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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

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Information, Insight

and Consultancy

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Affairs

Branding, Identity, and Healthcare &

Specialist Comm.

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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

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• 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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Intelligence Due Diligence

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Deep subject matter expertise in each of Kantar Health’s practices

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THE HEALTH CONSUMER: PHARMA PERSPECTIVE

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What does pharma think about the role of the patient?

The Paradigm Shift in healthcare Continues…

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The 80s was Brand MgtThe 90s was RegulatoryThen 2000s was Payors

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BIG And the next

thing is…

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Patient-centricity*+Eye for Pharma

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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

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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

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