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Results of the second Health Care Marketing Survey 2009,[object Object],Health Care Marketing Congress,[object Object],0ctober 8th 2009,[object Object]
2,[object Object],An initiative by,[object Object],In collaboration with,[object Object]
Table of Content,[object Object],Introduction,[object Object],Executive summary,[object Object],Challenges,[object Object],Marketing budget,[object Object],Promotional mix,[object Object],Customer intelligence,[object Object],Stakeholder influence,[object Object],3,[object Object]
Introduction,[object Object],The House of Marketing, the first marketing expertise and excellence center in Belgium, has partnered up with Stichting Marketing to launch the second annual "HEALTH CARE MARKETING SURVEY". ,[object Object],More than 180 national and international Health Care marketing professionals from various sectors participated to this survey, which was conducted online, from May 2009 to June 2009.,[object Object],The results describe Health Care marketer’s EXPECTATIONS for 2009 - 2010:,[object Object],[object Object]
What is the role of marketing within various Health Care companies, and how is it evolving?
How confident are marketers with regards to their budget and activities?
How is the environment and stakeholder influence changing?This document identifies KEY CHALLENGES linked to the implementation of marketing strategies in the Health Care industry. It provides a deeper understanding of the top issues and barriers that European Health Care marketers are facing, and gives new insights to support their growth agenda.,[object Object],Moreover, the results of the Health Care marketers are compared to those of last year’s Health Care Marketing Survey and to those of the general marketing community that participated to the “Yearly Marketing Survey” over the past six years. Trends and evolutions in Health Care have been compared to other industries such as telecom, media, consumer goods, etc.,[object Object],4,[object Object]
Survey participants,[object Object],Sector,[object Object],Scope and numbers,[object Object],[object Object]
 More than 180 respondents participated to the survey, 93 completed the whole survey36%,[object Object],Number of ,[object Object],respondents ,[object Object],(%),[object Object],30%,[object Object],31,8%,[object Object],20%,[object Object],9%,[object Object],5%,[object Object],Position,[object Object],RX,[object Object],Total,[object Object],sample,[object Object],Medical ,[object Object],equipment,[object Object],OTC ,[object Object],Others,[object Object],Biotech ,[object Object],Marketing Manager,[object Object],Scope of responsibilities,[object Object],Other,[object Object],44%,[object Object],Number of ,[object Object],respondents ,[object Object],(%),[object Object],Product/Brand Manager,[object Object],Managing Director,[object Object],35%,[object Object],Business Unit Manager,[object Object],16%,[object Object],Sales Manager,[object Object],5%,[object Object],Communication Manager,[object Object],Total,[object Object],sample,[object Object],National ,[object Object],scope ,[object Object],European ,[object Object],scope ,[object Object],Worldwide ,[object Object],scope ,[object Object],Other,[object Object],5,[object Object]
Table of Content,[object Object],Introduction,[object Object],Executive summary,[object Object],Challenges,[object Object],Marketing budget,[object Object],Promotional mix,[object Object],Customer intelligence,[object Object],Stakeholder influence,[object Object],6,[object Object]
Key findings,[object Object],7,[object Object],Nowadays, Health Care marketers have to take into account the influences of multiple stakeholders. Increasing decision making power of governments, pharmacists, hospitals, etc, makes the role of the Health Care marketer much more complex. Dealing with growth of alternative products is still perceived as the biggest future Health Care challenge.,[object Object],Differentiating from competition is considered the biggest marketing challenge in the RX sector for 2010. For the medical equipment sector pricing is perceived as an important future challenge and the OTC sector is losing sleep over improving customer loyalty and optimizing the communication mix.,[object Object],	Overall, measuring ROI and optimizing pricing have become new top challenges to take into account.,[object Object],The current crisis impacts Health Care marketers’ budgets:,[object Object],[object Object]
In general, the Health Care marketers confidence index is very low which will have a negative impact on their media spending and their marketing organization.
The Health Care industry is expected to be put under greater price pressure by the governments, patients and pharmacists.Health Care marketers expect a shift in their MarCom spending from traditional media towards online and interactive communication channels.,[object Object],As in the YMS, Health Care marketers believe that competitive advantage would be much stronger if marketing processes were more customer oriented. Health Care marketers understand the importance of accurate customer data but often lack the tools to optimize their customer intelligence.,[object Object],The largest increase in influence and power in 2010 is expected to occur at governmental parties.,[object Object],Note: YMS = Yearly Marketing Survey,[object Object]
Table of Content,[object Object],Introduction,[object Object],Executive summary,[object Object],Challenges,[object Object],[object Object]
Marketing challenges in the Health Care industryMarketing budget,[object Object],Promotional mix,[object Object],Customer intelligence,[object Object],Stakeholder influence,[object Object],8,[object Object]
Today, the Health Care marketer has to take into account the influences of multiple stakeholders  ,[object Object],Q: In your opinion, what will be the greatest Health Care related challenges of your division in 2009 -2010?,[object Object],Combination of high average and high frequency of occurrence results in 4 main challenges,[object Object],Ranking of challenges by importance,[object Object],Dealing with growth of generics/alternatives,[object Object],Dealing with the decrease of reimbursement amounts from social security,[object Object],Dealing with increased pressure from group purchasing organizations,[object Object],Dealing with extended TTM from R&D to launch due to regulatory approvals,[object Object],Rationalizing brand portfolio,[object Object],Dealing with increasing innovation costs and higher requirements from regulators,[object Object],Improve relationships with hospitals,[object Object],Improve relationships with pharmacists,[object Object],Dealing with stricter code of conduct towards prescribers,[object Object],Improve relationships with specialists,[object Object],+,[object Object],1,[object Object],3,[object Object],2,[object Object],4,[object Object],6,[object Object],Size/stretch of the challenge today (score),[object Object],7,[object Object],8,[object Object],10,[object Object],5,[object Object],9,[object Object],+,[object Object],-,[object Object],Frequency of occurrence (%),[object Object],N=93,[object Object],9,[object Object],9,[object Object]
Compared to 2008, the importance of building relationships with hospitals and pharmacists has increased,[object Object],Ranking of the 10 biggest challenges 2009 versus 2008,[object Object],LEGEND:,[object Object],Respondents (%),[object Object],2009 results,[object Object],2008 results,[object Object],N2008= 89,[object Object],N2009= 93,[object Object],10,[object Object]
Some challenges are sector relatedImproving relationships with pharmacists, for example, is the biggest challenge in the OTC sector, whereas it is the lowest challenge of the 10 in the ME and RX sector  ,[object Object],11,[object Object],Ranking of the 10 biggest challenges 2009 by sector,[object Object],RX sector,[object Object],OTC sector,[object Object],ME sector,[object Object],OTC: N= 8,[object Object],RX: N= 30,[object Object],Med Eq: N= 28,[object Object],Note: TTM= Time to market,[object Object],           ME= Medical equipment,[object Object],Respondents (%),[object Object],LEGEND:,[object Object],Top challenges 2009,[object Object]
Table of Content,[object Object],Introduction,[object Object],Executive summary,[object Object],Challenges,[object Object],[object Object]
Marketing challenges in the Health Care industryMarketing budget,[object Object],Promotional mix,[object Object],Customer intelligence,[object Object],Stakeholder influence,[object Object],12,[object Object]
Differentiating from competition and innovation are overall and by far the biggest marketing challenges   ,[object Object],13,[object Object],Q: In your opinion, what will be the greatest marketing challenges of your division in 2009-2010? ,[object Object],Ranking of marketing challenges by importance,[object Object],Combination of high average and high frequency of occurrence  results in 5 main marketing challenges,[object Object],Differentiating from competition on target segments,[object Object],Innovation, product development, R&D,[object Object],Measuring ROI,[object Object],Optimizing pricing to increase margins,[object Object],Segmenting the market & consumers more efficiently,[object Object],Building loyalty and trust,[object Object],Building a strong brand,[object Object],Knowing customers moment of truth,[object Object],Increasing efficiency of marketing processes,[object Object],Optimizing communication mix,[object Object],Implementing a centrally constructed marketing initiative at local level,[object Object],Rationalizing brand portfolio,[object Object],+,[object Object],11,[object Object],2,[object Object],5,[object Object],1,[object Object],12,[object Object],4,[object Object],3,[object Object],Size/stretch of the challenge today (score),[object Object],7,[object Object],6,[object Object],8,[object Object],9,[object Object],10,[object Object],-,[object Object],+,[object Object],Frequency of occurrence (%),[object Object],N=89,[object Object]
Compared to 2008, the three fastest growing marketing challenges are innovation, measuring ROI and optimizing pricing,[object Object],Ranking of the 5 biggest marketing challenges 2009 versus 2008,[object Object],LEGEND:,[object Object],Respondents (%),[object Object],2009 results,[object Object],2008 results,[object Object],N2008= 89,[object Object],N2009= 90,[object Object],14,[object Object]
Compared with RX, ME focuses also on price management and ROI, whilst OTC is challenged more by customer loyalty, innovation and MarCom mix,[object Object],Ranking of the 6 biggest marketing challenges 2009 - 2010 by sector,[object Object],RX sector,[object Object],OTC sector,[object Object],ME sector,[object Object],OTC: N= 8,[object Object],RX: N= 30,[object Object],ME: N= 28,[object Object],Note: ME = Medical Equipment,[object Object],LEGEND:,[object Object],Respondents (%),[object Object],Top challenges 09-10,[object Object],15,[object Object]
Table of Content,[object Object],Introduction,[object Object],Executive summary,[object Object],Challenges,[object Object],Marketing budget,[object Object],Promotional mix,[object Object],Customer intelligence,[object Object],Stakeholder influence,[object Object],16,[object Object]
17,[object Object],Health Care marketing budgets in 2008-2009 were lower than previously stated and expectations for 2010 are even lowerHealth care budgets were higher in 2008-2009 than in other industries, but marketers are more pessimistic about their budget for 2010 than in other industries,[object Object],Q: In 2008 - 2009, how did the total marketing budget available within your marketing department change and what are the expectations for 2010?,[object Object],Marketing budgets,[object Object],Net Adjusted,[object Object],Index (%),[object Object],LEGEND:,[object Object],NAI of marketers from other industries for future budget,[object Object],NAI of marketers from other industries for actual budget ,[object Object],2006,[object Object],2007,[object Object],2008,[object Object],2009,[object Object],2010,[object Object],NAI of Health Care marketers for future budget,[object Object],NAI of Health Care marketer for actual budget,[object Object],N2006= 282,[object Object],N2007= 514,[object Object],N2008= 567,[object Object],N2009= 1028,[object Object],HC N2008= 89,[object Object],HC N2009= 93,[object Object],Net Adjusted Index (NAI) =weighted rating of positive versus negative respondents on survey 2009. 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. The degree of “outspokenness” of a direction; a positive NAI indicates an increase of importance , the number reveals how relevant or outspoken this increase is. ,[object Object]
General Managers, Rx Marketers and those with European responsibilities are the most pessimistic about marketing budgets for the near future,[object Object],Expectations on Marketing budgets for 2010,[object Object],Net Adjusted Index (%),[object Object],51%,[object Object],LEGEND:,[object Object],41%,[object Object],NAI (%) of last year ,[object Object],33%,[object Object],26%,[object Object],20%,[object Object],8%,[object Object],17%,[object Object],6%,[object Object],2%,[object Object],Brand/product: N=15,[object Object],Marketing: N=25,[object Object],General: N=19,[object Object],Brand/product ,[object Object],managers,[object Object],General ,[object Object],managers ,[object Object],(YME),[object Object],National ,[object Object],responsibilities,[object Object],Worldwide,[object Object],responsibilities ,[object Object],RX,[object Object],Med,[object Object],Equip,[object Object],OTC,[object Object],National: N=38,[object Object],European: N=25,[object Object],World wide: N=15,[object Object],European,[object Object],responsibilities ,[object Object],Marketing ,[object Object],managers,[object Object],OTC: N=8,[object Object],RX: N=30,[object Object],Med Eq: N=28,[object Object],18,[object Object]
19,[object Object],Both marketers from Health Care and other industries are quite optimistic on the number of marketing projects for 2010,[object Object],Q: In 2008 - 2009, how did the amount of realized marketing projects within your marketing department change and what are the expectations for 2010?,[object Object],Marketing projects,[object Object],Net Adjusted,[object Object],Index (%),[object Object],LEGEND:,[object Object],NAI of marketers from other industries for future budget,[object Object],NAI of marketers from other industries for actual budget ,[object Object],NAI of Health Care marketers for future budget,[object Object],NAI of Health Care marketer for actual budget,[object Object],N2006= 282,[object Object],N2007= 514,[object Object],N2008= 567,[object Object],N2009= 1028,[object Object],HC N2008= 89,[object Object],HC N2009= 93,[object Object],Year,[object Object],2006,[object Object],2007,[object Object],2008,[object Object],2009,[object Object],2010,[object Object]
20,[object Object],Health Care marketers think the size of the marketing team will decrease severely for 2010The index for marketers from other industries is more stable ,[object Object],Q: In 2008 - 2009, how did the size of your marketing team change and what are the expectations for 2010?,[object Object],Size of the marketing team,[object Object],LEGEND:,[object Object],Net Adjusted,[object Object],Index (%),[object Object],NAI of marketers from other industries for future budget,[object Object],NAI of marketers from other industries for actual budget ,[object Object],NAI of Health Care marketers for future budget,[object Object],NAI of Health Care marketer for actual budget,[object Object],Year,[object Object],2010,[object Object],2007,[object Object],2008,[object Object],2009,[object Object],N2006= 282,[object Object],N2007= 514,[object Object],N2008= 567,[object Object],N2009= 1028,[object Object],HC N2007= 86,[object Object],HC N2008= 89,[object Object],HC N2009= 93,[object Object]
21,[object Object],Health Care marketers think that outsourcing of marketing activities will increase, whilst marketers from other industries think it will decrease ,[object Object],Q: In 2008-2009, how did outsourcing of marketing activities within your marketing department change and what are the expectations for 2009-2010?,[object Object],Outsourcing marketing activities,[object Object],Net Adjusted,[object Object],Index (%),[object Object],LEGEND:,[object Object],NAI of marketers from other industries for future budget,[object Object],NAI of marketers from other industries for actual budget ,[object Object],NAI of Health Care marketers for future budget,[object Object],NAI of Health Care marketer for actual budget,[object Object],Year,[object Object],2007,[object Object],2008,[object Object],2009,[object Object],2010,[object Object],N2006= 282,[object Object],N2007= 514,[object Object],N2008= 567,[object Object],N2009= 1028,[object Object],HC N2007= 86,[object Object],HC N2008= 89,[object Object],HC N2009= 93,[object Object]
22,[object Object],In summary, the general marketers’ confidence index is on a historically low levelHealth Care marketers are even less confident than marketers from other industries,[object Object],General marketers’ confidence index,[object Object],Net Adjusted Index(%),[object Object],LEGEND:,[object Object],Year,[object Object],2006,[object Object],2007,[object Object],2008,[object Object],2009,[object Object],2010,[object Object],N2009=1028,[object Object],N2008=567,[object Object],N2007=514,[object Object],N2006=282,[object Object],N2005=315,[object Object],HC N2009=93,[object Object],HC N2008= 89,[object Object],Note: The general marketers confidence index is an average of marketers’ expectations about their budget, projects, outsourcing of marketing activities and staff headcount. 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.,[object Object],22,[object Object]
23,[object Object],HC marketers expect more budget reviews but feel confident defending their budgets  ,[object Object],Q: To which degree you agree with the following statements on your marketing budget?,[object Object],Net Adjusted Index (%),[object Object],I feel confident defending my marketing budgets when the board would question them tomorrow ,[object Object],80%,[object Object],I expect more budget reviews in 2009,[object Object],-2010 caused by potential worsening of the economic climate ,[object Object],78%,[object Object],I have experienced additional/more challenging budget reviews as a result of the international financial crisis ,[object Object],44%,[object Object],LEGEND:,[object Object],Slightly agree,[object Object],Slightly disagree,[object Object],Neutral,[object Object],Fully agree,[object Object],Totally disagree,[object Object],N=89,[object Object],23,[object Object]
24,[object Object],Health Care marketers strongly believe that a decrease of their marketing budget will result in a decrease of media expenditures and a modified marketing organization  ,[object Object],Q: How would a decrease or diminishing growth of the marketing budget compared to previous years influence the marketing operations in 2010?,[object Object],Net Adjusted Index (%),[object Object],It would impact our media expenditures negatively,[object Object],We would modify our marketing strategy and objectives,[object Object],We would modify our marketing organization or processes,[object Object],We would reduce the use of external suppliers and consultants,[object Object],We would reduce the number of promotional actions,[object Object],We would plan a shift in use of our current distribution channels,[object Object],We would focus on targeting less/other market segments,[object Object],It would considerably shift our communication,[object Object],mix toward more online channels,[object Object],We would reduce the sales force,[object Object],Our marketing team would probably be reduced in headcount,[object Object],We would adapt product launches planned for 2009-2010,[object Object],It would not affect our marketing operations at all,[object Object],88%,[object Object],49%,[object Object],50%,[object Object],52%,[object Object],45%,[object Object],12%,[object Object],15%,[object Object],31%,[object Object],-19%,[object Object],-54%,[object Object],-32%,[object Object],-88%,[object Object],LEGEND:,[object Object],Slightly agree,[object Object],Slightly disagree,[object Object],Neutral,[object Object],Fully agree,[object Object],Totally disagree,[object Object],N=70,[object Object],24,[object Object]
Table of Content,[object Object],Introduction,[object Object],Executive summary,[object Object],Challenges,[object Object],Marketing budget,[object Object],Promotional mix,[object Object],Customer intelligence,[object Object],Stakeholder influence,[object Object],25,[object Object]

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Results of THoM Healthcare marketing survey 2009

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  • 5. What is the role of marketing within various Health Care companies, and how is it evolving?
  • 6. How confident are marketers with regards to their budget and activities?
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  • 12. In general, the Health Care marketers confidence index is very low which will have a negative impact on their media spending and their marketing organization.
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Notas del editor

  1. (184 participants, 51% completed the whole survey)28% of the participants are Marketing Managers Other= Pricing manager, market researcher, business analyst36% work in the RX-business, 30% in the Medical equipment RX: medication requiring prescriptions OTC: “over the counter” 15% of total turnover of 5 biggest European healthcare companies Others: research, hospitals Spread of answers: RX= 57 answered only profile questions, about 33 answered the whole survey ME= 47 – 28 Others= 48 - 18 OTC= 18 - 8 Biotech= 14 - 6 44% have a national scope, 51% an international scope of responsibilities
  2. On the other hand, dealing with decrease of reimbursement, increasing innovation cost and higher regulatory requirements have decreased in importance
  3. Differentiating from competition remains the top marketing challenge