digihealth pulse: Understanding Active Digital Health Consumers
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Transcript of 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!