MSL Germany's Healthcare Survey 2012 - News From the Virtual Waiting Room
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MSL Germany's Healthcare Survey 2012 - News From the Virtual Waiting Room

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Presentation of MSL Germany’s Healthcare Survey 2012, Frankfurt, November 13th, 2012

Presentation of MSL Germany’s Healthcare Survey 2012, Frankfurt, November 13th, 2012

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MSL Germany's Healthcare Survey 2012 - News From the Virtual Waiting Room MSL Germany's Healthcare Survey 2012 - News From the Virtual Waiting Room Presentation Transcript

  • NEWS FROM THE VIRTUALWAITING ROOMFrankfurt/Main, November 13th, 2012
  • TYPOLOGY Onlooker Networker Smart Traditionalist Observer Explorer Sporadic User Active and Active, but careful Social Media Passive Critical Fact Tracer confident sceptic follower2010 13% 26% 17% 13% 15% 16% Male Female Female Male Male Male 40-49 years 20-39 years 20-39 years 50+ years 30-49 years 40-59 years Medium Medium Medium Low Medium Higher educational level educational level educational level educational level educational level educational level2011 12% 23% 20% 12% 16% 18% Male Female Male Male Male Male 40-49 years 20-39 years 20-39 years 50+ years 30-49 years 40-59 years Medium Medium Medium Low Medium Higher educational level educational level educational level educational level educational level educational level2012 21% 27% 18% 12% 6% 15% Male Well-balanced Female Female Well-balanced Well-balanced 40-49 years 18-39 years 18-29 years 50+ years 40+ years 18-39 years Medium Medium Medium Low Medium Higher educational level educational level educational level educational level educational level educational level Page 2
  • NEEDS AND MOTIVATION IN SOCIAL MEDIA CONTROL INFORMATION EXPLORATION COLLABORATION INTERACTION SOCIAL CONTENTPage 3
  • NEEDS AND MOTIVATION IN SOCIAL MEDIA Social web as source Curiosity and research Wish for data security of information/ drive to find new / routine in dealing preferences in platforms and forms of with social web information content processing Participation in crowd sourcing and Eagerness in debating Progress reports and collaboration and dialog behavior in recommendations vs. platforms for mutual the social web editorial content goalsPage 4
  • ELECTRIC FIELD OF NEEDS AND MOTIVATIONS Illustrates aspects of motivation for social media users. Creates a comparator for target groups, brands and campaigns in the social web.Page 5
  • EXPLORERS AND ONLOOKERSThe Onlooker is primarily motivated by the The Explorer is motivated by varioussearch for information and the possibility factors. Apart from his strong urge forof self control. The social functions are of detailed information he is also interestedlittle interest to him. in the exchange with others and their peer reviews.Page 6
  • THE EXPLORER Is 18-39 years old, sex distribution is well-balanced Higher educational level Makes up about 15% of users in health topics Searches for information and social interaction are in balance Moves confidently and naturally along the social web In a dialog he wants to be perceived as a well-informed partnerPage 7
  • THE ONLOOKER Is 40-59 years old, mostly male Medium educational level Makes up about 21% of users in health topics Acts rather passively in the social web Primarily searches for information Usually does not react on posts of others and does not write posts himselfPage 8
  • RELEVANT (SOCIAL)WEB CHANNELS 80% 66% 60% 57% 52% 46% 42% 38% 35% Explorer Forscher 12% 13% 6% Social Networks/ Forums/News Blogs Mobile Apps Wikipedia Internet media Onlooker Zaungäste Communities groups Daily and weekly usage of internet applicationsPage 9
  • SOCIAL MEDIA OFFERS ADDED VALUE 70% want to read other posts 29% 61% appreciate the exchange with others 19% 55% hope to find so far unknown information 36%Page 10
  • USER-GENERATED-CONTENT IS KEYRelevancy of opinions of other users Half of explorers value posts of others higher than editorial content Same applies for about a quarter of all onlookers(26%)Influenced by the opinions of others More than half of explorers (52%) About a quarter of onlookers (24%)Page 11
  • HEALTH ISSUE DEFINES HOW TO OBTAIN INFORMATIONAllergy – an important health topic for both groups:58% of explorers and 41% of onlookers suffer from allergiesTheir most important source of information are progress reports of a thirdparty apart from Wikipedia Explorer Forscher Zaungäste Onlooker Wikipedia Progress reports Video platforms Forums/ Newsletter Blogs of a thrid party CommunitiesPage 12
  • DEMANDS ON HEALTH SERVICES IN THE WEB 79% 79% 76% 64% 58% 53% 52% 27% Explorer Forscher Zaungäste Onlooker Diverse content User-friendliness Quick responses from Online consultation hours adminsPage 13
  • SERVICES „YES“, DIAGNOSIS „NO“ 71% do not believe that online 82% consultations can compensate for physical visits to the doctor can imagine to make use of online 51% consultation hours 37%  referring to services such as order recipes 52% would like to arrange appointments 27% onlinePage 14
  • HEALTH ON THE GO 57% Smartphones with internet access 27% 46% Mobile Apps as source of information 13% 38% Mobile Apps about health isssues 17%Page 15
  • MOBILE HEALTH
  • GOSMART: MOBILE-TRENDS IN GERMANY 22% 37% of German internet users own a smartphone. (VA 2012 Klassik I) of the total population use the mobile internet. (BITKOM) 15% of the total population use mobile apps for information. (ARD-ZDF online survey)Page 17
  • PHÄNOMEN SECOND SCREEN 49% 77% of Germans use the of smartphone owners use internet while they are the mobile internet to pass watching TV. leisure time. (BITKOM) (Google GoSmart Studie)Page 18
  • TREND MOBILE HEALTH IN THE HEALTH SURVEY Total 18- to 29-years 28% Mobile Apps as source of information 47% 35% Mobile Apps about health issues 40% 44% Smartphones with internet access 63%Page 19
  • CASE: APP „IONCOLEX“–AN IPHONE-APP FOR CANCER PATIENTSThe Institute for Medical Informatics at Oslo UniversityHospital in Oslo has developed the iPhone-app "iOncolex"that provides cancer patients with comprehensibleinformation about their disease."iOncolex" consists of informative texts, videos andnumerous images about many cancer diseases in order toprepare patients for upcoming treatments and to explainthe therapy procedures.The application is based on information fromOncolex.com, Norway‘s knowledge database for thetreatment of cancer.SOURCE: http://ioncolex.com/INITIATOR: The Institute for Medical Informatics at Oslo University Hospital, NorwegenCONTEXT: Healthstyle -> M-Health Source: TrendOne TrendexplorerPage 20
  • CASE: APP „NOVUSPORT“ – FITNESS AS SOCIAL GAMEThe start-up Novusport launches a fitness gamethat wants to encourage users to be moreactive and to share their sport activitiesvirtually. Users choose one of 20 availablesports and an "ActiveR", a previously definedgoal. After that they check into a locationwhere they want to reach their „ActiveR―.A second person makes a video from theexercise that will lead to an update of the Source: TrendOne Trendexplorer"SportsGraph" after uploading it. The update isbased on 10 physical and mental characteristicsof the athlete.SOURCE: http://www.novusport.com/INITIATOR: Novusport Inc., USACONTEXT: Game On -> Social Games Healthstyle -> M-HealthPage 21
  • DIGITAL HEALTHCARE SERVICES
  • TREND: DIGITAL HEALTHCARE SERVICES The main resistance against the digitalization of the public health sector are based mainly upon two concerns: Quality control of the information and data protection. We are experiencing that doctors and pharmacists are gradually rolling out their services into the internet or that digital appliances are being used in their practices as well as pharmacies. Also other providers are responding to users‘ requests for digital health offers. Since the traditional public health system has not made many efforts so far to access the digital space, this healthcare field is being dominated by publishers and startups. This is also shown by the great number of health platforms such as med1 or netdoktor.Page 23
  • DIGITAL HEALTHCARE SERVICES IN THE HEALTH SURVEY I would like to I would consult a I don‘t consider a arrange doctor‘s physician more physical consultation appointments online often via the necessary in the in the future: internet: future: 28% 25% 41%Page 24
  • CASE: DIGITALE SERVICES DOCTOR„S PRACTICE –THE DIGITAL DOCTOR‟S OFFICEThe implementation: Knee implant surgeries aredemonstrated on Tablet PC to patients. Assignmentof appointments, prescriptions and referrals can beordered online via an application on the website ofthe doctor‘s office. Patients will also receive aregular newsletter.The success: The education of patients andinformation are optimized. Well-informed patientscan make decisions easier, e.g. concerning surgery. Source: ÄrztezeitungExternal presentation and online contact strengthenthe patient liaison and generate awareness for therange of services. This will attract more patients andmany of them will accept additional payments forhealth services not covered by insurance.SOURCE: http://www.covz.deINITIATOR: Gemeinschaftspraxis Dr. Buhs & Dr. Janssen, DeutschlandPage 25
  • CASE: „ZOCDOC”–DOCTOR‟S APPOINTEMENTS AND FORMS ONLINEZocDoc detects physicians of every field in therequested area and allows patients to fix datesonline and to fill in forms on the browsertherefore having more time available for theactual consultation.A search mask allows patients to select theirlocality, their insurance, a medical fieldand a category to choose their concern.Thereupon the app will present doctors and their Source: TrendOne Trendexploreroffice hours, their photo and patient reviews.It takes only a few clicks for patients to fill out appointment forms for thosephysicians already participating in the online-appointment program.SOURCE: http://www.zocdoc.com/INITIATOR: ZocDoc Inc., USACONTEXT: Healthstyle -> E-HealthPage 26
  • CONCLUSIONPage 27
  • JUST DO IT?Health communication will not become any easier online.But we can provide an overview and structure to offer more targetedand relevant supplies eventually.Consumers are active in social media and are looking for andexpecting offers.The keys are added value and appropriateness. That means: Makingthe right offer in the right surrounding with relevant content andseeking for the dialogue with users with these expectations/wishes.In that respect the health survey can provide the necessaryorientation to reach target groups with tailored offers.Page 28
  • © 2012 MSL GERMANY GMBHChausseestraße 8, D-10115 Berlin, +49 (0) 30 / 820 82 — 500, www.mslgroup.deAll thoughts and ideas of this presentation are lintellectual property of MSLGermany GmbH. The publication or distribution to third parties requires theagreement of the originator.