Iqvia Holdings, Inc. · NYSE:IQV
Iqvia — the consumer health brand strategy evolution 2024
52 slides from Iqvia's investor presentation, May 15, 2024
Slide 1: The Consumer Health Brand Strategy Evolution 2024
The Consumer Health Brand Strategy Evolution 2024 May 15th 2024 Watch Now © 2024. All rights reserved. IQVIA® is a registered trademark of IQVIA Inc. in the United States, the European Union, and various other countries.
Slide 2: Speakers
Speakers Matt Stewart Amit Shukla Dr Volker Spitzer Carrie Evans David Gray Global Marketing Vice President, Global Vice President, Global Director of GTM Head of Healthcare Manager, IQVIA Consulting Services, R&D/RWE Services Strategy & Offering Brand Strategy; Ceuta Group, an IQVIA Consumer Health
Slide 3: Brands and the changing consumer landscape
Brands and the changing consumer landscape
Slide 4: Brands are woven into the fabric of all of our lives
Brands are woven into the fabric of all of our lives Growth of Top 10 Most Valuable Brands Top 10 Fastest Growing Brands Apple 74% Nvidia 163% Microsoft 78% Hyundai 36% Google 19% Chanel 35% Amazon 3% Oracle 34% Samsung Group 0% Uber 28% Walmart 15% Humana 27% Tik Tok/Douyin 28% Louis Vuitton 23% Fa
Slide 5: Volatile economic environment is impacting all social classes
Volatile economic environment is impacting all social classes Muted growth expected in 2024; Inflation on a downward trend gradually in 2024 and into 2025 Global GDP Trends Yearly Inflation Rate 7.3 7.0 6.9 6.8 6.3 6.5 5.9 5.9 6.0 4.1 4.3 4.2 4.2 4.1 3.6 5.7 4.5 4.5 2.8 3.5 3.2 3.2 3.2 3.2 4.1 1.8 2
Slide 6: Uncertainty means consumers are budgeting and trading down
Uncertainty means consumers are budgeting and trading down This cautious behaviour in light of economic pressure could impact your brand Saving motivators for consumers of shoppers have changed how around the world 95% they shop for FMCG in order to manage expenses Seek lower prices 89% of consumers
Slide 7: Consumer health brands today
Consumer health brands today
Slide 8: Global OTC Performance – FY 2023
Global OTC Performance – FY 2023 Slowdown in market growth impacted by consumers pulling back spend on discretionary categories Global OTC Market Size ($ bn) & growth 200 12% 10.2% 183 180 10% 159 160 149 176 146 8% 140 4.6% 6% 6.8% 3.9% 120 2.5% 4% 100 2% 80 0% 60 40 -2% 20 -4% 0 -6% FY 2019 FY 202
Slide 9: Regional/Local brands are competing on par with global brands
Regional/Local brands are competing on par with global brands Globally fastest growing OTC brands– 2023 vs. 2022 Top Fastest Growing Brands Firms Alinamin 46% Alinamin Pharma 40% Electrolit 30% Pisa 30% Cerave 29% L Oreal 23% Dayquil+Nyquil 28% P&G 5% Pabron 28% Taisho 3% Cetaphil 26% Galderma 13% 1
Slide 10: Bepanthen/thol brand built on special ingredient dexpanthenol
Bepanthen/thol brand built on special ingredient dexpanthenol and on its well documented wound-healing properties Brand history and positioning Positioning Brand performance FY Sales (€ mio RSV) Effective, medicated moisturizing Bepanthen launched in Switzerland in 1944 and 654.3 704.2 has a heritag
Slide 11: Top seven trends for consumer health in 2024 and beyond
Top seven trends for consumer health in 2024 and beyond Post COVID-19 the CH industry is seeing a shift in priorities Accelerated innovation with increased focus on potential Rx to OTC switches Digital automation & AI for cost e-Commerce stabilizing with focus optimization, RWE and shifting to quali
Slide 12: Innovation to drive brand relevance
Innovation to drive brand relevance
Slide 13: Six Frontiers: Navigating the innovation challenges of the consumer health industry
Six Frontiers: Navigating the innovation challenges of the consumer health industry Digital disruption Sustainability Digital health as competitor | Diverting attention from Consumer & regulatory pressure | Impact on ingredients, traditional OTC products | Fast technological packaging, and supply ch
Slide 14: Fresh strategic perspectives needed to tackle today's challenges
Fresh strategic perspectives needed to tackle today’s challenges Holistic innovation strategy Less Core Innovation | More Incremental Innovation for convenience and sustainability | More Breakthrough Innovation for new science and holistic health concepts Evidence development Collaborative & sustain
Slide 15: Reimagine, reinvent, and revolutionize to keep brands relevant
Reimagine, reinvent, and revolutionize to keep brands relevant To stay competitive, the consumer health industry must continually evolve its approaches Claims innovation — Without change of the product • New claims on package • New indications Clinicals / RWE required • New marketing claims Claims i
Slide 16: The self-care future: Focus on outcomes and value-based services
The self-care future: Focus on outcomes and value-based services Holistic self-care moving beyond symptom treatment is being driven by rise of digital health tools Advanced innovation beyond Digital health integration formulation Holistic Self-Care Products for ageing society Digital therapeutics He
Slide 17: The time is now for industry to move beyond the 'pill-in-a-pack'
The time is now for industry to move beyond the ‘pill-in-a-pack’ Leverage digital Embrace a tiered technologies / AI for innovation model competitive edge Foster consumer- centric engagement Build strategic alliances The Consumer Health Brand Strategy Evolution – IQVIA Consumer Health – May 2024 17
Slide 18: Raising your brand right
Raising your brand right The Consumer Health Brand Strategy Evolution – IQVIA Consumer Health – May 2024
Slide 19: What is a brand?
WHAT IS A BRAND? A brand is product or service that has a unique and immediately recognizable visual, verbal and behavioural identity that distinguishes itself from others in its industry. • BRAND IS MEANING • BRAND IS EMOTION • BRAND IS CHOICE 19 Ceuta Group, an IQVIA business
Slide 20: What is brand strategy
WHAT IS BRAND STRATEGY Brand strategy revolves around attempting to marshal all the tangible and intangible elements that over time drive brand awareness, equity and sentiment. 20 Ceuta Group, an IQVIA business
Slide 21: Why should anyone choose to buy your brand instead of one of your competitors?
ONE HARD QUESTION. Why should anyone choose to buy your brand instead of one of your competitors? 21 Ceuta Group, an IQVIA business
Slide 22: Because its identity, attributes, assets & image bring Meaningful Difference
ONE HARD QUESTION. Because its identity, attributes, assets & image bring Meaningful Difference to the market. 22 Ceuta Group, an IQVIA business
Slide 23: Meaningful Difference
MEANINGFUL DIFFERENCE CREDIBLE: believed to be able to deliver against its promise DISTINCTIVE: perceived very clearly so it is noticed and remembered MEANINGFUL DIFFERENCE RELEVANT: aligned with practical & emotional consumer needs 23 Ceuta Group, an IQVIA business
Slide 24: Exploring Meaningful Difference
EXPLORING MEANINGFUL DIFFERENCE TARGET Actionable Insight Proposition & Purpose AUDIENCE Functional Benefits Personality & Tone of Voice Usage & Attitudes Emotional Benefits Needs & Occasions Visual & Verbal Assets Drivers & Barriers Reasons to believe Endorsements & Accreditations 24 Ceuta Group, a
Slide 25: The UK's most trusted brand of friendly bacteria
THE UK’S MOST TRUSTED HELPING YOU STAY ACTIVE FOR BRAND OF FRIENDLY BACTERIA LONGER Relevance: Gut and immune health are increasingly a Relevance: Best Agers looking to keep doing the things consumer priority they love later in life New listings in Credibility: Rated ‘Excellent’ on Trustpilot the #1
Slide 26: Case Study
CASE STUDY
Slide 27: Kytta – Brand Restage
KYTTA – BRAND RESTAGE 27 Ceuta Group, an IQVIA business
Slide 28: A brand trapped by its positioning?
A BRAND TRAPPED BY ITS POSITIONING? 18.000.000€ 16.000.000€ Poor response to continued 14.000.000€ ATL investment 12.000.000€ prompting a strategic review 10.000.000€ OTHER 8.000.000€ 1 PLASMA BALSAM SALBE 6.000.000€ 4.000.000€ 2.000.000€ +26% +7% +77% +20% -13% 0% -6% 0€ 2005 2006 2007 2008 2009 20
Slide 29: Bullseye target: product & brand attribute rankings
Reduces significantly muscle-, joint- and back pain 84% BULLSEYE TARGET: Very good tolerability 84% PRODUCT & BRAND Fights pain effectively Especially suitable for often recurring pain 80% 79% ATTRIBUTE RANKINGS No additional burden for the organism Especially suitable for regular usage 78% 78% Work
Slide 30: Developing the Kytta brand eye
DEVELOPING THE KYTTA BRAND EYE BRAND PERSONALITY MEANINGFUL DIFFERENCE POD A knowledgeable expert: Responsible Pain Management Clinically proven, unrivalled efficacy, specifically - Empathetic & Human Helping people safely manage pain to enjoy a formulated for long-term use. - Reliable & Supportive
Slide 31: Bringing brand strategy to life
BRINGING BRAND STRATEGY TO LIFE Consumer Co-creation workshops Unbranded concept statement ‘A topical pain relief treatment from an established German pharmaceutical manufacturer that not only effectively relieves the body from muscle, joint and back pain but is also safe to use. Compared to other p
Slide 32: The strategic imperative: qualitative research findings
THE STRATEGIC IMPERATIVE: QUALITATIVE RESEARCH FINDINGS Unanimity across 8 consumer groups around 1 lead concept 1 LEVEL OF EFFICIENCY TOLERABILITY / SUITABLE FOR LONG-TERM USE 32 Ceuta CeutaGroup Group, an IQVIA business
Slide 33: Validating the findings
VALIDATING THE FINDINGS Action Standard New Design Total Sample Total Involvement + 5 pp. to TNS norm ✓ Motivation + 5 pp. to TNS Norm ✓✓ Kytta Users Buying Intention not below current design ✓✓ Competitor Users Motivation + 5 pp. better than current design ✓✓ Buying Intention not below current desi
Slide 34: Brand identity, packaging design & NPD
BRAND IDENTITY, PACKAGING DESIGN & NPD 1 1 1 1 34 Ceuta Group, an IQVIA business
Slide 35: Launch advertising and marketing collateral
LAUNCH ADVERTISING AND MARKETING COLLATERAL 1 1 1 35 Ceuta Group, an IQVIA business
Slide 36: Commercial results
COMMERCIAL RESULTS A highly successful brand re- An additional 17% sales growth in positioning1and re-staging 1 quarter the following A ‘textbook’ insight-driven The only established brand to grow program of1work YOY versus 1the previous 38% share growth in the first New products being launched 1 la
Slide 37: Q1 YOY market share growth
Q1 YOY MARKET SHARE GROWTH Market growth units Q1 vs. last year (Source: Insight Health Q1 2015) 20% 17% 15% 10% 5% 1 0% -5% -2% -5% -5% -10% -15% -15% -20% Markt Voltaren Kytta Diclofenac DOC Ratiopharm Ibuprofen 37 Ceuta Ceuta Group Group, an IQVIA business
Slide 38: The evolution of HCP engagement
The evolution of HCP engagement
Slide 39: The future Go-to-Market models for HCP engagement
The future Go-to-Market models for HCP engagement requires the integration of 5 key elements Advancing Insight and Orchestrated Personalised Optimal digital and evidence- solutions omnichannel customer technology driven mindset through people engagement experience solutions The Consumer Health Brand
Slide 40: Countries are finding a new post-pandemic equilibrium for interactions
Countries are now finding a new post-pandemic equilibrium for traditional and digital interactions F2F and virtual remote contacts with HCPs Traditional (F2F 1:1 visits) Digital (Remote 1:1 calls) 14,000 1,200 Number of Contacts (‘000s) Number of Contacts (‘000s) 12,000 1,000 10,000 800 8,000 600 6,
Slide 41: Countries behave differently in line with culture, size, access
Countries behave differently in line with its culture, size, access and ability to orchestrate channels ChannelDynamics Major markets: FY 2019 vs 2020 vs 2021 vs 2022 vs 2023 and MAT Feb 24 Share of F2F & remote interaction in promotional volume +5% +8% +1% +9% -39% -31% -39% -24% +5% -11% +9% 0% -4
Slide 42: HCPs are becoming increasingly digital savvy
HCPs are becoming increasingly digital savvy and they are expecting the same from the industry Constraints on physician & Consumer and patient behaviour are pharmacist time forcing physicians to embrace change • Continuing evolving role of pharmacists beyond dispensing • Consumers have more choice,
Slide 43: ChannelDynamics: Channel volume and performance trends – Italy
ChannelDynamics: Channel volume and performance trends Italy: Full year 2019 vs 2020 vs 2021 vs 2022 vs 2023 and year-to-date trends over 6 years Share of projected promotional volume NPS Category share -33% -10% YTD 2019 37% 43% 20% 50.8 M 9.5 M -22% YTD 2020 39% 42% 19% 8.6 M YTD 2021 39% 42% 19%
Slide 44: ChannelDynamics: Channel volume and performance trends – Germany
ChannelDynamics: Channel volume and performance trends Germany: Full year 2019 vs 2020 vs 2021 vs 2022 vs 2023 and year-to-date trends over 6 years Share of projected promotional volume NPS Category share +9% +5% -15% 0% -11% YTD 2019 26% 29% 45% 0% +3% 62.7 M 9.6 M 9.6 M 0% -2% YTD 2020 25% 30% 45%
Slide 45: ChannelDynamics: Channel volume and performance trends – Japan
ChannelDynamics: Channel volume and performance trends Japan: Full year 2019 vs 2020 vs 2021 vs 2022 vs 2023 and year-to-date trends over 6 years Share of projected promotional volume NPS Category share +10% +22% YTD 2019 10% 35% 55% -1% -3% +1% 0% -4% +15% 405.3 M 66.9 M 399.5 M 400.3 M 64.7 M 65.6
Slide 46: ChannelDynamics: Channel volume and performance trends – USA
ChannelDynamics: Channel volume and performance trends USA: Full year 2019 vs 2020 vs 2021 vs 2022 vs 2023 and year-to-date trends over 6 years Share of projected promotional volume NPS Category share +7% YTD 2019 28% 48% 16% 8% +4% 0% +5% +28% +5% -7% +9% 0% 89.3 M 14.8 M 14.8 M YTD 2020 27% 48% 16
Slide 47: Omnichannel harmony - a seamless customer-centric journey
Omnichannel harmony - a seamless customer-centric journey Orchestrating a seamless customer-centric journey through the harmonization of people-based and digital channels to meet HCP communication preferences and ‘get it right’ across all personas Hybrid engagement Email F2F campaigns Visits Remote/
Slide 48: People-focused capabilities
Omnichannel adoption ladder People-focused capabilities Orchestrated omnichannel harmony Multi channel • Empowered people Management equipped with predictive Multi channel 360 data driven insights • Sales force orchestration and advanced analytics Single channel engagement • Consistency across and t
Slide 49: How to orchestrate omnichannel harmony for brand growth
How to orchestrate omnichannel harmony for brand growth • HCP experience drives an aligned strategy Strategy • Adoption of change management radiating across & change the organisation, teams and individuals management • Ensure people are equipped with the right skills, knowledge and mindset • Single
Slide 50: Future HCP Engagement…
Future HCP Engagement… Channel harmony People + digital solutions Customer experience Touchpoints to journey The future of customer Combining people and Ensuring personalized There is more to be done across engagement is through an digital/technology is the key to interactions with tailored content
Slide 51: Contact our experts
Contact our experts: Consumer.Health@iqvia.com Amit Shukla Dr Volker Spitzer Carrie Evans David Gray Vice President, Global Vice President, Global Director of GTM Head of Healthcare Consulting Services, R&D/RWE Services Strategy & Offering Brand Strategy; Ceuta Group, an IQVIA IQVIA Consumer and Tho
Slide 52: Thank You!
Thank You! Visit iqviaconsumerhealth.com for more 52
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