1. Brussels, October 2012
#hcms12 #thom

2. All healthcare sectors represented
Prescription required medicines
10%
2% Diagnostic & Devices
2%
3% 29% Hospital
OTC medicines
8%
Biotech
Communication
9%
21% Consultancy
Insurance
16%
Other
Marketing 25%
Sales & Marketing 24%
Product / Brand Management 10%
Communication 10%
General Management 8%
Sales 7%
Consultancy 6%
Market Research 3%
Online / Multichannel management 2%
Other 5%
N=132 2

3. Key concept: Net Average Index (NAI)
-100% < > 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.
3

4. Chapter 1: Confidence of marketers
How do Health Care Marketers feel about their future?
Confident
Hesitant
Pessimistic
4

5. HC marketers follow other sectors’ pessimism
General Confidence index in Health Care vs. Other sectors
0.3
28%
0.25 27% 25% 26%
25%
23%
0.2 20%
18%
0.15
0.1
10%
6%
0.05 4%
0
2005 2006 2007 2008 2009 2010 2011 2012 2013
-0.05 -6% -5%
-0.1
Confidence index of Health Care marketers Confidence index of marketers from other industries
healthCare = 89
OtherSectors= 577 5

6. HC marketers’ resources are under pressure
Evolution in Projects Evolution in Team size Evolution in Budget
30%
60% 20%
13%
50% 14% 20%
48% 13% 18%
47% 15%
37% 10% 11%
40% 10% 9%
13%
4% -1%
30% 0%
28% 29% 0%
25% 16% 0% 1% 0%
28% 2009 2010 2011 2012 2013
20% 2009 2010 2011 2012 2013 -10%
-6% -11% -10%
21%
10% -10% -11% -20% -21%
0%
-30%
2009 2010 2011 2012 2013 -20%
NhealthCare = 89
NOtherSectors= 577 6

7. HC Marketers are too optimistic but finally anticipate trends
Q: What were the actual changes in 2012 and what are your expectations for 2013 regarding
the budget of your Marketing department?
30%
23%
20%
15.2% 13.0%
10% 9.4%
0%
2008 2009 2010 2011 2012 2013
-7.4%
-10% -10%
-15.3%
-20% -20.0% -21.1%
-30% -30.6%
-40%
Actuals budget of Health Care Marketeers Budget expectations of Health Care Marketeers
N=89 7

8. Chapter 1: Take away
Confidence of Healthcare marketers
is decreasing on all aspects
Marketers are asked to increase efficiency
8

9. Chapter 2: Challenges of marketers
Which sentence below is true?
Patients level of influence has decreased
Dealing with new media has become the
challenge N°1 for marketers
Differentiating from competitors is more a
challenge than before
9

10. What the HC marketers’ crystal ball unveil
Patients will increasingly search on Internet for diagnostics and advices
Physicians will be more loyal towards a product
Government will push cheaper alternatives
Patients will be more loyal towards a product
Patients will be more critical and will proactively compare treatments
Patients will become more compliant
10

11. Authorities are taking all marketers’ attention
In your opinion, what will be the top Health Care challenges?
4.5 1 Dealing with social
security, governmental authorities and
other payers
2 Dealing with the growth of generic
4.0 products and alternatives
3 3 Measuring return on Health
3.5
Rating (1 to 5)
4 Dealing with the extended time to
market products from R&D to
4 commercial launch
1
3.0 2 5 Investing in relevant innovation, product
development and R&D
6 Improving relationships with specialist
2.5 doctors
7 Dealing with increasing innovation costs
2.0
20% 30% 40% 50% 60% 70% 80%
Respondents (%)
2 Dealing with increased
pressure of purchasing
organization
N=89 11

12. Marketing challenges remain the same over last years
In your opinion, what will be the top marketing challenges?
4.5
1 Dealing with new media
(online, social, mobile)
4.0
2 Differentiating from competitors
on targeted segments
3.5
Rating (1 to 5)
1 3 Increasing alliances with
2 strategic partners
3.0 4 Segmenting the market and
targeting customers in a more
efficient way
2.5 5 Building customer loyalty and
3 trust
2.0 6 Increasing efficiency of
Marketing and sales processes
20% 30% 40% 50% 60% 70% 80%
Respondents (%)
N=89 12

13. Patients still on top of the numerous HC stakeholders
How do you evaluate the influence of the following stakeholders?
Patients 70%
Legal and regulatory institutions 68%
Insurance companies 63%
Social security 60%
Hospitals 59%
Patients associations
53%
Key Opinion Leaders 37%
Pharmacists 30%
Specialist doctors 28%
Wholesalers and distributors
27%
Research organizations
15%
General practitioners
-10%
Pharmaceutical companies
-13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Substantial increase Slight increase Remain stable Slight decrease Substantial decrease No answer
N=89 13

14. Chapter 2: Take away
Pressure from social security, governmental authorities
@ and other payers raises while challenges are already so
numerous
 Bad luck!
The pull strategy via new media seems to be marketers’
choice to face this situation
14

15. Chapter 3: Tactics used by marketers
Which sentences below is true?
Online will be the most used media channels in 2013
Multichannel strategies will increasingly pay off
No budget will be allocated to remote detailing in 2013
Sales reps will remain the N°1 tactic used by marketers in 2013
15

16. Personalized tactics are favored
Top marketing tactics planned Expected budget evolution
Sales reps visiting 67% 1%
Congresses and… 62% -5%
Events 49% -9%
Direct Marketing 46%
24%
Brand activation 43% 19%
Public Affairs 40% 25%
Public relations 38%
15%
Scientific articles 32%
-4%
Sampling 26%
-32%
Advertising 25%
-39%
Sponsoring 23%
-13%
Point of sales materials 18%
-3%
Guerilla Marketing 16%
7%
Remote detailing 10%
22%
Gamification 3% % of responses
-15%
0% 20% 40% 60% 80%
0% 20% 40% 60% 80% 100%
Budget will increase substantially Budget will increase moderately
Budget will remain the same Budget will decrease moderately
Budget will decrease substantially No budget in 2013
N=89 16

17. No change in media use: online on top but far from optimal
Which media channels have you planned Which online channels have you planned
to use to use
Online 70% Website building and
68%
optimization
Own Brochures
63% Newsletters 59%
and magazines
Magazines 52% Social media 49%
Online advertising 40%
Newspapers 27%
Webinars 30%
Television 17%
Mobile 30%
Outdoor 10%
Search engine optimization 29%
Radio 8% Search engine advertising 28%
Other 4% Blogging 14%
Other 5%
Cinema 2%
N=89
17

18. Chapter 3: Take away
Marketers continue to combine traditional tactics with
online media channels, but with no improvement
18

19. Chapter 4: Roles and objectives of marketers
Which sentence below is true?
Marketers do not expect their role to change
Marketing will purely focus on the Marketing and promotion mix
Marketing will evolve from traditional Marketing channels towards e-
Marketing
19

20. Marketers are ready to lead their own revolution
Evolve from traditional Marketing to e-Marketing 82%
Learn from other sectors' practices 78%
More creative and innovative 76%
More patient-oriented
72%
Create value in a more proactive way
72%
Increasing responsibilities (e.g. sales management, …)
68%
More decisive role at board level
40%
More operational role
37%
More supportive role towards Sales
36%
Focus on the Marketing and promotion mix
-42%
I don’t expect any changes
-73%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Totally agree Slitghly agree Neutral Slitghly disagree Totally disagree
N=89 20

21. The Healthcare sector is searching for equilibrists with great
communication skills
Which are the top skills/competences required of marketers?
4.5 1 Strategic
2 Creativity
4.0
3 Communication
3.5 3 4 Analytical
2
1 5 Market access
3.0
6 Organizational
Rating (1 to 5)
2.5
7 Operational
2.0 8 Coaching
9 Medical knowledge
1.5
10 Ethics and Compliance
1.0 11 Technology
12 Negotiation
0.5
13 Regulatory
0.0 14 Pricing
0% 10% 20% 30% 40% 50% 60% 70% 80%
Respondents (%)
N=89 21

22. Chapter 4: Take away
In order to reach their objectives, marketers expect their
role to evolve.
They seem ready to do what it takes to make this happen
(Being open seems to be the key)
22

23. To wrap things up…
4 Key Take away’s

24. 1. Healthcare marketers will have to do more with less
resources
2. The pull strategy via new media seems to be
marketers’ choice to face his challenging situation
(R)evolution
3. Marketers continue to combine traditional tactics
with online channels, but with no improvement
4. Marketers expect their role to evolve and are
ready for it
24

25. An initiative by
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