health care marketing survey 2013
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Health Care Marketing SurveyNew Year’s resolutions
12/12/2013
2
RESOLUTION N°1Start thinking the way you want to be
Confidence is not back yet...
3
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
-0.1
-0.05
0
0.05
0.1
0.15
0.2
0.25
0.3
0.252189839146361
-0.05555555555
55555
0.180759375727931
0.202170684088619
0.043998406633437
-0.0556
0.0390000000000001
0.1260.154
0.124
0.0160000000000001
-0.014
0.145
-0.05000000000
00001
-0.04800000000
00001
Confidence index of Health Care marketers Confidence index of marketers from other industries
And all indicators are declining
4
Evolution in Projects Evolution in Team size Evolution in Budget
2009 2010 2011 2012 2013 2014
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
13%
-11%
13%14%
-6%
-17%
4%
1%
11%
0% -1%
2009 2010 2011 2012 2013 2014
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
47%
16%
28%
37%
29%
20%25%
21%
48%
28%
21%
2009 2010 2011 2012 2013 2014
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
15%
-21%
13%9%
-10%
-20%
-1%-3%
18%
-11%-8%
I don’t expect any changes
Focus on the Marketing and promotion mix
More operational role
More supportive role towards Sales
More decisive role at board level
Increasing responsibilities (e.g. sales management...)
Learn from other sectors' practices
More patient-oriented
Create value in a more proactive way
More creative and innovative
Evolve from traditional Marketing towards e-Marketing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Totally disagree Slightly disagree Neutral Slighlty agree Totally agree
However, everybody is convinced that the role of Marketing will change and will imply a lot of challenges...
5
86%82%78%74%68%51%45%44%39%
-31%-77%
How do you expect the role of Marketing to change in 2013-2014?
40.0% 45.0% 50.0% 55.0% 60.0% 65.0% 70.0% 75.0%2.00
2.50
3.00
3.50
4.00
4.50
5.00
Creativity
Strategic
Communication
Analytical
Flexibility
% of respondents
Avera
ge r
ati
ng
To tackle those future challenges you need to be creative with a strategic mindset and good communication skills
6
Which are the top 5 skills required from Marketers in order to fulfill future challenges?
1
22
1
3
34
4
5
5
7
RESOLUTION N°2Don’t be afraid of your patients and be relevant to them
Patients are not the most influential stakeholder anymore but stay very important...
8
Pharmaceutical companies
Research organizations
Customers
Patients associations
Insurance companies
Social security
Patients
Legal and regulatory institutions
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No answer Substantial decrease Slight decreaseRemain stable Slight increase Substantial increase
83%
80%
78%
63%
62%
56%
28%
22%
How do you evaluate the influence of the following stakeholders?
Patients will continue to be more demanding and to look for added value (information & extra services)
9
Patients will be more loyal towards a product
Physicians will be more loyal towards a product
Patients will become more compliant
Patients will purchase more medicines
Physicians will give higher importance to compliance
Patients will ask for generic / alternative products
Physicians will become more price sensitive
Patients will give more value to services
Patients will become more price sensitive
Physicians will expect more services from health care companies
Government will push cheaper alternatives
Pharmacists and wholesalers will protect their margins
Patients will be more critical and will proactively compare treatments
Patients will increasingly search on Internet for diagnostics and advices
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No answer Totally disagree Slightly disagree Neutral Slightly agree Totally agree
96%88%86%81%75%75%71%67%59%41%10%-10%
-15%
-35%
10
RESOLUTION N°3Innovation will be key to tackle generics & re-gain loyalty
Patients will be more loyal towards a product
Physicians will be more loyal towards a product
Patients will become more compliant
Patients will purchase more medicines
Physicians will give higher importance to compliance
Patients will ask for generic / alternative products
Physicians will become more price sensitive
Patients will give more value to services
Patients will become more price sensitive
Physicians will expect more services from health care companies
Government will push cheaper alternatives
Pharmacists and wholesalers will protect their margins
Patients will be more critical and will proactively compare treatments
Patients will increasingly search on Internet for diagnostics and advices
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No answer Totally disagree Slightly disagree Neutral Slightly agree Totally agree
Generics are still a hot topic
11
96%88%86%81%75%75%71%67%59%41%10%-10%
-15%
-35%
40.0% 45.0% 50.0% 55.0% 60.0% 65.0% 70.0% 75.0% 80.0%2.00
2.50
3.00
3.50
4.00
4.50
5.00
Dealing with social security, gov-ernmental authorities and other payers
Investing in relevant innovation, product development and R&D
Improving relationships with customers
Measuring return on Health
Dealing with the extended time to market products from R&D to commercial launch
Improving patient adherence
Dealing with the growth of generic products and alternatives
% of respondents
Avera
ge r
ati
ng
But dealing with generics is not a top challenge anymore; did marketers stop to whimper and started to react via innovation?
12
1
1
2
3
4 5
6
2
3
5
4
6
9
9
In your opinion, what will be the top 5 Health Care challenges?
2
1
5
3
4
Other
Leverage donations and foundations
Launch generics
Segment them
Invest in new clinical studies
Increase the quality of your products
Launch targeted medicines
Start a KAM plan towards them
Discover relevant markers (to target patient to treat)
Empower patients
Lobby
Increase the quality of your services
Innovate
0% 10% 20% 30% 40% 50% 60% 70%
7%
3%
8%
20%
20%
22%
24%
27%
32%
35%
41%
49%
61%
Innovation (product/services) will help you resist against the pressure of social security as well as generics
13
What can you do against the pressure of social security, government and payers?
14
RESOLUTION N°4Stop faking with new media and really start leveraging it!
20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% 55.00%2.50
2.70
2.90
3.10
3.30
3.50
3.70
3.90 Dealing with new media (online, social, mobile)
Differentiating from competitors on targeted segments
Optimizing the communication-mix (on-line, off-line, detailing, events…)
Increasing efficiency of Marketing and sales processes
Building customer loyalty and trust
Communicating in a relevant way to customers
Increasing alliances with strategic partners
Measuring return on Marketing efforts
Segmenting the market and targeting customers in a more efficient way
Innovating through Marketing tactics
Addressing patients
% of respondents
Avera
ge r
ati
ng
Dealing with new media is the biggest Marketing challenge again
15
1
2
3
5
6
7
4
8
9 1
23
4
5
6
7
8
In your opinion, what will be the top 5 Marketing challenges?
9
11
11
12
12
12
3
4
5
6
But use of media channels has not changed and online activities remain really traditional
16
Which media channels have you planned to use in 2013-2014?
Other
Cinema
Radio
Television
Outdoor
Newspapers
Mobile
Magazines
Own brochures and magazines
Direct mailing
Online
0% 20% 40% 60% 80% 100%
3%
1%
6%
7%
10%
25%
31%
47%
62%
69%
78%
Which online activities have you planned to use in 2013-2014?
Other
Blogging
Search engine advertising
Mobile
Search engine optimization
Webinars
Online advertising
Social media
Newsletters
Website building and optimization
Direct Marketing e-mailings
0% 10%
20%
30%
40%
50%
60%
70%
80%
1%
7%
21%
27%
28%
31%
42%
45%
55%
69%
70%
Other
Secure drug safety
Support clinical studies
Ignite communities
Increase treatment performance
Influence payers
Enhance innovation
Involve patients in marketing activities
Increase compliance
Support HCPs
Create advocates/ambassadors
Gather patients' insights
Inform
0% 10% 20% 30% 40% 50% 60%
4%
18%
19%
20%
26%
28%
35%
36%
41%
42%
50%
51%
57%
Stop underestimating the power of new media
17
How can new media help you in your very own business?
18
RESOLUTION N°5Be tough on ROI and change the current mindset
Doing the same thing over and over again and expecting different results? (A. Einstein)
19
Which are your top 5 Marketing tactics for your brand in 2013-2014?
10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%2.00
2.50
3.00
3.50
4.00
4.50
5.00
Sales reps visiting
Congresses and trainings
Events
Brand activation
Public relations
Scientific articles
Direct Marketing
Public Affairs (incl. lobby-ing)
Advertising
Point of sales materials
Remote detailing% of respondents
Aver
age
ratin
g
1
2
3
56
4
1
2
3
4
5
6
7
7
8
8
99
10
10
11
11
1
234
5
Activating your brand in a competitive environment is a good idea but mind relevance
20
Advertising
Sponsoring
Sampling
Guerilla Marketing
Point of sales materials
Sales reps visiting
Congresses and trainings
Gamification
Events
Public relations
Scientific articles
Direct Marketing
Remote detailing
Public Affairs (incl. lobbying)
Brand activation
-50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50%
NAI 2013 NAI 2012
How will your budget for the Marketing tactics evolve in 2014?