2016 Edelman Trust Barometer - Healthcare Sector Results

Global Healthcare Sector Trends

2016 Edelman Trust Barometer

Informed Public

‣ 8 years in 20+ markets

‣ Represents 15% of total global population

‣ 500 respondents in U.S. and China; 200 in all other countries

Must meet 4 criteria:

‣ Ages 25-64‣ College educated‣ In top 25% of household income per age group in each country‣ Report significant media consumption and engagement in business news

General Online Population

‣ 5 years in 25+ markets

‣ Ages 18+

‣ 1,150 respondents per country

Methodology

27-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).

‣ 16 years of data

‣ 33,000+ respondents total

‣ All fieldwork was conducted between October 13th and November 16th, 2015

Online Survey in 28 Countries

Mass Population

‣ All population not including Informed Public

‣ Represents 85% of total global population

2

Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 27-country global total.

3

51 48 45 41

55 5347 42

6357

51 48

67 6357

51

Trust RisingPercent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016

NGOs Business Media Government

+4 +6 +6 +3Informed

Public

General Population

2015 2016

+4 +5 +2 +1

49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland

73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico 57 Mexico

55 Canada55 Colombia52 Netherlands50 Argentina50 Malaysia48 Brazil47 Australia47 Italy46 Hong Kong45 U.S.44 S. Africa44 Spain42 Germany40 S. Korea40 U.K.39 France39 Ireland39 Russia39 Turkey38 Japan36 Sweden34 Poland

71 China65 UAE62 India62 Indonesia62 Singapore

56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil

Trust Index:Mass Population Left BehindAverage trust in institutions, Informed Public vs. General Population vs. Mass Population

For the mass population,

17 of 28 countries are distrusters

The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total.

GeneralPopulation

MassPopulation

50 Global 48 Global

49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan

82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherland

s61 Colombia58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea

InformedPublic

60 Global For the mass population, the

global index falls into distruster territory

4

Trusters

Neutrals

Distrusters

5

2012 2013 2014 2015 2016

53

58

56 56

60

44

4746 46

48

A Significant Divide

Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K.

Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed

Public

MassPopulation

12pt Gap

9pt Gap

in trust inequality--which jumps to a 5-point increase among the GDP5

3-point increase

6

MassPopulation

The Inversion of Influence

Authority & Influence

Influence

Authority

Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total.

85% of population

48 Trust Index

15% of population

60 Trust IndexInformed

Public

Business Must Lead to Solve Problems

Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, 27-country global total, question asked of half the sample..

80% agree

“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”

up from 74% in 2015

General Population

7

State of TrustHealthcare Sector

Trust in Healthcare Lags Most Industry Sectors

Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total.

Percent trust in each industry sector, General Population

General Population

9

Tech

nolo

gy

Man

ufac

turin

g

Reta

il

Educ

atio

n

Ente

rtain

men

t

Tran

spor

tatio

n

Food

& B

ever

age

Prof

essio

nal S

erv.

..

Fash

ion

Auto

mot

ive

Cons

umer

Pac

ka...

Heal

thca

re

Tele

com

mun

icat..

.

Ener

gy

Finan

cial S

ervic

es

7567 66 65 64 64 63 63 62 61 61 61 60 57 52

57 S. Africa56 Germany56 U.S.54 Turkey52 Ireland51 Sweden

80 UAE 76 India75 Malaysia74 China74 Indonesia73 Mexico73 Singapore70 Australia70 Canada67 U.K.65 France64 Hong Kong62 Netherlands62 Spain60 Argentina60 S. Korea

Healthcare Trust:Mass Population Least TrustingTrust in the healthcare sector, Informed Public vs. General Population vs. Mass Population

Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public, General Population, and Mass Population, 28-country global total.

MassPopulation

60 Global

10

Trusters

Neutrals

Distrusters

47 Japan40 Russia36 Poland

48 Colombia44 Brazil44 Japan39 Russia32 Poland

80 UAE 77 India76 China75 Malaysia75 Mexico75 Singapore73 Indonesia71 Australia71 Canada68 U.K.66 France65 Hong Kong63 Netherlands63 Spain62 S. Korea61 Argentina

85 Mexico84 China84 India80 UAE 79 Singapore77 Australia77 Indonesia76 Malaysia74 U.K.72 Canada72 Netherlands70 France70 Spain69 Hong Kong69 U.S.67 S. Korea66 Sweden64 Argentina61 S. Africa

59 U.S.57 S. Africa56 Germany55 Turkey53 Ireland52 Sweden50 Italy

59 Germany59 Turkey58 Italy56 Colombia56 Ireland53 Brazil

InformedPublic

GeneralPopulation

67 Global 61 Global

49 Italy48 Colombia44 Japan42 Brazil38 Russia32 Poland

11

50%

Glob

al 2

8

GDP

5

Swed

en U.S.

Mex

ico

Braz

il

Chin

a

Neth

erla

nds

Italy

Indi

a

Spai

n

Colo

mbi

a

Aust

ralia

U.K.

S. K

orea

Sing

apor

e

Fran

ce

Hong

Kon

g

Turk

ey

Arge

ntin

a

S. A

frica

Irela

nd

Pola

nd

Indo

nesia

Germ

any

Japa

n

Cana

da

Russ

ia

Mal

aysia UA

E

67 67 66 69

85

53

84

72

58

84

70

56

77 7467

79

70 69

5964 61

56

36

77

59

47

72

40

7680

60 59

5156

73

42

74

62

49

76

62

48

7067

60

73

65 64

5460 57

52

32

74

56

44

70

38

7580

In 17 of 28 countries, there is a 5 point or higher gap between the Mass Population and the Informed Public

Significant Trust Gap in More Than Half of Countries

Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total.


Trust in the healthcare sector, Informed Public vs. Mass PopulationInformed Public

MassPopulation

15 10 10 9 8 8 7 7 613 12 11 8 7 5 5 5

12

50%

Glob

al 2

8 EU

Swed

en

Neth

erla

nds

Italy

Spai

n

U.K.

Fran

ce

Irela

nd

Pola

nd

Germ

any

6762

6672

58

7074

70

56

36

596055

51

62

49

6267 65

52

32

56

In 6 of the 9 EU countries, there is a 5 point or higher gap between the Mass Population and the Informed Public


Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total and EU.

Trust in the healthcare sector in EU, Informed Public vs. Mass Population Informed

PublicMassPopulation

15 10 9 7 58

13

50%

Glob

al 2

8

APAC

Chin

a

Indi

a

Aust

ralia

S. K

orea

Sing

apor

e

Hong

Kon

g

Indo

nesia

Japa

n

Mal

aysia

6773

84 8477

67

79

69

77

47

76

6068

74 7670

60

73

64

74

44

75


Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total and APAC.

Trust in the healthcare sector in APAC, Informed Public vs. Mass Population Informed


810 7 6 57

In 6 of the 9 APAC countries, there is a 5 point or higher gap between the Mass Population and the Informed Public

14

50%

Glob

al 2

8

LATA

M

Mex

ico

Braz

il

Colo

mbi

a

Arge

ntin

a

67 65

85

53 56

646056

73

4248

60


Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total and LATAM.

Trust in the healthcare sector in LATAM, Informed Public vs. Mass Population Informed


12 11 8

In 3 of the 4 LATAM countries, there is a 5 point or higher gap between the Mass Population and the Informed Public

Trust In-DepthHealthcare Sector

16

63%58%

53% 52% 54%

66%60%

55% 54% 53%

Industry Sub-sectors:Hospitals Most Trusted; Pharma and Insurance Least Trusted

Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” General Population and Informed Public, 28-country global total, question asked of one-fifth the sample.

Hospitals, Clinics, Other Medical Care

Facilities

Biotech/Life Sciences Pharmaceutical/ Drug Companies

Consumer Health/Over the Counter

Insurance(Private/Govt.

Run)

Trust in various industry sub-sectors, Informed Public vs General Population

General Population

2015 2016

17

7167

6260 58

65

59

53 52 5350%

Trust Gap in Healthcare SubsectorsTrust in the healthcare subsectors, Informed Public vs. Mass Population

Informed Public

MassPopulation

Hospitals, Clinics, Other Medical Care

Facilities

Biotech/Life Sciences Consumer Health/Over the Counter

Insurance(Private/Govt.

Run)

Pharmaceutical/ Drug Companies

Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” Informed Public and Mass Population, 28-country global total, question asked of one-fifth the sample.

6 8 9 8 5

18

54%60%

55%

65%

54%47% 51%

57%

68%

53%64%

72%

59%63%

43%40%

51% 47%

60%

46%

65% 67%64%

74%

66%

Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” General Population, 28-country global total and regions, question asked of one-fifth the sample.

Global

North America

Latin America

European Union

APAC

General PopulationIndustry Sub-sectors:

APAC Consistently More Trusting Than Other RegionsTrust in various industry sub-sectors, global and regional

Biotech/Life SciencesPharmaceutical/ Drug Companies

Consumer Health/Over the Counter

Insurance(Private/Govt Run)

Hospitals, clinics, and other medical

care facilities

19

Glob

al 2

7

GDP

5

Mal

aysia

Chin

a

UAE

Mex

ico

Arge

ntin

a

S. K

orea

Aust

ralia

Japa

n

Spai

n

Cana

da

Indo

nesia

Indi

a

Sing

apor

e

Braz

il

Hong

...

S. A

frica

U.K.

Swed

en U.S.

Russ

ia

Neth

erl..

.

Germ

any

Italy

Turk

ey

Fran

ce

Pola

nd

Irela

nd

5451

7063

7166

5950 48 51

45 46

77 7568 69 68

5650 49 49

44 42 40 38 3845

38 37

53 52

8176 73 73

6257 57

5449 48

72 72

62 6055

50 47 47 4743 42

38 36 36 35 33 32

50%

Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample.


Declining Trust in Pharmaceuticals in More Than Half of CountriesPercent trust in pharmaceuticals industry sector, 2015 vs. 2016 (27-country global total)

Decreased or equal trust in 17 of 27 countries

+11 +13 -13 -10

General Population

2015 2016

20

50%



Glob

al 2

7

GDP

5

Chin

a

Indi

a

Mex

ico

UAE

Mal

aysia

Aust

ralia

Cana

da

Arge

ntin

a

Italy

S. K

orea

U.S.

S. A

frica

Neth

erl..

.

Fran

ce

Japa

n

Germ

any

Irela

nd

Swed

en

Sing

apor

e

Indo

nesia U.K.

Braz

il

Hong

...

Spai

n

Pola

nd

Russ

ia

Turk

ey

53 53

63

74

6471

65

55 5551 53 50

56 5446 48

43 42 39 38

66 6861 61 59

48

36 34 33

55 56

76 75 73 73 71 6962

59 59 5956 55 54

49 4743 42 39

65 6357

50 48 47

31 30 28

Increasing Trust in Consumer HealthPercent trust in consumer health, 2015 vs. 2016 (27-country global total)

Increased or equal trust in 18 countries

+13 +14 -11 -11

General Population

2015 2016

Trust in Consumer Health and Pharma DivergesTrust in consumer health and pharmaceutical sectors, General Population, 2012 - 2016

General Population

21

Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust). Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". (Top 4 Box, Trust), question asked of one-fifth of the sample. General Population, 25-country global total. Note: From 2015-2016, Consumer Health included as subsector (Q61F-65F). From 2013-2015, Consumer Health included as an industry sector (Q43-60). 2013-2014 data recalibrated to 2015 sub-sector data.Note: From 2015-2016, Pharmaceuticals included as subsector (Q61F-65F). From 2009-2015, Pharmaceuticals included as an industry sector (Q43-60). 2012-2014 data recalibrated to 2015 sub-sector data.

Pharmaceuticals

Consumer health

2012 2013 2014 2015 2016

54 54 5554

53

55 56

54

56

50%

Consumer health data not

available for 2012

22

50%



Glob

al 2

7

GDP

5

Chin

a

Mex

ico

Indi

a

Arge

ntin

a

Mal

aysia

Aust

ralia

Spai

n

S. K

orea

Cana

da

Fran

ce

Japa

n

Neth

erl..

.

U.K.

Russ

ia

Turk

ey

Irela

nd

Indo

nesia

Braz

il

UAE

Sing

apor

e

Hong

...

Italy

S. A

frica

U.S.

Pola

nd

Germ

any

Swed

en

5854

67 7176

66 66

5561

56 5360

51 51 49 47 44 41

7771 70 69

6256 55 52 50 49 47

6056

79 77 7670 69

65 64 62 62 6054 54 52 52

46 45

72 70 67 6758

53 52 50 4944 40

Increasing Trust in Biotech/Life SciencesPercent trust in biotech/life sciences industry sector, 2015 vs. 2016 (27-country global total)

Increased or equal trust in 16 of 27 countries

+12 +10

General Population

2015 2016

23

50%



Increasing Trust in Hospitals/ClinicsPercent trust in hospitals/clinics industry sector, 2015 vs. 2016 (27-country global total)


General Population

2015 2016

Glob

al 2

7

GDP

5

Mal

aysia

Aust

ralia

Cana

da

Chin

a

Mex

ico

UAE

U.K.

Sing

apor

e

Neth

erl..

.

Fran

ce

Spai

n

S. K

orea

U.S.

Arge

ntin

a

Japa

n

Germ

any

Irela

nd

Russ

ia

Pola

nd

Hong

...

Indi

a

Indo

nesia

Braz

il

Swed

en

S. A

frica

Italy

Turk

ey

63 64

75 74 7367 67

77 72 7265 66 66

52

6557 57 57

47 46

31

78 78 78

62 6055 54 51

66 69

81 81 81 81 78 77 75 73 71 69 69 67 66 6662 60 57

47

31

74 7469

59 5853 51 50

+14 +11 +15 +10

24

Glob

al 2

7

GDP

5

Chin

a

Indi

a

Sing

apor

e

Cana

da

Aust

ralia

Spai

n

S. K

orea

Mal

aysia

Germ

any

Fran

ce

Japa

n

U.S.

Turk

ey

Mex

ico

Russ

ia

Italy

Neth

erla

nds

Arge

ntin

a

Irela

nd

S. A

frica

UAE

Indo

nesia

Hong

Kon

g

U.K.

Braz

il

Swed

en

Pola

nd

52 55

71 7468

6357

62 59 60 57 5349 47 49 47 48

3541

3630

25

79

67 68

5046

37

26

54 57

8274 73 71 68 66 66

60 6056 51 51 50 50 49 49 48 44

35

25

76

61 58

4236 36

21

50%



Increasing Trust in Health InsurancePercent trust in health insurance industry sector, 2015 vs. 2016 (27-country global total)


General Population

2015 2016

+11 +11 +14 -10 -10

25

50%

Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Q65-439. Below is a list of companies. Please indicate how much you trust each company or organization to do what is right, using the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal” to do what is right. (Top 4 Box, Trust), question asked of half of the sample. Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General Population, 28-country global total.

Trust Can Also Range Within Pharma Trust in healthcare sectors, and trust in blinded companies

General Population

Heal

th C

are

Cons

umer

He.

..

Phar

mac

euti.

..

Tech

Co.

1

Tech

Co.

2

Phar

ma

Co. 1

Tech

Co.

3

Food

& B

ev C

...

Ener

gy C

o. 1

Ener

gy C

o. 2

CPG

Co. 1

Food

& B

ev C

...

Food

& B

ev C

...

CPG

Co. 2

Phar

ma

Co. 2

Cong

lom

erat

e...

Tech

Co.

4

61 55 54

77 7568 67 63 60 58 56 54

48 46

33 32 29

Building TrustHealthcare Sector

Trust-Building Behaviors:Data, Quality and Safety are Critical; Biggest Opportunities in Sustainable Business Practices, Leadership and TransparencyImportance vs. performance of behavior in building trust in a healthcare company

% Performanc

e

% Importance Gap

General Population

27

Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q345A-J How well do you think the health industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, 28-country global total.

Protects consumer data 86 68 18Ensures quality control 85 66 19Keeps me and my family safe 81 66 15

Is transparent in reporting progress on company’s social responsibilities 80 56 24

Makes my life easier 80 65 15Embraces sustainable business practices 80 58 22Has leadership that effectively represents the interests of all stakeholders 79 57 22Supports local charities and good causes 75 56 19Develops intellectual property 74 61 13Makes me feel connected to something bigger 70 53 17

28

Sector Falling Short on Trust-Building Behaviors General Population

Source: 2016 Edelman Trust Barometer Q335-440. How important is each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Trust) General Population, 28-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 28-country global total.

Gap in importance of behaviors in building trust vs. percent who agree each industry is performing well against these behaviors

Technology Healthcare Food & Beverage

Financial Services Energy

Protects consumer data 19 18 23 21 24Ensures quality control 11 19 16 23 23Keeps me and my family safe 15 15 21 23 20Is transparent in reporting progress on company’s social responsibilities 18 24 23 24 26Makes my life easier 1 15 11 16 12Embraces sustainable business practices 14 22 18 21 22Has leadership that effectively represents the interests of all stakeholders 14 22 20 22 25Supports local charities and good causes 15 19 17 20 22Develops intellectual property 1 13 14 18 17Makes me feel connected to something bigger 4 17 17 17 19AVERAGE GAP 11 18 18 21 21

29Glob

al 27

China

Russi

aMex

icoBra

zil

Turkey

Poland

Hong Kon

gIta

ly

Argent

inaIre

land

Malaysi

a

S. Afric

aInd

ia

Indone

sia

Netherl

ands

Spain

Cana

daFra

nce

German

y

Swed

en U.K.

Austr

alia

S. Kore

aU.S.

Singap

ore UAE

Japan

54

7977

7168 68 67 66 65

6359

55 5553

51 50 50 49 49 49

44 44 4340

38 37

3228

14

3 46 9 10

16

49

18

13

10

23

12

9

1721

11

1922

1613

11

19

31

10

23

13

Majority Agree: Not Enough Government Regulation in Healthcare

Source: 2015 Edelman Trust Barometer Q381. When it comes to government regulation of the health industry, do you think that your government regulates it too much, not enough or the right amount? General Population, 27-country global total.

General Population

Percent who agree government regulates too much vs not enough, 2015 (27-country global total)

50%

Not Enough Regulation

Too Much Regulation

2015

30

The health industry ... the health system

The food and beverage indus-try ... food/nutrition policy

The technology industry ... privacy issues

The energy industry ... energy policy

The financial services industry ... the future of the banking sys-

tem

73%

69%

69%

67%

64%

Regulation:Consumers Want Industry Active in the Debate

Source: 2015 Edelman Trust Barometer Q265-386. Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total.

Percent who agree with each statement, 2015 (27-country global total)

General Population

When policymakers are developing new regulations, they should consult with multiple stakeholders

69% agree

2015

A Challenge for LeadershipHealthcare Sector

Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country global total, question asked of half the sample.

32

CEOs Expected to Deliver More Than Financial ResultsPercent who agree that CEOs should be personally visible in discussing…

8 in10Societal Issues

‣ Income inequality‣ Public policy discussions‣ Personal views on

societal issues

7 in10Financial Results

General Population

33

Glob

al 2

8

GDP

5

Pola

nd

Swed

en

Irela

nd

Russ

ia

Italy

Germ

any

Neth

erl..

.

Fran

ce

S. A

frica

Japa

n

U.K.

Colo

mbi

a

U.S.

Turk

ey

Cana

da

Spai

n

Arge

ntin

a

S. K

orea

Aust

ralia

Hong

Kon

g

Braz

il

Sing

apor

e

Mex

ico

Indo

nesia

UAE

Mal

aysia

Indi

a

Chin

a

51 51

2730 31 31

37 39 3940 44 44 45 45 46 46 48 48

5255 56 56

61 62

69 71 73 7478

81

More Than Half of Countries Do Not Trust Healthcare CEOs

Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the health industry to do what is right. Please use the 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total.

Percent who trust CEOs to do what is right, healthcare sector

General Population

50%

In 20 of the 28 countries, the general population do not trust healthcare CEOs to do what is right

34

61%54% 51% 48% 46%

75%

63% 61%52%

57%

Healthcare CEOs Trusted Less Than Their Industry

Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the [INSERT INDUSTRY] industry to do what is right. Please use the 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust). Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total.

Trust in the sector vs. trust in CEOs in the sectorSector Trust Trust in CEOs

in this Sector

Technology Food & Beverage Healthcare Financial Services Energy

General Population

35

61%

52% 51%

62% 60%53%

40% 41%

52% 52%

A Missed Opportunity for Healthcare to Lead on Societal Issues

Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? (Yes summary) General Population, 28-country global total, question was asked of half the sample.

Respondents who say their company and their CEO are engaged in societal issues, by industry sector

CEO engaged

Company engaged


General Population

EmployeeAdvocacy

Healthcare Sector

37

25 27

19

2528

33

27 2824

28

37

3132 30

48

24 25 2621 21 22 23

2016

19 1914

19 18 18

8 9 813

10 11

Employees are Essential Advocates

Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, 28-country global total.

Most trusted spokesperson to communicate each topic

Innovation effortsFinancial earnings & operational performance

Business practices/crisis handling

Treatment of employees/customer

Partnerships/Programs to address societal issues

Views on industry issues

Employees Most Trusted

General Population

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media spokesperson

38

78%73% 71%

80%74%69%

60% 60%

69%62%

Trust in Healthcare Employers Lowest of Sectors

Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total, question was asked of half the sample.

Trust in their employer vs. trust in other companies in the sector in which they work Trust Others

in SectorTrust Employer


General Population

39

Healthcare employees of CEOs NOT engaged in societal issues

Healthcare employees of CEOs who are engaged in societal issues

Employee Advocacy in Healthcare Increases With CEO Societal Issue EngagementPercent who agree with each statement, comparing employees of companies whose CEOs are involved in addressing broader societal issues vs. those who do not, healthcare sector

Recommend company as an employer

Motivated to perform

Stay working for the company

Confidence in the future of the company

Committed to achieving our strategy

Recommend products and services to others

Do the best possible job for the customer

62

64

64

64

72

75

82

Impact of CEO

Engagement

11

14

16

24

22

21

23

93

89

88

88

86

85

85

General Population

Level of Employee Advocacy/Commitment

Source: 2016 Edelman Trust Barometer Q527-529 Does your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample.

40

Employees of healthcare companies NOT engaged in societal issues

Employees of healthcare companies engaged in societal issues

Employee Advocacy in Healthcare Sector Increases With Societal Issue Engagement

Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample.

Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not, healthcare sector

Motivated to perform

Recommend company as an employer

Stay working for the company

Confidence in the future of the company

Committed to achieving our strategy

Recommend products and services to others

Do the best possible job for the customer

63

57

61

60

67

69

80

Impact of Company

Engagement

14

22

22

27

24

27

20

94

91

89

87

85

84

83

General Population

Level of Employee Advocacy/Commitment

41

Implications for Healthcare Companies

Is transparent in reporting progress on a company’s social responsibilities Embraces sustainable business practices Has leadership that effectively represents the interests of all stakeholders

Protect consumer data Ensure quality control Keep me and my family safe

Address the gaps between expectations and performance:

Continually deliver against what is of stated importance worldwide:

Implications for Healthcare Companies

42

ADDRESS CONSUMER EXPECTATIONS

Understand what they are and address the gaps between expectations and performance.

GET INVOLVED

Healthcare companies have been given a license to become involved in ongoing debates about the surrounding healthcare system.

Employee trust and advocacy is linked to a company’s engagement in societal issues, as well as a CEO’s association with those issues.

ACTIVATE YOUR CEO

BUILD EMPLOYEE ADVOCACY

Ensure employees understand the company’s work on social issues and address enterprise-specific issues to build trust and belief, and empower employees to engage with external audiences with appropriate guardrails.

GET PERSONAL

Those on the frontlines delivering care have a trust advantage. How can you better serve your stakeholders so they experience a personal touch and feel you have their best interests at heart?

2016 Edelman Trust Barometer - Healthcare Sector Results

Healthcare

Transcript of 2016 Edelman Trust Barometer - Healthcare Sector Results