1. The document discusses the role of Chief Health Officers (CHOs), who make healthcare decisions for themselves and others across generations. It finds that CHOs are more diverse than assumed, including men and millennials, and they care for extended networks beyond just families. 2. CHOs face challenges meeting the varying health and wellness needs of those in their care due to lack of time, resources, and knowledge. Younger generations are taking on caregiving roles for parents and others. 3. In order to effectively communicate with CHOs, especially millennial CHOs, the healthcare industry needs to provide trusted health information through a variety of channels, address both medical and lifestyle needs, and help build confidence in decision

1. Prepared for:
KH contact:
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

2. 2
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3. 3
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4. 4
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5. 5
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6. THE HEALTH CONSUMER:
PHARMA PERSPECTIVE

7. 7
What does pharma think about the role of
the patient?
The Paradigm Shift in
healthcare Continues…

8. 8
The 80s was Brand Mgt
The 90s was Regulatory
Then 2000s was Payors

9. 9
And the next
thing is…

10. 10
Patient-centricity*+Eye for Pharma

11. 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.”

12. BUT NOT ALL HEALTH
CARE CONSUMERS ARE
CREATED EQUAL:
MEET THE CHIEF HEALTH
OFFICER

13. 13
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).

14. 14
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

15. 15
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

16. 16
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
Globally
SPOUSE | 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%

17. 17
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 ONES
n=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

18. 18
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…

19. 19
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 X
n=1845
MILLENNIALS
n=1038

20. 20
3
Only 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
20

21. 21
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
Work
Productivity Loss
5%
21% 24%
25%
Work ProductivityandActivityImpairment (WPAI) ©Margaret ReillyAssociates, Inc.
 Reference Point for Self Decision Markers

22. 22
4
Vaccinations
Lifestyle Choices
[ e.g. smoking, dieting ]
Nutritional
Choices
Vitamin
| Supplement
Choices
Making
Appointments
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

23. 23
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%

24. 24
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

25. 25
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

26. 26
6
I 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

27. 27
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%

28. 28
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
Millennials
And there is less trust
Health Care Provider
Health Care Provider
Health Care Provider
Health Care Provider

29. 29
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
7Employers 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. 3030
HOW CAN INDUSTRY COMMUNICATE
WITH THE IMPORTANT MILLENIAL
CHIEF HEALTH OFFICER?

31. 31
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
31

32. 32
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
32

33. 33
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

34. 34
Trust and use
non-traditional resources
Need more credible,
self-directed information
Give others their
opinions on health &
wellness matters

35. 35
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
1
2
3

36. 36
THANK YOU
Contact Info: Kantar Health
Jeremy Brody | Jean-Pierre Dreyfuss
http://www.kantarhealth.com/help/proposal-terms-conditions
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