the importance of health insurances as a target group for ...€¦ · integrated crm-systems ......
TRANSCRIPT
The importance of health insurances as a target group for the pharmaceutical industry
Consequences for market research
Market Access Strategy“Which target group is most important to talk to when launching a new Rx drug?“ Answers in %
0
9
36
55
0 10 20 30 40 50 60
Stakeholder
Health Care Professionals
Patients
Politics
Survey with 83 Market Access Specialists, Kienbaum Executive Consultants, Spring 2010
Health Insurances in Germany
167 Social Health Insurances (May 2010) withlong-time history and single client base consolidation and competition (236 SHI in 2007)
All sizes: 8,5 Mio members (Barmer GEK) down
to 900 members (B&V BKK)
48 Private Health Insurances (~ 10% market share)
Financing of Public Health Insurances Until 2008:
members
fee
expenditures
hospitals
doctors
drugs
Since 2009:
distribution key
fee
Health Fund
Financing of Public Health Insurances
expenditure925 € / year
1.973 € / year
distribution keyHealth Fund
Example:
Peter Müller, Policemen, 51 years
Diabetes Type II with insulin therapy
2.798 € / year 2.898 € / year
- 100 € / year
Financing of Public Health Insurances
expenditure925 € / year
1.973 € / year
distribution keyHealth Fund
Example:
Peter Müller, Policemen, 51 years
Diabetes Type II with Insulin Therapy
2.798 € / year 2.898 € / year
Reduce costs!(improve therapy)
...a lot of activities were done:
Free choice ofinsurance
Rebate contracts
2007
1996
2003
First pilot projects between SHI and Pharmaceutical Industry
Rebate contractsmandatory 2009
Obligation to close selective
contracts
First Generic Tender Business
New contract models (risk share contracts,added value contracts...)
Effects of Rebate Contracts: Generic Market
Source: IMS Health Flashlight Contract Management 2009, SHI Prescription Data April 2010
Tender of 14insurances (AOK) within 64 molecuels (99 Mio units)
Accepted tenders Turnover MAT 04/10 Growth in %
Ratiopharm 0 562 Mio -12%Winthrop (Sanofi-Aventis) 51 107 Mio +107%Axcount Pharma 5 13 Mio +496%Biomo Pharma 0 25 Mio -28%
Changes in Pharmaceutical Companies due to new Trend“How do you respond to increasing influence of health insurances?“IMS survey at pharmaceutical companies, respond in %
26,7
33,3
46,7
56,7
66,7
73,3
0 10 20 30 40 50 60 70 80
Implement Contract- and Account Management
Integrated CRM-systems
Up-sizing special sales force covering SHI
New customer segmentations
Staff for controlling contract management
Down-sizing primary care sales force
Health Insurances as a Target Group for the Pharmaceutical Industry
Consequences for market research:
Analyzing new data sources to provide
information to all involved persons
Ad hoc market research with this new
target group
Source: IMS Contract Monitor® National, April 2010
Share of Products with Rebate Contracts (Total Market):
SHI-market sales Share of patent-protected products within rebate contract segment
14% 18%
2008 2009with Rebate-Contract
18 Bln € 19 Bln €
GK
V-sh
are
in %
(tur
nove
r)
13%
Originals without generic competition = 435 mill. €
3,4 Bln €
Impact of Rebate Contracts: Example AOK Baden-Würtemberg
Source: Insight Health Kostenträger Analyzer
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
Jan
07Fe
b 07
Mrz
07
Apr
07
Mai
07
Jun
07Ju
l 07
Aug
07
Sep
07O
kt 0
7N
ov 0
7D
ez 0
7Ja
n 08
Feb
08M
rz 0
8A
pr 0
8M
ai 0
8Ju
n 08
Jul 0
8A
ug 0
8Se
p 08
Okt
08
Nov
08
Dez
08
Jan
09Fe
b 09
Mrz
09
Apr
09
Mai
09
Jun
09Ju
l 09
Aug
09
Sep
09O
kt 0
9N
ov 0
9D
ez 0
9
M.S. Units
Losartan Germany
Impact of Rebate Contracts: Example AOK Baden-Würtemberg
Source: Insight Health Kostenträger Analyzer
0%
2%
4%
6%
8%
10%
12%
Jan
07Fe
b 07
Mrz
07
Apr
07
Mai
07
Jun
07Ju
l 07
Aug
07
Sep
07O
kt 0
7N
ov 0
7D
ez 0
7Ja
n 08
Feb
08M
rz 0
8A
pr 0
8M
ai 0
8Ju
n 08
Jul 0
8A
ug 0
8Se
p 08
Okt
08
Nov
08
Dez
08
Jan
09Fe
b 09
Mrz
09
Apr
09
Mai
09
Jun
09Ju
l 09
Aug
09
Sep
09O
kt 0
9N
ov 0
9D
ez 0
9
M.S. Units
Losartan AOK B-W
Losartan Germany
Start of rebate contract
Health Insurances as a Target Group for the Pharmaceutical Industry
Consequences for market research:
Analyzing new data sources to provide
information to all involved persons
Ad hoc market research with this new
target group
The right Position for each Insurance?
Grund-versorgung
Preis- und Produkt-differenzierung
Discountinsurance
Premium insurance
Popularinsurance
ContractA
ContractB
ContractC
Addedvalue
contracts
ContractD
Contracts E
ContractF
Contract G
Genericrebate
contracts
The Agencies Point of View Health insurances might be a new research target group,
but they are well known as clients
In 1996, when free choice of health insurance was established in Germany, at least the big insurances started marketing activities
Need for market research!
Market Research Projects- conducted for health insurance clients -
Segmentation Analyses
Product Concept (Acceptance) Tests
Pricing Analyses
Advertising Evaluation
Evaluation of Disease Management Programs
Mystery „Shopping“
Analyses of Customer Loyalty
Tests of Website Usability and Acceptance
Relationship between Health Insurances and the Pharmaceutical Industry
Topics of market research conducted by pharmaceutical industry Strategy (indications, patient target groups, disease
management programs, integrated care, rebate contracts, …)
Co-operation with pharmaceutical companies (industry image, relationship management, operational issues)
Additional information like insurance image, public awareness etc.
Many stakeholders –different interests
On insurance side• insurances as public institutions often have very complex organizational structures difficult to identify the right contact person(s)
On clients‘ side• sometimes difficult to find a concept that satisfies all involved departments
Market Research with Health Insurances -Classical B2B-Research
Interviews: Discussions withexperts
• highly qualified interviewers with good knowledge of health care system needed
• high level of expertise needed to draw conclusions and give recommendations that add a real benefit!
- Challenges in terms of content -
B2B-Research with Health Insurances
- Operational issues -
Target group difficult to reach
• difficult to get contact details
• time pressure - difficult to schedule appointments
• willingness to take part is limited
• methodological flexibility needed, e.g. mixed mode research designs
Incentives• information as an incentive
• charity incentivizing
Case Study: Insurance Strategy
1
DPC GKV-Markt
April 2010
Dirk Weller | [email protected] | +49 221 42061 426 Markus Schöne | [email protected] | +49 30 3087447 10
German Health Insurance Market: Trends in Strategy, Communication and ServicesA qualitative study with decision makers
Case Study: „From a Money Changer to a Service Provider“In consequence of the "Wettbewerbsstärkungsgesetz" (law to strengthen competition) the health insurances had to face new challenges:
An equal contribution rate of 14 percent replaced the price competition between the insurances
New financing system (Health Fund, Morbi-RSA)
Re-positioning of health insurances, their internal andexternal business relationships and processes
• Review and adjustment of strategies
• Study objective: Collection and analysis ofopinions and new strategic approaches
Case Study: Research Design
Sample: 36 Health Insurances4 x AOK2 x Ersatzkassen3 x IKK25 x BKK (subgroups)2 x LKK
Participants:15 Board members and deputies 8 Heads of Corporate
Development/Strategy9 Heads of Marketing4 Heads of Customer Service
The involved insurances cover in total approx. 33.7 mio insurants.
Telephone interviews of 45 minutes (average)
Incentives: Access to study results
Due to the equal price rate, health insurances have severe problems differentiating themselves from their competitors
Thus, there is a need to review and re-define their strategic positioning
Two strategic approaches emerge: Growth Strategy: Using scale effects and market power in
contracting to optimize costs. Merger as a strategic option.
Niche Strategy: Focusing on certain target groups, by choosing specific topics and regional engagement
Case Study - Conclusion: Strategy and Market Behaviour
Additional Information on Health Insurances To gain a comprehensive picture of health insurances,
further information can be useful for the industry:
Positioning of insurances (image)
Assessment of insurance and its strategy by the insurants
Perception of insurance as a brand
Due to the fact that big health insurances act like brand manufacturers, plus they are perceived as brands, conventional market research methods can be applied
Measuring Brand Perception – Standard Tools can be applied
-30
-20
-10
0
10
20
30
40
50
60
70
80
90
100
03.0
3.08
17.0
3.08
31.0
3.08
14.0
4.08
28.0
4.08
12.0
5.08
26.0
5.08
09.0
6.08
23.0
6.08
07.0
7.08
21.0
7.08
04.0
8.08
18.0
8.08
01.0
9.08
15.0
9.08
29.0
9.08
13.1
0.08
27.1
0.08
10.1
1.08
24.1
1.08
08.1
2.08
22.1
2.08
05.0
1.09
19.0
1.09
02.0
2.09
16.0
2.09
02.0
3.09
16.0
3.09
30.0
3.09
13.0
4.09
27.0
4.09
11.0
5.09
25.0
5.09
08.0
6.09
22.0
6.09
06.0
7.09
20.0
7.09
03.0
8.09
17.0
8.09
31.0
8.09
14.0
9.09
28.0
9.09
12.1
0.09
26.1
0.09
09.1
1.09
23.1
1.09
Sco
re
AOK Techniker Krankenkasse
BrandIndex® – measured daily
BrandEngine®: Deutsche BKK
All respondants
Insurants of the BKKRespondants who know the BKK
28
0 20 40 60 80 100 Top
AOK
BIGdirekt
gesund
BIGdirekt
gesund
SBK
GEK
25
41
35
60
59
Sympathy
Purchase Willingness
Conviction
Satisfaction
Conciseness
Index*
Deutsche BKKBKK Gesundheit
KKH-Allianz
AOK
bestworstMarkt
Brand Strength Deutsche BKK
General Findings from an Agency’s Point of View Success factors for market research with health
insurances are the same, that apply to other B2B-studies
Identification and Recruitment
Qualification of interviewers
Incentivizing
Health insurances act like brand manufacturers – hence we can apply the same tools
Key Messages and Outlook:
Health Insurances are becoming increasingly important as a target group for pharmaceutical companies
The company researchers need to take this development into account for providing their internal customers with the relevant information and consulting
Due to the complexity of the subjects and the specific features of the target group, there are special requirements of the reseach companies and the methods to be used
ANY QUESTIONS?