Health Barometer 2011     Health, Motivated?HealthBarometer 2011                           1
Health Barometer 2011: JapanTABLE OF CONTENTSMETHODOLOGYPERCEPTIONS OF HEALTHWHAT IMPACTS HEALTH BEHAVIORSOURCES OF HEALTH...
Conducted June 10 – July 26, 201115,165 adults 18+ in 12 countries1,000 in Japan*20-minute online interviews in Canada, Fr...
PERCEPTIONS OF HEALTH AND                            WHAT IMPACTS HEALTH                                        BEHAVIORHe...
For 80% of the global public, health means more thanbeing disease-free                                                    ...
The health awareness gap Different perception of being healthy100%                                                        ...
In Japan, high concerns regarding aging + weight gain                                                                     ...
In Japan, lack of strong relationships to help protect health                                                             ...
Globally, people believe personal factors shape health mostInstitutions not acting in sync with priorities   YOUR         ...
In Japan, personal factors shape health most   YOUR   LIFESTYLE                                            YOUR   44%     ...
In Japan, social interaction is key to spreading good health    Individuals must be aware of their health influence       ...
In Japan, more than 70 % have tried to change a negative   behavior   Triggers are personal benefits rather than family & ...
In Japan, only one-third who give up an unhealthy behavior return to itHealthy experiences must be rewarding as unhealthy ...
In Japan, family and friends are especially influential                in responsibility for health                       ...
In Japan, family and friends are especially influential              in health as it relates to lifestyle                 ...
SOURCES OFHEALTH INFORMATION   HealthBarometer 2011   16
In Japan, media is a top health information sourceCompared to health professionals    70%                                 ...
Digital works but few are regularly using for healthTools provide enjoyment, immediacy and social connection              ...
THE IMPERATIVE FORBUSINESS   HealthBarometer 2011   19
Health is an imperative for business                        How important is it for business in general to improve or main...
Globally, business is not meeting expectations  Performance ratings especially low in Japan  How would you rate the perfor...
In Japan, for all business, health must be central to public engagementCompanies expected to lead, innovate and educate   ...
Health engagement increasingly builds trust100% 90%                  2010                                                 ...
In Japan, emerging risk for companies that do not      effectively engage in health                                       ...
Commercial interest doesn’t detract from credibilityGlobal appreciation for pharmaceutical industry expertise             ...
IN CONCLUSIONHealthBarometer 2011                   26
Health, Motivated? Japanese are more likely to rate their  overall health lower than others in      Relationships, friends...
Health, motivated, is an opportunity1 …to evolve strong connections and inspire action2 …to trigger meaningful societal ch...
Health Barometer 2011           Health, Motivated?www.edelman.com/healthbarometer      HealthBarometer 2011               ...
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  • Fielded June 10 – July 26, 201115,165 adults 18+ in 12 countries 5,127 in the US*Online interviews in Canada, France, Germany, Italy, Japan, Russia, the United Kingdom and the United States Face-to-face interviews in Brazil, China, India and Mexico155+ questions Total margin of error <1%Conducted by StrategyOne
  • Fielded June 10 – July 26, 201115,165 adults 18+ in 12 countries 5,127 in the US*Online interviews in Canada, France, Germany, Italy, Japan, Russia, the United Kingdom and the United States Face-to-face interviews in Brazil, China, India and Mexico155+ questions Total margin of error <1%Conducted by StrategyOne
  • Edelman Health Barometer 2011

    1. 1. Health Barometer 2011 Health, Motivated?HealthBarometer 2011 1
    2. 2. Health Barometer 2011: JapanTABLE OF CONTENTSMETHODOLOGYPERCEPTIONS OF HEALTHWHAT IMPACTS HEALTH BEHAVIORSOURCES OF HEALTH INFORMATIONTHE IMPERATIVE FOR BUSINESS HealthBarometer 2011 2
    3. 3. Conducted June 10 – July 26, 201115,165 adults 18+ in 12 countries1,000 in Japan*20-minute online interviews in Canada, France, Germany,Italy, Japan, Russia, the United Kingdom andthe United States30-minute face-to-face interviews in Brazil, China, Indiaand MexicoTotal margin of error <1%Conducted by StrategyOne*In the global total, the U.S. sample size is weighted down to 1,000 respondents to represent an equivalent portion of the total sample size as each of theother countries.Note: The study was representative of the total country population in all markets. HealthBarometer 2011 3
    4. 4. PERCEPTIONS OF HEALTH AND WHAT IMPACTS HEALTH BEHAVIORHealthBarometer 2011 4
    5. 5. For 80% of the global public, health means more thanbeing disease-free FUNCTIONING ACTIVE & FIT LIFESTYLE HEALTHY WEIGHT BODY ABSENCE OF DRUGS & ALCOHOL ENERGY ABSENCE OF DISEASES MENTAL & EMOTIONAL HEALTH BALANCED & NUTRITIOUS DIET ABILITY TO EXERCISEQ7. How would you define being healthy? Please complete the following statement in the box below: To me, being healthy means . . . . [OPEN-ENDED QUESTION] (Global)* Codes 3% or below do not appear in image HealthBarometer 2011 5
    6. 6. The health awareness gap Different perception of being healthy100% 92%90%80% 74% 73% 71% 68% 68% 69%70% 64% 65% 61%60%50% 41%40% 33%30%20%10% 0% US CANADA MEXICO BRAZIL UK FRANCE ITALY GERMANY RUSSIA INDIA CHINA JAPAN Q6. In general, how would you describe your overall health? (Top 2 box – Excellent/Good) (12 Individual Countries) HealthBarometer 2011 6
    7. 7. In Japan, high concerns regarding aging + weight gain FELT THE EFFECTS OF AGING JAPAN PREFER NOT TO ANSWER 40% 40% GAINED WEIGHT READ OR WATCHED NEWS REPORTS PROVIDING Global NONE OF THE ABOVE 35% HEALTH INFORMATION CONSIDERED PREGNANCY 30% 30% GOT HEALTH ADVICE OR NEW INFORMATION FROM A HEALTHCARE PROFESSIONAL 25% RETIRED LOST WEIGHT 20% 18% 15% 18% BECAME A PARENT STARTED DOING SOMETHING NEW THAT I ENJOY 10% 11% 4% 14% 5% 1% 5% 2% 8% PARTICIPATED IN A HEALTH AND WELLNESS GOT HEALTH ADVICE OR SUPPORT FROM FRIENDS PROGRAM AT WORK 1% 0% 8% OR FAMILY 3% 5% 14% 4% BECAME A HEALTH ADVOCATE OR CAREGIVER FOR A 4% 9% BECAME RESPONSIBLE FOR MANAGING MY OWN LOVED ONE 5% 4%4% 5% HEALTHCARE 6% REALIZED MY UNHEALTHY BEHAVIOR COULD BEGAN OR ENDED A RELATIONSHIP OR MARRIAGE NEGATIVELY IMPACT MY FAMILY FOUND OUT THAT I WAS AT-RISK FOR AND/OR HAD LOST A JOB A HEALTH CONDITION MADE OR RENEWED AN EMOTIONAL OR SPIRITUAL FOUND A JOB COMMITMENT DEATH OF A LOVED ONE STOPPED BEING ABLE TO DO SOMETHING I ENJOY LEARNED ABOUT NEW PREVENTION OR TREATMENT OPTIONSQ.146.Which, if any, of the following have you experienced over the past year? (Select all that apply) (japan and Global) HealthBarometer 2011 7
    8. 8. In Japan, lack of strong relationships to help protect health JAPAN Global NOT EXERCISING ENOUGH DONT KNOW 70% NOT MAINTAINING A BALANCED AND/OR NUTRITIOUS DIET NOTHING AT ALL PREVENTS ME FROM BEING HEALTHY 64% HAVING A HEALTH CONDITION OR DISEASE 60% NONE OF THE ABOVE OPTIONS PREVENT ME FROM BEING SMOKING OR TOBACCO USE HEALTHY 50% 40% OTHER BEING IN A HARMFUL ENVIRONMENT 33% 30% 24% 24% BEING UNABLE TO FIND THE HEALTH INFORMATION I NEED 20% LACK OF MOTIVATION OR DISCIPLINE 7%3%2% 16% 10% 3% 18% 5% NOT HAVING ACCESS TO MY PERSONAL HEALTH RECORDS 4% 0% 15% CONSUMPTION OF ALCOHOL OR DRUGS 6% 10% 3% 11% READING OR HEARING HEALTH INFORMATION THAT IS 3% 4% 21% 5% 5% 15% NOT HAVING ACCESS TO CLEAN WATER CONFUSING 11% FEARING HARMFUL EFFECTS FROM MEDICAL PREVENTION AND NOT VISITING A HEALTHCARE PROVIDER FOR REGULAR CHECK- TREATMENT METHODS UPS AND/OR SCREENINGS NOT HAVING STRONG RELATIONSHIPS NOT BEING ABLE TO AFFORD HEALTHCARE NOT TAKING THE MEDICATION I AM PRESCRIBED LACK OF QUALITY HEALTHCARE SERVICES OR FACILITIES LIMITED ACCESS TO HEALTHCARE SERVICES OR FACILITIES NOT HAVING ACCESS TO AFFORDABLE NUTRITIOUS FOOD LIVING OR BEING AROUND SOMEONE WITH UNHEALTHY BEHAVIORSQ.8.Which, if any, of the following prevents you from being healthy? (Select all that apply) (Japan and Global) HealthBarometer 2011 8
    9. 9. Globally, people believe personal factors shape health mostInstitutions not acting in sync with priorities YOUR YOUR LIFESTYLE NUTRITION 56% 55% THE THE ENVIRONMENT HEALTHCARE 44% SYSTEM 38% 75% 43% 20% 75% 36% 20% 48% 27% 40% 20% 68% 41% ME FAMILY/ GOV’T ME FAMILY/ GOV’T ME BUSINESS GOV’T ME GOV’T HEALTHCARE FRIENDS FRIENDS IN GENERAL PROVIDER OR INSURERQ11-15. How much impact, either positive or negative, does each of the following have on your overall health? Please use a 9-point scale where one means that you think it has “NO IMPACT AT ALL” andnine means that it has a “GREAT DEAL OF IMPACT” on your overall health. (Top 2 box – Great Deal of Impact) (Global); Q16, Q20, Q24, Q28. Thinking about the types of people and institutions whoimpact the environment /your nutrition/your lifestyle/ the healthcare system in your country either positively or negatively, who from the list below would you say has the most impact on theenvironment / your nutrition/ your lifestyle/ the healthcare system in your country as it relates to your overall health? [SELECT UP TO THREE] (Global) (only responses ranking in the top three are shown) HealthBarometer 2011 9
    10. 10. In Japan, personal factors shape health most YOUR LIFESTYLE YOUR 44% NUTRITION 35% THE THE ENVIRONMENT HEALTHCARE 29% SYSTEM 20% 48% 61% 6% 62% 43% 3% 55% 39% 12% 57% 37% 11% FAMILY ME GOV’T ME FAMILY/ GOV’T ME FAMILY/ GOV’T GOV’T HEALTHCARE ME FRIENDS FRIENDS FRIENDS PROVIDER OR INSURERQ11-15. How much impact, either positive or negative, does each of the following have on your overall health? Please use a 9-point scale where one means that you think it has “NO IMPACT AT ALL” andnine means that it has a “GREAT DEAL OF IMPACT” on your overall health. (Top 2 box – Great Deal of Impact) (Japan); Q16, Q20, Q24, Q28. Thinking about the types of people and institutions who impactthe environment /your nutrition/your lifestyle/ the healthcare system in your country either positively or negatively, who from the list below would you say has the most impact on the environment /your nutrition/ your lifestyle/ the healthcare system in your country as it relates to your overall health? [SELECT UP TO THREE] (Japan) HealthBarometer 2011 10
    11. 11. In Japan, social interaction is key to spreading good health Individuals must be aware of their health influence 19% 42% * ** do not spend less time with spend less time with a a friend because of their friend because of their unhealthy behavior unhealthy behavior *VS 44% GLOBAL NEUTRAL: 36% (VS 25% GLOBAL)**VS 31% GLOBAL Q34. How much do you agree or disagree with each of the following statements? Please use a nine-point scale where one means that you “strongly disagree,” five means that you “neither agree nor disagree” and nine means that you “strongly agree.” – “I have spent less time with a friend because of his or her negative health-related behavior(s).”(Top 4 Box –Agree; Neither Agree nor Disagree – 5 on 9-point scale; Bottom 4 Box - Disagree) (Japan) HealthBarometer 2011 11
    12. 12. In Japan, more than 70 % have tried to change a negative behavior Triggers are personal benefits rather than family & friends What prompted you to try to change your behavior? 73% * TRIED TO CHANGE A NEGATIVE HEALTH BEHAVIOR 42% 37% 35% I found out I am I wanted to maintain I realized my at risk for/have a or improve my long-term medical condition personal appearance health would improve 26% GLOBAL 40% GLOBAL 47% GLOBAL 15% 29% 7% I wanted to change to benefit I made a personal I teamed up my family or commitment to with friends*VS 62% GLOBAL loved ones change and family 24% GLOBAL 43% GLOBAL 12% GLOBAL Q58. Have you ever tried to change a behavior (s) that negatively impacts your health? (Japan); Q59. (Base = ‘Yes’ to Q58) At the moment you decided to change a behavior(s) that negatively impacted your health, what ultimately prompted or triggered you to do so? [SELECT ALL THAT APPLY] (Japan) HealthBarometer 2011 12
    13. 13. In Japan, only one-third who give up an unhealthy behavior return to itHealthy experiences must be rewarding as unhealthy ones 73% TRIED TO CHANGE A NEGATIVE HEALTH BEHAVIOR 36% * RETURNED TO A NEGATIVE HEALTH BEHAVIOR *VS 50% GLOBAL Why respondents returned to negative health behavior 21% 19% 14% 14% 9% 8% 1% It made no Enjoyment of The benefits I reached the No longer cared Addiction or difference to my the negative results were goal about the dependency overall health behavior too slow original reasonQ58. Have you ever tried to change a behaviour (s) that negatively impacts your health? (Japan); Q60. (Base = ‘Yes’ to Q58) After changing a behaviour that negatively impacted your health, did you ever returnto that behaviour? (Japan) HealthBarometer 2011 13
    14. 14. In Japan, family and friends are especially influential in responsibility for health ME JAPAN 80% Global DONT KNOW 70% 63% MY FAMILY AND FRIENDS 60% 50% 40% 44% MY PUBLIC OR PRIVATE HEALTHCARE NONE OF THE ABOVE 30% PROVIDERS/HEALTH INSURERS 20% 4% 33% 5%10% 0% 0% 3% NON-GOVERNMENTAL 3% MY GOVERNMENT ORGANIZATIONS 14% 6% 13% BUSINESS IN GENERAL MY EMPLOYER(S) COMPANIES I BUY PRODUCTS OR MY LOCAL COMMUNITY SERVICES FROMQ.10. Thinking about the types of people and institutions who are responsible for your overall health, who from the list below would you say is most responsible for your overall health? (Select up to 3)(Japan and Global) HealthBarometer 2011 14
    15. 15. In Japan, family and friends are especially influential in health as it relates to lifestyle ME 80% JAPAN 70% Global DONT KNOW MY FAMILY AND FRIENDS 61% 60% 50% 48% 40% 30% NONE OF THE ABOVE MY GOVERNMENT 20% 5% 10% 9% 6% 0% 1% 20% 7% 3% NON-GOVERNMENTAL 22% MY LOCAL COMMUNITY ORGANIZATIONS MY PUBLIC OR PRIVATE HEALTHCARE PROVIDERS/HEALTH MY EMPLOYER(S) INSURERS BUSINESS IN GENERALQ.24.Thinking about the types of people and institutions who impact your lifestyle either positively or negatively, who has the most impact on your lifestyle as it relates to your overall health? (Selectup to 3) (Japan and Global) HealthBarometer 2011 15
    16. 16. SOURCES OFHEALTH INFORMATION HealthBarometer 2011 16
    17. 17. In Japan, media is a top health information sourceCompared to health professionals 70% 59% 60% 54% 50% 40% 37% 36% 30% TV:44% 20% 10% Newspaper :38% 0% Conversations with Conversations with Traditional media Digital media family & friends healthcare professional VS 44% GLOBAL Read or watch health news or information 38% Usually turn to my healthcare provider to 67% at least weekly validate information I get from other source 60% GLOBAL 52% GLOBALQ101.Where do you go for information to help you make general health decisions? [SELECT ALL THAT APPLY] (Japan) Traditional NET includes Articles in newspapers; Articles in magazines; Television news coverage; Radio news coverage ;Digital NET includes Social networking sites; Content-sharing sites; Health-specific online message boards; Microblogging sites; Blogs; Online search engines; Articles, blogs or videos posted on a company website; Health-related websites;Online articles in newspapers; Online articles in magazines; Online television news coverage; Online radio news coverage Q103. How often do you read or watch health news or information? (Japan) Q104-105. How much do you agree ordisagree with each of the following statements? Please use a nine-point scale where one means that you strongly disagree, five means that you neither agree nor disagree and nine means that you strongly agree. (Japan) (Top 4 Box-Agree) HealthBarometer 2011 17
    18. 18. Digital works but few are regularly using for healthTools provide enjoyment, immediacy and social connection 15% REGULARLY USE TOOLS, DEVICES, AND APPS FOR MANAGING OR TRACKING HEALTH 64% OF THOSE SAY USING THESE TECHNOLOGIES HAS HELPED IMPROVE THEIR HEALTHQ145. (Base= respondents who selected using online and/or mobile tracking device or tool, such as FitBit or BodyMedia; personal home health monitoring device, such as glucose or blood pressure monitor;software applications for your computer; mobile ‘apps’ in Q143) In general, how much has the tool, device and/or software application or mobile app helped improve your health? (Japan) (Top 2 Box –Helpful = A great Deal/Somewhat) HealthBarometer 2011 18
    19. 19. THE IMPERATIVE FORBUSINESS HealthBarometer 2011 19
    20. 20. Health is an imperative for business How important is it for business in general to improve or maintain the health of the public?Q64. How important is it for business in general to improve or maintain the health of the public? Please use a 9-point scale where one means that you think it is “NOT AT ALL IMPORTANT” andnine means that it is “EXTREMELY IMPORTANT” for business in general to improve or maintain the health of the public. (Top 4 Box - Important) (Global and 12 Individual Countries) HealthBarometer 2011 20
    21. 21. Globally, business is not meeting expectations Performance ratings especially low in Japan How would you rate the performance of business in general in improving or maintaining the health of the public?100%90%80%70%60%50%40%30%20%10% 0% Global US Canada Mexico Brazil UK France Italy Germany Russia India China Japan Q81. Thinking about the ways you believe business in general should improve or maintain the health of the public, how would you rate the performance of business in general in improving or maintaining the health of the public? (Top 2 box –Excellent/Good) (Global and 12 Individual Countries) HealthBarometer 2011 21
    22. 22. In Japan, for all business, health must be central to public engagementCompanies expected to lead, innovate and educate EMPLOYMENT Enabling employees to have the time to take care of their health 75% INNOVATION Changing or eliminating products or services not Offering health and wellness programs or considered healthy coaching for employees & their families 74% 69% Creating new products or services that maintain or Supporting health of the improve the health of the public communities in which it operates 71% 63% EDUCATION/ COMMUNICATION PARTNERSHIP Communicating health risks of Collaborating with other companies that produce products or services similar products or services 76% 66% Partnering with an NGO Educating the public on 54% healthy behaviors related to product or services 58% PHILANTHROPY Contributing company time or employee expertise to improve health of the public 65% PUBLIC POLICY Donating products or services to improve the health of the public Leading & convening discussions about 59% government health priorities Donating money to improve the health of the public 56% 54% Q68. - Q80. How important is it for business in general to improve or maintain the health of the public in each of the following ways? Please use a 9-point scale where one means that you think it is “NOT AT ALL IMPORTANT” and nine means that it is “EXTREMELY IMPORTANT” for business in general to improve or maintain the health of the public in each of the following ways? (Top 4 Box – Important) (Japan) HealthBarometer 2011 22
    23. 23. Health engagement increasingly builds trust100% 90% 2010 86% 2011 80% 72% 71% 73% 68% 69% +10 70% 64% +4 60% +7 +10 +17 50% +15 40% 30% 20% 10% 0% US Canada UK France Germany Italy JapanTRACKING Q83. If you think a company is effectively engaging in health, how does that affect your trust in that company? (Top 2 Box – Total Trust More) (US, Canada, UK, France, Germany, Italy, Japan);Increases for US, UK, France, Germany, Italy and Japan are significant at the 95% confidence level compared to 2010. HealthBarometer 2011 23
    24. 24. In Japan, emerging risk for companies that do not effectively engage in health ROInaction _ + ROInvestment 35% 63% Criticize it to others Recommend a company’s products or services 50% 66% Refuse to buy its products or services Buy a company’s product or services 39% 57% Share negative opinions or experiences Share positive opinions and experiences 56% 41% Not want to work for it Want to work for it 55% 28% Not invest in it Invest in it 26% Pay a premium for its products or servicesQ84- Q89. How likely would you be to do the following in relation to a company that you believe is effectively engaging in health? (Top 2 box- Total likely) (Japan); Q91. - Q95. How likely would you be todo the following in relation to a company that you believe is NOT effectively engaging in health? (Top 2 box- Total likely) (Japan) HealthBarometer 2011 24
    25. 25. Commercial interest doesn’t detract from credibilityGlobal appreciation for pharmaceutical industry expertise KEY CREDIBLE NOT CREDIBLE 61% JAPAN 7% JAPANQ120. In general if you heard health-related information from a pharmaceutical company, brand or product, how credible do you think that information would be? (Top 2 Box-Credible = ExtremelyCredible/Somewhat Credible and Bottom 2 Box-Not Credible = Not Very Credible/Not Credible at all)(Global, US, Latin America, EU, Asia) (Latin American includes Mexico and Brazil; EU includesFrance, Germany, Italy and United Kingdom; Asia includes China, India and Japan) HealthBarometer 2011 25
    26. 26. IN CONCLUSIONHealthBarometer 2011 26
    27. 27. Health, Motivated? Japanese are more likely to rate their overall health lower than others in Relationships, friends and family play the world, citing experiencing weight a critical role in all aspects of health. gain and effects of aging over the past year. Although health status may generally be better, Japanese are dissatisfied with personal health status and are concerned with health’s impact on aging. People who engage in unhealthy behaviors are motivated to In a highly literate country, media change, especially if their ability to sources are used for health do normal, everyday activities is information more so than medical impacted. But they will give up if professionals. they don’t experience the benefits of behavior changes. HealthBarometer 2011 27
    28. 28. Health, motivated, is an opportunity1 …to evolve strong connections and inspire action2 …to trigger meaningful societal change3 …to grow trust, influence and commercial prosperity4 …to educate people about wellness rather than sickness HealthBarometer 2011 28
    29. 29. Health Barometer 2011 Health, Motivated?www.edelman.com/healthbarometer HealthBarometer 2011 29

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