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Cimigo - Consumer Healthcare Trends 2015

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This report looks at consumer healthcare trends in Vietnam, Asia. It explores drivers behind the growth in the pharmaceutical industry, changing attitudes to healthcare, prevalence of diseases and treatments. The report considers the relative influence of consumers, pharmacies and healthcare practitioners for marketing budgets.

Veröffentlicht in: Gesundheitswesen
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Cimigo - Consumer Healthcare Trends 2015

  1. 1. 1 Consumer healthcare trends 2015 1
  2. 2.  Changing consumer landscape 3  What will drive growth for healthcare? 9  Attitudes towards healthcare 18  Prevalence, treatments and influence 24  The marketing budget dilemma 31  Key opportunities 33 2 Contents
  3. 3. Part Changing consumer landscape 3
  4. 4. 4 US$175 billion economy 91 million people 7.5 million households =>US$400 52% urban adults banked US$1.9 billion advertising spend US$1,923 GDP per person 37 million motorbikes 45% internet penetration 145,000 new cars in 2014 69% urban adult mobile penetration (4 in 10 smart) 24 million households 16 million rural households
  5. 5. 2000 rapid accession to 2010 then a struggle to 2015 US$27.5 billion economy 0.54m ABC households in 6 cites =>US$300 3.5m ABC consumers in 6 cities US$108m advertising spend US$351 GDP per person 2.6m ABC consumers in 6 cities 0.78m ABC households in 6 cites =>US$500 US$740m advertising spend US$79 billion economy US$902 GDP per person 87 million people78 million people 91 million people US$175 billion economy US$1,923 GDP per person US$1.9bn advertising spend 3.7m ABC consumers in 6 cities 0.88m ABC households in 6 cites =>US$700 5
  6. 6. 2000 rapid accession to 2010 then a struggle to 2015 0.54m ABC households in 6 cites =>US$300 0.78m ABC households in 6 cites =>US$500 0.88m ABC households in 6 cites =>US$700 Expectations not met 6
  7. 7. The family Nguyen - how this shapes who we are Youth translate the consumer world for their parents Progressive and entrepreneurial Happiness is money Confused and frustrated Desperate to express myself Thirst for edutainment Success is imbued in pride Success through the eyes of my child 7 Afflunenza
  8. 8. Fast shifting social trends “Nowadays freedom is an excuse for doing whatever one wants without thinking about others; women want careers rather than families, men spend more time out of home, drinking and enjoying with their friends, more than contributing to their families, women are freer with their favours and couples find it easier to divorce without thinking of what they are doing to their families and children…” Phuong 30 years old, from HCMC 8
  9. 9. 9 What will drive strong growth for healthcare? 9
  10. 10. 10 Traditional remedies vs. modern medicine expenditure 40% to modern medicine 60% to traditional remedies
  11. 11. 62 million people 47% <30 years 16 million households 3.5 million =>US$400/household 2025 60 million people 38% <30 years 18 million households 29 million people 45% <30 years 8 million households 4 million =>US$400/household 2025 36 million people 36% <30 years 13 million households 11 Urbanisation and smaller households
  12. 12. 12 Aware of what could be…. Increasing opportunities (commercial, education and travel) Community to individual gratification. Always out of home. Thirst for edutainment. Happiness defined as money. Conflicted and frustrated Emerging gender equality & changing roles in society. Change in parenting . From extended to nuclear families. Modern day working ethos. Divorce acceptable. Urban lifestyles
  13. 13. 13 Sources of health awareness 1 TVC 2 Internet (online newspaper, forum, search engine, etc…) 3 Public health center (Ward health station, District PMC, etc) 4 HCP recommendation 5 Other media; newspaper, radio, etc.
  14. 14. I search information on the internet, or go to webtretho.com to ask other moms, whether they have same issues as me. Mum in HCMC Patients have heard about this medicine in the media, then they ask me about the efficacy, price and even dosage. Pediatrician in HCMC Patients today proactively ask about treatment choices, advantages of different medicines and tests available. Oncologist in Hanoi Consumer health awareness evolves rapidly
  15. 15. From personal care to food growing tide for; 1. Balance 2. Natural 3. Authentic (origin) 15 Healthy marketing propositions explode
  16. 16.  Wellness marketing behind many growth brands.  Korean soaps and K Pop defining beauty for men and women alike. 16 Healthy marketing propositions explode
  17. 17. In 2014 there were 321 different pharma TVC executions. 87% were from local pharma companies. Pharma TVCs comprised of 16% from all TVC executions. 17 Local pharma explosion in TVCs
  18. 18. Part Attitudes toward healthcare 18
  19. 19. 19 Top 3 concerns in life Job Economy Health Cimigo Healthcare March 2015 – 18-50 years in urban. N=350
  20. 20. Why health matters? Energy to work Achieve personal goals Not become burden for family Balance body and mind Wish to KNOW more and DO more to enhance health 20
  21. 21. 21 Top health concerns in 2015 Versus 2010 Cimigo Healthcare March 2015 – 18-50 years in urban. N=370 Cancer Poor eyesight Respiratory health (lungs, throat, nose) Dental health (teeth and gums) Digestive and gut health Blood pressure Stress Fertility health Contaminated food Skin problems (dry, dark, pimples) Being over weight Diabetes Joint health and flexibility Bone strength Liver/ gall Heart disease Male/ Female hormone
  22. 22. 22 Actions taken to promote health Do exercise more often (56%) Healthy food and drink intake (52%) Good work-life balance (47%) Be happy (42%) Good living conditions (33%) Avoiding pollution (21%) Cimigo Healthcare March 2015 – 18-50 years in urban. N=370
  23. 23. Beliefs toward heath maintenance 1. Eat healthy food 2. Sleep 8 hour/ night 3. Do exercise 4. Annual check up 5. Take vitamins 6. Get vaccination 7. Take traditional remedy 8. Protect hygiene 23Cimigo Healthcare March 2015 – 18-50 years in urban. N=370
  24. 24. 24 Prevalence, treatments and influence 24
  25. 25. 50 67 45 79 37 61 80 59 90 60 Had a health check up at a hospital or clinic Fallen ill and visited a pharmacy Fallen ill and visited a doctor Taken modern medicine Taken traditional remedy Diagnosis and therapy in past 6 months Note: Survey seasons differ so seasonal effects occur 2010 2015 Modern medicine stronger. But traditional remedies grow over time. 25 Never for traditional 2010 34% 2015 13% Cimigo Healthcare March 2015 – 18-50 years in urban. N=370
  26. 26. Traditional remedies prevalent 29 18 13 5 3 6 6 8 3 7 7 8 4 4 4 14 7 16 9 6 9 9 12 15 9 8 8 6 9 7 13 17 4 19 19 13 11 6 3 5 5 3 7 5 5 56 42 33 33 28 28 26 25 22 21 19 18 18 17 16 Cold, cough, flu and fever remedies Antibiotic remedy Acne / skin complexion remedy Vitmin supplements Anti–inflammatory remedy Eye health Nose-mouth-throat health Digestive health Anit aging remedy Antiseptic remedy Anti acid remedy Allergy remedy Liver health Bone - joint health Pain remedy Both Traditional remedy only Modern medicine only Total 26Cimigo Healthcare March 2015 – 18-50 years in urban. N=370 Prevalence of remedies used in past 6 months
  27. 27. Traditional remedies prevalent 2 7 3 2 1 2 2 1 2 4 2 5 3 3 2 10 6 9 8 9 7 8 5 6 5 4 4 4 5 6 3 2 2 4 3 4 2 5 4 3 4 1 3 2 2 15 15 14 14 13 13 12 11 11 11 10 10 10 9 9 Libido remedy Blood pressure health Respiratory health Ulcer remedy Antioxidants / detoxifying remedy Gall stone remedy Hair colour / loss remedy Concentration and memory remedy Antifungal remedy Fertility health Gynaecological health Dementia remedy Mineral supplements Arthritis remedy Immunity health Both Traditional remedy only Modern medicine only Total 27Cimigo Healthcare March 2015 – 18-50 years in urban. N=370 Prevalence of remedies used in past 6 months
  28. 28. Traditional remedies prevalent 1 1 1 0 0 1 1 1 1 1 1 1 1 1 0 5 5 5 3 6 5 5 5 1 2 2 2 1 3 0 4 4 4 5 1 2 1 1 3 1 0 1 2 0 1 9 9 9 8 8 8 7 6 5 4 4 4 4 4 1 Heart burn remedy Obseity remedy Stress remedy Antiviral remedy Cholesterol remedy Heart health Diabetes remedy Insomnia remedy Hearing health Weight control remedy Prostrate health Menpause symptoms Ovarian health Virility remedy Hormone health Both Traditional remedy only Modern medicine only Total 28Cimigo Healthcare March 2015 – 18-50 years in urban. N=370 Prevalence of remedies used in past 6 months
  29. 29. 29 Attitudes to treatments Care more about product origin Proactive look for information Pay more to get better service Green power Seeking for convenience Child protection key
  30. 30. 30 Influenced by pharmacist Know the brand before go to pharmacy Trust and follow doctor Repeat old prescriptions Prefer foreign for modern medicine Sacrifice for kids Attitudes to treatments
  31. 31. 31 Influenced by pharmacist Know the brand before go to pharmacy Trust and follow doctor The marketing budget dilemma….? Weighted influence for not severe/chronic ailments Initial choice 28% 58% 14% Repeat choice 10% 72% 18%
  32. 32.  Aforementioned only applies to urban Vietnam.  The local health care system is RURAL remains KING.  Rural consumers remain reactive unlike proactive urbanites.  Rural consumers place great import on HCPs and in particular the public district medical centres. 32 A side note: Local heath care system remains King in rural
  33. 33. Part Key opportunities 33
  34. 34. Potential for share of spend gain from traditional remedies to modern medicine. Traditional remedies dominate spend. Above the line marketing dominated by local pharma with propositions for traditional remedies. Increased health awareness. Better patient awareness, online information search and even compliance with prescribed treatments. Key contributors to increased health awareness; 1) healthy marketing platforms for pharma, food and beverages, 2) an explosion in local pharma communication on TV and 3) online resources for consumers. 34 So what will drive strong growth in healthcare? 1 2 3
  35. 35. Urbanisation and changing urban lifestyles. Increasing patient power in treatment choice (even ethical). Shifting influence from doctors to self and pharmacists (non chronic). Rural awareness and accessibility (affordable and available). Local health care system is RURAL remains KING. Rural consumers remain reactive, placing great import on HCPs and in particular the public district medical centres. 35 So what will drive strong growth in healthcare? 4 5 6
  36. 36. 36 Thank you www.cimigo.com 36

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