The mission I chose to accept : 1) What Triggers Healthy Behavior Changes? 2) How Do People Prioritize Health Through Their Life? 3) How Does Health Information Impact Behavior Change?

1. Health
Opportunity
Gap
Research Report

2. Agenda
Project Overview
01
What is Health?
02
Key Insights
03
Appendix
04
2

3. Project Overview
Who - Why - How
3

4. 1. What Triggers Healthy Behavior
Changes?
2. How Do People Prioritize Health
Through Their Life?
3. How Does Health Information Impact
Behavior Change?
Our mission, which we chose to accept…
Further define the Health Opportunity Gap
Research Objectives
4

5. Research Methodology
➔ 12 In-Depth Interviews, 1
Hour Each
➔ Interviewees of Diverse
Age and Ethnicity
➔ Included an Image
Association Homework
Assignment
Qualitative Report
Qualitative
Secondary Quantitative
➔ Research Aggregated
from Online Databases
➔ Prior Studies and
Statistics
➔ Published by Trusted
Institutions and Peer
Reviewed Journals
Secondary Report
➔ Quantitative Survey
through Cint Panel
➔ 750 Respondents
➔ Nationally
Representative by
Age and Ethnicity
5

6. What is Health?
How do people think about their health?
6

7. Interviews revealed a wide variety of views
on health. A few themes emerged:
● 3 interconnected area
○ Physical
○ Mental
○ Spiritual
● Health is variable from day to day
● Health is not a state of being, but a
form of practice and routine
● The health journey is not linear
Health is Multidimensional
7

8. We Know What To Do… But Don’t
Science Emphasizes on the Importance of
Regular Exercise But More Than 40%
Americans Never Exercise
Experts say Obesity Poses Serious Health
Risks But US Obesity Rates Continue to
Climb Rapidly
Research Reiterates the Importance of
Living a Stress-free Lifestyle But
Stress-levels Continue to Increase
8

9. On a scale of 1 to 10, how do you
rate your current health right now?
A Majority Rates Their Current Health As Somewhat Good
9

10. 10
Breaking goals into small, bitesize goals is more
preferable

11. Despite Majority Percentage of Proactives, Moderate Ratings on Pillars of Health
A majority of people rated their
current satisfaction with nutrition,
sleep, exercise, stress, and weight
between 4 and 7
11

12. Despite Majority Percentage of Proactives, Moderate Ratings on Pillars of Health
12
Majority of
respondents were
satisfied with how
their MENTAL
HEALTH AND DIET
was currently

13. Magic Questions
Proactives | Pragmatists | Fatalists | Avoiders
13

14. AMajorityBelievesTheyAreHealthConscious
Our data shows a higher
percentage of Proactives
14
23andMe data shows a higher
percentage of Fatalists

15. Magic Questions by Zip Code
Skews Urban Skews Urban Skews Rural
Outliers
15

16. Consistent Behaviors Across Segments
● Lasting health changes occur gradually over
time
● Bitesize Goals are most preferred to trigger
behavior change
● “SMART” Goals are least preferred to trigger
behavior change
● Friends have a bigger impact than family on
transitions between segments
● Sleep Habits and Mental Health are the most
difficult behaviors to change
16

17. 17
Proven Strategies for Healthy Behavior Change
Strategy Overview
“SMART” Goals Setting goals that are “Specific, Measurable, Attainable, Relevant,
and Timely”
Problem-Solving Barriers Identifying possible barriers to change and develop solutions
Self Monitoring Keeping records or tracking the behavior trying to change
Physical Activity “Prescription” Listing the specific physical activities by type, amount, and
frequency
Bitesize Goals Breaking large goals down into smaller, easier-to-achieve goals
Habit Pairing Combining habits to increase the likelihood of remembering them
(For example - taking medication before brushing teeth
Support Network Building a supportive community that encourages effort to change

18. Family Support Drives the Proactives
Typically aged 45-54
Importance to Regular Exercise
over all other health aspects
Prefer Habit Pairing to make
lifestyle changes
Find it difficult to change
Sleeping Habits
18

19. Pragmatists Don’t Stick With Health Changes
Typically aged 35-44
Importance to Quantity/Quality of Food
over all other health aspects
Prefer “SMART” Goal Setting to make
lifestyle changes
Find it difficult to change
Mental Health related habits
19

20. Friends Have a Positive Influence on Fatalists
Typically aged 55-64
Importance to Quantity/Quality of Sleep
over all other health aspects
Prefer Bitesize Goals to make
lifestyle changes
Find it difficult to change
Weight-related lifestyle habits
20

21. Avoiders Are Relatively Prone to Sudden Health Changes
Typically aged 45-54
Importance to Quantity/Quality of Food
over all other health aspects
Prefer Bitesize Goals to make
lifestyle changes
Find it difficult to turn health-related info
into plans for lifestyle changes
21

22. Additional
Insights
22

23. Gender and Their Health

24. Health Changes Gradually Over Time
20s - When people are younger, they tend to take their health for granted.
30s - As they get older, they tend to become more health conscious.
40s - Health becomes a focal point in daily life
24

25. Pillars Of Health Are Connected, with Nutrition Being Independent
25

26. Benefits to Mental Health Spark Other
Health Changes A positive change in behavior
triggers other positive health
changes
Actions intended to help
mental health have positive
physical health effects
Community, Family, and
Faith play a substantial role
in influencing mental health
Sleep
Moderate
Correlation
r=0.54
Mental Health
26

27. Exercise
Moderate
Correlation
r=0.53
Weight
Exercise and Weight are interconnected, Nutrition not so much
Nutrition satisfactions levels
are independent of satisfaction
with weight or exercise.
People who are not satisfied
with their weight, are not
satisfied with their exercise.
If they are satisfied with their
weight, they are satisfied with
their exercised.
27

28. Weight is the Most Difficult Aspect of Health to Change
28

29. Behavior Changes: Bite Size Goals are the Most Common Method
29

30. If Someone Has Tried One Strategy, They Have Tried Others
SMART Goal Setting Problem Solving Barriers r=0.5
SMART Goal Setting Adjusted Routine/
Habit Pairing
r=0.5
Small Steps/
Bitesize Goals
Adjusted Routine/
Habit Pairing
r=0.52
Someone may be open to trying other
behavior change strategies if they are have
used other strategies, successfully.
If someone is not aware of of one
behavior change strategy, they may not
be aware of the other strategies.
If someone finds one strategies unsuccessful, they
may find other strategies as unsuccessful as well.
30

31. What advice would you give
someone making a health change?
31

32. ● Individuals, especially females with families,
often don’t prioritize their health
● Most individuals find it hard to be proactive
while balancing a busy life
● Convenient access to affordable healthy food
and facilities like gyms and hospitals are
consistent barriers to health
● It’s easy to do nothing. It’s challenging to
incorporate physical activity into ane
established sedentary lifestyle
Time And Access Are Barriers To Health
32

33. 1 Not enough time
2 Making this change is just too hard
3 Not convenient enough
4 I'm not motivated enough
5 I need better information about how to do it
6 I don't know how to get started
7 I get started but have trouble sticking with it
8 I don't know enough about how to set effective
goals
9 I don't have enough social support to be
successful
10 Other (Please Specify)
The Reasons Why We Can’t Make Health Changes
33

34. 34
The Reasons Why We Can’t Make Health Changes

35. Answer Mental Health Weight Exercise Sleep Food
Not enough time 7% 8% 10% 10% 9%
Making this change is just too hard 11% 10% 9% 11% 8%
Not convenient enough 6% 8% 10% 6% 10%
I'm not motivated enough 12% 16% 18% 12% 16%
I need better information about how to do it 13% 10% 7% 13% 9%
I don't know how to get started 10% 6% 6% 11% 6%
I get started but have trouble sticking with it 13% 21% 20% 13% 21%
I don't know enough about how to set effective goals 12% 9% 8% 9% 8%
I don't have enough social support to be successful 12% 8% 9% 9% 8%
Other (Please Specify) 3% 3% 4% 4% 5%
35

36. Social Media Is An Important Source of Health
Information For Younger People
80% of 18-24 use
social media to get
information about
health at least some
of the time
By age 25, social
media is used less for
disease information
By age 35, socials
use decreases
Trust is high for
young people
36

37. CREDITS: This presentation template was created by Slidesgo,
including icons by Flaticon, infographics & images by Freepik
37
Survey respondents
trust influencers about
health-related
information the most

38. Trust of Your Doctor Increases With Age
Only 58% of 18-24
have some trust in their
doctors
By age 65, only 11%
distrust their doctor
38

39. The Experience of Others is Highly Impactful for
Educated Women
Overall - 50% of women find
the experience of others at
least somewhat impactful.
Women with at least some
college education find the
experience of others
highly impactful, twice as
much. (10% vs. 22%)
39

40. Long Form Video Is Impactful For Individuals Who
Trust Social Media
Social media trust is a
good indicator of
impact for videos
longer than 5 minutes.
Men have a stronger
impact than women
40

41. What are your 2-3 Sources for Health Information?
41

42. CREDITS: This presentation template was created by Slidesgo,
including icons by Flaticon, infographics & images by Freepik
Thank You
This project is in collaboration with the University of San
Francisco School of Management’s Master of Science in
Marketing Intelligence 2021-2022 cohort
42

43. Every Insight But The Kitchen Sink
Appendix
43

44. As People Age, They Become More Health Conscious…
Probability Value < 0.05
… But Fatalists are
outliers to the trend
44

45. Fatalists are outliers to the
trend - “the older you get, the
healthier you want to be”
Age has a huge impact on how
people fall under these
different segments
Probability Value < 0.05
45

46. All 4 segments are consistent
with how they rate their weight
Weight is not a significant
factor in terms of how we look
at these different segments
Probability Value > 0.05
46

47. Fatalists are happier with their
mental health when compared to all
other segments
Mental Health has a significant
impact on how people think about
their health and healthcare
Probability Value < 0.05
47

48. Avoiders are prone to
sudden health changes
when compared to other
segments
However, lasting health
changes occur gradually
over time across all
segments
48

49. Relatively, the Proactive
segment is the most positively
impacted by family in making
healthy lifestyle changes
Overall, family has no
significant impact in helping
people transition from one
health segment to another
Probability Value > 0.05 49

50. The Fatalistic segment is the
most positively impacted by
friends when compared to
other segments in making
healthy lifestyle changes
Friends have a bigger impact
than family on helping people
transition from one health
segment to another
Probability Value < 0.05 50

51. Q6 Which changes have you attempted in the past?
51

52. Health Change Success or Unsuccess Matches Overall Health Climate
52

53. Body Weight is the common change people are actively improving.
53

54. 1 I don't know how to get better in
this area
2 I know how to get better in this
area, but I just can't get started
3 I know how to get better in this
area, but I just can't stick with it
People know how to change
their health, they just can't
get started or stick with it.
54

55. 34.44 %
people find it
Somewhat
difficult to make
lifestyle changes
55

56. On an average, majority of
people wished to address the
following lifestyle habits:
- Exercise (2.37)
- Weight (2.38)
Of which, 49.84 %
people were aware of how to
inculcate an exercise routine
and 50.17%about how
to improve their weight BUT
failed to stick making
these a part of their lifestyle
56

57. 17.59% people
lacked motivation
which was another possible
reason why people don't
make drastic lifestyle
changes
57

58. Lifestyle
Changes
58

59. People make different changes for different
reasons, but….
● Visible benefits (like glowing skin, losing weight) motivates people to
stick to good habits and influence others to adapt them too
● Individuals would give up eating their favourite food (red meat and pork)
once they were aware of its ill-effects on health
● Individuals prioritize lifestyle changes when facing health issues, not
out of awareness of being healthy
“Lost parts of my life to
drinking that I would
never get back. So I quit!”
“Earlier I NEEDED to work out
as I was in the military
compared to now, nobody asks
me to workout, so I don’t”
“what you put
into your body
is how you’re
gonna feel”
59

60. Health Changes
Over Time
60

61. ● Health is not a top priority for people when they are in their 20s,
they are less health conscious, eating out and drinking more
● Generally, they take more risks and don’t think about the future
● People in their 20 have more time to be physically active
20s
● Health is more important when they have something outside of
themselves to motivate them such as children, family, and friends
● Lifestyles begin to change in the 30s
● People prioritize their health and are more conscious of their
eating habits
Health Journey Is Not Linear
Lifestyle begins to change in the 30s
30s
61

62. ● As people age, they tend to begin prioritizing their health
● Finding ways to remain active and learn more about nutrition.
● Health changes may have occurred in themselves or others,
that make them more aware of health
● Aging is a factor for people in their 50s and above
● Health becomes even more of a priority, as their body degrades
● Respondents are actively learning and changing habits, both food
and exercise to keep up with getting older
50s
40s
Aging is a big stimulant to sustaining healthy lifestyle changes
62

63. Personalized
Health
63

64. “Personalized health for
family medicine and genetic
information would be very
helpful…My mom had some
genetic conditions I should
be aware of”
Holistics
Natural Alternatives to
Traditional Medicine
when available.
“Yes, personalized healthcare
would help see my family
history to prevent certain
issues from happening”
Family/Genetics
Family History and
Genetic approach to
individualize care.
Demographics
Healthcare catered to
specific ethnic
communities.
“I would love personalized
health, especially for
natural alternatives to
prescriptions”
PERSONALIZED HEALTHCARE CAN MAKE A DIFFERENCE
64

65. Triggers for
Change
65

66. Health Problems
Gaining weight meant
feeling tired all the time.
Digestive issues trigger diet
changes.
“After seeing family members and
friends pass away due to Covid, I
thought no one is promised
tomorrow and you have to really
take care of your health”
Changes in Family
Having kids motivates adults to cook
nutritious food.
Losing family members due to health
illnesses trigger lifestyle changes.
Aging
Prospect of ageing
triggers changes in
exercise patterns.
“I started to exercise
because I wanted to age
younger, versus older”
Life Events Trigger Lasting Behavior Change
Injuries
Recovering from serious injuries
inspires lasting health changes
66

67. Experience and Stories Instigate Change
Individuals make changes based on the experiences of others
“I talked to individuals
about what they did
and I researched a lot
online. Google
became my best
friend.”
“I would talk to my close
friend. It makes me feel
that I am not alone, you
know. Everyone has
problems”
“Talking to somebody who's actually experienced
weight issue you know dealing with negative self
talk, I can get a firsthand experience on how they
dealt with it.”
“I do a lot of forums so i'll ask
people or i'll just read
comments to see what other
people's experiences are.”
67

68. Health Segments by Zip Code
Highest % Zip Code(s) Lowest % Zip Code
Proactive 44% 8xxxx 29% 0xxxx
Pragmatist 34.5% 7xxxx 21% 6xxxx
Fatalistic 33% 5xxxx 14.5% 2xxxx
Avoiders 23% 2xxxx 8% 3xxxx
68

69. Overall Health Satisfaction Ratings by Zip Code (1-10)
Highest Zip Code(s) Lowest Zip Code(s)
Overall Health 6.59 7xxxx 5.94 0xxxx
Quality of Food 6.43 5xxxx 5.8 1xxxx
Quality of Sleep 6.3 6xxxx 5.5 2xxxx
Quality of
Exercise
5.92 4xxxx 4.76 0xxxx
Body Weight 6.18 4xxxx 5.53 8xxxx
Stress/ Mental
Health
6.47 4xxxx 5.75 9xxxx
69

70. 70

71. 71

72. 72

73. 73

74. 74

75. 75

76. 76
13%
15%
20%
17% 17% 17%
Distribution by age

77. CREDITS: This presentation template was created by Slidesgo,
including icons by Flaticon, infographics & images by Freepik
Thank You
This project is in collaboration with the University of San
Francisco School of Management’s Master of Science in
Marketing Intelligence 2021-2022 cohort
77