digihealth pulse: understanding active digital health consumers

Introducing digihealth pulse

Investigating and Understanding ���Active Digital Health Consumers’ ���

Hearts and Minds

September 28, 2012

About  Me  

Fard  Johnmar      

Founder,  Enspektos,  LLC      

Our  mission:  Help  you  use  digital  technologies  to  inspire  people  to  take    ac@on  around  health  and  wellness.  

Answering  Ques@ons  

I  won’t  take  ques@ons  during  the  Webinar,  but  .  .  .    you  can  send  us  an  e-­‐mail  and  we’ll  respond.    

 (Please  send  all  your  ques@ons  in  a  single  e-­‐mail.)  

Today’s  Agenda  

!"#"$"%45 MinutesI.

Online Health Search and the 10% Mystery

II. digihealth pulse:

Investigating Whether Digital Health Content Influences Awareness,

Perceptions and Behavior

III. How 360 Degree Digital Health

Insights Can Save You Time, Money and

Reduce Frustration

A Webinar in Three Parts

Today’s  Agenda  

!"#"$"%45 MinutesI.

Online Health Search and the 10% Mystery

II. digihealth pulse:

Investigating Whether Digital Health Content Influences Awareness,

Perceptions and Behavior

III. How 360 Degree Digital Health

Insights Can Save You Time, Money and

Reduce Frustration

A Webinar in Three Parts

The  10%  Mystery  

!"#"$"%"&84% 81% 78% 88% 89%

% of Online Adults Searching for Web Health Content Harris Interactive: 2007 - 2011

07 11

The 10%Mystery Why this increase?

Harris Interactive suggested that increased online health search activity may ���

have been caused by the health reform debate.

The  10%  Mystery  

Really?

Was it health reform, or did ���pigs have something to do with it?

The  10%  Mystery  

The  10%  Mystery  

Peak Swine Flu Searches

Peak Health Reform

Searches

2009 Harris Poll

Fielded

2010 Harris Poll

Fielded

People could have been prompted to search for health information ���by the Swine (H1N1) Flu crisis and the health reform debate.

There were two major health-related events between Harris’ 2009 and 2010 polls.

Source: Google Insights for Search

We still don’t know the real reason online health searches spiked.

In order to solve this mystery, ���

we need to address an even deeper mystery.

The  Mystery  Behind  the  10%  Mystery  

We have to solve the Hearts and Minds mystery.

The  Mystery  Behind  the  10%  Mystery  

The Hearts and Minds Mystery

It boils down to this:

How does online and social media content ���

influence health awareness, perceptions, ���intentions and – yes – behaviors?

This is the question everyone wants answered.

The  Mystery  Behind  the  10%  Mystery  

Why solving the hearts and minds mystery matters to you.

Money: Understanding the true behavioral impact of online and social media health content can help decrease medical costs,

drive revenue and make (or save) money in many ways.

The  Mystery  Behind  the  10%  Mystery  

Why solving the hearts and minds mystery matters to you.

Time: Knowing what online/social health content and messages ���capture attention, persuade and drive behavior can help you ���

do less guessing and spend more time doing.

The  Mystery  Behind  the  10%  Mystery  

Why solving the hearts and minds mystery matters to you.

Frustration: More digital health _____ success = less frustration.

The  Mystery  Behind  the  10%  Mystery  

Today’s  Agenda  

!"#"$"%45 MinutesI.

Online Health Search and the 10% Mystery

II. digihealth pulse:

Investigating Whether Digital Health Content Influences Awareness,

Perceptions and Behavior

III. How 360 Degree Digital Health

Insights Can Save You Time, Money and

Reduce Frustration

A Webinar in Three Parts

We built digihealth pulse (and the services associated with it) ���to solve the hearts and minds mystery.

Introducing  digihealth  pulse  

This study is all about harnessing the power of observation.

•  We watch people use the Web

Introducing  digihealth  pulse  

This study is all about harnessing the power of observation.

•  We watch people use the Web •  They answer questions about health content they consume

Introducing  digihealth  pulse  

This study is all about harnessing the power of observation.

•  We watch people use the Web •  They answer questions about health content they consume

•  We report on content awareness, perceptions and ���information-influenced behavior change

Introducing  digihealth  pulse  

Remember, we are harnessing the power of observation.

•  What people consume, not what’s being said

Did someone read (consume) content about the swine flu online?

Introducing  digihealth  pulse  

Remember, we are harnessing the power of observation.

•  What people consume, not what’s being said •  What people do, not how they engage (retweets, Likes, etc.)

(Did someone get vaccinated after reading H1N1 content online?)

Introducing  digihealth  pulse  

What  is  digihealth  pulse?    

What is It?

Launched in September 2012, digihealth pulse is the world’s first ongoing tracking study of active ���

digital health consumers

We will conduct the study in four���waves over next 12 months

Each wave = ~9 weeks

What  is  digihealth  pulse?    

What is It?

Active digital health consumers are individuals who fit the following criteria: ��� •  They use the Web frequently ���

(as recently as yesterday, at study launch)

What  is  digihealth  pulse?    

What is It?

Active digital health consumers are individuals who fit the following criteria: ��� •  They use the Web frequently ���

(as recently as yesterday, at study launch) •  They use social media channels, such as

Facebook and Twitter

What  is  digihealth  pulse?    

What is It?

Active digital health consumers are individuals who fit the following criteria: ��� •  They use the Web frequently ���

(as recently as yesterday, at study launch) •  They use social media channels, such as

Facebook and Twitter •  They have searched online for health content

(for themselves or others) during the previous 6 months

What  is  digihealth  pulse?    

What is It?

About the study panel: ��� •  320 U.S. adults (We are starting in the U.S. first)

What  is  digihealth  pulse?    

What is It?

About the study panel: ��� •  320 U.S. adults (We are starting in U.S. first) •  Online activities and demographic composition

(race, age, gender) of panel matched to data collected by the Pew Internet and American Life Project

What  is  digihealth  pulse?    

What is It?

About the study panel: ��� •  320 U.S. adults (We are starting in U.S. first) •  Online activities and demographic composition

(race, age, gender) of panel matched to data collected by the Pew Internet and American Life Project

•  Panel was randomly selected and is representative of the overall U.S. active digital health consumer population

What  is  digihealth  pulse?    

What is It?

We are studying active digital health consumers because they: •  Are more likely to encounter online and social

health content

What  is  digihealth  pulse?    

What is It?

We are studying active digital health consumers because they: •  Are more likely to encounter online and social

health content •  May provide us with an early and ongoing

understanding of emerging digital health trends

What  is  digihealth  pulse?    

What is It?

We are studying active digital health consumers because they: •  Are more likely to encounter online and social

health content •  May provide us with an early and ongoing

understanding of emerging digital health trends •  Can help us unveil and map the digital health future

What  is  digihealth  pulse?    

What is It?

What are looking at ��� (data, collected via online survey): ��� •  Recalled use of digital health technologies

(mobile, Web, quantified self, etc.)

What  is  digihealth  pulse?    

What is It?

What are looking at ��� (data, collected via online survey): ��� •  Recalled use of digital health technologies

(mobile, Web, quantified self, etc.) •  Recalled influence of online/social health

content on medical and health decisions

What  is  digihealth  pulse?    

What is It?

What are looking at ��� (data, collected via online survey): ��� •  Recalled use of digital health technologies

(mobile, Web, quantified self, etc.) •  Recalled influence of online/social health

content on medical and health decisions •  Baseline attitudes and perceptions on many

health topics, including safe sex practices and food purchasing activities

What  is  digihealth  pulse?    

What is It?

What we are looking at ���(data, collected via online survey): ��� •  Recalled use of digital health technologies

(mobile, Web, quantified self, etc.) •  Recalled influence of online/social health

content on medical and health decisions •  Baseline attitudes and perceptions on many

health topics, including safe sex practices and food purchasing activities

•  Much, much more

What  is  digihealth  pulse?    

What is It?

What we are tracking (observational data collected via Enspektos technology)

Web

Social

} Owned/Earned ���

Content Awareness, Consumption

What  is  digihealth  pulse?    

What is It?

What we are tracking (observational data collected via Enspektos technology)

Web

Social

Impact

} Owned/Earned ���

Content Awareness, Consumption

Sentiment/Credibility Behavioral Intent

Follow Through on Intent

}

What  is  digihealth  pulse?    

What is It?

What we are tracking (observational data collected via Enspektos technology)

Web

Social

Impact

} Owned/Earned ���

Content Awareness, Consumption

Sentiment/Credibility Behavioral Intent

Follow Through on Intent

}

We are tracking 37 health topics.

What  is  digihealth  pulse?    

Tracking is powered by:

What  is  digihealth  pulse?    

What Patent-pending digital surveillance and behavioral measurement engine.

What  is  digihealth  pulse?    

How

enmoebius tracks online activities of fully opted-in, customized representative panels

Web

Social

Impact

} Owned/Earned ���

Content Awareness, Consumption

Sentiment/Credibility Behavioral Intent

Follow Through on Intent

}

digihealth pulse tracking ���data is provided via enmoebius

What  is  digihealth  pulse?    

Key Value

enmoebius can be used to answer this question:

How does online and social media content ���influence health topic awareness, perceptions, ���

intentions and behaviors?

We are using enmoebius to answer the research question we’re ���asking in digihealth pulse.

Today’s  Agenda  

!"#"$"%45 MinutesI.

Online Health Search and the 10% Mystery

II. digihealth pulse:

Investigating Whether Digital Health Content Influences Awareness,

Perceptions and Behavior

III. How 360 Degree Digital Health

Insights Can Save You Time, Money and

Reduce Frustration

A Webinar in Three Parts

This  All  is  Great  But  There’s  a  Problem    

One Major

Objection

“Overall I have gotten these general studies and in the end feel without translating it to a specific population or specific condition I

really do not know how to apply it. Generally, I would want [the] ability to

answer specific questions based on data you gathered or track existing initiatives that

can correlate activity to behavior change.” ���

-Skeptical Pharmaceutical Industry Executive

Transla@on:  What  She  Was  Thinking  

She thinks general digital health research is bad because: •  She has to figure out how the data applies to her

situation (She wants to save time)

In Other Words

Transla@on:  What  She  Was  Thinking  

She thinks general digital health research is bad because: ��� •  She has to figure out how the data applies to her

situation (She wants to save time) •  It does not tell her what’s working now ���

(She wants to avoid wasting money)

In Other Words

Transla@on:  What  She  Was  Thinking  

She thinks general digital health research is bad because: •  She has to figure out how the data applies to her

situation (She wants to save time) •  It does not tell her what’s working now ���

(She wants to avoid wasting money) •  People often just provide data dumps with little ���

context and analysis (She does not want to be frustrated and confused)

In Other Words

How  We  Address  These  Concerns  

We  will  release  some  data  to  the  public  (free).  

How  We  Address  These  Concerns  

We  will  release  some  data  to  the  public  (free).    

•  Summaries  of  study  findings  

How  We  Address  These  Concerns  

We  will  release  some  data  to  the  public  (free).    

•  Summaries  of  study  findings  •  Some  evalua@on  of  current  digital  health    

content  and  marke@ng/communica@ons  ini@a@ves  

How  We  Address  These  Concerns  

We  will  release  some  data  to  the  public  (free).    

•  Summary  of  study  findings  •  Some  evalua@on  of  current  digital  health    

content  and  marke@ng/communica@ons  ini@a@ves  

Y   Save money: Learn what’s happening/working now

How  We  Address  These  Concerns  

We  will  release  some  data  to  the  public  (free).    

•  Summary  of  study  findings  •  Some  evalua@on  of  current  digital  health    

content  and  marke@ng/communica@ons  ini@a@ves  

But, we want to do more.

Here’s  How  We’re  Doing  A  lot  More  

We  are  introducing  a  unique  syndicated  market  research  and  insights  service.          

Here’s  How  We’re  Doing  A  lot  More  

We  are  introducing  a  unique  syndicated  market  research  and  insights  service.        

It  is  designed  to  serve  the  digital  health  needs  of  the  broad  health  industry.      

Here’s  How  We’re  Doing  A  lot  More  

What  are  the  key  features?      

Here’s  How  We’re  Doing  A  lot  More  

What  are  the  key  features?      

•  In-­‐depth  digihealth  pulse  study  findings  

Here’s  How  We’re  Doing  A  lot  More  

What  are  the  key  features?      

•  In-­‐depth  digihealth  pulse  study  findings  •  Deep  analysis  of  current  digital  health  content  ini@a@ves  

Here’s  How  We’re  Doing  A  lot  More  

What  are  the  key  features?      

•  In-­‐depth  digihealth  pulse  study  findings  •  Deep  analysis  of  current  digital  health  content  ini@a@ves  

•  Broad  digital  health  landscape  educa@on,  insight  and  analysis  

Here’s  How  We’re  Doing  A  lot  More  

What  are  the  key  features?      

•  In-­‐depth  digihealth  pulse  study  findings  •  Deep  analysis  of  current  digital  health  content  ini@a@ves  

•  Broad  digital  health  landscape  educa@on,  insight  and  analysis  •  Personalized  support  and  answers  to  your  ques@ons    

Here’s  How  We’re  Doing  A  lot  More  

What  does  personalized  support  mean?      

Direct  access  to  a  network  of  proven  experts  who  live  and  breathe  digital  health  

Jennifer  Shine  Dyer  Physician  and    

Mobile  Health  Innovator  

Here’s  How  We’re  Doing  A  lot  More  

What  does  personalized  support  mean?      

Direct  access  to  a  network  of  proven  experts  who  live  and  breathe  digital  health  

Jennifer  Shine  Dyer  Physician  and    

Mobile  Health  Innovator  Jody  Ranck  

Digital  Health  Futurist    and  Big  Data  Specialist  

Here’s  How  We’re  Doing  A  lot  More  

What  does  personalized  support  mean?      

Direct  access  to  a  network  of  proven  experts  who  live  and  breathe  digital  health  

Jennifer  Shine  Dyer  Physician  and    

Mobile  Health  Innovator  Jody  Ranck  

Digital  Health  Futurist    and  Big  Data  Specialist  

Kelley  Connors    Women’s  Health  Expert  

and  Strategist  

Here’s  How  We’re  Doing  A  lot  More  

What  does  personalized  support  mean?      

Direct  access  to  a  network  of  proven  experts  who  live  and  breathe  digital  health  

Jennifer  Shine  Dyer  Physician  and    

Mobile  Health  Innovator  Marc  Monseau  

Health  Social  Media  Pioneer  and  Strategist  

Jody  Ranck  Digital  Health  Futurist    and  Big  Data  Specialist  

Kelley  Connors    Women’s  Health  Expert  

and  Strategist  

Here’s  How  We’re  Doing  A  lot  More  

Helping  you  solve  the  hearts  and  minds  mystery  so  you  can:    

Y   Save money: Learn what’s working now Y  Y  

Save time: Understand how data applies to you Avoid frustration: Insight and analysis, not a data dump

Making  it  Accessible  

A  pricing  strategy  designed  to  encourage  broad  access.  

Get  started  for  $12  per  day  $12  

Making  it  Accessible  

Get  started  today.  Go  to:    

 www.digihealthpulse.info  Click  the  “Go  Premium”  link  to  learn  more  about  enmoebius  bronze.    

Bringing  it  Together  

Studying  hearts  and  minds  

Studying  hearts  and  minds    

Delivering  much  more  data    &    

Providing  personalized  digital  health    insight,  analysis  and  context  

Recap  

!"#"$"%45 MinutesI.

Online Health Search and the 10% Mystery

II. digihealth pulse:

Investigating Whether Digital Health Content Influences Awareness,

Perceptions and Behavior

III. How 360 Degree Digital Health

Insights Can Save You Time, Money and

Reduce Frustration

A Webinar in Three Parts

Thanks  for  Your  Time  

Thank  You!