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
(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
On the other hand, dealing with decrease of reimbursement, increasing innovation cost and higher regulatory requirements have decreased in importance
Differentiating from competition remains the top marketing challenge