dr gary mortimer advertising, marketing & public relations

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  • Slide 1
  • Dr Gary Mortimer Advertising, Marketing & Public Relations
  • Slide 2
  • Slide 3
  • Heterogeneity in the way consumers categorise products and services Snack Food Influenced by the individual needs, personal traits, values and goals Blood Donation Consumers base their choices on information from external sources and prior experiences stored in memory. Intrinsic prior experience Extrinsic advertising, blogs, etc (Blanchard, DeSarbo, Atalay & Harmancioglu; 2011)
  • Slide 4
  • Different from retailing or general services Consumer healthcare demand participation co- production, co-creation. Seeking information rather than making a purchase Thus, consumers can enhance/detract their own desired satisfaction and loyalty. Consumer inputs include; frequency of visits, knowledge, age... Bitner, Faranda, Hubbert & Zeithaml, 1997)
  • Slide 5
  • Slide 6
  • State of Play. Concentrated market Discounter entrance SKU rationalisation Price Wars Private label They own everything... and want more (Kate Carnell, (2011) Challenges and Opportunities Australian Regional Food Conference, AFGC) Price and Convenience in consumer healthcare
  • Slide 7
  • For the supermarket - medicines are a top priority Growth of many grocery categories has plateaued Woolworths/Coles are looking to healthcare products as a source of growth in the coming years* And theyre investing considerable resources in making it work Advanced modeling techniques to evaluate potential strategic approaches* (* Reference TBC - Woolworths presentation)
  • Slide 8
  • PROVIDE REAL OPPORTUNITY Have money to spend Are focused on health and lifestyle Care about quality Are looking for new products Kate Carnell, (2011) Challenges and Opportunities Australian Regional Food Conference, AFGC
  • Slide 9
  • Customers are noticing these improvements 85% of Coles shoppers think medicines are easy to find within their supermarket* In fact, both Coles and Woolworths are now beating pharmacy on the feature its easy to find the product you want* (* TNS Shopper research, 2011)
  • Slide 10
  • Supermarkets acknowledge trust & legitimacy is the challenge Talking steps to improve consumer access to information Increased use of Smart Phone Apps, information at POS. (*Kate Carnell, CEO, AFGC 2011; GS1 Australia)
  • Slide 11
  • Low involvement products Vs. High involvement products Pharmacy shoppers tend to have more complex presentations They consider a greater number of symptoms on each purchase occasion than grocery shoppers* (* TNS Shopper research, 2011) Quality advice and improved access to consumer healthcare
  • Slide 12
  • Heartburn & Indigestion Cough and Cold Pain Relief (TNS Shopper research, 2011)
  • Slide 13
  • Consumer Decision Making Process: Quality Advice and Trust INFORMATION Willing to provide consumers with unbiased, accurate and reliable information BENEVOLENCE Caring for and acting in the interest of consumer welfare INTEGRITY Treating consumers fairly with equity and honesty TRUST PURCHASE LIKELIHOOD ACTUAL PURCHASE (Wallace M.S. Yee, Ruth M.W. Yeung, Joe Morris, (2005) Providing information and advice was the most important factor to build trust.
  • Slide 14
  • 35% consumers engaged with Pharmacy to seek healthcare advice 166 respondents 68% advice for self 17% advice for children Consumers want; Advice on non-prescription medicines Pharmacist advice on how to use medicines Receive printed information about health related issues Receive written instructions (Chapman, C., Marritt, J. & van der Bosch, D., 2009 The Nature, Extent and Impact of Triage provided by Community Pharmacies in Victoria) (Mott, K., et al, Consumer Experiences, Needs and Expectations of Community Pharmacy Final Report.
  • Slide 15
  • Why do shoppers visit Pharmacy instead of Supermarket? Access to quality healthcare advice Value for money 40% cited pharmacy as having better value for money So is it all about price? * TNS Shopper research, 2011
  • Slide 16
  • Brand name Product strength or efficacy Number of symptoms the product relieves Product speed Type of active ingredient Price * TNS Shopper research, 2011 Value is about the consumers judgement about an entitys overall excellence or superiority in providing desired benefits.... When purchasing from a Pharmacist, Price is the 6 th attribute considered.
  • Slide 17
  • (Arnould, E.J., Price, L. L. & Zinkham, G. M., 2004) Judgements of Value Extrinsic price, brand name, packaging size, colour and prior use and these are easily replicated Intrinsic Inherent within the product or service (subjective) very hard to replicate Degree of professionalism from staff Level of service and responsiveness Accuracy of information and advice Extent of customer relationship with retailer Trust and integrity
  • Slide 18
  • Reasons for consumers engaging with pharmacy, rather than GP, for healthcare advice. 57% to purchase OTC 18% pharmacy close and convenient Other reasons; minor ailments, unable to get appointment with GP, didnt want to bother GP with minor ailment (Chapman, C., Marritt, J. & van der Bosch, D., 2009 The Nature, Extent and Impact of Triage provided by Community Pharmacies in Victoria)
  • Slide 19
  • GPs vital role in consumer healthcare Factors that encourage consumers to bypass supermarkets and pharmacy and engage with GPs for their healthcare needs; Increased complexity of illness Spread or worsening conditions Exacerbating factors New/other health related matters Adoption of new medicines (Chapman, C., Marritt, J. & van der Bosch, D., 2009 The Nature, Extent and Impact of Triage provided by Community Pharmacies in Victoria) Providers of specialist knowledge for complex consumer healthcare needs
  • Slide 20
  • Patient influences on Satisfaction and Loyalty for GP Services Frequency of visits the more visitations, the higher the satisfaction and loyalty (trust) Older patients more likely to visit, hence, higher levels of satisfaction and loyalty Lower satisfaction and loyalty with younger patients, suggests an opportunity to segment and understand Provision of information increases loyalty and satisfaction. (Rundle-Thiele, S. & Russell-Bennett, R. 2011)
  • Slide 21
  • Each player plays a specific role in consumer healthcare Each channel supports and complements one another ...but they all need to improve in what they do. Enhanced pharmacist primary care would alleviate GP workload minor ailments Notional financial savings to governments were projected to be up to $260 million (2007/2008 Medicare benefits paid) Improved training of PCAs would increase consumers levels of trust Greater access to product information in the supermarket will improve consumer confidence to make choices ...community pharmacies were not being used by customers as substitutes for GP visits... (Chapman, C., et al, 2009) ( ASMI Minor Ailments Report, 2009; National Minor Ailments Scheme, Llywodraeth Cymru Welsh Government) (Chapman, C., Marritt, J. & van der Bosch, D., 2009 The Nature, Extent and Impact of Triage provided by Community Pharmacies in Victoria)
  • Slide 22
  • Grocery ShoppersPharmacy ShoppersGeneral Practitioners ConvenienceCompetent/helpful staffExpert specialist advice Close to where they work or live More choice and varietyStrong/long term relationships Habitual/routine shoppersTrust pharmacist or pharmacies access to healthcare advice Very high levels of trust Buy now for later use top up shop Buy now for immediate usePrescriptions
  • Slide 23
  • Supermarket (non-scheduled) medicines provide low price and convenience Community pharmacy is regularly used by consumers for quality advice about healthcare matters Consumers do not consider pharmacy as an alternative to GPs 91% of consumers were very satisfied with their interaction with pharmacy for primary health care advice (ASMI Minor Ailments Report, 2009; National Minor Ailments Scheme, Llywodraeth Cymru Welsh Government) (Chapman, C., Marriott, J. & van der Bosch, D., 2009 The Nature, Extent and Impact of Triage provided by Community Pharmacies in Victoria)
  • Slide 24
  • Enhance pharmacist primary care A model where patient, minor ailments are addressed by pharmacy in the first instance Pharmacy refers to GPs for primary care (ASMI Minor Ailments Report, 2009; National Minor Ailments Scheme, Llywodraeth Cymru Welsh Government)
  • Slide 25
  • A disjointed, adversarial approach is dangerous. Such an approach will drive consumers to make discreet choices amongst channel players Consumers will benefit from an collaborative approach to healthcare GP visit + non-prescription OTC Initial pharmacist consult + referral to GP POP/digital information strategic for all Health Care Providers
  • Slide 26
  • Things to consider... Visits and advice sort from pharmacy often made on behalf of others, e.g. elderly parents, children First point of contact (50%) Pharmacy Assistants hence training and competency vital Consumers may self-diagnose then use pharmacy/supermarket to merely purchase medicinal products hence consumer education vital in self selection outlets (Chapman, C., Marriott, J. & van der Bosch, D., 2009 The Nature, Ext