digihealth pulse: Understanding Active Digital Health Consumers
 

digihealth pulse: Understanding Active Digital Health Consumers

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These slides are from a Webinar introducing digihealth pulse, the world's first ongoing study of active digital health consumers. These individuals go online to find health content, use social media ...

These slides are from a Webinar introducing digihealth pulse, the world's first ongoing study of active digital health consumers. These individuals go online to find health content, use social media and have searched online for health content for themselves or others. digihealth pulse is designed to shed light on how digital technology adoption patterns are changing in health. It is also focused on providing new information on how online health content influences awareness, perceptions and behavior. Learn more about digihealth pulse at www.digihealthpulse.info.

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digihealth pulse: Understanding Active Digital Health Consumers digihealth pulse: Understanding Active Digital Health Consumers Presentation Transcript

  • 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   !"#"$% A Webinar in Three Parts III. I. How 360 Degree Digital Health Online Health Search 45 Minutes Insights Can Save You and the 10% Mystery Time, Money and Reduce Frustration II. digihealth pulse: Investigating Whether Digital Health Content Influences Awareness, Perceptions and Behavior
  • Today’s  Agenda   !"#"$% A Webinar in Three Parts III. I. How 360 Degree Digital Health Online Health Search 45 Minutes Insights Can Save You and the 10% Mystery Time, Money and Reduce Frustration II. digihealth pulse: Investigating Whether Digital Health Content Influences Awareness, Perceptions and Behavior
  • The  10%  Mystery   !"#"$"%"& % of Online Adults Searching for Web Health Content Harris Interactive: 2007 - 2011 The 10% Mystery Why this increase? 84% 81% 78% 88% 89% 07 11
  • The  10%  Mystery   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   There were two major health-related events between Harris’ 2009 and 2010 polls. Source: Google Insights for Search 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.
  • The  Mystery  Behind  the  10%  Mystery   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.
  • Today’s  Agenda   !"#"$% A Webinar in Three Parts III. I. How 360 Degree Digital Health Online Health Search 45 Minutes Insights Can Save You and the 10% Mystery Time, Money and Reduce Frustration II. digihealth pulse: Investigating Whether Digital Health Content Influences Awareness, Perceptions and Behavior
  • Introducing  digihealth  pulse   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?)
  • What  is  digihealth  pulse?     Launched in September 2012, digihealth pulse is the world’s first ongoing tracking study of active  What is It? digital health consumers We will conduct the study in four waves over next 12 months Each wave = ~9 weeks
  • What  is  digihealth  pulse?     Active digital health consumers are individuals who fit the following criteria: What is It? •  They use the Web frequently  (as recently as yesterday, at study launch)
  • What  is  digihealth  pulse?     Active digital health consumers are individuals who fit the following criteria: What is It? •  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?     Active digital health consumers are individuals who fit the following criteria: What is It? •  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?     About the study panel: What is It? •  320 U.S. adults (We are starting in the U.S. first)
  • What  is  digihealth  pulse?     About the study panel: What is It? •  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?     About the study panel: What is It? •  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?     We are studying active digital health consumers because they: What is It? •  Are more likely to encounter online and social health content
  • What  is  digihealth  pulse?     We are studying active digital health consumers because they: What is It? •  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?     We are studying active digital health consumers because they: What is It? •  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 are looking at  (data, collected via online survey): What is It? •  Recalled use of digital health technologies (mobile, Web, quantified self, etc.)
  • What  is  digihealth  pulse?     What are looking at  (data, collected via online survey): What is It? •  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 are looking at  (data, collected via online survey): What is It? •  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 we are looking at  (data, collected via online survey): What is It? •  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 we are tracking (observational data collected via Enspektos technology) What is It? Web Social } Owned/Earned  Content Awareness, Consumption
  • What  is  digihealth  pulse?     What we are tracking (observational data collected via Enspektos technology) What is It? Web Social Impact } } Owned/Earned  Sentiment/Credibility Content Awareness, Behavioral Intent Consumption Follow Through on Intent
  • What  is  digihealth  pulse?     What we are tracking (observational data collected via Enspektos technology) What is It? Web Social Impact } } Owned/Earned  Sentiment/Credibility Content Awareness, Behavioral Intent Consumption Follow Through on Intent We are tracking 37 health topics.
  • What  is  digihealth  pulse?     Tracking is powered by:
  • What  is  digihealth  pulse?     Patent-pending digital surveillance and behavioral What measurement engine.
  • What  is  digihealth  pulse?     enmoebius tracks online activities of fully opted-in, customized representative panels How Web Social Impact } } Owned/Earned  Sentiment/Credibility Content Awareness, Consumption Behavioral Intent Follow Through on Intent digihealth pulse tracking  data is provided via enmoebius
  • What  is  digihealth  pulse?     enmoebius can be used to answer this question: Key Value 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   !"#"$% A Webinar in Three Parts III. I. How 360 Degree Digital Health Online Health Search 45 Minutes Insights Can Save You and the 10% Mystery Time, Money and Reduce Frustration II. digihealth pulse: Investigating Whether Digital Health Content Influences Awareness, Perceptions and Behavior
  • This  All  is  Great  But  There’s  a  Problem     “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 One answer specific questions based on data you Major Objection 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 In Other Words situation (She wants to save time)
  • 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 In Other Words situation (She wants to save time) •  It does not tell her what’s working now  (She wants to avoid wasting money)
  • 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 In Other Words 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 confused) and
  • 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   urrent  digital  health     c 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   tudy  findings   s •  Some  evalua@on  of   urrent  digital  health     c 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   tudy  findings   s •  Some  evalua@on  of   urrent  digital  health     c 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  k ey  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     Jody  Ranck   Mobile  Health  Innovator   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     Jody  Ranck   Kelley  Connors     Mobile  Health  Innovator   Digital  Health  Futurist     Women’s  Health  Expert   and  Big  Data  Specialist   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     Jody  Ranck   Kelley  Connors     Marc  Monseau   Mobile  Health  Innovator   Digital  Health  Futurist     Women’s  Health  Expert   Health  Social  Media   and  Big  Data  Specialist   and  Strategist   Pioneer  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   Save time: Understand how data applies to you Y   Avoid frustration: Insight and analysis, not a data dump
  • Making  it  Accessible   A  pricing  strategy  designed  t encourage  broad  access.   o   $12   Get  started  for  $12  per  day  
  • Making  it  Accessible   Get  started  today.  Go  to:      www.digihealthpulse.info   Click  the  “Go  Premium”  link  to  learn  more  about  enmoebius  bronze.    
  • Bringing  it  Together   Studying  hearts  and  minds     Studying  hearts  and  minds   Delivering  much  more  data     &     Providing  personalized  digital  health     insight,  analysis  and  context  
  • Recap   !"#"$% A Webinar in Three Parts III. I. How 360 Degree Digital Health Online Health Search 45 Minutes Insights Can Save You and the 10% Mystery Time, Money and Reduce Frustration II. digihealth pulse: Investigating Whether Digital Health Content Influences Awareness, Perceptions and Behavior
  • Thanks  for  Your  Time   Thank  You!