2016 Edelman Trust Barometer - Healthcare Sector Results
•Transferir como PPTX, PDF•
4 gostaram•22,750 visualizações
The 2016 Edelman Trust Barometer shares disturbing news about a widening gap in trust in all major institutions between the informed public and mass population. The story for the healthcare industry is a cautionary tale and one that bears watching. At a global level, and using general population (informed public plus mass population) findings* with 28 countries surveyed, healthcare is near the bottom with a trust score of 61, just ahead of Telecommunications, Energy and Financial Services. View the presentation for details.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a 2016 Edelman Trust Barometer - Healthcare Sector Results
Semelhante a 2016 Edelman Trust Barometer - Healthcare Sector Results (20)
Mais de Edelman
Mais de Edelman (20)
Último
Último (20)
2016 Edelman Trust Barometer - Healthcare Sector Results
- 1. Global Healthcare Sector Trends 2016 Edelman Trust Barometer
- 2. Informed Public ‣ 8 years in 20+ markets ‣ Represents 15% of total global population ‣ 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: ‣ Ages 25-64 ‣ College educated ‣ In top 25% of household income per age group in each country ‣ Report significant media consumption and engagement in business news General Online Population ‣ 5 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country Methodology 27-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country- specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). ‣ 16 years of data ‣ 33,000+ respondents total ‣ All fieldwork was conducted between October 13th and November 16th, 2015 Online Survey in 28 Countries Mass Population ‣ All population not including Informed Public ‣ Represents 85% of total global population 2
- 3. 51 48 45 41 55 53 47 42 63 57 51 48 67 63 57 51 Trust Rising Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 27-country global total. 3 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 NGOs Business Media Government +4 +6 +6 +3 Informed Public General Population 2015 2016 +4 +5 +2 +1
- 4. 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 57 Mexico 55 Canada 55 Colombia 52 Netherlands 50 Argentina 50 Malaysia 48 Brazil 47 Australia 47 Italy 46 Hong Kong 45 U.S. 44 S. Africa 44 Spain 42 Germany 40 S. Korea 40 U.K. 39 France 39 Ireland 39 Russia 39 Turkey 38 Japan 36 Sweden 34 Poland 71 China 65 UAE 62 India 62 Indonesia 62 Singapore 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil Trust Index: Mass Population Left Behind Average trust in institutions, Informed Public vs. General Population vs. Mass Population For the mass population, 17 of 28 countries are distrusters The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total. General Population Mass Population 50 Global 48 Global 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Informed Public 60 Global For the mass population, the global index falls into distruster territory 4 Trusters Neutrals Distrusters
- 5. 53 58 56 56 60 44 47 46 46 48 2012 2013 2014 2015 2016 A Significant Divide Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 5 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 12pt Gap 9pt Gap in trust inequality-- which jumps to a 5-point increase among the GDP5 3-point increase
- 6. Mass Population The Inversion of Influence 6 Authority & Influence Influence Authority Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total. 85% of population 48 Trust Index 15% of population 60 Trust Index Informed Public
- 7. Business Must Lead to Solve Problems Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, 27-country global total, question asked of half the sample. . 80% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 74% in 2015 General Population 7
- 8. State of Trust Healthcare Sector
- 9. Trust in Healthcare Lags Most Industry Sectors Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total. Percent trust in each industry sector, General Population General Population 9 75 67 66 65 64 64 63 63 62 61 61 61 60 57 52 Technology Manufacturing Retail Education Entertainment Transportation Food&Beverage ProfessionalServices Fashion Automotive ConsumerPackaged Goods Healthcare Telecommunications Energy FinancialServices
- 10. 57 S. Africa 56 Germany 56 U.S. 54 Turkey 52 Ireland 51 Sweden 80 UAE 76 India 75 Malaysia 74 China 74 Indonesia 73 Mexico 73 Singapore 70 Australia 70 Canada 67 U.K. 65 France 64 Hong Kong 62 Netherlands 62 Spain 60 Argentina 60 S. Korea Healthcare Trust: Mass Population Least Trusting Trust in the healthcare sector, Informed Public vs. General Population vs. Mass Population Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public, General Population, and Mass Population, 28-country global total. Mass Population 60 Global 10 Trusters Neutrals Distrusters 47 Japan 40 Russia 36 Poland 48 Colombia 44 Brazil 44 Japan 39 Russia 32 Poland 80 UAE 77 India 76 China 75 Malaysia 75 Mexico 75 Singapore 73 Indonesia 71 Australia 71 Canada 68 U.K. 66 France 65 Hong Kong 63 Netherlands 63 Spain 62 S. Korea 61 Argentina 85 Mexico 84 China 84 India 80 UAE 79 Singapore 77 Australia 77 Indonesia 76 Malaysia 74 U.K. 72 Canada 72 Netherlands 70 France 70 Spain 69 Hong Kong 69 U.S. 67 S. Korea 66 Sweden 64 Argentina 61 S. Africa 59 U.S. 57 S. Africa 56 Germany 55 Turkey 53 Ireland 52 Sweden 50 Italy 59 Germany 59 Turkey 58 Italy 56 Colombia 56 Ireland 53 Brazil Informed Public General Population 67 Global 61 Global 49 Italy 48 Colombia 44 Japan 42 Brazil 38 Russia 32 Poland
- 11. 50% 67 67 66 69 85 53 84 72 58 84 70 56 77 74 67 79 70 69 59 64 61 56 36 77 59 47 72 40 76 80 60 59 51 56 73 42 74 62 49 76 62 48 70 67 60 73 65 64 54 60 57 52 32 74 56 44 70 38 75 80 Global28 GDP5 Sweden U.S. Mexico Brazil China Netherlands Italy India Spain Colombia Australia U.K. S.Korea Singapore France HongKong Turkey Argentina S.Africa Ireland Poland Indonesia Germany Japan Canada Russia Malaysia UAE In 17 of 28 countries, there is a 5 point or higher gap between the Mass Population and the Informed Public Significant Trust Gap in More Than Half of Countries Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 11 Trust in the healthcare sector, Informed Public vs. Mass Population Informed Public Mass Population 15 10 10 9 8 8 7 7 613 12 11 8 7 5 5 5
- 12. 50% 67 62 66 72 58 70 74 70 56 36 5960 55 51 62 49 62 67 65 52 32 56 Global28 EU Sweden Netherlands Italy Spain U.K. France Ireland Poland Germany In 6 of the 9 EU countries, there is a 5 point or higher gap between the Mass Population and the Informed Public Significant Trust Gap in More Than Half of Countries Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total and EU. 12 Trust in the healthcare sector in EU, Informed Public vs. Mass Population Informed Public Mass Population 15 10 9 7 58
- 13. 50% 67 73 84 84 77 67 79 69 77 47 76 60 68 74 76 70 60 73 64 74 44 75 Global28 APAC China India Australia S.Korea Singapore HongKong Indonesia Japan Malaysia Significant Trust Gap in More Than Half of Countries Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total and APAC. 13 Trust in the healthcare sector in APAC, Informed Public vs. Mass Population Informed Public Mass Population 810 7 6 57 In 6 of the 9 APAC countries, there is a 5 point or higher gap between the Mass Population and the Informed Public
- 14. 50% 67 65 85 53 56 64 60 56 73 42 48 60 Global28 LATAM Mexico Brazil Colombia Argentina Significant Trust Gap in More Than Half of Countries Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total and LATAM. 14 Trust in the healthcare sector in LATAM, Informed Public vs. Mass Population Informed Public Mass Population 12 11 8 In 3 of the 4 LATAM countries, there is a 5 point or higher gap between the Mass Population and the Informed Public
- 16. 63% 58% 53% 52% 54% 66% 60% 55% 54% 53% Industry Sub-sectors: Hospitals Most Trusted; Pharma and Insurance Least Trusted 16Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” General Population and Informed Public, 28-country global total, question asked of one-fifth the sample. Hospitals, Clinics, Other Medical Care Facilities Biotech/Life Sciences Pharmaceutical/ Drug Companies Consumer Health/ Over the Counter Insurance (Private/Govt. Run) Trust in various industry sub-sectors, Informed Public vs General Population General Population 2015 2016
- 17. 71 67 62 60 58 65 59 53 52 53 50% Trust Gap in Healthcare Subsectors 17 Trust in the healthcare subsectors, Informed Public vs. Mass Population Informed Public Mass Population Hospitals, Clinics, Other Medical Care Facilities Biotech/Life Sciences Consumer Health/ Over the Counter Insurance (Private/Govt. Run) Pharmaceutical/ Drug Companies Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” Informed Public and Mass Population, 28-country global total, question asked of one-fifth the sample. 6 8 9 8 5
- 18. 54% 60% 55% 65% 54% 47% 51% 57% 68% 53% 64% 72% 59% 63% 43% 40% 51% 47% 60% 46% 65% 67% 64% 74% 66% 18Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” General Population, 28-country global total and regions, question asked of one-fifth the sample. Global North America Latin America European Union APAC General Population Industry Sub-sectors: APAC Consistently More Trusting Than Other Regions Trust in various industry sub-sectors, global and regional Biotech/Life SciencesPharmaceutical/ Drug Companies Consumer Health/ Over the Counter Insurance (Private/Govt Run) Hospitals, clinics, and other medical care facilities
- 19. 54 51 70 63 71 66 59 50 48 51 45 46 77 75 68 69 68 56 50 49 49 44 42 40 38 38 45 38 37 53 52 81 76 73 73 62 57 57 54 49 48 72 72 62 60 55 50 47 47 47 43 42 38 36 36 35 33 32 Global27 GDP5 Malaysia China UAE Mexico Argentina S.Korea Australia Japan Spain Canada Indonesia India Singapore Brazil HongKong S.Africa U.K. Sweden U.S. Russia Netherlands Germany Italy Turkey France Poland Ireland 50% Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample. GDP 5 = U.S., China, Japan, Germany, U.K. Declining Trust in Pharmaceuticals in More Than Half of Countries 19 Percent trust in pharmaceuticals industry sector, 2015 vs. 2016 (27-country global total) Decreased or equal trust in 17 of 27 countries +11 +13 -13 -10 General Population 2015 2016
- 20. 50% Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 53 53 63 74 64 71 65 55 55 51 53 50 56 54 46 48 43 42 39 38 66 68 61 61 59 48 36 34 33 55 56 76 75 73 73 71 69 62 59 59 59 56 55 54 49 47 43 42 39 65 63 57 50 48 47 31 30 28 Global27 GDP5 China India Mexico UAE Malaysia Australia Canada Argentina Italy S.Korea U.S. S.Africa Netherlands France Japan Germany Ireland Sweden Singapore Indonesia U.K. Brazil HongKong Spain Poland Russia Turkey Increasing Trust in Consumer Health 20 Percent trust in consumer health, 2015 vs. 2016 (27-country global total) Increased or equal trust in 18 countries +13 +14 -11 -11 General Population 2015 2016
- 21. Trust in Consumer Health and Pharma Diverges Trust in consumer health and pharmaceutical sectors, General Population, 2012 - 2016 General Population 21 Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust). Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". (Top 4 Box, Trust), question asked of one-fifth of the sample. General Population, 25-country global total. Note: From 2015-2016, Consumer Health included as subsector (Q61F-65F). From 2013-2015, Consumer Health included as an industry sector (Q43-60). 2013-2014 data recalibrated to 2015 sub-sector data. Note: From 2015-2016, Pharmaceuticals included as subsector (Q61F-65F). From 2009-2015, Pharmaceuticals included as an industry sector (Q43-60). 2012-2014 data recalibrated to 2015 sub-sector data. Pharmaceuticals Consumer health 54 54 55 54 53 55 56 54 56 2012 2013 2014 2015 2016 50% Consumer health data not available for 2012
- 22. 50% Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 58 54 67 71 76 66 66 55 61 56 53 60 51 51 49 47 44 41 77 71 70 69 62 56 55 52 50 49 47 60 56 79 77 76 70 69 65 64 62 62 60 54 54 52 52 46 45 72 70 67 67 58 53 52 50 49 44 40 Global27 GDP5 China Mexico India Argentina Malaysia Australia Spain S.Korea Canada France Japan Netherlands U.K. Russia Turkey Ireland Indonesia Brazil UAE Singapore HongKong Italy S.Africa U.S. Poland Germany Sweden Increasing Trust in Biotech/Life Sciences 22 Percent trust in biotech/life sciences industry sector, 2015 vs. 2016 (27-country global total) Increased or equal trust in 16 of 27 countries +12 +10 General Population 2015 2016
- 23. 50% Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample. GDP 5 = U.S., China, Japan, Germany, U.K. Increasing Trust in Hospitals/Clinics 23 Percent trust in hospitals/clinics industry sector, 2015 vs. 2016 (27-country global total) Increased or equal trust in 19 of 27 countries General Population 2015 2016 63 64 75 74 73 67 67 77 72 72 65 66 66 52 65 57 57 57 47 46 31 78 78 78 62 60 55 54 51 66 69 81 81 81 81 78 77 75 73 71 69 69 67 66 66 62 60 57 47 31 74 74 69 59 58 53 51 50 Global27 GDP5 Malaysia Australia Canada China Mexico UAE U.K. Singapore Netherlands France Spain S.Korea U.S. Argentina Japan Germany Ireland Russia Poland HongKong India Indonesia Brazil Sweden S.Africa Italy Turkey +14 +11 +15 +10
- 24. 52 55 71 74 68 63 57 62 59 60 57 53 49 47 49 47 48 35 41 36 30 25 79 67 68 50 46 37 26 54 57 82 74 73 71 68 66 66 60 60 56 51 51 50 50 49 49 48 44 35 25 76 61 58 42 36 36 21 Global27 GDP5 China India Singapore Canada Australia Spain S.Korea Malaysia Germany France Japan U.S. Turkey Mexico Russia Italy Netherlands Argentina Ireland S.Africa UAE Indonesia HongKong U.K. Brazil Sweden Poland 50% Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample. GDP 5 = U.S., China, Japan, Germany, U.K. Increasing Trust in Health Insurance 24 Percent trust in health insurance industry sector, 2015 vs. 2016 (27-country global total) Increased or equal trust in 20 of 27 countries General Population 2015 2016 +11 +11 +14 -10 -10
- 25. 50% Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Q65-439. Below is a list of companies. Please indicate how much you trust each company or organization to do what is right, using the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal” to do what is right. (Top 4 Box, Trust), question asked of half of the sample. Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General Population, 28-country global total. Trust Can Also Range Within Pharma 25 Trust in healthcare sectors, and trust in blinded companies General Population 61 55 54 77 75 68 67 63 60 58 56 54 48 46 33 32 29 HealthCare ConsumerHealth Pharmaceuticals TechCo.1 TechCo.2 PharmaCo.1 TechCo.3 Food&BevCo.1 EnergyCo.1 EnergyCo.2 CPGCo.1 Food&BevCo.2 Food&BevCo.3 CPGCo.2 PharmaCo.2 Conglomerate Co.1 TechCo.4
- 27. Trust-Building Behaviors: Data, Quality and Safety are Critical; Biggest Opportunities in Sustainable Business Practices, Leadership and Transparency Importance vs. performance of behavior in building trust in a healthcare company % Performance % Importance Gap General Population 27 Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q345A-J How well do you think the health industry is performing on the behaviors listed below. Use a 9- point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, 28-country global total. Protects consumer data 86 68 18 Ensures quality control 85 66 19 Keeps me and my family safe 81 66 15 Is transparent in reporting progress on company’s social responsibilities 80 56 24 Makes my life easier 80 65 15 Embraces sustainable business practices 80 58 22 Has leadership that effectively represents the interests of all stakeholders 79 57 22 Supports local charities and good causes 75 56 19 Develops intellectual property 74 61 13 Makes me feel connected to something bigger 70 53 17
- 28. Sector Falling Short on Trust-Building Behaviors General Population Source: 2016 Edelman Trust Barometer Q335-440. How important is each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Trust) General Population, 28-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 28- country global total. 28 Gap in importance of behaviors in building trust vs. percent who agree each industry is performing well against these behaviors Technology Healthcare Food & Beverage Financial Services Energy Protects consumer data 19 18 23 21 24 Ensures quality control 11 19 16 23 23 Keeps me and my family safe 15 15 21 23 20 Is transparent in reporting progress on company’s social responsibilities 18 24 23 24 26 Makes my life easier 1 15 11 16 12 Embraces sustainable business practices 14 22 18 21 22 Has leadership that effectively represents the interests of all stakeholders 14 22 20 22 25 Supports local charities and good causes 15 19 17 20 22 Develops intellectual property 1 13 14 18 17 Makes me feel connected to something bigger 4 17 17 17 19 AVERAGE GAP 11 18 18 21 21
- 29. 54 79 77 71 68 68 67 66 65 63 59 55 55 53 51 50 50 49 49 49 44 44 43 40 38 37 32 28 14 3 4 6 9 10 16 4 9 18 13 10 23 12 9 17 21 11 19 22 16 13 11 19 31 10 23 13 Majority Agree: Not Enough Government Regulation in Healthcare 29Source: 2015 Edelman Trust Barometer Q381. When it comes to government regulation of the health industry, do you think that your government regulates it too much, not enough or the right amount? General Population, 27-country global total. General Population Percent who agree government regulates too much vs not enough, 2015 (27-country global total) 50% Not Enough Regulation Too Much Regulation 2015
- 30. 73% 69% 69% 67% 64% The health industry ... the health system The food and beverage industry ... food/nutrition policy The technology industry ... privacy issues The energy industry ... energy policy The financial services industry ... the future of the banking system Regulation: Consumers Want Industry Active in the Debate Source: 2015 Edelman Trust Barometer Q265-386. Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total. 30 Percent who agree with each statement, 2015 (27-country global total) General Population When policymakers are developing new regulations, they should consult with multiple stakeholders 69% agree 2015
- 31. A Challenge for Leadership Healthcare Sector
- 32. CEOs Expected to Deliver More Than Financial Results Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country global total, question asked of half the sample. 32 Percent who agree that CEOs should be personally visible in discussing… 8in10 Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 7in10 Financial Results General Population
- 33. 51 51 27 30 31 31 37 39 39 40 44 44 45 45 46 46 48 48 52 55 56 56 61 62 69 71 73 74 78 81 Global28 GDP5 Poland Sweden Ireland Russia Italy Germany Netherlands France S.Africa Japan U.K. Colombia U.S. Turkey Canada Spain Argentina S.Korea Australia HongKong Brazil Singapore Mexico Indonesia UAE Malaysia India China More Than Half of Countries Do Not Trust Healthcare CEOs Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the health industry to do what is right. Please use the 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total. 33 Percent who trust CEOs to do what is right, healthcare sector General Population 50% In 20 of the 28 countries, the general population do not trust healthcare CEOs to do what is right
- 34. 61% 54% 51% 48% 46% 75% 63% 61% 52% 57% Healthcare CEOs Trusted Less Than Their Industry Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the [INSERT INDUSTRY] industry to do what is right. Please use the 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust). Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total. 34 Trust in the sector vs. trust in CEOs in the sector Sector TrustTrust in CEOs in this Sector Technology Food & Beverage Healthcare Financial Services Energy General Population
- 35. 61% 52% 51% 62% 60% 53% 40% 41% 52% 52% A Missed Opportunity for Healthcare to Lead on Societal Issues Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? (Yes summary) General Population, 28-country global total, question was asked of half the sample. 35 Respondents who say their company and their CEO are engaged in societal issues, by industry sector CEO engaged Company engaged Technology Food & Beverage Healthcare Financial Services Energy General Population
- 37. 25 27 19 25 28 33 27 28 24 28 37 3132 30 48 24 25 26 21 21 22 23 20 16 19 19 14 19 18 18 8 9 8 13 10 11 Employees are Essential Advocates Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, 28-country global total. 37 Most trusted spokesperson to communicate each topic Innovation effortsFinancial earnings & operational performance Business practices/ crisis handling Treatment of employees/customer Partnerships/ Programs to address societal issues Views on industry issues Employees Most Trusted General Population Company CEO Senior executive Employee Activist consumer Academic Media spokesperson
- 38. 78% 73% 71% 80% 74% 69% 60% 60% 69% 62% Trust in Healthcare Employers Lowest of Sectors Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total, question was asked of half the sample. 38 Trust in their employer vs. trust in other companies in the sector in which they work Trust Others in Sector Trust Employer Technology Food & Beverage Healthcare Financial Services Energy General Population
- 39. Healthcare employees of CEOs NOT engaged in societal issues Healthcare employees of CEOs who are engaged in societal issues Employee Advocacy in Healthcare Increases With CEO Societal Issue Engagement 39 Percent who agree with each statement, comparing employees of companies whose CEOs are involved in addressing broader societal issues vs. those who do not, healthcare sector 62 64 64 64 72 75 82 Recommend company as an employer Motivated to perform Stay working for the company Confidence in the future of the company Committed to achieving our strategy Recommend products and services to others Do the best possible job for the customer Impact of CEO Engagement 11 14 16 24 22 21 23 93 89 88 88 86 85 85 General Population Level of Employee Advocacy/Commitment Source: 2016 Edelman Trust Barometer Q527-529 Does your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample.
- 40. Employees of healthcare companies NOT engaged in societal issues Employees of healthcare companies engaged in societal issues Employee Advocacy in Healthcare Sector Increases With Societal Issue Engagement Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample. 40 Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not, healthcare sector 63 57 61 60 67 69 80 Motivated to perform Recommend company as an employer Stay working for the company Confidence in the future of the company Committed to achieving our strategy Recommend products and services to others Do the best possible job for the customer Impact of Company Engagement 14 22 22 27 24 27 20 94 91 89 87 85 84 83 General Population Level of Employee Advocacy/Commitment
- 41. Implications for Healthcare Companies 41 Is transparent in reporting progress on a company’s social responsibilities Embraces sustainable business practices Has leadership that effectively represents the interests of all stakeholders Protect consumer data Ensure quality control Keep me and my family safe Address the gaps between expectations and performance: Continually deliver against what is of stated importance worldwide:
- 42. Implications for Healthcare Companies 42 ADDRESS CONSUMER EXPECTATIONS Understand what they are and address the gaps between expectations and performance. GET INVOLVED Healthcare companies have been given a license to become involved in ongoing debates about the surrounding healthcare system. Employee trust and advocacy is linked to a company’s engagement in societal issues, as well as a CEO’s association with those issues. ACTIVATE YOUR CEO BUILD EMPLOYEE ADVOCACY Ensure employees understand the company’s work on social issues and address enterprise-specific issues to build trust and belief, and empower employees to engage with external audiences with appropriate guardrails. GET PERSONAL Those on the frontlines delivering care have a trust advantage. How can you better serve your stakeholders so they experience a personal touch and feel you have their best interests at heart?
Notas do Editor
- IF CHALLENGED…..: The threshold for statistical significance for the global data is .6 percent. All of our major data points reached statistical significance, meaning we have a 95 percent or higher confidence level in them. **For anything showing current year data only, we use a 28-country global total, whereas if we show YOY data, we have to keep the global totals consistent as is the case for slide 13. Since we only had 27 countries last year, but 28 this year, we need to use a 27-country total for both years to have an apples-to-apples comparison. *
- When we look at the overall global numbers, among informed publics and general population, we see Trust is rising across all four institutions. NGOs are most trusted across the world, though less so in developing markets. Business trust is continues to rise. Media was sliding, but has risen in the last couple of years. Government continues to be the least trusted institution in the world. It has risen a bit, but it is still most distrusted.
- The difference is even more profound when you look at the Mass Population—that segment of the General Population that does not include the Informed Public. The global Index for the mass population falls into distruster territory as 17 of 28 – more than half– of countries are distrusters These distrusters include nearly all European countries, the US, and other significant economies from around the world. While the Informed Public is becoming more trusting, the mass population is being left behind.
- You can start to see the gap back in 2012, when we had a 9-point gap between the informed and the mass population. Today, that gap has increased to where it is a 12-point gap, a 3-point increase. And it is even more severe in the largest economies: if you look at the 5 largest economies – the GDP 5, the gap has increased by 5 points.
- Gone are the days of the traditional “pyramid of influence,” in which both authority and influence were concentrated in the hands of a small number of opinion shapers. This model was predicated on the belief that the informed publics have access to superior information, their interests were interconnected with those of the broader public and that becoming ‘an elite’ was open to all of those who work hard. But today, due primarily to the democratization of information, we have seen the pyramid turned upside down. Influence now rests among the broad population, who talk to each other on social media or use search to access information, and no longer need to rely on the more “informed” population for ideas. Influence is no longer automatically granted to those in authority. And, as we have seen, the Mass Population’s view of the world—at a trust level of just 48—is vastly different from that of the 15% who have a trust level of 60, creating real challenge for those in authority who want to earn the ability to have broad influence.
- What’s driving this trend? A belief that, with its strength and ability to keep pace, business can actually solve problems. In a big jump up from an already high 74%, 80% of General Population agree that Business can both make a profit and improve economic and social conditions of the community in which it operates.
- So what do this year’s results tell us about the state of trust in the healthcare sector 2016?
- As you can see, healthcare is towards the lower end of industry sectors when it comes to trust. However, there just isn’t that much differentiation between the industry sectors, with the exception of technology and financial services. It should be noted that this is the first year that healthcare has been asked about as an industry sector – in previous years, pharmaceuticals and consumer health were offered alongside these other industry sectors. We therefore do not have 2016 vs. 2015 comparison data for trust in healthcare. Note: A slightly differently set of industries were asked in 2015.
- As with other sectors, healthcare is more trusted by Informed Publics than by the lower-income and less educated Mass Population cohort. This global trend is also seen on a country level as there is no country where the Mass Population is more trusting of healthcare than the Informed Publics. However, even among the less trusting Mass Population, 16 of 28 countries are still categorized as “trusters” because they have trust levels over 60. The global 7-point gap between Informed Publics and Mass Population is significant but actually lower than the 12-point gap in trust that exists across all institutions. The Mass Population are, by definition, lower income and are therefore more likely – especially As a reminder, the Mass Population group makes up the 85% of the population that are not college educated, in the top 25% of income and report significant media consumption of business news.
- The trust difference between Informed Publics and the Mass Population in individual markets is rather marked, with 17 of 28 countries having a 5-point gap or higher. Additionally, Sweden (15), the US (13), Mexico (12) and Brazil (11), China (10) and the Netherlands (10) all have double-digit trust gaps between Informed Publics and the Mass Population.
- The trust difference between Informed Publics and the Mass Population in individual markets is rather marked, with 17 of 28 countries having a 5-point gap or higher. Additionally, Sweden (15), the US (13), Mexico (12) and Brazil (11), China (10) and the Netherlands (10) all have double-digit trust gaps between Informed Publics and the Mass Population.
- The trust difference between Informed Publics and the Mass Population in individual markets is rather marked, with 17 of 28 countries having a 5-point gap or higher. Additionally, Sweden (15), the US (13), Mexico (12) and Brazil (11), China (10) and the Netherlands (10) all have double-digit trust gaps between Informed Publics and the Mass Population.
- The trust difference between Informed Publics and the Mass Population in individual markets is rather marked, with 17 of 28 countries having a 5-point gap or higher. Additionally, Sweden (15), the US (13), Mexico (12) and Brazil (11), China (10) and the Netherlands (10) all have double-digit trust gaps between Informed Publics and the Mass Population.
- Now, let’s take a more in-depth look at how trust plays out across the different subsectors in healthcare.
- In 2015, the different healthcare subsectors were more or less clustered which suggested the possibility that people may not really differentiate between the different subsectors that much. However, while pharma, biotech/life sciences, consumer health, and insurance all remained within 7 points of each other in 2016, hospitals/clinics seems to be pulling away. Hospitals/clinics, the most trusted healthcare subsector in 2015, also experienced the biggest increase with a 3-point jump in trust from 2015 to 2016. Pharma was the only subsector to decrease and is now the least trusted of the healthcare subsectors. In the coming slides, we will take a closer look at these subsectors and theorize as to why they have increased or decreased compared to 2015.
- The trust difference between Informed Publics and the Mass Population in individual markets is rather marked, with 17 of 28 countries having a 5-point gap or higher. Additionally, Sweden (15), the US (13), Mexico (12) and Brazil (11), China (10) and the Netherlands (10) all have double-digit trust gaps between Informed Publics and the Mass Population. The global 7-point gap between Informed Publics and Mass Population may have something to do with access to healthcare. The Mass Population are, by definition, lower income and are therefore more likely – especially in markets without universal healthcare such as the US – to have less access to care. It seems reasonable that those who have less access to healthcare are also less trusting of the healthcare sector.
- As one would expect, trust in the different healthcare subsectors varied from region to region. Of note, APAC and Latin America, which have more developing markets, were generally more trusting on the whole than the more developed regions of North America and Europe. Illustrating this point is that APAC is more trusting of pharma than Europe and North America by 25 and 18 points, respectively. Also, Latin America was more trusting of biotech/life sciences than North America and Europe by 21 points. However, this trend is not specific to healthcare and is also reflected in the global data and data from other sectors as well – APAC and Latin America are simply more trusting across the board.
- Pharmaceuticals, down 1 point globally compared to 2015, also decreased in 17 of the 27 countries surveyed. This is notable given the increased trust in business and most industries in 2016. Another exception to this increase is trust in the automotive industry. This decrease, while only 1 point, may be a result of the growing issue of access and affordability/drug pricing that is playing out in many of the surveyed countries. However, given the near fever pitch of this issue and the fact that the survey was fielded during peak coverage of the issue, it is actually somewhat surprising then that the decrease is not more significant. It may be that the issue is merely a headline for now and has not yet affected people on a personal level. US ONLY: The topic of drug prices in the US is complex. Among the features are price increases specific to brand pharmaceutical products, the high price of new drugs and the increase in out of pocket costs due to actions taken by insurers or specific to a patient’s health coverage. Drug price increases are largely being absorbed by payers and have yet to translate to decreased access or increased out-of-pocket costs for patients. In the case of new products, huge advancements such as the introduction of innovative immuno-oncology drugs and the fact that patients are still able to get many of their medications at the same price as before may be countering any erosion in trust as a result of drug pricing. US ONLY: An August 2015 study by Consumer Reports found that 33% of consumers have experienced a price increase in their prescription drugs at an average of $39. Of this 33% percent, 1 in 4 have found increases difficult enough that they have stopped filling their prescriptions. That means a total of ~8% of the US population have had prices on their normal prescriptions increase enough to have it truly impact their ability to pay. (http://www.consumerreports.org/cro/news/2015/08/are-you-paying-more-for-your-meds/index.htm) US ONLY: While not insignificant, the relatively small percentage of people who are experiencing this difficulty in paying for their prescriptions is just not enough to move the trust needle at this time. US ONLY: It is also possible that many of these people are not necessarily blaming the pharmaceutical companies for the price increases and may instead hold their health system, government, insurance company or pharmacy to blame. US ONLY: A Kaiser Family Foundation poll found that of those people who say that the cost of prescription drugs is unreasonable, 76% blame the pharmaceutical companies, 10% blame health insurers and 10% blame both. (http://kff.org/health-costs/poll-finding/kaiser-health-tracking-poll-june-2015/) Hong Kong and France saw the biggest dips in trust with decreases of 13 points and 10 points, respectively. Hong Kong had to recall 13 pharmaceutical products in 2015 which may impact their trust in pharma China and Malaysia were immune to the overall global trend, showing increases of 13 and 11 points, respectively. In China, this may be a result of pharma finally regaining trust after high-profile scandals (GSK for example) tarnished the industry reputation a couple of years ago.
- As opposed to pharmaceuticals, consumer health increased globally by 2 points and also increased in 18 of the 27 countries surveyed. Compared to 2015, Australia saw the largest increase in trust in consumer health with a 14-point jump. As with pharma, China saw a 13-point bump. Brazil and Hong Kong both experienced 11-point decreases compared to 2015. The decrease in Hong Kong may be partially attributed to the 12 consumer health products that had to be recalled in 2015 for quality issues. The decrease in Brazil may partially be explained by the worsening economic conditions in the country that are greatly impacting people’s ability to purchase consumer health products like OTC medications. Many of these products have actually gone up in price, thereby potentially causing a decrease in trust in the industry.
- This slide highlights the divergence of consumer health and pharma in 2016. Since 2013, consumer health and pharma tracked similarly but this represents the first time they have really separated from each other. It is possible that the drug pricing issue that plagues pharma is the catalyst for this divergence – consumer health has been able to rise with the rest of healthcare while pharma is weighed down.
- Biotech’s 2-point global increase in 2016 shows that, for some reason, it is not being vilified to the same extent as the pharmaceutical industry. Despite the term “biopharma” becoming more and more popular among R&D-based pharmaceutical companies, the now 7-point gap between biotech and pharma shows that people are in fact differentiating between the two subsectors. Biotech may also be benefiting from the halo attributed to technology, the most trusted industry sector overall (trust level of 75). As with the other subsectors, China experienced one of the biggest trust increases with a 12-point spike. Australia was the only other market to increase by double digits with a 10-point increase. Sweden saw the biggest decrease in trust in biotech/life sciences with a 7-point drop.
- Hospitals/clinics, the most trusted healthcare subsector in 2015, experienced the biggest gain in trust in 2016. One possible explanation for this is that as more people are given access to healthcare, they are increasingly encountering hospitals/clinics who are at the frontlines of health. Doctors and other healthcare providers thereby benefit as the face of the healthcare system that these people now have access to. Other subsectors such as pharma, biotech and insurers play a much less visible role than hospitals/clinics when it comes to the actual delivery of healthcare. Quite simply, hospitals/clinics, by being the only subsector that is really able to directly engage with patients, are able to position themselves as the good guys in healthcare. South Korea, China, Mexico and Ireland all increased by double digits with increases of 15 points, 14 points, 11 points and 10 points, respectively. No market saw a double-digit decrease in trust in hospitals/clinics and Indonesia decreased the most with a 9-point drop.
- Health insurance, the least trusted healthcare subsector in 2015, increased by 2 points globally in 2016, exceeding trust in pharmaceuticals. The expansion of healthcare insurance in some markets may factor into this global increase. In the United States, the uninsured rate fell to 10.9% as a direct result of the implementation of the Affordable Care Act. (https://www.census.gov/content/dam/Census/library/publications/2015/demo/p60-253.pdf) Additionally, in some markets like the US, healthcare insurers are increasingly marketing themselves directly to consumers and engaging in a way that they haven’t had to in the past. For example, health insurers are sponsoring consumer programs that incentivize people to exercise, eat healthier and generally improve their health outcomes. Italy increased the most with a 14-point increase; China and Australia both increased by 11 points. Hong Kong and Brazil each decreased by 10 points. In Hong Kong, the decrease in trust in health insurance may be a result of growing issues that people are having with reimbursement, as evidenced by the 13% increase in insurance complaints due to reimbursement challenges. (https://hk.news.yahoo.com/%E4%BF%9D%E9%9A%AA%E6%8A%95%E8%A8%B4%E5%8D%8713-%E6%B6%89%E9%86%AB%E7%99%82%E7%B3%BE%E7%B4%9B%E6%9C%80%E5%A4%9A-215509710.html) NOTE: In the U.S. this questions was asked as “private health insurance” companies, everywhere else we call it “government run health insurance.”
- While it may be tempting for pharma companies to think that there is little they can do to escape the issues that plague their industry, this slide goes to show that there is in fact variation within the industry. Without disclosing who these pharma companies are, the 35-point gap in trust between Pharma Co. 1 and Pharma Co. 2 drives home the point that there is a lot that pharma companies can do to improve trust in their company – they are not at the mercy of industry perceptions.
- So how can healthcare companies and CEOs begin to build trust with consumers?
- Protecting consumer data, ensuring quality control and keeping me and my family safe were listed as the most important behaviors for building trust in a company. The performance of the healthcare industry on these behaviors is compared to the importance of these behaviors to highlight where there are the biggest gaps. As you can see transparency, sustainability and leadership are the three trust-building behaviors where healthcare is most deficient and may represent low-hanging fruit for healthcare companies looking to make up lost ground on trust.
- With an average gap of 18 points, the healthcare industry is in the middle of the pack when it comes to how they perform against other sectors on important trust-building behaviors. The three areas with that biggest gap in performance and importance are highlighted. These are, therefore, an encouraging place for the healthcare companies to take a look.
- This data is from the 2015 Trust Barometer but is still relevant and shows that there is an appetite for increased regulation in the healthcare industry. In fact, “not enough regulation” exceeded “too much regulation” in every single market, including the US.
- Also from the 2015 Trust Barometer, this slide shows that consumers want the healthcare industry to be especially active in the debate abut the health system. Healthcare ranks above every other sector and this seems to indicate that healthcare companies have a license to involve themselves in important industry issues and not just sit on the sidelines.
- Of course people expect CEOs to be talking about financials but an even greater number also want to hear what CEOs have to say about societal issues; to take a stand on issues such as income inequality, public policy and their personal views on societal issues. As we will see in the next few slides, engaging in societal issues is an area where healthcare CEOs are especially lacking.
- 20 of the 28 countries surveyed did not trust healthcare CEOs to do what’s right. As we’ve come to expect, the more trusting countries are all in Latin America or APAC. We will explore what causes the lack of trust in healthcare CEOs in the following slides but the good news is that there are well-defined actions that CEOs can take to become more trusted.
- As you can see, healthcare is not the only industry where CEOs are lacking in trust. The 10-point gap between trust in healthcare CEOs and trust in the healthcare industry highlights an opportunity for healthcare CEOs to benefit from the halo of their own sector. CEOs can do this by associating themselves more with the delivery of healthcare and engaging on societal issues specific to healthcare instead of just focusing on the business of healthcare. This gap between the CEO and the sector is consistent across all sectors and may have to do with the fact that more people want CEOs to be visible in discussing societal issues than financial results so the CEO has to do more than just lead on earnings calls and focus on the company’s bottom line.
- The engagement of healthcare CEOs and companies in societal issues is lacking, even when compared to the least trusted industries of financial services and energy. The perceived lack of engagement by healthcare CEOs and healthcare companies represents a real opportunity to improve trust, especially because employees value this very behavior as we will see later on.
- When asked who is the most trusted spokesperson to communicate around a variety of business topics, in many areas, people trust employees more than leaders. In three of the categories studied, employees are more trusted than CEOs or senior business executives to communicate information, including information about your financial earnings and operating performance, how you handle a crisis, and, of course, how you treat your employees and customer.
- Employer trust is lower in healthcare than in all other sectors. This again speaks to the fact that healthcare companies need to figure out how to meaningfully engage their employees in order to engender trust. They may need to look to companies in other industries, financial services and technology in particular, where employees are more trusting of employers. As in other sectors, healthcare employees are more trusting of their own employers than others in their sector.
- The level of employee advocacy/commitment is boosted by their CEO’s engagement in societal issues. The three employee advocacy areas where healthcare CEOs can make up the most ground by engaging in societal issues are: 1) employee confidence in the future of the company 2) likelihood of employee to recommend company as an employer and 3) likelihood of employee to stay working for the company. By becoming engaged in societal issues, healthcare CEOs can begin to close the gaps in these areas that have very real business implications, especially when it comes to recruitment and retaining talent.
- In addition to CEOs becoming more engaged with societal issues, employees must also be allowed to engage with these same issues in order to increase employee advocacy and commitment. This engagement most impacts the following: 1) employee confidence in the future of the company, 2) likelihood for an employee to recommend company as an employer and 3) likelihood of an employee to stay working for the company. In combination with slide 35, this slide shows that in order for companies to increase advocacy and commitment, they must become engaged with societal issues on an executive level while also allowing for employees to play a part as well.
- Encourage clients to focus on the areas where there are the biggest gaps between expectations and perceived performance. What are they doing to address these expectations now? What more can they do to close the gap to build trust? And remind clients of the importance of delivering on the basics – taking all steps necessary to protect data and deliver on quality, and recognizing how important their swift and thoughtful response will be to issues in these areas given their importance. Note that while the behaviors with the biggest gaps varied between the US and global, the top three areas of stated importance are the same in US and global data.
- This is the sum total of our advice based on the study and should lead to rich discussion about how they can do this. Keep in mind that hospitals/clinics are most trusted and have gained trust this year, while pharma has gone backwards globally and in the US. Even health insurers/payers have been able to increase trust both globally and in the US. Employee advocacy – how we build it, and how we allow for it – is especially important in this peer to peer driven media environment in which we live, and with the increasing disconnect between elites and the general population.