Discover the top challenges and new insights for the health care marketer. A survey of The House of Marketing in collaboration with Stichting Marketing

1. Results of the Health Care Marketing Survey 2010 (3 rd edition) Health Care Marketing Congress October 7, 2010 http://www.thom.be/ www.twitter.com/thomeu

5. Building relationships with multiple stakeholders is an increasing challenge Respondents (%) N 2008 = 89 N 2009 = 93 N 2010 = 56 Ranking of the 10 biggest challenges in 2010 versus 2008 & 2009

6. The largest increase in influence and power is expected to occur at governmental parties and patients Only laboratories will decrease in influence. Pharmacists Legal and regulatory institutions General practitioners Social security Insurance companies Patient associations Patients Hospitals Specialists N=55 8% -4% Wholesalers & distributors Laboratories Research organisations Net Adjusted Index (%) Evolution of influence/power of the different “decision makers”

9. Compared to last year building customer loyalty and trust is the fastest growing marketing challenge N 2009 = 90 N 2010 = 54 Respondents (%) Ranking of the 5 biggest marketing challenges in 2010 versus 2009

10. Is pressure from generics causing this? Can we make a parallel with CG sector? Note: A research report KULeuven: Dept Of Applied Economics “The impact of Business-Cycle fluctuations on private-label share” (oktober 2005) has proven that in economically less favorable situations, the consumers purchase relatively more private labels than before. Source: Voedingsunversum 2009 - Nielsen 13,3 Evolution of the value share of private labels in Belgium within CG 30,8

12. 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 2009, how did the total marketing budget available within your marketing department change and what are the expectations for 2010-2011? Health Care marketing budgets in 2009-2010 were higher than previously stated The outlook for 2010-2011 is even better 2011

13. Budget spent in 2009 (%) NAI (%) N= 41 Online marketing, DM and lobbying are taking a higher share of marketing investments This trend is exactly the same as last year Evolution of Marketing spending in Health Care

15. Net Adjusted Index(%) Year General marketers’ confidence index (1) LEGEND: An increase in the marketing budget will have a positive impact on the Health Care marketers team and the projects realized. Health Care marketers are more confident than marketers from other industries The confidence level is restored in 2010 (1) Combination of budget expectation, expected growth in team members and projects

17. N=53 % Percentage % Q: How do you expect the role of Marketing to change in 2010-2011? Marketers are divided about their future role

19. Results of the Health Care Marketing Survey 2010 (3 rd edition) For more information, please contact [email_address] http://www.thom.be/ www.twitter.com/thomeu