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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.
Citation preview
China Healthcare & Wellness Consumer Survey
Prepared by Burson·Marsteller & Kantar Health
June 2011
Content
Executive Summary
Overview & Methodology
Key Findings
Priorities and expenditure patterns in health and wellness
Information sources for health and wellness
Implications
Executive Summary
Key Findings
Healthcare tops family spending priority:
+ Almost 70% of consumers rank healthcare as the most important expenditure for Chinese families today.
Empowered and proactive consumers:
+ Preventive-care minded
+ Over 80% of consumers surveyed will conduct research on the Internet for information
every time or most of the time before they consult a doctor.
News-driven information:
+ A key source of healthcare information (69%), second only to doctor’s advice (73%).
Internet and online peer-to-peer communication “trusted” (viewed as credible)
platforms for healthcare information:
+ 96% will turn to the Internet for information on sensitive health topics
Women love themselves and men love their wives.
Overview & Methodology
Gain new insights into current Healthcare & Wellness trends
Healthcare & Wellness• Expenditure patterns• Information sources
Overview & Methodology
In February 2011, Burson-Marsteller and Kantar Health surveyed 1,000 consumers across
Tier I and Tier II cities in China to gain new insights into current healthcare and wellness
trends, with a focus on expenditure patterns and information sources.
Online survey• 1000 consumers• 3 Tier I cities & 11 Tier II cities
Methodology
Topics
Sample Distribution
Tier I Cities Tier II cities[1]
Beijing Shanghai Guangzhou
GenderMale 83 63 57 418
Female 22 37 45 294
Income Level [2]Middle income 50 50 50 352
High income 55 50 52 360
Age
Age 25 - 35 27 18 23 554
Age 36 – 45 33 38 62 112
Age 46+ 45 44 17 46
TOTAL N = 1019 105 100 102 712
[2] Mid-income means: the family income is 6,000 – 9,999 RMB per month.High-income means: the family income is 10,000 + RMB per month.
[1] Tier I cities include: Beijing, Shanghai and Guangzhou.Tier II cities include: Shenzhen, Nanjing, Tianjin, Shenyang, Jinan, Xi’an, Wuhan, Chengdu, Zhengzhou, Hangzhou and Changsha.
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
Healthcare is the third largest family expenditure in China
49%45%
63%
Currently, consumers are spending a significant amount of their household
expenditure on healthcare. Nearly 50% of consumers indicate that healthcare
is the third largest expenditure area for their families.
FoodChildren’s Education
Healthcare
Food66%
And the most important area for most consumers
Almost 70% of consumers consider healthcare as one of the most important
expenditure areas for Chinese families today, exceeding food and children’s
education.
Children’s
education
55%
Healthcare
67%
Healthcare expenditure = better quality of life
72% respondents agree that they are spending money on healthcare and
wellness so as to attain a better quality of life for themselves and their family.
72%TOTAL
70%Beijing
69%Shanghai
75%Guangzhou
72%Tier II cities
Consumers are spending money on critical healthcare needs
A large majority of consumers focus healthcare expenditure on critical and
common illnesses.
Strong willingness to spend on health maintenance and preventive care.
70%77%
80%
67%
88%
High-income families more willing to spend on healthcare prevention
Consumers’ willingness to spend on medical check ups
Consumers’ willingness to spend on vaccinations Consumers’ willingness to spend on illness prevention
High-income consumers are
more willing to spend on medical
check-ups, vaccinations and
illness prevention.
Key decision maker for health and wellness expenditure in families
Most females are making key health
and wellness expenditure decisions
for their families.
And their decision-making power
becomes more evident as they get
older.
Females are making most decisions on health and wellness expenditure matters
Female age 46+Female age 36-45Female age 26-35
Women are keen to increase their expenditure levels on healthcare and wellness in the near future
Females are spending more money
on beauty enhancement, wellness
and nutrition, and Chinese
traditional medicine.
When it comes to wellness, females
are spending money on themselves.
Men are also more likely to spend
money on their wives than
themselves.
Healthcare/wellness expenditure now
Healthcare and wellness
information sources
News websites: a key category of information source
The top 3 key information sources
on healthcare and wellness
related matters are doctors, news
websites and family/friends.
* CTM = Chinese traditional medicine
Information sources on healthcare/wellness matters
Proactive health consumers
Research before making expenditure decisions
Comparison by city/tier level
Comparison by income level
Almost all consumers will conduct some
research before making key healthcare/
wellness expenditure decisions.
About 1/3 of consumers surveyed will
conduct extensive research.
Internet: most consumers will conduct research online before they consult a doctor
n = 1019 105 100 102 712 622 245 152
Although doctors’ advice is
the most reliable information
source for most consumers,
over 80% of consumers
surveyed will conduct
research on the Internet for
information every time or
most of the time before they
consult a doctor.
Online research before turning to doctors
Comparison by city/tier level
Comparison by income level
Women rely more on word-of-mouth and first-hand information
Sources for credible healthcare/wellness information
Compared with males, females rely
more on word-of-mouth and
information direct from doctors,
family, friends and specialists.
Men prefer to turn to websites for
healthcare and wellness
information, especially news
websites.
Information consumption patterns differ between men and women
Sources for credible healthcare/wellness information
Women are relationship driven;
they rely more on word-of-mouth
and information direct from
doctors, family, friends and
specialists.
Men prefer to turn to websites for
healthcare and wellness
information, especially news
websites.
But both males and females are active online
Current digital channels consumers are participating in
Other top websites
Males and females both show high
participation levels in social media
channels such as blogs, BBS, social
networking sites, video sharing sites
and micro-blogs.
Almost half of the men surveyed are
turning to general news websites for
health and wellness information.
BBS forums considered most influential
N = 1019
About 60% consumers surveyed are
participating in BBS forums, social
networking sites and blogs.
And they feel these are also the
most influential and credible digital
channels.
* BBS forums = Bulletin board system are online forms used to exchange public messages or files, mostly dedicated to a special interest
Most influential digital channels
Participation levels across digital channels
12 3 4 5 6
BBS forumsSocial networking sites
Blogs
Video sharing sites
Micro-blogs
Other websites
A look into recent BBS conversations….
N = 1019
• Recent BBS conversations on Tianya and Netease forums have centered on remedies and questions around:o Herbal medicineo Skin whiteningo Sexually transmitted diseaseso Anti-ageingo Nasal and throat infections
• The hot topic of discussion in BBS forums on Sina.com is death from overwork, triggered by the recent death of a 25-year old employee at PWC who kept a micro-blog about her fatigue and workload o Intense debate over whether overwork threatens
the health of white-collar workerso Other white-collar topics include anti-ageing,
mental health, backache and weight loss
The most popular BBS forum is Tianya
Tianya, which is visited most
frequently by 36% of
respondents, is clearly the most
popular BBS forum for health and
wellness information.
Participation levels at other BBS
forums are all below 10% and
generally low.
Participate rate of different BBS forums
1
2
3
4
5
6
7
8
9
n = 553
The top web portal most consumers visit is Sina
Sina.com.cn is visited most
frequently by 36% of
respondents, and is the top web
portal for health and wellness
information.
39.net, a specialized health
website, ranked only 7th most
popular (3%) , after general
portal sites Netease, Sohu,
Taobao and Baidu.
Participate rate of different websites
1
2
3
4
5
6
7
8
9n = 140
Key attributes for healthcare/wellness information
Internet for sensitive health and wellness topics
Information or data source for sensitive topics
N = 1019
96% of consumers will turn to the
Internet and social networking sites
for sensitive health and wellness
topics.
Consumers are turning to the
Internet as an information source
on sensitive health and wellness
topics more than they do to doctors
for advice.
But credible information on sensitive health or wellness topics is scarce
Consumers are uncomfortable sharing
or discussing topics such as sexually
transmitted diseases, AIDS, infertility
and abortion. Comparatively, most
consumers are more comfortable
speaking about mental health,
contraception and cosmetic surgery
openly.
However, for topics like mental health,
cosmetic surgery and infertility,
consumers are finding it difficult to get
access to credible information and data.
N = 1019
Sensitive healthcare/wellness topics
1
Sensitive healthcare/wellness topics with limited info.
Implications
Implications
Personal health empowerment: consumers want to own health
knowledge and decision-making power
+ Shift from “patient education” to supporting “health learning”
Re-examine the “doctor knows best” communications
structure+ Doctors are part of the information gathering channels.
+ From a consumers’ brand experience perspective, doctors are part of the brand
experience.
Community as a critical backdrop to messaging structure
+ News: social relevancy and common conversation thread
+ Digital: peer-to-peer; safety to belong and gather information
+ Lifestyle: quality of life; relational (friends and family); life stages
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China Healthcare & Wellness Consumer Survey
Efen HuangSenior Healthcare StrategistBurson-Marsteller China
Simon LiGeneral ManagerKantar Health