1. Logo client
Results of the Health Care Survey 2011
Health Care Marketing Congress
September 2011
#hcms11 #thom

2. – Draft –
Survey participants
Sector
9% 15% OTC
RX
25% Devices
29% Biotech
5% Hospital/Care
17% Other sectors
Scope of responsabilities Job function
Marketing Manager 32%
5% 15% Product/brand Manager 21%
EMEA/Europe 22% General Manager/CEO 13%
BELUX
Sales & Marketing Manager 13%
Other
Communication Manager 13%
Worldwide
58% Sales Manager 5%
Multichannel/CRM Manager 2%
Online marketer 2%
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3. – Draft –
Key concept: Net Average Index (NAI)
-60% -20% 20% 60%
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.
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4. – Draft –
Chapter I
How do Health Care Marketers feel about
their FUTURE?
Confident
Hesitant
Pessimistic
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5. – Draft –
HC marketers are hesitatingly gaining confidence
General Confidence index in Health Care vs Other sectors
30% 27% 28% 26%
25%
25%
23%
25% 18%
20%
15% 20%
10%
10% 6%
5%
0%
-5% 2005 2006 2007 2008 2009 2010 2011
-10% -6%
Confidence index of marketers from other industries Confidence index of Health Care marketers
Evolution in Projects Evolution in Team size Evolution in Budget
25% 23% 70% 25%
20% 60% 18%
20% 17% 60% 55% 20% 15%
52% 13%
14% 49% 48% 15%
13%
15% 50% 8% 8%
13% 10% 5% 9%
10% 8% 11% 40% 47% 4%
5% 0% 1%
28%
5% 30% 25% 37% 0%
-1%
0% 20% -5% 2005 2006 2007 2008 2009 2010 2011
2005 2006 2007 2008 2009 2010 2011 21% -10%
-5% 10% 16%
-3% -15%
-10% 0% -20% -21%
-15% -11% 2005 2006 2007 2008 2009 2010 2011
-25%
NhealthCare = 83
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OtherSectors= 577
5

6. – Draft –
HC marketers estimate their budget based on the actual
budget instead of the future strategy
Q: In 2011, how did the total marketing budget available within your marketing department change and what are the
expectations for 2012?
30%
25% 23.0%
20%
15.2%
15% 13.0%
9.4%
10%
5%
0%
2008 2009 2010 2011 2012
-5%
-10% -7.4%
-15.3%
-15%
-20%
-20.0% -21.1%
-25%
Budget expectations of Health Care marketers Actual budget of Health Care marketer
NPresentation1
healthCare = 83
6

7. – Draft –
Key takeaway n°1
“With budgets under
pressure, Health Care confidence
is being challenged”
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8. – Draft –
Chapter II
Which sentence is TRUE?
Patients will be more loyal towards a product
Improving relationships with GP’s has become
the nr 1 Health Care Challenge
Patients’ influence is expected to increase
the most
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9. – Draft –
Top Health Care challenges are more administrative while
relationship building is pushed down
In your opinion, what will be the top 5 Health Care challenges?
4.00
Rating (5 to 0)
1 Dealing with increasing
3 innovation costs and legal
requirements
3.50
3 Dealing with specific
stakeholders (social
security, other payers)
5 4 1
3.00 2 2 Dealing with increased pressure
6 from purchasing organizations
4 Dealing with the growth of
2.50 generic products and alternatives
5 Improving relationships with
1
2.00 2 specialist doctors
3
6 Improving relationships with
hospitals
1.50
20% 30% 40% 50% 60% 70% 80%
Last year’s position of top 3
Respondents (%)
NhealthCare = 83
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10. – Draft –
Dealing with new media enters the top 5 Marketing
challenges but remains very low rated
In your opinion, what will be the top 5 Marketing challenges?
4.00
Rating (5 to 0)
1 Building customer loyalty and
trust
3.50 2 Differentiating from competitors
2 1
5 on targeted segments
3 Dealing with new media
4
3.00 (online, social, mobile)
6
7
4 Increasing alliances with
strategic partners
2.50
2 5 Building a strong brand
1
3
2.00 6 Increasing efficiency of
marketing and sales processes
3
7 Dealing with empowered
1.50 patients
20% 30% 40% 50% 60% 70%
Last year’s position of top 3
Respondents (%)
NhealthCare = 83
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11. – Draft –
While the number of influencers increases, a new decision
maker holds the top: the patient
How do you evaluate the influence of the following stakeholders ?
Net Average Index (%)
Patients 77%
Legal and regulatory institutions 75%
Patients associations 71%
Social security 69%
Insurance companies 66%
Hospitals 59%
Specialist doctors 36%
Pharmacists 27%
Wholesalers and distributors 23%
Research organizations 21%
General practitioners 7%
Clinical laboratories -4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Substantial increase Slight increase Remain stable Slight decrease Substantial decrease No answer
NhealthCare = 83
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12. – Draft –
Delivering relevant services to both patients and physicians
are expected to be key
To what extent do you agree with the following statements?
Net Average
Index (%)
Patients will give more value to services 76%
Physicians will expect more services from
71%
health care companies
Patients will be more loyal towards a -29%
product
0% 20% 40% 60% 80% 100%
Totally agree Slightly agree Neutral Slightly disagree Totally disagree No answer
NhealthCare = 83
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13. – Draft –
Key takeaway n°2
“Traditional Health Care
challenges have a hard time to
include new trends”
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14. – Draft –
Chapter III
Major challenges and tight budgets
ahead, how will Health Care marketers
handle it?
They will use traditional tactics (sales reps,…) through
traditional media channels (own
brochures, magazines,…), leaving the ‘online’ matter for
later
They will need people with specific HC skills to handle
these traditional challenges through traditional HC tactics
They will use traditional tactics combining it mainly with the
online media channel but keeping it conservative (mainly
website building/optimization)
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15. – Draft –
To build customer loyalty, HC marketers favor traditional
‘human interaction’ tactics
Which are the top 5 marketing tactics for your brand ?
Rating 5.00
(5 to 0) 1 Sales reps visiting
4.50 2 Congresses and trainings
1
3 Public relations
4.00
4 Brand activation
3.50 3 5 Advertising
4
2 6 Events
3.00 9 6 7 Direct marketing
7 8 Sponsoring
2.50 11
10 9 Point-of-sales material
5
8
2.00 10 Remote detailing
11 Sampling
1.50
0% 10% 20% 30% 40% 50% 60% 70% 80%
Respondents (%)
NhealthCare = 83
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16. – Draft –
While costs are clearly under pressure, detailing, congresses
and trainings remain top marketing tactics
Which are the top 5 marketing tactics planned for your brand & how will your budget for these evolve?
Top marketing tactics planned Expected budget evolution
NAI (%)
Sales reps visiting 67% -17%
Congresses and trainings 64% -4%
Public relations 52% -10%
Brand activation 49% 2%
Advertising 47% -18%
Events 46% 5%
Direct marketing 43% 4%
Sponsoring 35% -25%
Point-of-sales material 23% -37%
Remote detailing 22% -25%
Sampling 19% Responses(%) -47%
0% 20% 40% 60% 80% 100%
Increase substantially Increase moderately Remain the same
Decrease moderately Decrease substantially No budget in 2012
NhealthCare = 83
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17. – Draft –
Online is the first planned media channel but with a very
conservative and low structured approach
Which media channels have you planned to use? Which online channels have you planned to use?
Website building and
Online 71% 66%
optimization
Own Brochures and magazines Newsletters 61%
65%
Direct marketing e-mailings 59%
Magazines 63%
Social media 50%
Newspapers 41%
Online advertising 36%
Door-to-door 16%
Search engine optimization 30%
Television 16%
Webinars 18%
Mobile 13% Search engine advertising (e.g.
16%
google adwords)
Radio 12% Mobile 11%
Other 10% Blogging 8%
Outdoor 6% Responses(%) Other 3% Responses(%)
NhealthCare = 83
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18. – Draft –
Key takeaway n°3
“Traditional tactics will leverage online
resources to tackle challenges”
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19. – Draft –
Chapter IV
How will the future of Health Care
marketing look like? 19
Just like the present
It will include responsibilities of sales management, market
access and research
It will require a significant amount of medical knowledge
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20. – Draft –
Marketers all expect changes in the future role of Marketing
but their opinions lack realism
How do you expect the role of Marketing to change in the future?
Net Average
Index (%)
Further evolve from traditional marketing channels
towards E-marketing 76%
More responsibilities in areas such as sales
management, market access & market research 65%
More decisive role at board level 53%
More operational role by making sure costs &
52%
processes are carefully managed
More supportive role towards Sales 35%
Purely focus on the marketing & promotional mix -31%
More administrative role -41%
I don’t expect any changes in the role of marketing -74%
0% 20% 40% 60% 80% 100%
Totally agree Slightly agree Neutral Slightly disagree Totally disagree
NhealthCare = 83
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21. – Draft –
Top skills needed to take on these challenges are not health
care related
Top 5 skills/competences required to fulfill these challenges
Rating 3.50 1 Creativity
(5 to 1)
3.30 3 2 Communication
6 2
1 3 Strategic
3.10
4 Analytical
2.90 11
4 5 Market access
7 5
2.70 8
6 Negotiation
2.50 12
7 Ethics and Compliance
10
2.30 8 Operational
13
9 9 Organizational
2.10
10 Coaching
1.90
11 Technology
1.70 14
12 Pricing
1.50 13 Medical knowledge
0% 10% 20% 30% 40% 50% 60% 70% 80%
14 Regulatory
Respondents (%)
NhealthCare = 83
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22. – Draft –
Key takeaway n°4
“Marketers will need to step away from their
traditional HC marketer's role”
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23. – Draft –
To wrap things up… 4 Key Takeaway’s
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24. – Draft –
Key takeaways
1. With budgets under pressure, Health
Care confidence is being challenged
2. Traditional Health Care challenges have
a hard time to include new trends
PATIENT
3. Traditional tactics will leverage online
resources to tackle challenges
4. Marketers will need to step away from
their traditional HC marketer's role
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25. – Draft –
An initiative by
http://www.thom.be/
In collaboration with
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26. – Draft –
Back-up slides
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27. – Draft –
Key concept: Net Average Index (NAI)
Quantifying Health Care Marketers’ beliefs
How do you expect a certain parameter to evolve?
 Options: Decrease, will stay the same, increase
 Calculation of the index: a percentage between -100% and +100%
-60% -20% 20% 60%
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.
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28. – Draft –
Top Health Care challenges this year will be more administrative
while relationship building challenges are pushed down
With a top challenge not marketing related, marketing budget might be negatively impacted
In your opinion, what will be the top 5 Health Care challenges?
Rating 4.00
(5 to 0) 1 Dealing with increasing innovation costs
and legal requirements
3
3.50 3 Dealing with specific stakeholders
(social security, other payers)
2 Dealing with increased pressure from
purchasing organizations
7 54 1
3.00 2
8 6 4 Dealing with the growth of generic
9 products and alternatives
5 Improving relationships with specialist
2.50 doctors
6 Improving relationships with hospitals
1
2.00 10 2
7 Dealing with the extended time to
3 market products from R&D to
commercial launch
8 Improving relationships with general
1.50 practitioners
9 Improving relationships with
pharmacists
1.00 10 Improving relationships with
0% 10% 20% 30% 40% 50% 60% 70% 80% wholesalers
Respondents (%) Last year’s position of the challenge
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29. – Draft –
Compared to last year, health care challenges increased in
importance, with a new top 2
Improving relationship with Specialists disappeared of the top 5
Top 5 Health Care Challenges 2011 Top 5 Health Care Challenges 2010
Dealing with increasing innovation Dealing with specific stakeholders
70% 52%
costs and legal requirements (social security, other payers)
Dealing with increased pressure Improving relationships with
57% 52%
from purchasing organizations specialist doctors
Dealing with specific stakeholders Improving relationships with
53% 48%
(social security, other payers) hospitals
Dealing with the growth of Dealing with the growth of
49% 46%
generic products and alternatives generic products and alternatives
Dealing with the extended time to
Improving relationships with
48% market products from R&D to 46%
hospitals
commercial launch
Respondents (%) Respondents (%)
N2010= 56
N2011= 89
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30. – Draft –
Each sector has its own top 1 Health Care Challenge
While OTC faces increasing innovation costs/ legal requirements, RX will have to deal with
specific stakeholders, ME more with purchasing organisations & Hospitals with specialists
Top 5 Health Care challenges per sector
OTC RX Devices / ME Hosp/Care
Innovation
Specific Purchasing
costs/legal 67% 67% 76% SP 53%
stakeholders organizations
requirements
TTM from R&D to Generic
Specific Specific
commercial 52% products/alterna 48% 52% 53%
stakeholders stakeholders
launch tives
Innovation
Specific
43% costs/legal 45% Hospitals 43% Hospitals 44%
stakeholders
requirements
Generic TTM from R&D to Innovation Innovation
products/alterna 29% commercial 38% costs/legal 29% costs/legal 41%
tives launch requirements requirements
Pharmacists 24% SP 26% SP 29% GP 28%
Respondents (%) Respondents (%) Respondents (%) Respondents (%)
OTC= 21
RX= 42
Devices / ME= 21
Hosp/Care= 32
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31. – Draft – title?
Dealing with new media enters the top 5 Marketing
challenges but remains very low rated
HC marketers realize it is a challenge but don’t see it as a priority yet
In your opinion, what will be the top 5 Marketing challenges?
Rating 4.00
(5 to 0) 1 Building customer loyalty and trust
2 Differentiating from competitors on
targeted segments
3.50 3 Dealing with new media
15 2 1 (online, social, mobile)
14 5
13 4 Increasing alliances with strategic partners
10
12
3.00 4 5 Building a strong brand
8
9 76 6 Increasing efficiency of marketing and sales
processes
7 Dealing with empowered patients
2.50 11
2 8 Improving patient experience with the
brand
3
1 9 Optimizing the communication-mix (on-
line, off-line, detailing, events…)
2.00 10 Segmenting the market and targeting
3 customers in a more efficient way
11 Measuring return on marketing efforts
1.50 12 Accelerating time to market
13 Optimizing pricing
14 Investing in relevant innovation, product
1.00 development and R&D
15 Increasing sustainability
0% 10% 20% 30% 40% 50% 60%
Respondents (%)
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32. – Draft –
Although HC marketers expect patients influence to increase
drastically, they do not yet perceive it as a top Marketing
challenge
To what extent do you agree with the following statements?
Net Average Index (%)
Patients will increasingly search the 89%
Internet for diagnostics and advices
Patients will be more critical and will 85%
proactively compare treatments
0% 20% 40% 60% 80% 100%
Totally agree Slightly agree Neutral Slightly disagree Totally disagree No answer
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33. – Draft –
Two new marketing challenges entered the top 5: Dealing
with new media & increasing alliances with strategic
partners
Top 3 marketing challenges decreased in importance compared to last year
Top 5 Marketing Challenges 2011 Top 5 Marketing Challenges 2010
Building customer loyalty and Building customer loyalty and
51% 65%
trust trust
Differentiating from competitors Differentiating from competitors
48% 56%
on targeted segments on targeted segments
Dealing with new media
48% Building a strong brand 54%
(online, social, mobile)
Increasing alliances with strategic Increasing efficiency of marketing
44% 50%
partners and sales processes
Building a strong brand 39% Optimizing pricing 41%
Respondents (%) Respondents (%)
N2010= 56
N2011= 89
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34. – Draft –
Each Health Care sector has it’s own top 3, but with the same
challenges ahead…
Top 5 Health Care challenges per sector
Rating 4.50
(5 to 0) 1 Building a strong brand
2 Differentiating from competitors
O
T 3 Innovation, product development, R&D
1 C 4 Building customer loyalty & trust
4.00
2 5 ROM efforts
1 Differentiating from competitors
3
4 2 Building customer loyalty & trust
4 3 R
3.50 1 3 Alliances with strategic partners
5 1 1 X
2 2 4 Accelerating TTM
5 Efficient marketing/sales processes
4
4 3 2
1 Differentiating from competitors
3.00
2 Segmenting & targeting customers/the market
5 3 M
3 Alliances with strategic partners
5 E
4 Optimizing pricing
2.50 5 5 Efficient marketing/sales processes
1 Building customer loyalty & trust
C 2 Differentiating from competitors
A 3 Alliances with strategic partners
R
2.00 E 4 Building a strong brand
0% 10% 20% 30% 40% 50% 60% 5 New media (online, social, mobile)
OTC= 21 Respondents (%)
RX= 42
Devices / ME= 21
Hosp/Care= 32
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35. – Draft –
Cheaper/generic products’ importance keep increasing
To what extent do you agree with the following statements?
Net Average
Index (%)
Government will push cheaper alternatives 87%
Physicians will change prescription behavior towards
cheaper products
62%
Patients will ask for generic / alternative products 51%
Patients will become more price sensitive 53%
0% 20% 40% 60% 80% 100%
Substantial increase Slight increase Remain stable Slight decrease Substantial decrease No answer
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36. – Draft –
Creating brand loyalty & awareness about product benefits
as top communication objectives to answer the marketing
challenges
These objectives answer very well the top marketing challenges identified before:
building loyalty/trust as well as differentiate from competition
What are the top 3 communication objectives for your brand?
Rating 2.50
(3 to 0)
1 Creating brand loyalty
2 Creating awareness about your
2 product benefits
4
3 Engaging physicians in supporting
3 your brand
2.00 4 Creating awareness about your
6 brand
1 5 Conversing with patients
5
7 6 Stimulating purchase of your brand
7 Conversing with physicians
1.50
0% 10% 20% 30% 40% 50% 60% 70%
Respondents (%)
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37. – Draft –
Compared to 2010, GP’s , pharmacists, research organizations
& wholesalers influence keep decreasing
Key Influencers 2011 Key Influencers 2010
Patients 77% Social security 76%
Legal and regulatory institutions 75% Legal and regulatory institutions 72%
Patients associations 71% Hospitals 72%
Social security 69% Patients 70%
Insurance companies 66% Patients associations 65%
Hospitals 59% Insurance companies 59%
Specialist doctors 36% Wholesalers and distributors 42%
Pharmacists 27% Pharmacists 40%
Wholesalers and distributors 23% Research organizations 31%
Research organizations 21% Specialist doctors 30%
General practitioners 7% General practitioners 18%
Clinical laboratories -4% NAI(%) Clinical laboratories -23% NAI (%)
N2010= 56
N2011= 89
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38. – Draft –
Compared to other industries, traditional media’s such as
Magazines & Newspaper are still highly present in Health
Care top 5 channels
Which media channels have you planned to use?
Health Care Sector Other industries
Online 71% Online 67%
Own Brochures and magazines 65% Own Brochures and magazines 39%
Magazines 63% Mobile 34%
Newspapers 41% Magazines 23%
Door-to-door 16% Outdoor 17%
Television 16% Radio 13%
Mobile 13% Newspapers 12%
Radio 12% Television 11%
Other 10% Door-to-door 9%
Outdoor 6% Cinema 5%
Responses(%) Responses(%)
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39. – Draft –
Compared to other industries, Health Care marketers are
still reluctant to use online channels, keeping it to the
basics: website building, e-mails
Which online channels did you plan to use?
Health Care Sector Other industries
Website building and
66% Social media 70%
optimization
Newsletters 61% Website building and optimization 70%
Direct marketing e-mailings 59% Search engine optimization 68%
Social media 50% Newsletters 66%
Online advertising 36% Direct marketing e-mailings 66%
Search engine optimization 30% Online advertising 61%
Webinars Search engine advertising (e.g.
18% 53%
google adwords)
Search engine advertising (e.g.
16% Mobile 34%
google adwords)
Mobile 11% Blogging 32%
Blogging 8% Other 20%
Other 3% Webinars 17% Responses(%)
Responses(%)
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