• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Edelman Health Engagement Barometer 2010
 

Edelman Health Engagement Barometer 2010

on

  • 17,667 views

 

Statistics

Views

Total Views
17,667
Views on SlideShare
16,775
Embed Views
892

Actions

Likes
34
Downloads
1,277
Comments
2

42 Embeds 892

http://www.slideshare.net 171
http://edelmaneditions.com 126
http://www.edelman.kr 114
http://paper.li 99
http://www.marcgunther.com 92
http://www.edelman.com.au 58
http://www.greenbiz.com 39
http://www.edelman.jp 24
http://www.edelman.cn 21
http://news.thomasnet.com 20
http://www.moritherapy.org 16
http://www.edelman.in 15
http://kenburbary.posterous.com 14
http://sustainablecitiescollective.com 10
http://www.edelman.my 9
http://saldtp072303 6
http://moodle.anderdeunaikastola.net 6
http://informaticarenales.blogspot.com.es 6
http://www.edelman.hk 4
http://www.sustainablecitiescollective.com 4
http://author.edelman.com 4
http://www.indopacedelman.com 3
http://85.85.88.34:81 3
http://www.taaza.com 3
http://www.edelman.tw 3
http://designhealthwell.tumblr.com 2
http://www.oscarmalpica.com 2
http://sahitachi 2
http://localhost:52082 2
http://stage.edelman.com 2
https://learn.su.edu 1
https://elearning.nhg.com.sg 1
http://innsiden.helse-bergen.no 1
http://www.google.com.mx 1
http://saldtp072303:2722 1
http://informaticarenales.blogspot.com 1
http://10.10.2.110 1
http://author.edelman.jp 1
http://localhost:49998 1
http://feeds.feedburner.com 1
http://www.cancham.asia 1
http://hemantputhliassociates.blogspot.com 1
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Edelman Health Engagement Barometer 2010 Edelman Health Engagement Barometer 2010 Presentation Transcript

    • The second global exploration by Edelman of the public’s evolving attitudes, actions, influences and expectations in relation to health HealthEngagement 2
    • Methodology Fielded February 24 – March 8, 2010 15,257 adults 18+ 10,078 interviews across 10 countries and 5,179 in the US Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, the United Kingdom, and the United States 142+ questions, online Total margin of error <1% Conducted by StrategyOne Note: Canada, France, Germany, Italy, Japan, the UK , and the US were weighted to be representative of the total population. Brazil, China, India and Mexico were weighted to be representative of the total online population. HealthEngagement 3
    • 6 key findings 1 Health joins Green as central to sustainability 2 Personal and public health are converging 3 The public naturally clusters into six health engagement segments 4 Health action is motivated by several factors 5 Health engagement drives trust and action 6 Health is now a strategy for business across industries HealthEngagement 4
    • 1 Health joins Green as central to sustainability
    • % say that it is as important to protect the health of the public as it is to protect the environment HealthEngagement 6
    • Health joins Green around the world 90% 81% 76% 77% 78% 73% 75% 72% 65% 64% 64% 64% Global US Canada Mexico Brazil UK France Italy Germany India China Japan Emerging Markets Developed Countries Japan Q58. For the following series of statements, please indicate how strongly you agree or disagree with each. Please use a one to nine scale where one means you disagree very strongly, nine means you agree very strongly and five means you neither agree nor disagree. “It is as important to protect the health of the public as it is to protect the environment” (Top 4 Box) **Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy HealthEngagement 7
    • % say that sustainability is as much about the health of people as it is about the health of the planet HealthEngagement 8
    • Globally, people see health as central to sustainability 89% 79% 68% 70% 65% 66% 64% 64% 63% 59% 47% 49% Global US Canada Mexico Brazil UK France Italy Germany India China Japan Emerging Markets Developed Countries Japan Q60. For the following series of statements, please indicate how strongly you agree or disagree with each. Please use a one to nine scale where one means you disagree very strongly, nine means you agree very strongly and five means you neither agree nor disagree. “Sustainability is as much about the health of people as it is about the health of the planet” (Top 4 Box) **Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy HealthEngagement 9
    • 2 Personal and public health are converging
    • Engagement in personal health is virtually universal Majority also interested in public health Personal Health 91% Family Health 89% Nat’l Health 56% Community Health 55% Global Health 49% Q4. – Q8. Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale, Very/Somewhat Engaged) (Global) HealthEngagement 11
    • Public health engagement is higher in emerging markets 100% 80% National 60% Community Global 40% 20% 0% Global US Canada Mexico Brazil UK France Italy Germany India China Japan Q6. – Q8. (National, Community, Global) Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale, Very/Somewhat Engaged) HealthEngagement 12
    • Public health engagement is highest in young adults 60% 40% 20% 0% Ages 18-24 Ages 25-34 Ages 35-49 Ages 50-64 Ages 65+ National Health Community Health Global Health Q6. – Q8 (National, Community, Global). Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale, Very/Somewhat Engaged) (Global) HealthEngagement 13
    • Public health engagement is higher in college educated people 60% 40% 20% 0% Community Health National Health Global Health Less than college educated College educated + Q4. – Q8. Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale, Very/Somewhat Engaged) (Global) HealthEngagement 14
    • What matters to me is what matters to us Globally, the issues that matter on a personal level are also major public health issues Fighting cancer 36% Providing access to affordable healthcare 31% Preventing disease 30% Improving the quality of healthcare 30% Eliminating global infectious diseases 28% Solving chronic health problems 22% Addressing obesity 18% *Top 7 most important health issues globally (out of 15) Q13. The following is a list of health issues affecting the world today. Please indicate which are most important to you. (Select up to three) (Global) HealthEngagement 15
    • Disease prevention most important in emerging markets while fighting cancer top health priority in developed countries 28% Fighting cancer 44% 23% 24% Providing access to affordable healthcare 36% 31% 33% Preventing disease 27% 40% 32% Improving the quality of healthcare 29% 24% 28% Eliminating global infectious diseases 28% 26% 20% Solving chronic health problems 25% 12% 24% Addressing obesity 16% 12% Emerging Markets Developed Countries Japan Q13. The following is a list of health issues affecting the world today. Please indicate which are most important to you. (Select up to three) **Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy HealthEngagement 16
    • 3 The global public naturally clusters into six health engagement segments HealthEngagement 17
    • New dimension to how we view our publics Health Actionists Health Apathetics 14% 20% Health Traditionalists 14% Health Neophytes 15% Health On-Demanders Health 20% Disempowereds 15% HealthEngagement 18
    • Health Actionists This group is highly engaged and interested in health; and, unlike other segments, these people persuade others to take action DEMOGRAPHICS Likely to be female, married and have kids at home Most likely to live in a urban area Significant numbers are on the Internet all day; they are the highest number of social media users HEALTH BEHAVIORS They are likely to take OTCs, vitamins and least likely to smoke or be overweight However, they are most likely to be a caregiver for someone else
    • Health Traditionalists This segment is very interested in health, particularly as it pertains to sustainability and nutrition. But, the main distinction compared with the health actionists is that they tend not to persuade others to take action DEMOGRAPHICS Slightly more female, a bit older, more likely to be married and least likely to have kids at home Most likely to be retired Low use of the Internet; infrequent users of social media HEALTH BEHAVIORS They see the doctor most frequently, are most likely to take a prescription treatment option and are most overweight
    • Health On-Demanders Health is something this group thinks about when they need to. They are the least likely to care about being healthier, and most likely to only think about health when they or a member of their family becomes sick. The Health OnDemanders are also the group that is most likely to say they usually look to others to form their opinions about health. DEMOGRAPHICS Most likely to be male, slightly younger They are likely to be a college graduate and employed HEALTH BEHAVIORS They are not as likely to see a doctor frequently or take prescription meds
    • Health Disempowereds For these individuals, barriers to better health are attributed to confusion and lack of financial resources. They are the most likely to find health information confusing and contradictory and say they don’t have enough money to take good care of their family’s health. Yet, interestingly they are least trusting of the information they get from their doctor or health care professional. DEMOGRAPHICS Most likely to be female May have children in the household, but less likely to be married They tend to be lower income and less educated Least likely to live in an urban area HEALTH BEHAVIORS They are the most likely to suffer from a chronic condition, smoke and likely to be overweight
    • Health Neophytes This segment tends to be younger, healthy and carefree. DEMOGRAPHICS Slightly younger and equally male and female. This is a heavily urban segment, the least likely to be married HEALTH BEHAVIORS They have the highest number without insurance They have the fewest reported doctors visits per year, and are the least likely to have a chronic disease and are least likely to be a caregiver
    • Health Apathetics This group is less likely to be motivated to take care of their health. They are also less likely to share opinions about health with others DEMOGRAPHICS Slightly more male and less likely to be a college graduate or work in a managerial position HEALTH BEHAVIORS While they tend not to take any prescription meds or suffer from any chronic conditions, they tend to see the doctor more frequently
    • Health Actionists most interested and involved in public health Health Actionist Health Traditionalists Health On-Demanders Health Disempowered Health Neophytes 80% Health Apathetics 60% 40% 20% 0% Community Health National Health Global Health Q6. – Q8 (National, Community, Global). Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale, Very/Somewhat Engaged) (Global) HealthEngagement 25
    • 4 Health action is motivated by several factors
    • Life moments are the right moments …but not alone Aging Aging 30% Realize unhealthy behavior negative impacts 27% Renewed emotional/spiritual conn. Renewed emotional/spiritual conn. 26% Becoming aaparent Becoming parent 25% Began/ended relationship Began/ended relationship 23% Became advocate/caregiver 23% Changed healthcare cov. Changed healthcare cov. 23% Found/lost job Found/lost job 21% Retired Retired 21% Death of loved one 20% New medical condition New medical condition 20% Gained weight Gained weight 19% New info from HCP 19% Advice from friends/family 19% News Reports 19% Participate in health/wellness prog. 19% Stopped being able to to do somethingenjoyed Stopped being able do something enjoyed 18% LeLearned about new prevention/treatment option 18% Q78. Which, if any, of the following have motivated you to take better care of your and your family’s health? (Select all that apply) HealthEngagement 27
    • Loved-one Connection: An important second ingredient Aging 30% Realize unhealthy behavior neg.behaviors Realized unhealthy impacts 27% Renewed emotional/spiritual conn. 26% Becoming a parent 25% Began/ended relationship 23% Became advocate/caregiver Became advocate/caregiver 23% Changed healthcare cov. 23% Found/lost job 21% Retired 21% Death of ofloved one Death a loved one 20% New medical condition 20% Gained weight 19% New info from HCP 19% Advice from friends/family 19% News Reports 19% Participate in health/wellness prog. 19% Stopped being able to do something enjoyed 18% Learned about new prevention or treatment options 18% Q78. Which, if any, of the following have motivated you to take better care of your and your family’s health? (Select all that apply) HealthEngagement 28
    • Information & Advice: Important but not sufficient to spur strong behavior change Aging 30% Realize unhealthy behavior negative impacts family 27% Renewed emotional/spiritual connection 26% Becoming a parent 25% Began/ended relationship 23% Became advocate/caregiver 23% Changed healthcare coverage 23% Found/lost job 21% Retired 21% Death of loved one 20% New medical condition 20% Gained weight 19% New Info From HCP New info from HCP 19% Advice from friends/family Advice from friends/family 19% News/Reports News Reports 19% Participate in health/wellness prog. Participate in health/wellness prog. 19% Stopped being able to do something enjoyed 18% Learned about new prevention or treatment options Learned about new prevention/treatment option 18% Q78. Which, if any, of the following have motivated you to take better care of your and your family’s health? (Select all that apply) HealthEngagement 29
    • The Health Motivation Equation includes more than new information My life moment + Loved-one Connection + Trusted information/ advice The personal and public health factor =
    • 5 Health engagement drives trust and action
    • % say that business should be as engaged in maintaining and improving personal and public health as it is in maintaining and improving the environment HealthEngagement 32
    • Health joins the environment as a business imperative 87% 82% 80% 69% 70% 69% 69% 68% 64% 65% 52% 48% Global US Canada Mexico Brazil UK France Italy Germany India China Japan Emerging Markets Developed Countries Japan Q59. For the following series of statements, please indicate how strongly you agree or disagree with each. Please use a one to nine scale where one means you disagree very strongly, nine means you agree very strongly and five means you neither agree nor disagree. “Business should be as engaged in maintaining and improving personal and public health as it is in maintaining and improving the environment” (Top 4 Box) **Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy HealthEngagement 33
    • Globally, only about one third trust business to fulfill its role in addressing health HealthEngagement 34
    • When it comes to health, business faces a trust deficit while other institutions have a trust advantage 71% 68% 58% 53% 51% 50% 45% 46% 45% 36% 29% 26% Academia NGOs Government News Media Primary Schools Business Trust to fufill role in health Distrust to fulfill role in health Q21. – Q26. How much do you trust each of the following institutions to fulfill their role in addressing the health of people in your country? Please use a 4-point scale where one means that you “trust them a great deal” and four means that you “do not trust them at all.” (Top 2 Box, Trust) (Bottom 2 Box Distrust) (Global) HealthEngagement 35
    • Academia and NGOs most trusted to fulfill role in health Government and news media also highly trusted in India and China 80% 60% 40% 20% 0% Global U.S. Canada Mexico Brazil U.K. France Italy Germany India China Japan Academia NGOS Government News Media Primary Schools Business Q21. – Q26. How much do you trust each of the following institutions to fulfill their role in addressing the health of people in your country? Please use a 4- point scale where one means that you “trust them a great deal” and four means that you “do not trust them at all.” (Top 2 Box, Great deal/Some Trust) HealthEngagement 36
    • Health engagement drives trust Trust less: a company that is NOT effectively engaging in health _+ Trust more: a company that is effectively engaging in health 57% 72% If you think a company is (Q101. effectively engaging in health (Top 2 Box on a 5-point scale, Trust much more/more)] [Q108. NOT effectively engaging in health (Top 2 Box on a 5-point scale, Trust much less/less)], how does that affect your trust in that company? (Global) HealthEngagement 37
    • Health engagement drives purchases, recommendations and investment Companies not engaged in health _ + Companies engaged in health 48% 65% Criticize it to others Recommend its products or services 51% 65% Refuse to buy its products or services Buy its product or services 49% 64% Share negative opinions/ experiences Share positive opinions/ experiences 50% 48% Would not want to work for it Want to work for it 54% 40% Not invest in it Invest in it 39% Pay a premium for its products or services How likely would you be to do the following in relation to a company that you believe is (Q102 – Q107. effectively engaging in health?) (Q109. – Q113. NOT effectively engaging in health?) (Top 2 Box on a 5-point scale, Very/Somewhat Likely) (Global) HealthEngagement 38
    • Health is now a strategy for business across industries HealthEngagement 39
    • The public expects business to engage in health in multiple ways Ensuring their health-related products or services are 78% accessible Communicating health risks of their products or 78% services Helping employees and their families lead healthier 77% lives Educating the public on health topics related to their 75% products or services Creating new products or services that maintain or 75% improve health Supporting the health of their local communities 71% Helping to address obesity 70% Contributing to global health 67% Participating in health public policy 65% Q81.- Q89. The following is a list of ways that business can engage in health. Please indicate how important you think it is for business in general to engage in each of these actions. Do so by using a scale of 1 to 5 where 1 means “not important at all” and 5 means “extremely important.” (Top 2 Box, Very/Extremely Important) (Global) HealthEngagement 40
    • People in emerging markets have higher expectations for business to engage in health 85% Ensuring their health-related products or services are accessible 76% 56% 85% Communicating health risks of their products or services 76% 61% 86% Helping employees and their families lead healthier lives 71% 73% Educating the public on health topics related to their products or 85% 71% services 66% 84% Creating new products or services that maintain or improve health 70% 71% 83% Supporting the health of their local communities 64% 60% 78% Helping to address obesity 66% 61% 80% Contributing to global health 60% 53% 78% Participating in health public policy 56% 58% Emerging Markets Developed Countries Japan Q81.- Q89. The following is a list of ways that business can engage in health. Please indicate how important you think it is for business in general to engage in each of these actions. Do so by using a scale of 1 to 5 where 1 means “not important at all” and 5 means “extremely important.” (Top 2 Box) **Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy HealthEngagement 41
    • All industries expected to engage in health beyond helping employees 90% 90% 89% 88% 86% 83% 82% 82% 82% 77% Bio/pharma & Healthcare Food/ OTC/ Media/ Insurance Consumer Brewing/ Retail Banking/ Medical Providers Beverage Personal Care Entertainment Technology Spirits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Selected at least one option other than “Helping employees and their families lead healthier lives”) (Global) HealthEngagement 42
    • Expectations of industries vary by dimension priority: Global 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global) *Not all bars may appear due to overlap HealthEngagement 43
    • Ensuring health-related products or services are accessible 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global) HealthEngagement 44
    • Communicating health risks of products or services 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global) HealthEngagement 45
    • Helping employees and their families lead healthier lives 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global) HealthEngagement 46
    • Educating the public on health topics related to products or services 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global) HealthEngagement 47
    • Creating new products or services that maintain or improve health 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global) HealthEngagement 48
    • Supporting the health of local communities 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global) HealthEngagement 49
    • Helping to address obesity 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global) HealthEngagement 50
    • Contributing to global health 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global) HealthEngagement 51
    • Participating in health public policy 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global) HealthEngagement 52
    • Expectations of industries vary by dimension priority: Global 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global) *Not all bars may appear due to overlap HealthEngagement 53
    • Health Engagement Strategic Imperatives Assess and address your organization’s and brand’s health assets and liabilities Treat health as a growth and innovation opportunity Leverage existing competencies in health education and marketing Enlist employees to participate in your health engagement strategies for other stakeholders Factor in people’s complex relationship with health, from consumers to carers to citizens Include Health Actionists in your channel plans Factor in the public health interest of not only emerging markets but emerging (younger) adults Don’t just inform, inspire
    • Data analysis COUNTRY ANALYSIS TYPES OF HEALTH COVERAGE Brazil Public or government-sponsored Canada Employer or union-sponsored China Private insurance paid for by me or someone I am dependent on France Germany India DISEASE STATES Diabetes Italy Heart disease Japan Cancer Mexico Anxiety, depression or other mental disorder United Kingdom Rheumatoid arthritis, Crohn’s disease, lupus, psoriasis or other auto-immune disease United States (*5,000 interviews in the US) Asthma, COPD, emphysema or other respiratory disease Seasonal allergies DEMOGRAPHICS Macular degeneration, glaucoma or other eye disease Age Chronic pain Children under 18 Osteoporosis Mothers (Female + Children under 18) Insomnia, sleep apnea or other sleep disorder Marital status GERD, irritable bowel syndrome, ulcers or other gastrointestinal condition Live in a city, town, suburb or rural area Incontinence or other urological condition Employed vs. unemployed Employed by a health related company Managers and above SEGMENTATIONS How to reach them? Gender Attitudes towards health Race (in the U.S.) Attitudes towards business Political party (in the U.S.) Health-related behaviors College educated or less than college Disease states by segmentation Income (high, medium, low) Health categories HEALTH DEMOGRAPHICS HEALTH CATEGORIES Number of doctor’s visits per year Health and wellness Take prescription medication Science and medicine Take over-the-counter medication Healthcare Take vitamins or supplements Health policy Suffer from a serious or chronic health condition Caregiver Smokes cigarettes Overweight, normal weight, underweight (self perception) HealthEngagement 55