impact survey health

DM Pilot Health sector

December 2008

2

• Survey Set-up

• General information

• Media Funnel

• DM Recall

• Immediate action

• Content Recall

• Message Evaluation

• Message Impact

Content

3

Context to understand these sanitized results: interviewed consumers are in a certain situation that is putting their health in

danger. They need to take a decision to change their behavior in order to lead a healthier life. Once this decision taken they can act in different ways (following different methods) to reach their objective of changing behavior. One of the possibilities is to go to a Health Care Professional (HCP) to ask advice or get medication.

The objectives of the survey are ... to assess the DM in terms of ...

recall content and message recall message evaluation direct activation

to measure the impact of the DM campaign on ... the intention to act, the methods presented known and used, the intention to visit a HCP to get advice.

Objectives

4

Target & Sample

Group 1 = DM only – Version ADrop : 25/11Field : end 2008

Group 2 = DM+ incentive– Version BDrop : 25/11Field : end 2008

Group 4 = Control GroupBefore mailingField : end (- one week) 2008

300

300

300

Group 3 = DM + E-mail – Version A + emailDrop mail : 25/11 Drop Email : 4/12Field : end (+one week) 2008

300

Target = 1st line target group of the drug

For each target group a quota was imposed on language: 50% NL – 50% FR

Results were reweighted on language to 60% NL and 40% FR

Data-collection: Computer assisted

telephone interviews Ask’s call centre in Renaix

5

• Survey Set-up


• Media Funnel

• DM Recall


• Content Recall


• Message Impact

Content

6

Later6%

Dnk15%

In the next year14%

In the next 3 months

33%

In the next 6 months

9%

Immediately23%

No34%

Dnk9%

Yes57%

57% of the respondents has the intention to act, almost 1 in 4 of these will do so immediately.

Do you have the intention to act?Total (n=1200) – 100%

Within what period?Have intention to stop (n=681) – 57%

DM onlyDM +

IncentiveDM + e-mail DM Total

Control group

%Yes 61% 56% 57% 58% 54%

Immediately 22% 24% 18% 21% 28%

In the next 3 months 36% 30% 41% 35% 26%

In the next 6 months 8% 11% 13% 10% 6%

In the next year 16% 15% 14% 15% 12%

Later 6% 6% 4% 5% 7%

Dnk 13% 15% 10% 13% 21%

7

95% of the target group know at least 1 method spontaneously.

67%42%

38%30%

16%9%

4%4%3%2%2%2%

1%1%1%1%1%

5%

2%

5%8%8%

4%

3%

37%9%

24%8%

2%2%

1%2%

1%3%

1%

1%

5%1%

Method 1Method 2Method 3

Medicine prescribed by a HCPMethod 5

Go to a HCP for adviceMethod 6Method 7Method 8Method 9

Method 10Method 11Method 12Method 13Method 14Method 15Method 16Method 17Method 18Method 19Method 20

Method 21 (the product)Other

Don't know

Top of mind

Spontaneous

Spontaneous Awareness of methods DM only

DM + incentive

DM + e-mail

DM Total

Control group

n=300 n=300 n=300 n=900 n=300

67% 61% 74% 67% 65%43% 37% 50% 43% 39%34% 38% 45% 39% 36%31% 35% 36% 34% 20%13% 14% 19% 15% 16%6% 13% 6% 8% 11%7% 10% 7% 8% 8%9% 7% 8% 8% 6%5% 2% 4% 4% 9%6% 3% 5% 5% 4%3% 4% 7% 5% 2%5% 3% 4% 4% 2%4% 4% 2% 3% 2%1% 3% 2% 2% 2%1% 2% 2% 2% 2%2% 0% 2% 2% 1%1% 1% 2% 1% 2%1% 1% 1% 1% 1%1% 0% 1% 1% 1%0% 1% 2% 1% 0%1% 1% 0% 1% 1%1% 1% 1% 1% 3% 2% 3% 3% 3%4% 6% 2% 4% 7%

Target = Total (n=1200) -100%

8

Respondents having received the DM are more aware about the possibility of having medication prescribed by the Health Care Professional (HCP).

89%82%

74%72%

64%64%

49%44%

39%

35%33%

26%24%

20%18%

16%13%

9%

1%

35%

67%42%

38%9%

16%30%

8%4%

2%4%5%

8%2%

1%3%

1%2%

1%4%

2%1%1%

3%

Method 1Method 2Method 3

Go to a HCP for adviceMethod 4Method 5Method 6Method 7Method 8Method 9

Method 10Method 11Method 12Method 13Method 14Method 15Method 16Method 17Method 18Method 19Method 20Method 21

Method 22 (the product)Other

Don't know

Aided Awareness of methods DM only

DM + Incentive

DM + e-mail

DM Total

Control group

n=300 n=300 n=300 n=900 n=300

90% 86% 91% 89% 89%86% 77% 85% 83% 81%75% 78% 78% 77% 65%75% 77% 67% 73% 68%67% 61% 70% 66% 57%67% 63% 71% 67% 54%52% 49% 51% 51% 43%51% 43% 48% 47% 37%44% 34% 45% 41% 36%34% 37% 37% 36% 33%35% 35% 29% 33% 40%33% 34% 35% 34% 29%30% 21% 28% 26% 26%27% 24% 25% 25% 20%21% 20% 17% 20% 21%20% 17% 18% 18% 16%16% 16% 18% 17% 15%17% 13% 13% 14% 10%10% 9% 10% 10% 7%6% 3% 5% 5% 4%1% 1% 2% 1% 2%1% 0% 1% 1% 1%1% 1% 1% 1% 3% 2% 3% 3% 3%1% 1% 1% 1% 2%

Spontaneous

Aided

Target = Total (n=1200) – 100%

9

Amongst the taret group intending to act and having received a DM, 26% would go to a HCP and 22% would use medication. Amongst the control group, they are 10% only.

38%

23%

19%

13%

8%

6%5%

4%

4%

3%

3%

3%

2%

2%

1%

1%1%

1%

1%

1%

15%

3%

Method 1

Go to a HCP for advice

Medicine prescribed by a HCP

Method 4

Method 5

Method 6

Method 7

Method 8

Methdo 9

Method 10

Method 11Method 12

Method 13

Method 14

Method 15

Method 16

Method 17

Method 18

Method 19

Method 20

Other

Don't know

Which methods would you try in the future?DM only

DM + Incentive

DM + e-mail

DM total

Control group

n=300 n=300 n=300 n=522 n=300

35% 38% 38% 37% 40%

33% 22% 24% 26% 10%

26% 21% 20% 22% 9%

13% 13% 18% 15% 9%

9% 8% 7% 8% 9%

8% 4% 6% 6% 4%

7% 3% 7% 6% 3%

4% 4% 5% 4% 3%

6% 4% 4% 5% 0%

3% 4% 2% 3% 5%

4% 3% 1% 3% 4%

4% 4% 3% 3%

5% 2% 1% 3% 2%

4% 3% 0% 3% 1%

2% 2% 1% 2% 1%

1% 1% 1% 1%

1% 0% 1% 1% 0%

0% 1% 1% 1% 0%

0% 1% 1% 1% 0%

1% 1% 1% 1%

0% 1% 2% 0% 0%

12% 15% 13% 13% 19%

Target = Have intention to act (n=681) – 57%

10

4 in 10 people of the target group would ask or would consider asking advice to a Health Care Professional (HCP).

Certainly not59%

Dnk1%

Probably not2%

Probably5%

Maybe3%

Certainly30%

You want to act, would you consider asking advice to a HCP ?Have intention to act (n=681) – 57%

If you would want to act, would you consider asking advice to a HCP ?

Do not have intention to act (n=404) – 43%

Certainly not23%

Dnk1%

Probably not9%

Probably21%

Maybe8%

Certainly38%

% YesTotal DM only

DM + incentive

DM + e-mail DM total

Control group

Intention to act 35% 41% 32% 41% 38% 26%

No intention to act 60% 56% 61% 62% 60% 59%

Total sample 40% 41% 38% 45% 42% 36%

11

Almost 8 in 10 people of the target group already have taken action in the past. 6 in 10 of these tried to do so without any help.

60%

23%

14%

12%6%

5%

4%

3%

3%

2%

2%2%

1%

1%

1%

1%

1%

1%1%

2%

1%

3%

Method 1

Method 2

Method 3

Method 4

method 5

Method 6

Go to a HCP for adviceMethod 8

Method 9

Method 10

Method 11

Method 12

Method 13

Method 14

Method 15Method 16

Method 17

Method 18

Method 19

Method 20

Other

Don't know

79% has already tried to act

Which methods have you tried?Tried to act (n=960)-79%

DM onlyDM +

incentiveDM + e-mail

Control group

n=233 n=238 n=246 n=243

57% 58% 67% 57%

26% 22% 22% 22%

16% 15% 12% 12%

15% 15% 10% 7%

6% 6% 5% 4%

5% 6% 3% 5%

8% 4% 1% 1%

4% 5% 3% 1%

5% 2% 2% 3%

4% 3% 1% 2%

2% 3% 3% 2%

4% 2% 1% 2%

3% 3% 0% 1%

1% 1% 2% 1%

2% 1% 1% 1%

2% 1% 0% 1%

1% 0% 2%

1% 1% 1%

1% 1% 0% 1%

0% 1% 1%

3% 2% 2% 1%

1% 1% 0% 0%

DM total 13%

12

3 in 4 people of the target group recalling the DM appreciate the fact that a company sends them information concerning health aspects.

Target = Received DM + Recall DM (n=616) – 66%

How do you feel about the fact that a company communicates with you via a mailing about health aspects?

I do not appreciate it

7%This is pushy7%

I appreciate it

54%

No opinion13%

I appreciate it and would

like to receive more

20%

DM only

DM + incentive

DM + e-mail

DM Total

n=217 n=212 n=167 n=

I appreciate it and would like to receive more22% 18% 21% 20%

I appreciate it 53% 50% 60% 54%

No opinion 12% 16% 9% 13%

This is pushy 8% 7% 5% 7%

I do not appreciate it 4% 9% 6% 7%

13

1 in 3 people of the target group contact their HCP to get information on subjects related to health.

Which channels do you use to get information about subjects related to health?


34%

28%

24%

17%

14%

12%

9%

6%

3%

2%

1%

1%

1%

9%

2%

My HCP

Press (magazines, newspapers)

Internet site

TV

Addressed folders

Folders in pharmacy/waiting room of HCP

My pharmacist

Radio

E-mail

At work

Other people / friends / family

Ziekenfonds

Books

Other

None / Dnk

DM only

DM + Incentive

DM + e-mail

DM Total

Control group

n=300 n=300 n=300 n=900 n=300

34% 37% 31% 34% 35%

32% 31% 24% 29% 27%

21% 16% 45% 28% 15%

19% 18% 13% 17% 18%

13% 15% 21% 16% 7%

14% 10% 18% 14% 7%

7% 11% 11% 10% 6%

8% 7% 4% 6% 6%

0% 1% 7% 3% 2%

3% 3% 2% 3%

1% 2% 1% 2% 2%

1% 1% 0% 1% 2%

1% 1% 0% 1% 1%

1% 1% 0% 1% 2%

9% 13% 5% 9% 10%

14

No46%

Dnk2%

Yes51%

Half of the respondents would like to receive more information regarding subjects related to health.

DM onlyDM +

incentiveDM + e-mail DM Total

Control group

n=300 n=300 n=300 n=900 n=300

%Yes 54% 49% 57% 54% 44%

Would you like to receive more information regarding subjects related to health?


58%

15%

14%

13%

8%

6%

6%

5%

3%

2%

3%

Addressed folders

E-mail

Internet site


My HCP


TV

My pharmacist

Radio

Via mail (paper)

Other

Via which channel?Would like to receive more info (n=627)

15

Half of the respondents would like to receive more information regarding subjects related to health.

Would you like to receive more information regarding subjects related to healthTarget = Total (n=1200) – 100%

58%

15%

14%

13%

8%

6%

6%

5%

3%

2%

Addressed folders

E-mail

Internet site


My HCP


TV

My pharmacist

Radio

Other

Via which channel?Would like to receive more info (n=616) – 51%

DM onlyDM +


Control group

n=300 n=300 n=300 n=900 n=300

%Yes 54% 49% 57% 54% 44%

DM onlyDM +


Control group

n=163 n=147 n=172 n=482 n=133

71% 70% 49% 62% 54%

8% 11% 28% 16% 12%

8% 10% 24% 14% 12%

17% 11% 10% 13% 16%

9% 8% 5% 7% 11%

6% 5% 8% 7% 5%

8% 8% 2% 6% 6%

8% 3% 2% 4% 5%

3% 2% 1% 2% 5%

3% 3% 4% 1% 2%

16

• Survey Set-up


• Media Funnel

• DM Recall


• Content Recall


• Message Impact

Content

17

Media Funnel

Recallhaving received it

Opened it

“Do you remember receiving a DM?”

“What did you do with the DM?”

“Can you describe the DM?”

“Do you have the intention to react?”

Read it

72 39 36 3041DM onlyn = 300

58 94 93 83

70 28 27 2131DM + incentiven = 300

44 93 93 79

56 24 23 1929DM + e-mailn = 300

52 83 94 84

Recallcontent(content or message)

Intent to act

66 30 28 2334DM Totaln = 900

51 90 94 82

1 week later

18

Media Funnel


Opened it





Read it

72 39 36 3041DM onlyn = 300

58 94 93 83

69 35 32 2937DM only NLn = 180

54 93 92 90

76 45 42 3247DM only FRn = 120

62 95 94 76


Intent to act

19

Media Funnel


Opened it





Read it

70 28 27 2131DM + incentiven = 300

44 93 93 79

69 21 19 1523DM + incentive NLn = 180

33 90 94 74


Intent to act

72 40 37 3143DM + incentive FRn = 120

59 94 93 82

20

Media Funnel


Opened it





Read it

56 24 23 1929DM + e-mailn = 300

52 83 94 84


Intent to act

56 27 25 2129DM + e-mail NLn = 180

52 91 95 80

1 week later

55 20 19 1729DM + e-mail FRn = 120

52 71 93 91

21

Media Funnel


Opened it





Read it

65 27 26 2130DM Total NLn = 540

46 92 94 83

68 35 33 2640DM Total FRn = 360

58 89 94 81


Intent to act

66 30 28 2334DM Totaln = 900

51 90 94 82

22% of respondents (n=300) – 100% of the respondents

Recall having received it

Opened it Recall content(content or message)

Intent to actRead it

0

20

40

60

80

100

Recall Open Read Recall content Intent action

min

max

DM only

DM +incentiveDM+email

Average

BASE 100

N B2C= 14

Impact overview: benchmark results

23% of respondents (n=300) – 100% of the respondents

0

20

40

60

80

100

Recall Open Read Recall content Intent action

min

max

DM only

DM+incentive

DM+email

Average

N B2C= 14Base= people

recalling

Conversion

Base= people recalling +

opening + read

Base= people recalling + opening + read + correct

content

Recall having

received it

Opened it

Read it

Recallcontent(content ormessage)

Intent to act

Base= people

recalling + opening

Impact overview : benchmark results

24

2 in 3 respondents recall the DM, 60% know that it is a DM of brand X or about a specific subject.

44

54

66

28

41

49

50

58

67

Amongst allreceivedDM in the

last 10 days

Afterdescription

of DM

After brandname

mentioned

DM Recall of the brand

Spontaneous

Aided

DM only

DM + incentive

DM + e-mail

Target = Received DM (n=900) – 100%

25

Half of the respondents recalling the DM opened it, 9 in 10 of these also read the DM.

Dnk1%

Read carefully &

with interest26%

Read33%

Skimmed through it

31%

Threw away3%

Not read5%

Other1%

What have you done with the DM?

Threw away without opening

22%

Kept it to read later

24%

Kept it to give to

someone else2%

Opened it51%

What have you done after opening the DM?Received DM + Opened DM (n=312) – 34% Received DM + Recall DM (n=616) – 66%

Total DM onlyDM +


Recall DM 66% 72% 70% 56%n=616 n=217 n=212 n=167

Opened DM 51% 58% 44% 52%n=312 n=127 n=98 n=87

Read DM 90% 94% 93% 83%

NL 22%

FR 31%

NL 40%

FR 25%

NL 29%

FR 33%

NL 0%

FR 6%

NL 6%

FR 3%

NL 1%

FR 2%NL 2%

FR 1%

NL 46%

FR 58%

NL 23%

FR 22%

NL 28%

FR 19%

NL 3%

FR 1%

26

57% of the respondents having read the DM kept it and 32% talked about it with other people.

What have you done with the DM afterwards?

Did you talk with other people about this DM?

Target = Received DM + Read DM (n=280) – 30%

Total DM onlyDM +


n=280 n=119 n=91 n=70

Kept it 57% 57% 63% 50%

Talked with other people 32% 29% 36% 33%

No67%

Dnk1%

Yes32%

Gave it to someone

else2%

Threw it away41%

Kept it57%

27

Almost 3 in 4 respondents having read the DM recall the content.


41%

38%

13%

8%

5%

3%

27%

Folder

Letter

Answer card

Info from folder

Form to request free gift

Return envelop

Don't know

Description of content DM

Correct elements

DM onlyDM +


n=119 n=91 n=70

47% 36% 37%

48% 21% 40%

6% 23% 11%

6% 12% 4%

13%

1% 7%

26% 27% 27%

Total DM onlyDM +


n=280 n=119 n=91 n=70

Recall content 73% 74% 72% 73%

28

0%

20%

40%

60%

80%

100%

good mailing

interesting

convincing

informative

positive image info on brand

clear

original

meant for me

DM only

DM + incentive

DM + e-mail

Average

To which extent do you agree with the following statements concerning the DM ? Rating on a scale 1 to 7*; % Agree (% of 6 or 7)

The DM is perceived as clear and really meant for the target group.

* 1: Completely disagree; 7: Completely agree

Target = Received DM + Read DM

(n=116)

(n=87)

(n=69)

29

0%

20%

40%

60%

80%

100%

good mailing

interesting

convincing

informative

positive image info on brand

clear

original

meant for me

DM Total

DM Total NL

DM Total FR

To which extent do you agree with the following statements concerning the DM? Rating on a scale 1 to 7*; % Agree (% of 6 or 7)

The DM is perceived as clear and really meant for the target group.

* 1: Completely disagree; 7: Completely agree

Target = Received DM + Read DM

(n=280)

(n=)

(n=)

30

Half of the respondents having read the DM have the intention to act. 77% has taken an action or will do so after reading the DM.

Action taken/intention after reading DM


50%

40%

36%

28%

23%

17%

16%

13%

9%

4%

2%

1%

2%

20%

4%

15%

10%

1%

2%

2%

1%

2%

1%

Decided to act

Will visit a HCP

Will inform myself about existing methods

Will ask for additional information

Will visit pharmacy

Will visit website

Will send back answer card

Called a HCP

Called a helpline

Will order the gift

Will live better

Makes me think about acting

Other

No action taken/no intention

Don't know

DM only

DM + incentive

DM + e-mail

n=119 n=91 n=70

52% 50% 46%

44% 42% 32%

41% 34% 32%

27% 34% 24%

17% 25% 31%

10% 17% 28%

12% 23% 16%

9% 15% 18%

10% 7% 9%

2% 2% 1%

1% 3%

2% 1% 2%

19% 21% 19%

4% 5% 2%

DM Total DM onlyDM +


n=280 n=119 n=91 n=70

Intent to act 77% 78% 74% 79%

Spontaneous

Aided14% will order the gift

NL 52% FR 47%

NL 34% FR 48%

NL 28% FR 47%

NL 22% FR 36%

NL 13% FR 20%

NL 17% FR 22%

31

22% of the respondents having received an e-mail recall haven seen it.

No69%

Dnk9% Yes

22%

Target = Group 3 – DM + e-mail (n=300) – 100%

Do you recall receiving an e-mail regarding a specific action ?

NL 23% FR 20%

No61%

Dnk10% Yes

29%

IF RECALL DM

DM + e-mail

impact survey health

Health & Medicine