Hc congres 2009 Nicole Berx presentation
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Transcript of Hc congres 2009 Nicole Berx presentation
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Results of the second Health Care Marketing Survey 2009
Health Care Marketing Congress0ctober 8th 2009
Presentation1
– Draft –
Survey participants
2
Scope and numbers Sector
• Belgium and Europe
•More than 180 respondents participated to the survey, 93 completed the whole survey
Tota
lsa
mpl
e
36%
30%
20%
9%
Med
ical
equi
pmen
t
OTC
Oth
ers
Number of respondents
(%)
RX
5%
Bio
tech
Tota
lsa
mpl
e
Euro
pean
sc
ope
Wor
ldw
ide
scop
e
Nat
iona
l sc
ope
Oth
er
44%
35%
16%
5%
Job function
31,8%
Marketing Manager
Managing Director
Product/Brand Manager
Communication Manager
Other
Business Unit Manager
Sales Manager
Scope of responsibilities
Number of respondents
(%)
Presentation1
– Draft –
Key concept: Net Average Index (NAI)Quantifying Health Care Marketers’ beliefs
3
How do you expect a certain parameter to evolve?
Options: Increase, decrease, will stay the same
Formula to calculate the index:
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.
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.
Presentation1
– Draft –
4
True or false?
1. Physicians still have the largest decision making power
2. Pricing has entered the top 5 of most important marketing challenges
3. Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year
4. Health Care marketers are more confident than marketers from other industries
5. Management decisions are always based on the most accurate customer & market data
Presentation1
– Draft –
5
1. Physicians still have the largest decision making power
2. Pricing has entered the top 5 of most important marketing challenges
3. Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year
4. Health Care marketers are more confident than marketers from other industries
5. Management decisions are always based on the most accurate customer & market data
True or false?
Presentation1
– Draft –
6
0
1
2
3
4
0 20 40 60 80
Today, the Health Care marketer has to take into account the influences of multiple stakeholders
6
Siz
e/st
retc
h o
f th
e ch
alle
ng
e to
day
(sc
ore
)
Combination of high average and high frequency of occurrence results in 4 main challenges
Respondents (%)
1
1) Dealing with growth of generics/alternatives
2) Dealing with the decrease of reimbursement amounts from social security
3) Dealing with increased pressure from group purchasing organizations
4) Dealing with extended TTM from R&D to launch due to regulatory approvals
5) Rationalizing brand portfolio
6) Dealing with increasing innovation costs and higher requirements from regulators
7) Improve relationships with hospitals
8) Improve relationships with pharmacists
9) Dealing with stricter code of conduct towards prescribers
10) Improve relationships with specialists
2
3
4
5
67
9
+
+
N=93
Ranking of challenges by importance
10 8
-
Q: In your opinion, what will be the greatest Health Care related challenges of your division in 2009 -2010?
Presentation1
– Draft –
Compared to last year, the importance of building relationships with hospitals and pharmacists has increased
7
Ranking of the 10 biggest challenges 2010 versus 2008
2009 results
2008 results
Respondents (%)
N2008= 89N2009= 93
LEGEND:
Presentation1
– Draft –
8
The largest increase in influence and power in the coming year is expected to occur at governmental partiesOnly GP’s will decrease in influence
88
Evolution of influence/power of different decision makers
43%
43,8%
61%
66%
49%
47%
44%
41%
-14,4%
Pharmacists
Legal and regulatory institutions
General practitioners
Social security
Insurance companies
Patient associations
Patients
Hospitals
Specialists
N=89
16%
12%
10%
8%
-4%
6%
Wholesalers & distributors
laboratories
Research organisations
Net Adjusted Index (%)
Q: How do you evaluate the influence of the following “decision makers” on your business in the near future?
Presentation1
– Draft –
Key concept: Net Average Index (NAI)Quantifying Health Care Marketers’ beliefs
9
How do you expect a certain parameter to evolve?
Options: Increase, decrease, will stay the same
Formula to calculate the index:
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.
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.
Presentation1
– Draft –
10
The largest increase in influence and power in the coming year is expected to occur at governmental partiesOnly GP’s will decrease in influence
1010
Evolution of influence/power of different decision makers
43%
43,8%
61%
66%
49%
47%
44%
41%
-14,4%
Pharmacists
Legal and regulatory institutions
General practitioners
Social security
Insurance companies
Patient associations
Patients
Hospitals
Specialists
N=89
16%
12%
10%
8%
-4%
6%
Wholesalers & distributors
laboratories
Research organisations
Net Adjusted Index (%)
Q: How do you evaluate the influence of the following “decision makers” on your business in the near future?
Presentation1
– Draft –
11
Key takeaway n°1
Changing environment of stakeholder influences
Presentation1
– Draft –
12
1. Physicians still have the largest decision making power
2. Pricing has entered the top 5 of most important marketing challenges
3. Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year
4. Health Care marketers are more confident than marketers from other industries
5. Management decisions are always based on the most accurate customer & market data
True or false?
Presentation1
– Draft –
Competitive differentiation is still the biggest marketing challenge
13
Siz
e/st
retc
h o
f th
e ch
alle
ng
e to
day
(sc
ore
)
2
3
51
1) Differentiating from competition on target segments
2) Innovation, product development, R&D
3) Measuring ROI
4) Optimizing pricing to increase margins
5) Segmenting the market & consumers more efficiently
6) Building loyalty and trust
7) Building a strong brand
8) Knowing customers moment of truth
9) Increasing efficiency of marketing processes
10) Optimizing communication mix
11) Implementing a centrally constructed marketing initiative at local level
12) Rationalizing brand portfolio
-
+
+
4
7
8
6
10
11
12
Combination of high average and high frequency of occurrence results in 5 main marketing challenges
9
N=89
Ranking of marketing challenges by importance
Q: In your opinion, what will be the greatest marketing challenges of your division in 2009-2010?
Respondents (%)
Presentation1
– Draft –
Compared to last year, innovation, measuring ROI and optimizing pricing are the three fastest growing marketing challenges
14
2009 results
2008 results
Ranking of the 5 biggest marketing challenges 2009-10 versus 2008
N2008= 89N2009= 90
Respondents (%)LEGEND:
Presentation1
– Draft –
Compared with RX, ME focuses also on price management and ROI, whilst OTC is challenged more by customer loyalty, innovation and MarCom mix
15
Ranking of the 6 biggest marketing challenges 2009-10 by sector
RX sector ME sector OTC sector
OTC: N= 8RX: N= 30ME: N= 28Note: ME = Medical Equipment
Respondents (%)LEGEND:
Top challenges 09-10
Presentation1
– Draft –
16
Key takeaway n°2
Differentiation remains the first key marketing challenge.
Measuring ROI and pricing are the new upcoming marketing challenges.
Presentation1
– Draft –
17
1. Physicians still have the largest decision making power
2. Pricing has entered the top 5 of most important marketing challenges
3. Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year
4. Health Care marketers are more confident than marketers from other industries
5. Management decisions are always based on the most accurate customer & market data
True or false?
Presentation1
– Draft –
Health Care marketing budgets in 2008-09 were lower than previously stated and expectations for 2009-10 are even lower
18
7,6%
19,7%22,6%
17,1%
-0,7%
9,3%
-18,0%
14,3%
-14,0%
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%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 2008, how did the total marketing budget available within your marketing department change and what are the expectations for 2009-2010?
Presentation1
– Draft –
Sa
les
vis
its
of
sp
ec
s
Sa
les
vis
its
of
GP
’s
Co
ng
res
se
s
Ev
en
ts a
nd
tra
de
fa
irs
Ma
rke
t r
es
ea
rch
PO
S m
ate
ria
ls
Ab
ov
e t
he
lin
e m
ed
ia
Pu
bli
c r
ela
tio
ns
On
-lin
e m
ark
eti
ng
Dir
ec
t m
ark
eti
ng
Sa
mp
lin
g
Sp
on
so
rin
g
Ne
ws
pa
pe
rs/m
ag
azi
ne
s
Lo
bb
yin
g
Pa
tie
nt
su
pp
ort
gro
up
s
Pri
ce
pro
mo
tio
ns
Online communication methods and lobbying are expected to replace traditional channels especially during crisisSponsoring and print are the biggest losers in the expected budget shift
19
Average of MarCom
budget spent in
2008(%)
NAI, Budget expectations for 2009-10
Budget expectations for 2009-10
Average spent in 08
LEGEND:
N=66
Evolution of Marketing spending in Health Care
Total average spent in 08
Presentation1
– Draft –
20
Key takeaway n°3
Shift towards cost effective channels due to budget pressure
Presentation1
– Draft –
21
1. Physicians still have the largest decision making power
2. Pricing has entered the top 5 of most important marketing challenges
3. Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year
4. Health Care marketers are more confident than marketers from other industries
5. Management decisions are always based on the most accurate customer & market data
True or false?
Presentation1
– Draft –
22
The general marketers’ confidence index is at its lowest point in history Health Care marketers are even more pessimistic
22
Net Adjusted Index(%)
2006 2007 2008 20092005Year
General marketers’ confidence index
LEGEND:
A decrease in their marketing budget will negatively impact the Health Care marketers’ media expenditures and modify their marketing organization
A decrease in their marketing budget will negatively impact the Health Care marketers’ media expenditures and modify their marketing organization
Presentation1
– Draft –
23
Marketers believe their pricing will be put under great pressure by governments, patients and pharmacists
23
8%
8%
6%
3%
4%
2%
2%
2%
12%
13%
17%
7%
19%
9%
12%
7%
40%
48%
47%
49%
42%
41%
24%
16%
14%
13%
15%
30%
27%
44%
59%
73%
26%
18%
15%
11%
8%
4%
3%
2%Government will push cheaper alternatives
Pharmacists will protect their margins
Patients will become more price sensitive
Patients will ask for generic / alternative products
Patients will be more critical/pro-actively compare treatments
Physicians will change prescription behaviortowards cheaper products
Loyalty of patients towards a product will decrease
Volume of medicines purchased by patients will decrease
N=87
Slightly disagree
Totally disagree
LEGEND:
Neutral Slightly agree
Fully agree
89%
88%
83%
63%
74%
37%
33%
26%
Net Adjusted Index (%)
Q: How do you expect customers to react on the current economical crisis?
Presentation1
– Draft –
24
Key takeaway n°4
Health Care marketer’s confidence is hit by the crisis
Presentation1
– Draft –
25
1. Physicians still have the largest decision making power
2. Pricing has entered the top 5 of most important marketing challenges
3. Health Care marketers’ marketing budgets are expected to decrease in the coming year compared to last year
4. Health Care marketers are more confident than marketers from other industries
5. Management decisions are always based on the most accurate customer & market data
True or false?
Presentation1
– Draft –
26
Marketers understand the value that they provide to customers …
26
N=90
Q: To what extent do you agree with the following statements?
We have a good understanding of the unique value we provide to
customers
We can effectively communicate our value
Net Adjusted Index (%)
2%
1%
20%
12%
27%
13%
32%
37%
19%
37%
Slightly disagree
Totally disagree
LEGEND:
Neutral Slightly agree
Fully agree
82 %
58 %
Presentation1
– Draft –
27
… but often lack the tools to efficiently measure that value
27
N=90
Q: To what extent do you agree with the following statements?
Slightly disagree
Totally disagree
LEGEND:
Neutral Slightly agree
Fully agree
Management decisions at my company are based on the most recent customer
& market data
My company has a detailed marketing and sales dashboard to track evolution
of KPI’s
My company leverages the data captured by our CRM system
27 %
26 %
0 %13%
12%
9%
22%
20%
18%
22%
23%
20%
30%
21%
35%
13%
24%
18%
Net Adjusted Index (%)
Presentation1
– Draft –
28
Key takeaway n°5
Leveraging valuable customer data is still a challenge
Presentation1
– Draft –
Key takeaways
1. Evolution of the Health Care industry:Traditional “push model” “pull model” with multiple stakeholders’ influence.
Speaker: François Meurgey "Who cares?"
2. Competitive differentiation becomes a real challenge:Value based pricing is expected to become an important differentiator.
Speaker: Philippe van Wilder “Affordable care”
3. Further develop skills to explore e-mail, online, and interactive marketing activities. Your customer is actively looking to acquire/generate content on the web.
Speaker: Fonny Schenck “How to (e-)care for your patients”
4. Make marketing processes more patient oriented and install tools to leverage valuable customer and market data.
Speaker: Luc Vermeersch “Which patient to care for?”
29
Presentation1
– Draft –
30
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