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Trust Barometer: Healthcare

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Trust Barometer: Healthcare 2018 Healthcare Sector 2018 Edelman Trust Barometer The firm’s 18th annual trust and credibility survey. Research conducted by Edelman Intelligence, a global insight and analytics consultancy. Methodology Online survey in 28 markets General Online Population 18 years of data — 7 years in 25+ markets 33,000+ respondents total — Ages 18+ 30-minute survey — 1,150 respondents per market All fieldwork was conducted Informed Public between October 28 and November 20, 2017 — 10 years in 20+ markets — Represents 15% of total global population — 500 respondents in U.S. and China; 200 in all other markets — Must meet four criteria: Ages 25-64 College-educated In top 25% of household income per age group in each market Report significant media consumption and engagement in business news and public policy Mass Population — All respondents not including Informed Public — Represents 85% of total global population On the cover, from top right: U.S. President Donald Trump, during a press conference on the American Healthcare Act: Jabin Botsford/The Washington Post via Getty Images; Inauguration Day protest, Minneapolis, Minnesota: Fibonacci Blue/ Flickr; Xi Xiping, President of China, in Beijing: Feng Li/Getty Images; Ken Frazier, chairman and chief executive officer of Merck & Co: Andrew Harrer/Bloomberg via Getty Images; Cover of TIME, December 18, 2017, U.S. Edition, Volume 190 Number 25-26: © 2017 Time Inc. (All rights reserved. TIME and the TIME logo are registered trademarks of Time Inc. Used under license.); Barack Obama with Melinda and Bill Gates at the 2017 Goalkeepers conference: Jamie McCarthy/Getty Images for Bill & Melinda Gates Foundation; The National Health Services in London: Jack Taylor/Getty Images Navigating a Polarized World: Edelman Health Edelman’s Trust Barometer population. This includes the saw major fluctuations in trust U.S., Germany, France, Canada, across the 28 markets we study South Africa and Colombia. in 2018, including a global 2-point This means health companies decline in trust in Healthcare. may be losing the faith of more While this decrease may seem educated consumers, particularly minimal at first glance, trust in in countries where many industry the Healthcare sector also leaders are headquartered and declined in 17 markets, indicating have their largest presence. that all is not as calm as it To regain footing from this may seem on the surface. year’s global 2-point drop in trust This year, the informed public’s among the general population, trust in healthcare declined in the Health industry must address 16 out of 28 countries studied, the demands of an increasingly including several markets with global yet polarized world. double-digit drops across this 2018 Edelman Trust Barometer | Healthcare Sector Barometer Trust 2018 Edelman | Healthcare Sector 1 The State of Trust On its surface, trust appears However, a closer look reveals to be stable across all institutions that this apparent stability masks studied in the Edelman Trust a great deal of volatility. Take Barometer – although there has for example the U.S., where not been a recovery of trust from the trust decline among the the previous year’s declines. country’s general population is the steepest recorded in Trust Barometer history. For the first time, media is now the least trusted institution globally. FIG. 01 General No Recovery in Trust Population Percent trust, 2017 vs. 2018 0 0 +2 0 53 53 52 52 41 43 43 43 Global NGOs BUSINESS GOVERNMENT MEDIA -9 -10 -14 -5 58 58 49 48 47 47 42 33 U.S NGOs BUSINESS GOVERNMENT MEDIA 2017 2018 2 FIG. The Polarization of Trust 02 Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018 27 China China had the 24 greatest increase UAE in Trust, with a 6 Markets 23 S. Korea 27-point gain with Extreme 20 Sweden Trust Gains 19 Malaysia 17 Poland 13 Turkey 12 Spain The stable center in 10 Russia the middle does not mean these countries 9 Ireland have not experienced change. There is 9 Indonesia change happening there, but those are 8 Mexico expected changes based on the 7 Japan historical pattern. 16 Markets 7 Argentina with Typical 5 Hong Kong Changes 3 The Netherlands in Trust 3 Germany -1 France -2 U.K. -3 Canada -10 Singapore -10 Australia -13 Colombia No market saw a -13 India steeper decline than Markets the U.S., with an -17 S. Africa 6 aggregate 37-point with Extreme drop in trust across -17 Brazil all institutions. Trust Losses -21 Italy -37 U.S. 3 Trust in Health FIG. 03 General Mirroring the findings of Population trust across the institutions in the Edelman Trust Global Trust in Health and Sub-Sectors Seems Barometer, Healthcare Stable, But Notable Changes at the Market Level saw major fluctuations Percentage point change from 2017 to 2018 in trust across markets. Case in point – while a global 2-point decline in trust in Healthcare may seem minimal at Global U.S. first glance, there were notable market-specific drops in both Healthcare as a sector and HEALTHCARE SECTOR -2 63 53 -9 the five sub-sectors we study, which are Pharma, Biotech / Life Sciences, Consumer Health, Insurance and Hospitals / Clinics. +3 72 70 -1 HOSPITALS & CLINICS -1 62 55 -7 BIOTECH & LIFE SCIENCES +1 58 46 -9 INSURANCE 0 56 56 -7 CONSUMER HEALTH 0 55 38 -13 PHARMACEUTICALS 4 Healthcare is always Access to Care a local experience In developed and developing – availability of care, markets alike, we believe trust treatments, insurance is impacted by local access to and more varies care. This is an area that touches considerably by market. all major actors in health, from However, we hypothesize the drug makers that provide that several events with a new treatments, to the insurance truly global footprint may systems that pave access to have negatively impacted them, to the doctors and hospitals global trust in Health that prescribe them to patients. this year: Patients Left Out The Blame Game Many health companies were The blame game about the rising broadly painted as selling cost of healthcare has spread products at the expense of the throughout many countries patients who use them this and may have the unintended year. The public, on the other effect of lowering trust across hand, is increasingly looking the entire industry. No health for “whole person” solutions to sub-sector is coming out ahead manage their health, meaning not in this ongoing argument, and only products but also holistic instead it has served to amplify approaches and tools to maintain that healthcare costs are rising wellbeing. Many sub-sectors are with no solution in sight. still missing the opportunity to join this movement. Conversely, High Cost of Drugs sub-sectors more associated with While this issue is hottest the real people on the frontlines in the U.S., six-figure drugs of patient care, like hospitals, have become routine and saw a global increase in trust. government bodies in other 2018 Edelman Trust Barometer Barometer Trust 2018 Edelman markets are flat-out rejecting coverage of certain drugs for their citizenry due to fears of bankrupting health budgets. | Healthcare Sector 5 Health Sub-Sector Data Globally, we saw the four- GLOBAL U.S. KEY 4-YR TREND 4-YR TREND year trend of increasing trust continue in all Health sub-sectors, HOSPITALS / CLINICS with the notable exception +9 +5 of Pharma. Conversely, the U.S. saw the largest trust CONSUMER HEALTH +3 0 declines across Health sub- sectors studied since 2015. BIOTECH / LIFE SCIENCES +4 +3 HEALTH INSURANCE +7 -1 PHARMACEUTICALS 0 -11 GLOBAL 4 - YR U.S. 4 - YR TREND TREND FIG. 04 Largest Trust Decline in U.S. General Health Sub-Sectors Since 2015 Population Percent trust in the health sub-sectors, 2015 to 2018 71 72 70 70 66 65 66 63 63 62 60 62 62 59 58 57 56 56 56 55 56 55 55 54 54 55 54 53 55 53 52 51 52 51 49 50 47 47 46 38 2015 2016 2017 2018 6 Global Trust in Pharma Unchanged, But Several Markets Have Double-Digit Shifts United States: Pharma industry Globally, Pharma remained -13 blamed for high cost of drugs and in neutral territory this year aggressive marketing of opioids as with a Trust score of 55. addiction reaches epidemic levels. Pharma has the largest gap among the Health sub-sectors between the most trusting -12 Germany: Headlines on drugs as country (Indonesia, with a health system cost drivers fuel score of 85) and the least ongoing pricing concerns, in addition (Germany, with a score of 30). to perception that Pharma is primarily concerned with profit. The least Healthcare-trusting countries, Germany, France and the U.S., also saw the +14 Japan: Promising advances made biggest drops in trust this year, in to country’s historic drug lag, a red flag given they are among including a new oncology treatment launched by a Japanese pharma. the largest markets for and often home to pharmaceutical company headquarters. +11 South Korea: Pharma’s adoption of anti-corruption regulation and marketing reform garnered public approval. Average trust in traditional and online-only media 2018 Edelman Trust Barometer Barometer Trust 2018 Edelman | Healthcare Sector 7 Biotech / Life Sciences Loses One Point Globally, Trust Varies Locally -14 Canada: Increased scrutiny on the Despite the 1-point decline high prices of biologics, in addition in trust this year, Biotech to media reports questioning safety is the second-most trusted and quality of patient support programs and facilities. Health sub-sector, with a global score of 62. It has also historically had higher +8 Singapore: Good public sentiment trust than Pharma.
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