrease in influence. Pharmacists Legal and regulatory institutions General practitioners Social security Insurance companies Patient associations Patients Hospitals Specialists N=55 8% -4% Wholesalers & distributors Laboratories Research organisations Net Adjusted Index (%) Evolution of influence/power of the different “decision makers”
  7. 7. Key takeaway n°1 <ul><ul><li>Changing environment of stakeholder influences </li></ul></ul>
  8. 8. Building customer loyalty and trust, differentiation and branding are the biggest marketing challenges Size/stretch of the challenge today (score) 2 3 5 1 <ul><li>Building customer loyalty and trust </li></ul><ul><li>Differentiating from competitors on target segments </li></ul><ul><li>Building a strong brand </li></ul><ul><li>Increasing the efficiency of marketing and sales processes </li></ul><ul><li>Optimizing pricing </li></ul><ul><li>Improving customer experience during the 'moments of truth’ </li></ul><ul><li>Innovation, product development and R&D </li></ul><ul><li>Measuring return on marketing efforts </li></ul><ul><li>Optimizing the communication-mix (on-line, off-line, detailing, events…) </li></ul><ul><li>Use online marketing and social media to increase </li></ul>4 7 8 6 10 Combination of high average and high frequency of occurrence results in 5 main marketing challenges 9 N=54 Ranking of marketing challenges by importance Q: In your opinion, what will be the greatest marketing challenges of your division in 2009-2010? Respondents (%)
  9. 9. Compared to last year building customer loyalty and trust is the fastest growing marketing challenge N 2009 = 90 N 2010 = 54 Respondents (%) Ranking of the 5 biggest marketing challenges in 2010 versus 2009
  10. 10. Is pressure from generics causing this? Can we make a parallel with CG sector? Note: A research report KULeuven: Dept Of Applied Economics “The impact of Business-Cycle fluctuations on private-label share” (oktober 2005) has proven that in economically less favorable situations, the consumers purchase relatively more private labels than before. Source: Voedingsunversum 2009 - Nielsen 13,3 Evolution of the value share of private labels in Belgium within CG 30,8
  11. 11. Key takeaway n°2 <ul><ul><li>Building customer loyalty and trust, differentiation and brand image have become the key marketing challenges </li></ul></ul><ul><ul><li>Is pressure from generics the main cause of this evolution? </li></ul></ul>
  12. 12. 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 2009, how did the total marketing budget available within your marketing department change and what are the expectations for 2010-2011? Health Care marketing budgets in 2009-2010 were higher than previously stated The outlook for 2010-2011 is even better 2011
  13. 13. Budget spent in 2009 (%) NAI (%) N= 41 Online marketing, DM and lobbying are taking a higher share of marketing investments This trend is exactly the same as last year Evolution of Marketing spending in Health Care
  14. 14. Key takeaway n°3 <ul><ul><li>The shift towards more cost effective channels is a continuous trend </li></ul></ul>
  15. 15. Net Adjusted Index(%) Year General marketers’ confidence index (1) LEGEND: An increase in the marketing budget will have a positive impact on the Health Care marketers team and the projects realized. Health Care marketers are more confident than marketers from other industries The confidence level is restored in 2010 (1) Combination of budget expectation, expected growth in team members and projects
  16. 16. Key takeaway n°4 <ul><ul><li>Health Care marketers’ confidence is restored </li></ul></ul>
  17. 17. N=53 % Percentage % Q: How do you expect the role of Marketing to change in 2010-2011? Marketers are divided about their future role
  18. 18. Key takeaway n°5 <ul><ul><li>Empowering the role of marketing in strategic planning and sales is the key challenge </li></ul></ul>
  19. 19. Results of the Health Care Marketing Survey 2010 (3 rd edition) For more information, please contact [email_address]