Cimigo - Consumer Healthcare Trends 2015

1

Consumer healthcare trends 2015

1

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

Part

Changing consumer landscape

3

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

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



US$740m advertising spend


US$902 GDP per person

87 million people 78 million people 91 million people


US$1,923 GDP per person

US$1.9bn advertising spend



5

2000 rapid accession to 2010 then a struggle to 2015




Expectations not met

6

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

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

What will drive strong growth for healthcare?

9

10

Traditional remedies vs. modern medicine expenditure

40% to modern

medicine

60% to traditional remedies

62 million people

47% <30 years


3.5 million =>US$400/household

2025

60 million people

38% <30 years


29 million people

45% <30 years


4 million =>US$400/household

2025

36 million people

36% <30 years


11

Urbanisation and smaller households

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

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.

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

From personal care to food growing tide for;

1. Balance

2. Natural

3. Authentic (origin)

15

Healthy marketing propositions explode

Wellness marketing behind many growth brands.

Korean soaps and K Pop defining beauty for men and women alike.

16

Healthy marketing propositions explode

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

Part

Attitudes toward healthcare

18

19

Top 3 concerns in life

Job

Economy

Health

Cimigo Healthcare March 2015 – 18-50 years in urban. N=350

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

Top health concerns in 2015

Versus 2010


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

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%)


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

23 Cimigo Healthcare March 2015 – 18-50 years in urban. N=370

24

Prevalence, treatments and influence

24

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%


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


Prevalence of remedies used in past 6 months


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





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




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

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

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%

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

Part

Key opportunities

33

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

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

Thank you

www.cimigo.com

36

Date post:	14-Jul-2015
Category:	Healthcare
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