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Burson-Marsteller China and Kantar Health jointly released a piece of research on healthcare and wellness trends in China. The survey was organized through an online questionnaire involving 1,000 consumers across tier 1 and 2 cities in China. Over 50% of the respondents, aged 26 and older, were college graduates, and over 70% were professionals and mid-to-high level executives.
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ChinaHealthcare&WellnessConsumerSurvey �PreparedbyBurson∙Marsteller&KantarHealth
June2011�
Content
ExecuDveSummary
Overview&Methodology
KeyFindingsPrioriDesandexpenditurepaIernsinhealthandwellness
InformaDonsourcesforhealthandwellness
ImplicaDons
Executive Summary
KeyFindings
Healthcaretopsfamilyspendingpriority:+ Almost70%ofconsumersrankhealthcareasthemostimportantexpenditureforChinesefamiliestoday.
EmpoweredandproacDveconsumers:
+ PrevenDve‐careminded
+ Over80%ofconsumerssurveyedwillconductresearchontheInternetforinformaDon
everyDmeormostoftheDmebeforetheyconsultadoctor.
News‐driveninformaDon:
+ AkeysourceofhealthcareinformaDon(69%),secondonlytodoctor’sadvice(73%).
Internetandonlinepeer‐to‐peercommunicaDon“trusted”(viewedascredible)pla]ormsforhealthcareinformaDon:
+ 96%willturntotheInternetforinformaDononsensiDvehealthtopics
Womenlovethemselvesandmenlovetheirwives.
Overview & Methodology
GainnewinsightsintocurrentHealthcare&Wellnesstrends
Healthcare&Wellness• ExpenditurepaIerns• InformaDonsources
Overview&Methodology�
InFebruary2011,Burson‐MarstellerandKantarHealthsurveyed1,000consumersacrossTierIandTierIIciDesinChinatogainnewinsightsintocurrenthealthcareandwellnesstrends,withafocusonexpenditurepaIernsandinformaDonsources.
Onlinesurvey• 1000consumers• 3TierIciDes&11TierIIciDes
Methodology
Topics
SampleDistribuDon
TierICi;es � TierIIci;es[1]�Beijing � Shanghai Guangzhou �
Gender �Male � 83 63 57 418
Female� 22 37 45 294
IncomeLevel[2]�
Middleincome � 50� 50� 50� 352�
Highincome� 55� 50� 52� 360�
Age�
Age25‐35� 27� 18� 23� 554�
Age36–45� 33� 38� 62� 112�
Age46+� 45� 44� 17� 46�
TOTAL� N=1019� 105� 100� 102� 712�
[2]Mid‐incomemeans:thefamilyincomeis6,000–9,999RMBpermonth.High‐incomemeans:thefamilyincomeis10,000+RMBpermonth.
[1]TierIciDesinclude:Beijing,ShanghaiandGuangzhou.TierIIciDesinclude:Shenzhen,Nanjing,Tianjin,Shenyang,Jinan,Xi’an,Wuhan,Chengdu,
Zhengzhou,HangzhouandChangsha.
Over 50% of the respondents are college graduates.
Over 70% are professionals and mid-to-high level executives.
Priorities and expenditure patterns in healthcare and wellness
HealthcareisthethirdlargestfamilyexpenditureinChina
49%�45%�
63%�
Currently,consumersarespendingasignificantamountoftheirhouseholdexpenditureonhealthcare.Nearly50%ofconsumersindicatethathealthcareisthethirdlargestexpenditureareafortheirfamilies.
FoodChildren’sEducaDon
Healthcare
Food�66%�
Andthemostimportantareaformostconsumers �
Almost70%ofconsumersconsiderhealthcareasoneofthemostimportantexpenditureareasforChinesefamiliestoday,exceedingfoodandchildren’seducaDon.
Children’seducaDon�
55%�
Healthcare�67%�
Healthcareexpenditure=beIerqualityoflife
72%respondentsagreethattheyarespendingmoneyonhealthcareandwellnesssoastoaIainabeIerqualityoflifeforthemselvesandtheirfamily.
72%�TOTAL
70%�Beijing
69%�Shanghai
75%�Guangzhou
72%�TierIIciDes
ConsumersarespendingmoneyoncriDcalhealthcareneeds �
AlargemajorityofconsumersfocushealthcareexpenditureoncriDcalandcommonillnesses.
StrongwillingnesstospendonhealthmaintenanceandprevenDvecare. �
Common
illnesses
70%
Medical
check ups
77%
Vaccinations
80%
Illness
prevention
67%
Key critical
illnesses
88%
High‐incomefamiliesmorewillingtospendonhealthcareprevenDon �
Consumers’willingnesstospendonmedicalcheckups
Consumers’willingnesstospendonvaccinaDons Consumers’willingnesstospendonillnessprevenDon
High‐incomeconsumersaremorewillingtospendonmedicalcheck‐ups,vaccinaDonsandillnessprevenDon.
Keydecisionmakerforhealthandwellnessexpenditureinfamilies
Mostfemalesaremakingkeyhealthandwellnessexpendituredecisionsfortheirfamilies.
Andtheirdecision‐makingpowerbecomesmoreevidentastheygetolder.
FemalesaremakingmostdecisionsonhealthandwellnessexpendituremaIers
Femaleage46+Femaleage36‐45Femaleage26‐35
Womenarekeentoincreasetheirexpenditurelevelsonhealthcareandwellnessinthenearfuture
Femalesarespendingmoremoneyonbeautyenhancement,wellnessandnutriDon,andChinesetradiDonalmedicine.
Whenitcomestowellness,femalesarespendingmoneyonthemselves.Menarealsomorelikelytospendmoneyontheirwivesthanthemselves.
Healthcare/wellnessexpenditurenow
Female spend
more on…
# Beauty
enhancement
# Wellness &
Nutrition
# Chinese traditional
medicine
Healthcare and wellness information sources
Newswebsites:akeycategoryofinformaDonsource�
Thetop3keyinformaDonsourcesonhealthcareandwellnessrelatedmaIersaredoctors,newswebsitesandfamily/friends.
*CTM=ChinesetradiDonalmedicine
InformaDonsourcesonhealthcare/wellnessmaIers
ProacDvehealthconsumers�
Researchbeforemakingexpendituredecisions
Comparisonbycity/Derlevel
Comparisonbyincomelevel
Almostallconsumerswillconductsomeresearchbeforemakingkeyhealthcare/wellnessexpendituredecisions.
About1/3ofconsumerssurveyedwillconductextensiveresearch.
Internet:mostconsumerswillconductresearchonlinebeforetheyconsultadoctor �
n = 1019 105 100 102 712 622 245 152
Althoughdoctors’adviceisthemostreliableinformaDonsourceformostconsumers,over80%ofconsumerssurveyedwillconductresearchontheInternetforinformaDoneveryDmeormostoftheDmebeforetheyconsultadoctor.
Onlineresearchbeforeturningtodoctors
Comparisonbycity/Derlevel
Comparisonbyincomelevel
Womenrelymoreonword‐of‐mouthandfirst‐handinformaDon
Sourcesforcrediblehealthcare/wellnessinformaDon
Comparedwithmales,femalesrelymoreonword‐of‐mouthandinformaDondirectfromdoctors,family,friendsandspecialists.
MenprefertoturntowebsitesforhealthcareandwellnessinformaDon,especiallynewswebsites.
InformaDonconsumpDonpaIernsdifferbetweenmenandwomen
Sourcesforcrediblehealthcare/wellnessinformaDon
WomenarerelaDonshipdriven;theyrelymoreonword‐of‐mouthandinformaDondirectfromdoctors,family,friendsandspecialists.
MenprefertoturntowebsitesforhealthcareandwellnessinformaDon,especiallynewswebsites.
ButbothmalesandfemalesareacDveonline
CurrentdigitalchannelsconsumersareparDcipaDngin
Othertopwebsites
MalesandfemalesbothshowhighparDcipaDonlevelsinsocialmediachannelssuchasblogs,BBS,socialnetworkingsites,videosharingsitesandmicro‐blogs.
AlmosthalfofthemensurveyedareturningtogeneralnewswebsitesforhealthandwellnessinformaDon.
BBSforumsconsideredmostinfluenDal
N = 1019
About60%consumerssurveyedareparDcipaDnginBBSforums,socialnetworkingsitesandblogs.
AndtheyfeelthesearealsothemostinfluenDalandcredibledigitalchannels.
*BBSforums=BulleDnboardsystemareonlineformsusedtoexchangepublicmessagesorfiles,mostlydedicatedtoaspecialinterest
MostinfluenDaldigitalchannels
ParDcipaDonlevelsacrossdigitalchannels
1 2 3 4 5 6
BBS forums Social networking sites Blogs Video sharing sites Micro-blogs
Other websites
AlookintorecentBBSconversaDons….
N = 1019
• RecentBBSconversaDonsonTianyaandNeteaseforumshavecenteredonremediesandquesDonsaround:o Herbalmedicineo Skinwhiteningo SexuallytransmiIeddiseaseso AnD‐ageingo NasalandthroatinfecDons
• ThehottopicofdiscussioninBBSforumsonSina.comisdeathfromoverwork,triggeredbytherecentdeathofa25‐yearoldemployeeatPWCwhokeptamicro‐blogaboutherfaDgueandworkloado Intensedebateoverwhetheroverworkthreatens
thehealthofwhite‐collarworkerso Otherwhite‐collartopicsincludeanD‐ageing,
mentalhealth,backacheandweightloss
ThemostpopularBBSforumisTianya �
Tianya,whichisvisitedmostfrequentlyby36%ofrespondents,isclearlythemostpopularBBSforumforhealthandwellnessinformaDon.
ParDcipaDonlevelsatotherBBSforumsareallbelow10%andgenerallylow.
ParDcipaterateofdifferentBBSforums
1
2
3
4
5
6
7
8
9
n = 553
ThetopwebportalmostconsumersvisitisSina �
Sina.com.cnisvisitedmostfrequentlyby36%ofrespondents,andisthetopwebportalforhealthandwellnessinformaDon.
39.net,aspecializedhealthwebsite,rankedonly7thmostpopular(3%),awergeneralportalsitesNetease,Sohu,TaobaoandBaidu.
ParDcipaterateofdifferentwebsites
1
2
3
4
5
6
7
8
9 n = 140
KeyaIributesforhealthcare/wellnessinformaDon
Info. Source for
sensitive topics
96% of consumers
will turn to
the Internet
68% of consumers
will turn to
doctors
InternetforsensiDvehealthandwellnesstopics
InformaDonordatasourceforsensiDvetopics
N = 1019
96%ofconsumerswillturntotheInternetandsocialnetworkingsitesforsensiDvehealthandwellnesstopics.
ConsumersareturningtotheInternetasaninformaDonsourceonsensiDvehealthandwellnesstopicsmorethantheydotodoctorsforadvice.
ButcredibleinformaDononsensiDvehealthorwellnesstopicsisscarce �
ConsumersareuncomfortablesharingordiscussingtopicssuchassexuallytransmiIeddiseases,AIDS,inferDlityandaborDon.ComparaDvely,mostconsumersaremorecomfortablespeakingaboutmentalhealth,contracepDonandcosmeDcsurgeryopenly.
However,fortopicslikementalhealth,cosmeDcsurgeryandinferDlity,consumersarefindingitdifficulttogetaccesstocredibleinformaDonanddata.
N = 1019
SensiDvehealthcare/wellnesstopics
1
SensiDvehealthcare/wellnesstopicswithlimitedinfo.
Implications
ImplicaDons �
Personalhealthempowerment:consumerswanttoownhealthknowledgeanddecision‐makingpower+ Shiwfrom“paDenteducaDon”tosupporDng“healthlearning”
Re‐examinethe“doctorknowsbest”communicaDonsstructure
+ DoctorsarepartoftheinformaDongatheringchannels.+ Fromaconsumers’ brandexperienceperspecDve,doctorsarepartofthebrand
experience.
CommunityasacriDcalbackdroptomessagingstructure+ News: socialrelevancyandcommonconversaDonthread+ Digital: peer‐to‐peer;safetytobelongandgatherinformaDon+ Lifestyle: qualityoflife;relaDonal(friendsandfamily);lifestages
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ChinaHealthcare&WellnessConsumerSurvey �
EfenHuangSeniorHealthcareStrategistBurson‐MarstellerChina
SimonLiGeneralManagerKantarHealth