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スマート・インサイト: ヘルスケア

ヘルスケアの市場で成功をしていくことは容易ではありません。ヘルスケア業界におけるイノベーションとはいかに製品やブランドがいかによいベネフィットや経験を提供することができるか、ということによって評価されるものです。

 

競争力を保つためには、Patient Journeyや、経験や決定の背景にあることがらにも注視した製品やサービスの開発をしていく必要があります。

 

オポチュニティを創出するドライバーやトレンド深層理解で、GfKはヘルスケア企業の成功戦略の導出をサポートします。

 

GfKは医療用医薬品、コンシューマーヘルスケア、医療機器、デンタルヘルス、オプティクス、アニマルヘルス、農業・農薬関連など、さまざまなヘルスケア市場におけるインサイトを提供します。 
 

医療用医薬品

コンシューマーヘルスケア

医療機器・ヘルスケアテクノロジー

デンタルヘルス

オプティクス&ビジョンケア

アニマルヘルス 

農薬・農業関連

Takeshi Taguchi
Health Talk ニュースレター

Health Talk ニュースレターで最新の業界インサイトやトレンドを配信しています。

最新インサイト

最新のヘルスケアのインサイトはこちらからご覧いただけます。 View all insights

    • 06/13/17
    • Health
    • Global
    • English

    Achieving Dx Success

    Our white paper, “Achieving Dx Success: Diligence from concept to commercialization,” presents six recommendations for establishing your pathway to market successfully in the diagnostics industry. Download to find out more.
    • 06/08/17
    • Health
    • Global
    • English

    The rise of patient-centricity, clinicians seeking knowledge – the role of the internet

    Disintermediating has greater repercussions in healthcare, more so than in any other industry: Centricity, engagement and empowerment of individuals are growing. According to the most recent GfK data, approx. 15 million Italians (45% of web users) have used their desktop or mobile devices to seek health information online. Discussing results with experts is nevertheless key. After searching online, two Italians out of three see their HCPs to further evaluate the findings, one out of three requests a second opinion and one out of three consults their pharmacists. Physicians and patients staying connected with digital tools Digital tools help physicians and patients stay connected, promote the engagement of patients in the entire health journey, at the same time increasing awareness, ability to manage their condition and adherence to treatment. Phone calls are, once again, the easiest way for patients to contact their physicians and stay in touch with them, while emails, texting and WhatsApp messages are now go-to communication tools: Almost 50% of GPs regularly interact with their patients via email (46%) or via WhatsApp (44%) and texts (40%). There is also evidence of growing interest among physicians (approx. 30-40% according to their specialty) in video consultations to help remote monitoring of medical parameters and adherence to treatment. It is therefore of the utmost importance that new communication tools be clearly patient-centric and consider patients’ resources and their everyday use of technology. Digital touchpoints for physicians On the other hand, HCPs are quite conversant with the digital tools they use for continuous professional development: 93% of physicians use the web for professional purposes every day, for a total of eight hours a week of browsing. What do physicians seek online? Mostly product information and clinical trials, insights into diseases, guidelines for diagnosis and treatments. General practitioners are interested in Centers of Excellence they can refer their patients to for a consultation, specialists browse through ongoing clinical trials of the most innovative products. Pharma companies, on their part, are now implementing new, multilayered strategies to disseminate information through digital and remote channels: 52% of GPs and 61% of specialists have experienced digital or remote detailing. It is also worth pointing out how communication from pharma companies through digital channels is impacting the traditional scientific information-seeking process, triggering a more proactive, in-depth approach among physicians. Social networks and peer-to-peer consultations are also digital touchpoints. More than 50% of GPs and 61% of specialists use at least one social network for professional purposes. Apps are steadily on the rise and are now used by 73% of GPs and 81% of specialists to support their clinical practice and CPD. Conclusions In this day and age, digital pervades healthcare as a source of information and communication for both physicians and patients. Pharma companies are well aware of this. They play a key role in scientific dissemination and are developing multichannel strategies that add innovative tools to the traditional sales reps visits; namely, information portals, newsletters, tele- and web detailing and social media communications. In this respect, communication channels may be real game changers in physicians’ approach to knowledge-seeking. No more are they passive recipients but active participants seeking information. The same is true of patients, who have become more aware, informed and engaged in their health journey. Patients and HCPs are evolving with the digital age. So the industry must embrace advanced strategies that respond to this new healthcare landscape. Isabella Cecchini is the Head of Healthcare at GfK. To share your thoughts, please email isabella.cecchini@gfk.com or leave a comment below.
    • 06/05/17
    • Health
    • Technology
    • Global
    • English

    How consumer research innovations can help boost health intelligence

    There is nothing wrong with proven market research methodologies. For many years crucial business decisions in healthcare have been made based on input gathered from seemingly straightforward ATUs and brand tracking, online surveys and face-to-face interactions. And we do not envisage this will change. Going “all digital” and applying the latest tools will not automatically guarantee sound market research. Nevertheless, we have great examples of how innovative approaches used in consumer research can make a difference in both the outcome and impact of market research in health when used exclusively or added to existing proven techniques. Let’s inspire you by highlighting some examples.
    1. Bottom-up free communication that connects insights and creates innovations

    While digital qualitative research platforms in consumer research are here to stay, their application in health projects (especially B2B) is still not always top of mind. However, these digital sessions, in all of their forms, actually do have a proven track record in health research. Using platforms such as online communities or chat sessions to gain qualitative insights could add value to traditional research methods in multiple ways. It’s not only about enabling you to engage more easily with those targets that are difficult to bring into a central location – be that key opinion leaders, geographically dispersed targets or patients. But the bottom-up free communication and the participants’ anonymous status help them communicate more freely about detailed and often personal medical issues. They’re inclined to provide insights into “a day in the life” by sharing multimedia that shows them administering a drug, their interactions with their caregivers and more.
    1. Passive measurement, from online behavior to emotions

    When optimizing patient support programs and information about diseases and treatments, you need to understand how patients orient themselves on the internet. Traditional research techniques, like online surveys, are based on recall alone, not actual behavior. Using a passive measurement tool, as used in consumer research, can fill the digital blind spot many brands have regarding their customers’ online behavior throughout the disease journey. By assessing the impact these tools had on how patients made their medical decisions, one could optimize the digital approach and assets to meet patients’ specific needs by patient type and disease state. Other ways of passive measurement using new technologies could help you get better emotional insights into key stakeholders. Think of concept testing when asking participants about their opinion and thoughts. New validated techniques that digitally analyze the voice of respondents on their emotional state or facial expression help you better analyze and understand respondents’ feelings and emotions over just a simple Q&A interview approach.
    1. In the moment, on the spot!

    The simple use of mobile-based research, like in the consumer space, with in-the-moment, real-time feedback from both HCPs and patients, is becoming increasingly valuable. It provides rich voice recordings, as well as a multimedia perspective and allows us to understand our customers in more detail. It creates depth and context to real-world situations and challenges that key stakeholders find themselves dealing with each day.
    1. Virtual reality techniques to simulate the pharmacy or the GP office

    And what about the growing opportunities of virtual reality research, which is being applied in consumer research more frequently nowadays?  We have explored several ways to also apply these techniques in health research. Think of a simulated pharmacy setting where you can test in-store behavior digitally among large groups of potential healthcare consumers. Not only does this virtual store shelf simulation help you to optimize packaging and design, but even simulated recommendations and dialogue with the healthcare professional (HCP) can help measure the impact of recommendations that might be successfully used for forecast exercises. These techniques, which are engaging for respondents as well as being cost- and time-efficient, help you adapt to scenarios by changing environmental cues or dialogue. In this way you can refine messages and materials, and even do forecasting by using the simulated prescribing environment, instead of the artificiality of a choice task allocation.

    Conclusion

    It’s a brave new evolving world with key healthcare stakeholders embracing innovative tools that examine not just their feedback, but their behavior, not just their words but their more revealing voices or facial expressions. With the rise of chat rooms and communities, patients have a comfort zone for more in-depth exploration of their concerns in an anonymous environment. These and other innovations by themselves, or in tandem with existing health research, like brand trackers or ATUs, provide an opportunity for a more in-depth look into your targeted healthcare stakeholders. Let these new avenues for engagement be an invitation to healthcare pioneers like yourself to shape more informed strategies that look to the future and boost health intelligence like never before. This article was co-authored by Chantal Bayard-Savelkouls and Steve O’Hara. To share your thoughts, email jan.guse@gfk.com or leave a comment below. hbspt.cta.load(2405078, '2f1ffdf7-0e5b-4b4c-9a01-e501a014c6c4', {});
    • 04/18/17
    • Health
    • Global
    • English

    Measuring multichannel marketing: Pharma plays catch-up

    Is your organization ahead of or behind the multichannel marketing curve? Now is an ideal time to play catch-up.
Solutions
  • ブランド&カスタマー・エクスペリエンス (BaCE)

    ブランド&カスタマー・エクスペリエンス (BaCE)

    ブランドには今、消費者や企業の経営層との間に感情面でのつながりや関係性を築くことが求められています。

    消費者がブランド、製品、サービスを体験するあらゆる段階で、ターゲット層の共感を呼ぶエクスペリエンスを提供することが成功の鍵です。

  • デジタルマーケティング・インテリジェンス(DMI)

    デジタルマーケティング・インテリジェンス(DMI)

    オンライン上での買い物や情報収集で企業やブランドと関わりを持つ際、消費者は使用している端末や画面によって異なった行動をとります。一方で、彼らは使用しているチャネルや端末に関係なく、同じ体験を得たいと考えています。

  • マーケット・オポチュニティ&イノベーション (MOI)

    マーケット・オポチュニティ&イノベーション (MOI)

    市場競争が激しさを増す中、ブランドは常に高い影響力を発揮するよう迫られています。消費者とブランドの双方にとって付加価値を生む魅力的なエクスペリエンスをいつ、どこで、どのように提供すべきか。これらを把握することが重要です。

  • ユーザー・エクスペリエンス(UX)

    ユーザー・エクスペリエンス(UX)

    今日の消費者には、魅力的な体験を約束する案内が大量に送られてきます。消費者の目は肥え、求める内容も厳しくなっています。このような状況下で成功するためには、新しい製品やサービスは直観的で使いやすく、興味をひく魅力的なものでなくてはなりません。記憶に残るユーザー・エクスペリエンスは、感情に訴えかけるものでなくてはなりません。

    GfK のユーザー・エクスペリエンス (UX)のエキスパートは、製品やサービスのカスタマー・エクスペリエンスを構築し、改善します。

クライアントの声

„調査のニーズの難易度にかかわらず、あらゆる調査に対して常に GfK から優れた調査結果が得られます。 “

Abbott Spain 社、ビジネスインテリジェンスマネジャー、David Delgado
お問い合わせ
Takeshi Taguchi
General