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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。 
 

コンシューマーヘルスケア

デンタルヘルス

オプティクス&ビジョンケア

医療用医薬品

ヘルステクノロジー

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

    • 08/16/17
    • Health
    • Consumer Panels
    • Global
    • English

    Curating an answer to deeper consumer understanding through data

    This post was co-authored by Natasha Stevens and Michelle Morgan At a time when surveys seem to be under a kind of siege – viewed by some as backward and outdated – let me go out on a limb: Surveys have never been more important or relevant. Yes, behavioral data can tell us exactly what people do – no guessing or memory jogging required. But there are also restrictions; we may only know, for example, what people are doing within a single environment – online or in store. And while behavioral information can provide extremely rich consumer insight, it often cannot tell us why people do things: what they were hoping for, whether they were disappointed, and their feelings about the brands in their lives.

    The challenge for researchers

    Surveys can help us fill in all of these gaps; and yet we also know that consumers’ patience with long questionnaires – especially on smartphones – is shrinking. The challenge for smart researchers, then, is: How can we use surveys only when they will provide unique and indispensable information, but quit before our returns start to diminish? The answer is doubling down on a skill unfamiliar (and perhaps unsettling) to many researchers — data curation. Here we use different data sets, often from very diverse sources, to create the complete picture we need of consumers’ preferences and behavior. By linking two or more data sets through carefully developed criteria, we can focus our survey takers on giving us only the information we can obtain nowhere else.

    Data curation in action

    One recent example of data curation in action was inspired by the looming changes in US healthcare and insurance. Survey data capturing public opinion on US healthcare reform is abundant – much of it focused on the specifics of the policy itself, with respondents generally profiled according to their political affiliation. We wanted to develop a profile of survey respondents that went beyond party politics and looked more deeply at motivations and personal characteristics around health. Using KnowledgePanel®, the largest probability-based online panel in the US, supplemented with key health psychographic variables from MRI’s gold-standard Survey of the American Consumer®, we were able to develop a more nuanced picture of our survey takers. The MRI-KnowledgePanel® fusion allowed us to integrate health-related profile data for KnowledgePanel® members – such as body mass index (BMI), information about chronic physical and mental health conditions, and health insurance status – with 25 health psychographic variables from MRI. We found that those who disapprove of the Affordable Care Act are less likely to believe that generic drugs are as good as brand-name drugs. In addition, they are more likely to be the first to try advanced medication and more likely to agree that medication has improved their quality of life. Using the integrated databases, we were able to add a number of high-value characteristics to the mix without additional questions or fees; these included presence of chronic health conditions, medication compliance, body-mass index, and body image.

    Deeper insights from fused data

    By mastering data integration and curation, we can deepen our insights from any one source. In our healthcare example, the fused data allowed us to develop a richer and more robust profile of survey respondents than we could achieve with KnowledgePanel® data alone. With the right data resources and expertise, this new approach creates almost infinite possibilities for expanded insights. Natasha Stevens is Executive Vice President of Digital Experiences at GfK. Michelle Morgan is the Research Director of Data and Insights Integration. To share your thoughts please email natasha.stevens@gfk.com or michelle.morgan@gfk.com.  hbspt.cta.load(2405078, 'c8ef7288-c2e0-4cae-86a4-a0d3535430e8', {});
    • 07/25/17
    • Health
    • Travel and Hospitality
    • Consumer Goods
    • Global
    • English

    How brands can appeal to pet parents

    With several family members on the move this spring, my husband and I found ourselves temporary caretakers for a series of pets including our niece’s cat. She was a sweet houseguest, although our own two cats didn’t think so. Fortunately, we are empty nesters with enough space that our feline lodger had her own two-room suite. Talk about being pampered! We are long-time devoted pet owners ourselves, so I wasn’t surprised at the amount of equipment, toys and other accoutrements that my niece dropped off with her “only child.” I was, however, slightly bemused by the tube of Freshpet refrigerated food she brought in a cooler. As a health-focused Millennial, she is a prime target for these products. I dutifully purchased refills during our guest’s stay, but didn’t become a convert. On the other hand, I was inspired to purchase a vertical scratching post for our cats. Our experience is a microcosm of several trends we’ve seen emerging in the pet market as a whole as GfK’s Point-of-Sale (POS) data reports show. Pet owners are focused on dietary health and trying new things. They don’t sit around the house all the time, either.

    Dogs versus cats

    Just over half of global consumers, 54 percent, are pet owners, according to the recently released GfK Consumer Life global study. One in three has dogs and about one in four has cats, while nearly 20 percent have fish, birds or other animals. There is overlap, of course. Almost half of cat owners also have dogs, and about one in three dog owners also have cats. Of the 21 countries covered in the study, pets are most popular in Latin America: Argentina, Mexico and Brazil, and dogs are by far the pet of choice. The only places where more people have cats than dogs are France, Germany, Indonesia, Russia and Sweden, although Russia is the only country where cat owners attain majority status, at 58 percent.

    Pets at home, on the road, and on the town

    Pet owners of the world are a mix of home-based and outgoing, finds the GfK global study. They are more likely than average to do yard work and home improvements on a regular basis, but are also more likely to go out for entertainment and to travel. This means that pet owners’ homes and yards need to be pet-friendly, whether they are home owners or renters. Growing numbers of apartment complexes are offering dog parks and dog-washing stations, for example. People don’t always want to leave their pet companions at home, though. The lodging industry is becoming more receptive to travelers with pets; resources like petwelcome.com can help locate them. But there are opportunities for all kinds of businesses to get involved, such as excursions and car rental agencies. Everyday destinations should think about accommodating pets, too. Stores with sidewalk access sometimes put out the welcome mat by offering water bowls and treats for dogs who are out and about with their human family members. Pet stores routinely allow pets, of course, and most places allow service dogs. But given the reports of heat-related deaths of pets left in cars every year, maybe more retailers should be pet-friendly. This doesn’t have to mean letting animals roam free; there are such things as pet strollers and places to safely park pets outside stores. Some large stores offer child-care services – why not a pet-sitting service?

    Healthy families include pets

    Global pet owners are more inclined than their peers to follow a specific diet for their health and to say that “local” is an important factor in their food and beverage choices. Furthermore, GfK Consumer Life research reveals that American pet owners are more likely than average to have used a meal-kit delivery service such as Blue Apron in the past month. Pets are often considered family members, so it follows that their owners will extend the attitudes they hold about their own health and food habits to their animal companions. This has certainly been evident in the rising sales of pet foods that are free of certain ingredients and have few ingredients, according to the ongoing GfK pet-food POS study. Maybe locally produced pet products and meal-kit services will appeal, too.

    Innovations welcome

    Pet owners are more likely than average to agree that they are always “on the lookout for new products and services” and “looking for novelty and fun, even in everyday products.” They are also more interested in other people’s opinions about what to buy and tend to discuss products and brands on social media more often. This means that the pet market is one that is open to innovation and sharing information. Even if you’re not in the pet industry per se, there is almost certainly a way for you to be involved with these important members of the family. Diane Crispell is a Senior Consultant on the Consumer Life team at GfK. She can be reached at diane.crispell@gfk.com.
    • 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.
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