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HEALTH CONSUMERS ARE NOT ALL CREATED EQUAL
THE ROLE OF THE CHIEF HEALTH OFFICER (CHO)
mHealth Meetup
Jeremy Brody, EVP Corporate Development
July 14, 2016
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WPP is a world leader in communications – Kantar Health is part of the WPP Information, Insight and Consultancy Group
WPP
Advertising andMedia
Investment Management
Information, Insight
and Consultancy
Public Relations and Public
Affairs
Branding, Identity, and Healthcare &
Specialist Comm.
Digital /Interactive /
CRM
3
Kantar Health has unparalleled healthcare research and consulting
professionalsMany with advanced degrees in clinical, medical,pharmacy and health economics.
600+
A footprint in
40+countries
A presence in
81countries
• Experts at linking science and research• Industry-leading proprietary, patient-centric
information sources• Broad disease experience• Strong global reach, with localized expertise
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Marketing Insights Custom Market
Research Asset
Commercialization Pre-Launch
Inline Brand Optimization
Market Access/Payer Government Policy &
Trends Pricing &
Reimbursement Oncology Market
Access
Clinical & Scientific Services Pipeline Prioritization Asset Evaluation KOL Insight Competitive Conference
Intelligence Due Diligence
Health Outcomes/Real-World Research and Value PRO Development &
Validation Observational Studies Patient Preference Non-Interventional
Studies
Epidemiology Custom Epidemiology Deep Oncology Epi
Expertise Epi Database®
Forecasting Integrated Custom
Forecasting Demand Assessment
and Valuation Patient Flow Forecast Architect®
Corporate Reputation Sales Force
Effectiveness Physician Experience Corporate Brand
Management and Tracking
Risk Management/Safety Surveillance/Pharmacoepidemiology Phase IV Studies REMS Patient Registries Observational Studies
Deep subject matter expertise in each of Kantar Health’s practices
5
Kantar Health and IsraelTab Image Placeholder
Best-in-Class Real World Evidence Studies
Drug Safety and Signal Detection via Big Data Analytics
THE HEALTH CONSUMER: PHARMA PERSPECTIVE
7
What does pharma think about the role of the patient?
The Paradigm Shift in healthcare Continues…
8
The 80s was Brand MgtThe 90s was RegulatoryThen 2000s was Payors
9
BIG And the next
thing is…
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Patient-centricity*+Eye for Pharma
11
Quotes from our client survey
“Patient centricity is not a trend; it’s our reality and our mindset.”
“We are outside our comfort zone.”
“We say that we are patient-centric but no one here really knows what to do to be patient-centric, aside from develop medicines that help keep patients healthy.”
“The company which is trying to achieve the best results with patients will ultimately be more successful in business as well.”
“We want to enable patients to make better decisions about their health.”
“Patients’ level of empowerment are different across the globe. North Americans are consumers and take charge of their health. Patients in emerging markets are cash payors wanting to see the benefit/value of medications. Europeans are just getting on board…some further along than others; and PRO will be critical for the payors. We are struggling outside North America.”
BUT NOT ALL HEALTH CARE CONSUMERS ARE CREATED EQUAL:
MEET THE CHIEF HEALTH OFFICER
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The aging of our population has wide-ranging implications for virtually every facet of society
The healthcare industry faces new challenges
in communicating with the influencers of global
health and wellness decision makers. We
will examine how the ‘Chief Health
Officers’* of different generations identify
with health, make healthcare decisions and
how to best communicate with them.
* The term “Chief Health Office” was coined by Grey Healthcare Group (GHG).
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1Chief Health Officers challenge some common stereotypes
Both men &women are CHOs [ Not all caretakers are female ]
CHOs cross-generations[Including many Millennials ]
CHOs make decisions for more than immediate family[ Not just their spouse and children ]
CHOs
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Taking care of others is often a role ‘naturally’ assigned to women but the male perspective cannot be forgotten
122,601 K 118,729 K
21%
20%
163,718 K 184,920 K31%
28% C h i e f H e a l t h O f f i c e r s
S e l f D e c i s i o n M a k e r s
Health and Wellness Decision Makers
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Chief Health Officers make decisions for their spouses, children, parents, other family and loved ones
Projections according to National Health and Wellness Survey data 2013 for all geographies except Brazil (2012)
Note: Brazil has a higher % of CHOs taking care of their parents than other countries
SPOUSE / PARTNER
59% 36% 21% 35% 30%
CHILDREN <18 CHILDREN 18+ PARENTS | OWN/IN-LAWS FAMILY / LOVED ONES
Who Chief Health Officer Cares For
GloballySPOUSE | PARTNER CHILDREN <18 CHILDREN 18+ PARENTS | OWN/IN-LAWS FAMILY | LOVED ONES
US 58% 42% 17% 27% 28%UK 61% 40% 19% 20% 23%
Germany 61% 29% 20% 22% 29%Japan 71% 18% 30% 36% 31%Brazil 56% 42% 23% 48% 32%
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In fact, Millennials are making more decisions for their parents and other loved ones than any other generation
SPOUSE / PARTNER CHILDREN <18 CHILDREN 18+ PARENTS | OWN/IN-LAWS FAMILY / LOVED ONESn=1351
Millennials Generation X Baby Boomers Silent Generation
n=1504n=1084n=1665n=3000
23%35% 45% 45%
32%
54%
33%
32% 26%
36%
11%
58%
23% 26%9% 8% 3%
Who Chief Health Officer Cares For
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2Industry needs to recognize that CHOs don’t differentiate between ‘HEALTH’ and ‘WELLNESS’
Physically Fit Happy Well Rested
Free of Illness Free of Stress
Health Is More Than Just Being Free Of Illness…
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Generational needs and motivators differ when looking at how they define ‘Health’
Meaning of ‘Health’ to Decision Maker - Top 5 Descriptors Chief Health Officers
Physically fit
Happy
Free of illness
Free of mental illness
Well-rested
Free of stress
Eat nutritionally balanced meals
Mental acuity/sharpness
SILENT GENERATION
n=304
BABY BOOMERS
n=1729
GENERATION Xn=1845
MILLENNIALSn=1038
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3Only 13% have the
assistance of a
professional caregiver
Caring for self while
working can be difficult-
44% find it problematic
to do their job and care
for others.
13%44%
CHOs need support because the responsibility is time consuming and difficult
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However, being a CHO impacts work productivity and activity levels
WPAI measures | Employed full time CHOs
Presenteeism
impairment while working due to health
Work time missed due to health
activity impairment due to health
overall work impairment due
to health
Millennials making decisions for
parents, other family and/or loved
ones are even less productive
at work and less active.
Absenteeism
Activity Impairment
WorkProductivity Loss
5%
21% 24% 25%
Work Productivity and Activity Impairment (WPAI) © Margaret Reilly Associates, Inc.
Reference Point for Self Decision Markers
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4Vaccinations
Lifestyle Choices [ e.g. smoking, dieting ]
Nutritional Choices
Vitamin | Supplement
Choices
MakingAppointments
Seeking Medical Attention
Selecting Treatments | Medications
Scheduling [ e.g.. doctor’s visits ]
Types of HCP | Medical
Specialist Seen
Adherence to medications
CHOs make an average of 11 decisions for those in their care
Most common
Wellness related decisions
Most common
I l l n e s s related decisions
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And Millennials are more likely to be involved in decisions for larger numbers of people
Number of People CHOs Make Decisions For
SILENT GENERATION
BABY BOOMERS GENERATION X MILLENNIALS
Chief Health Officer Individual | group of people*
or more
* Individual / group of people includes spouse/partner, children 18+, children <18, parents, in-laws, other family, and loved ones
72%
15%
5%
8%
56%
21%
10%
13%
46%
30%
10%
14%
41%
19%
21%
19%
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say one can influence own health and well being61%
say its important to be knowledgeable on how to keep healthy
72%say they are knowledgeable about how to keep healthy42%
only
5Despite making these many decisions, CHOs are often not fully knowledgeable on how to keep themselves and their loved ones healthy
Knowledge of Keeping Loved Ones Healthy
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Knowledge of Keeping Loved Ones Healthy
This need for greater knowledge exists across all generations
Can influence [ a lot/completely ] own health and well-being Very | extremely important to be
knowledgeable on how to keep healthy Very | extremely knowledgeable about how to keep healthy
61% 62% 61% 60%
72% 72% 73% 72%
44%38% 41%
47%
Silent Generation Baby Boomers Generation X Millennials
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6I have sufficient knowledge to make healthcare decisions
I am making good health and wellness decisions
I am making good health and wellness decisions for my loved ones
41% 43% 42%
And because of the need for knowledge, CHOs are not always confident in the decisions they make for themselves and their loved ones
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Interestingly the lack of confidence in healthcare resources is not due to a lack of trusted sources of information
Information That Needs a Trusted Source
Diagnosis and Care for Conditions [ e.g.. treatment of acute/chronic illness,
mental illness, proper diagnosis ]
Health Insurance [ e.g.. fair price of Rx, understand how health
insurance works, policy options ]
Health and Wellness [ e.g.. nutrition, weight management,
preventive care, stress management ]
Healthcare providers [ e.g.. alternative medicine, quality and
reputation of physicians, elder care ]
Medication/Treatment Related [ e.g.. OTC and Rx safety, effectiveness,
understand long term effects ] 33%
28%
27%
25%
24%
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Yet, each younger generation of CHOs are distancing themselves a little more from having a trusted HCP and pharmacist
Silent Generation
Baby Boomers
Generation X
MillennialsAnd there is less trust
Health Care Provider
Health Care Provider
Health Care Provider
Health Care Provider
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33%30%
26%20%
16%16%
40%
Flexible work hours | Additional time off
Health insurance related
Family related items
Nutritional | Exercise health | Wellness options
On site medical wellness options
Medical subsidy
None of the above
7 Employers could provide more options to help support CHOs in taking care of themselves and with the decision making they are doing for others
Employer Provided Supports | Employed Full Time CHOs
30 30
HOW CAN INDUSTRY COMMUNICATE WITH THE IMPORTANT MILLENIAL CHIEF HEALTH OFFICER?
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The Chief Health Officers [ CHOs ] are a core consumer segment for the healthcare industry
They set the health and wellness
agenda for themselves and others,
choose treatments, and hire and
fire physicians, pharmacists and
insurance providers
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By communicating health and wellness information to all generations…
especially Millennials… industry can bring trusted information and
confidence to the complex and aging patient population
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This communication needs to be crafted with the unique needs of Millennials in mind
Source: http://thehealthcareblog.com/blog/2014/03/18/what-do-millennials-want-from-the-healthcare-system/
According to a Pew Research Report | 2014 Millennials are:
Independent and skeptical Want a health care system that’s holistic and widely acceptedWorry about money, the
future and think economic stability should come before marriage and family life
Lack knowledge about the healthcare system or believe it to be flawed
Dependent on technology and social media
Want a health care system that’s simple, sensible, accessible
See a ‘sick care’ system rather than a ‘health care system
Compared to other generations, millennials prefer retail and urgent care clinics, and they visit primary care physicians less.
The Peculiar Health Care Habits Of Millennials
Percentage of each generation who preferred retail and acute care clinics and who visited their primary care
Millennials Baby Boomers Seniors
Primary Care Physician
Acute Care Clinics
Retail Clinics
Source: http://www.ibtimes.com/healthcare-2015-why-millennials-avoid-seeing-doctors-what-means-rising-healthcare-2065473
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Trust and use
non-traditional resources
Need more credible,
self-directed information
Give others their
opinions on health &
wellness matters
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Summary
Communicating with today’s complex healthcare consumer means we have to consider:
Reaching beyond the patient to CHOs who are influencing decisions that span genders and generations
Addressing both Health and Wellness in the many decisions that are made for themselves and others
Providing more knowledge via non-traditional channels to help CHOs make confident and well informed decisions
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THANK YOUContact Info: Kantar Health
Jeremy Brody | Jean-Pierre Dreyfuss
http://www.kantarhealth.com/help/proposal-terms-conditions
All research is conducted in accordance with the requirements of our Quality System, which confirms to ISO 20252:2012 the International Standard for Market Research, Certification Number : 1019
© Copyright 2015 Kantar Health. All rights reserved. No copies
or part copies of this document shall be made without the express permission of Kantar Health.
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