3. Confidence is not back yet...
0.3
25%
0.25
0.2
18%
15%
0.15
13%
0.05
4%
4%
2%
0
-0.05
2005
15%
12%
0.1
20%
2006
2007
2008
2009
-1%
2010
-6%
2011
2012
-5%
2013
-5%
2014
-6%
-0.1
Confidence index of Health Care marketers
Confidence index of marketers from other industries
3
5. However, everybody is convinced that the role of
Marketing will change and will imply a lot of challenges...
How do you expect the role of Marketing to change in 2013-2014?
Evolve from traditional Marketing towards e-Marketing
86%
More creative and innovative
82%
Create value in a more proactive way
78%
More patient-oriented
74%
Learn from other sectors' practices
68%
Increasing responsibilities (e.g. sales management...)
51%
More decisive role at board level
45%
More supportive role towards Sales
44%
More operational role
39%
Focus on the Marketing and promotion mix
-31%
I don’t expect any changes
-77%
0%
Totally disagree
10%
Slightly disagree
20%
Neutral
5
30%
40%
50%
Slighlty agree
60%
70%
Totally agree
80%
90%
100%
6. To tackle those future challenges you need to be creative
with a strategic mindset and good communication skills
Which are the top 5 skills required from Marketers in order to fulfill future challenges?
5.00
4.50
1 Creativity
2
Average rating
4.00
2 Strategic
3 Communication
3.50
3
3.00
5
4 Analytical
4
1
5 Flexibility
2.50
2.00
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
% of respondents
6
60.0%
70.0%
80.0%
8. Patients are not the most influential stakeholder anymore
but stay very important...
How do you evaluate the influence of the following stakeholders?
Legal and regulatory institutions
83%
Patients
80%
Social security
78%
Insurance companies
63%
Patients associations
62%
Customers
56%
Research organizations
28%
Pharmaceutical companies
22%
0%
No answer
10%
Substantial decrease
20%
30%
40%
Slight decrease
50%
Remain stable
8
60%
70%
Slight increase
80%
90%
Substantial increase
100%
9. Patients will continue to be more demanding and to look
for added value (information & extra services)
Patients will increasingly search on Internet for diagnostics and advices
96%
Patients will be more critical and will proactively compare treatments
88%
Pharmacists and wholesalers will protect their margins
86%
Government will push cheaper alternatives
81%
Physicians will expect more services from health care companies
75%
Patients will become more price sensitive
75%
Patients will give more value to services
71%
Physicians will become more price sensitive
67%
Patients will ask for generic / alternative products
59%
Physicians will give higher importance to compliance
41%
Patients will purchase more medicines
10%
Patients will become more compliant
-10%
Physicians will be more loyal towards a product
-15%
Patients will be more loyal towards a product
-35%
0%
No answer
Totally disagree
10%
Slightly disagree
9
20%
Neutral
30%
40%
50%
Slightly agree
60%
70%
Totally agree
80%
90%
100%
11. Generics are still a hot topic
Patients will increasingly search on Internet for diagnostics and advices
96%
Patients will be more critical and will proactively compare treatments
88%
Pharmacists and wholesalers will protect their margins
86%
Government will push cheaper alternatives
81%
Physicians will expect more services from health care companies
75%
Patients will become more price sensitive
75%
Patients will give more value to services
71%
Physicians will become more price sensitive
67%
Patients will ask for generic / alternative products
59%
Physicians will give higher importance to compliance
41%
Patients will purchase more medicines
10%
Patients will become more compliant
-10%
Physicians will be more loyal towards a product
-15%
Patients will be more loyal towards a product
-35%
0%
No answer
Totally disagree
10%
Slightly disagree
11
20%
Neutral
30%
40%
50%
Slightly agree
60%
70%
Totally agree
80%
90%
100%
12. But dealing with generics is not a top challenge anymore; did
marketers stop to whimper and started to react via innovation?
In your opinion, what will be the top 5 Health Care challenges?
5.00
1 Dealing with social security, governmental
authorities and other payers
4.50
2 Investing in relevant innovation, product
development and R&D
1
Average rating
4.00
3 Improving relationships with customers
1
3.50
3.00
4 Measuring return on Health
5
9
3
4
4
5 Dealing with the extended time to market
products from R&D to commercial launch
2
2 5
3
2.50
6 Improving patient adherence
6
9 Dealing with the growth of generic products
and alternatives
2.00
40.0%
45.0%
50.0%
55.0%
60.0%
65.0%
70.0%
% of respondents
12
75.0%
80.0%
13. Innovation (product/services) will help you resist against the
pressure of social security as well as generics
What can you do against the pressure of social security, government and payers?
Innovate
61%
Increase the quality of your services
49%
Lobby
41%
Empower patients
35%
Discover relevant markers (to target patient to treat)
32%
Start a KAM plan towards them
27%
Launch targeted medicines
24%
Increase the quality of your products
22%
Invest in new clinical studies
20%
Segment them
20%
Launch generics
8%
Leverage donations and foundations
3%
Other
7%
0%
10%
13
20%
30%
40%
50%
60%
70%
15. Dealing with new media is the biggest Marketing challenge again
In your opinion, what will be the top 5 Marketing challenges?
1 Dealing with new media
3.90
(online, social, mobile)
2 Differentiating from competitors on
targeted segments
3.70
3 Optimizing the communication-mix
(on-line, off-line, detailing, events…)
12
Average rating
3.50
4 Increasing efficiency of Marketing and
4
sales processes
6
3.30
customers
4
7 Increasing alliances with strategic
partners
2
2.90
5
9
3
11
2.70
1
5
8 Measuring return on Marketing efforts
9 Segmenting the market and targeting
1
customers in a more efficient way
11 Innovating through Marketing tactics
8
12 Addressing patients
7
2.50
20.00%
5 Building customer loyalty and trust
6 Communicating in a relevant way to
6
3.10
2
3
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
% of respondents
15
55.00%
16. But use of media channels has not changed and online
activities remain really traditional
Which media channels have you planned to use in
2013-2014?
Online
Which online activities have you planned to use in
2013-2014?
78%
Direct mailing
Direct Marketing e-mailings
Website building and
optimization
69%
Own brochures and magazines
42%
Webinars
25%
Outdoor
45%
Online advertising
31%
Newspapers
55%
Social media
47%
Mobile
69%
Newsletters
62%
Magazines
70%
31%
Search engine optimization
10%
Television
7%
Mobile
Radio
6%
28%
Search engine advertising
Cinema
1%
3%
Other
21%
Blogging
Other
27%
0%
20%
40%
60%
80%
7%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80%
100%
16
17. Stop underestimating the power of new media
How can new media help you in your very own business?
Inform
57%
Gather patients' insights
51%
Create advocates/ambassadors
50%
Support HCPs
42%
Increase compliance
41%
Involve patients in marketing activities
36%
Enhance innovation
35%
Influence payers
28%
Increase treatment performance
26%
Ignite communities
20%
Support clinical studies
19%
Secure drug safety
18%
Other
4%
0%
10%
20%
17
30%
40%
50%
60%
19. Doing the same thing over and over again and expecting
different results? (A. Einstein)
Which are your top 5 Marketing tactics for your brand in 2013-2014?
5.00
1 Sales reps visiting
1
2 Congresses and trainings
4.50
3 Events
Average rating
4.00
1
5
4 Brand activation
4
3.50
5 Public relations
4
8
5
2
3
2
3.00
10
6 Scientific articles
7 Direct Marketing
3
7
8 Public Affairs (incl. lobbying)
6
2.50
9 Advertising
11 9
10 Point of sales materials
2.00
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
% of respondents
19
70.0%
80.0%
90.0%
11 Remote detailing
20. Activating your brand in a competitive environment is a good
idea but mind relevance
How will your budget for the Marketing tactics evolve in 2014?
Brand activation
Public Affairs (incl. lobbying)
Remote detailing
Direct Marketing
Scientific articles
Public relations
Events
Gamification
Congresses and trainings
Sales reps visiting
Point of sales materials
Guerilla Marketing
Sampling
Sponsoring
Advertising
-50%
-40%
-30%
-20%
-10%
0%
NAI 2013
20
10%
NAI 2012
20%
30%
40%
50%
