Initiative, Medic One and Path, Lowe Group’s unit specializing in data analysis and interpretation, together with iSense Solutions, have conducted a new BOLD branded study, a concept launched by the communications group in 2018, in which they analyzed how Romanians rethink their health in the face of an economic crisis.
The study reveals valuable insights into how Romanians feel the current economic context and the changes taking place are influencing the management of their health. The results of the study support companies and brands in the pharmaceutical industry with a series of conclusions that point to the needs of consumers and how to ensure that an economic crisis does not become a health crisis.
“We wanted to understand if and how the current context is changing the behavior and attitudes of Romanians when it comes to their health. The data also shows us that they need and expect education and support from medical and pharmaceutical companies. And in this regard, we can support our partners, through an approach that focuses on in-depth analysis, anchored in the consumer’s reality, with best practices in digital as well as offline strategies, and customized solutions for integrating sales platforms on brands’ websites “said Andreea Dinescu, Deputy Managing Director, Initiative Romania.
“Respondents in this survey indicate that they prefer other types of brand support at this time, perhaps even more valuable in the long term. Romanians need education and information on health issues, with verified information from reliable and trustworthy sources – this is where companies can play a very relevant role. On the other hand, we are witnessing a shift in health mindsets: from reactive (treatment-oriented) to proactive (prevention-oriented); from transactional (only prices and offers matter) to relational (brands can be more than just a source of products/services). All these changes represent new communication opportunities for healthcare brands, which can address needs and wants without eroding their price margins but at the same time develop a more than transactional relationship with consumers “said Oana Cociașu, Managing Partner, Medic One.
“As a result of this study, with the help of Path we discovered many relevant insights. Caregivers, especially women, are the category with the highest potential for purchases, as well as vocal support for a cause or brand. We are also seeing a shift in Romanians’ attitudes towards health as a state of wellbeing rather than the absence of illness “said Roxana Bleoajă, Head of Path, Lowe Group.
“In order to conduct this study we collected the answers of 1,006 Romanians, and taking into account the results, we can see that financial pressure exists, is felt by Romanians and has an impact on the choices they make regarding the management of their health“, said Traian Năstase, Managing Partner, iSense Solutions.
According to the survey, half of Romanians have noticed a deterioration in their financial situation in the past year, and 4 out of 10 expect it to worsen in the next six months. 38% of the respondents spend more than 11% of their monthly budget on medical products and services, and the behavior is more pronounced among those suffering from a chronic condition (47%) and their caregivers (54%).
More than 70% of respondents say they are affected to a great or very great extent by price increases for medicines and medical investigations or consultations – particularly women and people caring for chronic patients. The most common solutions adopted to protect themselves from price increases are dictated by the trio “discount, bare necessities, forgo”.
4% of respondents prioritize spending on medications and 2% prioritize spending on medical services at the level of a typical month. In the past 6 months, 45% have received prescriptions that are too expensive for their budget, and 47% have resorted to a financial effort to follow the prescription exactly. 17% of chronics and 11% of caregivers have given up or postponed the purchase.
The survey also recorded a considerable proportion of people (approx. 40%) expecting education, support and social solidarity measures through actions by the healthcare industry. We are also witnessing a shift in the health mindset – from treatment-oriented to prevention-oriented or from the importance of prices and offers to brands that can be more than a source of products or services.
The survey was conducted in December 2022 at national level, on a representative sample of 1,006 urban internet user respondents (48% men and 52% women) aged 18 to 65 years from the iSense Solutions panel.
About the Initiative
Initiative is one of the largest independent media networks in the world, providing specialized media planning and buying, media strategy, media consulting and new media services.
Initiative is a member of the Interpublic Group of Companies and is affiliated to the international network Initiative Worldwide. In Romania, Initiative is a member of the group of companies which also includes MullenLowe, Golin and Medic One.
For more information please visit: https://www.mediafactbook.ro, Facebook or LinkedIn.
About Medic One
Medic One was founded in 1999 by Dr. Oana Cociașu, Veronica Savanciuc and other partners, being the first full service agency specialized in marketing and medical communication in Romania. Medic One provides consultancy, strategy, creation and implementation of integrated offline and online medical communication campaigns for both local and international markets. The agency’s campaigns and projects are national and international multi-award winners at festivals such as the EMEA Sabre Awards, EFFIE, IAB Mixx Awards, ADC*Ro, PR Awards and Cristal Festival. Medic One is a member of the Lowe Group communications group which also includes Initiative, Mullen and Golin. For more information, visit www.medicone.ro
About Path
Path is Lowe Group’s specialist data analysis and interpretation unit, created in response to the need for businesses to adapt quickly to the speed at which consumer behavior is changing.
Path integrates a comprehensive suite of local and international tools and data sources, available across the group’s network of agencies, that address all communications disciplines.
About iSense Solutions
iSense Solutions – The Modern Consumer Company – uses the most innovative methods to explore and analyze the modern consumer. Founded in 2014, the company offers comprehensive market research services and brings a mix of innovation and efficiency to clients.
More information can be found at www.isensesolutions.ro, www.researchromania.ro, www.sensepanels.com and www.sensecommunities.com.