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

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 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.


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.



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.



Frustration: More digital health _____ success = less frustration.


Today’s Agenda

!"#"$"%45 MinutesI.







Reduce Frustration


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


This study is all about harnessing the power of observation.

•  We watch people use the Web



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



•  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


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?


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?)


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 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 It?


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

Facebook and Twitter


What is It?


(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 It?

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


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 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 It?

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

health content


What is It?


health content •  May provide us with an early and ongoing

understanding of emerging digital health trends


What is It?


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 It?

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

(mobile, Web, quantified self, etc.)


What is It?


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

content on medical and health decisions


What is It?



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

health topics, including safe sex practices and food purchasing activities


What is It?

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


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 It?

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

Web

Social

} Owned/Earned ��

Content Awareness, Consumption


What is It?


Web

Social

Impact



Sentiment/Credibility Behavioral Intent

Follow Through on Intent

}


What is It?


Web

Social

Impact





}

We are tracking 37 health topics.


Tracking is powered by:


What Patent-pending digital surveillance and behavioral measurement engine.


How

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

Web

Social

Impact





}

digihealth pulse tracking ��data is provided via enmoebius


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.







Reduce Frustration


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


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


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).



•  Summaries of study findings



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

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



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


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



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


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.


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.


What are the key features?



•  In-‐depth digihealth pulse study findings



•  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




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


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





Mobile Health Innovator Jody Ranck

Digital Health Futurist and Big Data Specialist





Mobile Health Innovator Jody Ranck

Digital Health Futurist and Big Data Specialist

Kelley Connors Women’s Health Expert

and Strategist





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


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.







Reduce Frustration


Thanks for Your Time

Thank You!

digihealth pulse: understanding active digital health consumers

Documents

mystery time

health information

onlinesocial health

deeper mystery

minds mystery matters

social media health

health reform debate

content awareness