INSIGHTS HEALTH & HYGIENE THEIN POST-COVID-19 ERA OUR NEWEST PROSUMER REPORT HEALTH & HYGIENE IN HEALTH FORWARD, YOUR THE POST-COVID-19 ERA UPDATED PHYSICIAN Our newest Prosumer Report, “Health & Hygiene in Prosumers want to see a new approach the Post-COVID-19 Era,” investigates reactions to this from their physicians in the future, with over global and unprecedented health crisis. The threat 75% expressing a desire for their doctors to we have all faced over the past year has deeply behave more like a health coach rather than heightened awareness of the dangers surrounding just prescribing drugs. But there is a shift in us each day. More than 9 in 10 Prosumers surveyed practices backed or not by science and how we said COVID-19 has underscored that a strong should be moving forward with healthcare. For healthcare system is essential to a strong economy. instance, while 44% of US respondents think the But how could a global event like the COVID-19 use of "big data" in medicine will provide tailored pandemic cast such a wide range of reactions, TRUST IS THE treatments for each patient, only 16% of French varying by country and culture? For instance, GREATEST WEAPON agree. While 41% of Chinese respondents would only half of French citizens trust the institutions be willing to have their DNA edited to protect that promote vaccination, while most Chinese and In the age of pandemic; trust in science, their future children from potential diseases, Norwegian do. 70% of respondents in the UK and 53%scientists, and government authorities has only 9% of French respondents would do so. in US believe that refusing the vaccine puts othersbecome a critical component. While most at risk, only around a quarter of the French agree.global Prosumers expressed trust in the vaccines PHARMA COMPANIES development at the time of the study, nearly This study, fielded at the beginning of 2021, draws ontwo-thirds of those in the Czech Republic and HAVE A TRUST DEFICIT responses from more than 15,000 participants acrossaround half of Prosumers in France and Belgium 31 markets. It provides a cross-cultural perspectivedid not. This lack of trust can be explained by theDespite pharmaceutical companies’ role in on reactions to the pandemic and also explores thesense that the vaccine process was “too rushed” providing life-saving tests, treatments, and new expectations Prosumers have regarding health, (83% globally) and alsolinked to a deeper vaccines, only 1% of Prosumers consider them the medical community, and brands. distrust ininstitutions (34% globally). their most trusted source of health information. For these brands to build consumer trust, a SHIFTING FROM shift in perceptions is vital. That starts with SAME PANDEMIC, DIFFERENT INDIVIDUAL TO COLLECTIVE being honest and open: 81% of Prosumers think pharma companies should be more REACTIONS RESPONSIBILITY transparent about their medications. It’s also about accessibility: 3 in 4 Prosumers saying Which comes first: your health or the health 90% of Prosumers agree that it is everyone’s pharma companies have a responsibility to keep of the economy? In China and Russia, more responsibility to take care of their health and prices low so that treatments are affordable than 9 in 10 Prosumers believe the pandemic avoid contributing to system overload, but for all. And finally about innovation: nearly 8 in has revealed that their government prioritises there is widespread disagreement on what 10 Prosumers think pharma companies are at citizens’ health over the economy. In contrast, sanctions should be applied to those who fail the centre of the healthcare system’s science more than 6 in 10 Prosumers in Brazil and the US to do so. While a majority of respondents in and innovation. However, they are not in this feel their nations have prioritized the economy Eastern nations agree that “people who don’t race alone: 42% believe that future advances in over their health. maintain their health should pay extra for healthhealth will be led by Amazon, Google, and other insurance / healthcare expenses,” such as tech giants. COLLECTIVE MINDED VS. China 53%, India 64%, the European nations of Belgium (30%), and France (27%), on balance, INDIVIDUAL DRIVEN disagreed. The COVID-19 pandemic has put our cultural WE’VE BECOME differences in the limelight : 91% of Chinese respondents are willing to support their HYGIENE FREAKS government and healthcare authorities by sharing personal information to help prevent Hygiene has taken centre stage during the widespread collective disease. In comparison, pandemic. 87% of Prosumers think strict hygiene only around half of American respondents and is essential to our personal health and 85% will 32% of French are willing to do so. pay more attention to keeping a clean home as part of their regular health regimen. However, this fear should not be at the expense of social connections: 60% of Prosumers think that having very strict sanitary and hygiene rules is depriving us of the spice of life. 12 EPOH