NIH Brand Survey Final Results Master 09102016 v1.pdf

NIH Final Benchmark Survey Results
Monday, September 12, 2016
[2,002]
Completes

SURVEY
Gen Pop Validation
9/12/2016 NIH Final Survey Results 2

0.00%
1.20%
0.00%
2.47%
2.77%
0.00%
9.15%
0.00%
1.57%
4.21%
0.00%
4.27%
6.26%
0.00%
0.00%
2.05%
11.62%
54.43%
Life, Physical, and Social Science
Occupations
Legal Occupations
Journalism or the Media
Personal Care and Service Occupations
Construction and Related Occupations
Medical, Biomedical, Pharmaceutical
Research Occupations
Office and Administrative Support
Occupations
Community and Social Service
Occupations
Arts, Design, Entertainment, Music, and
Theatre Occupations
Food Preparation and Serving Related
Occupations
Marketing or Market Research
Business and Financial Operations
Occupations
Sales and Related Occupations
Healthcare Practitioners and Technical
Occupations
Healthcare Support Occupations
Architecture and Engineering
Occupations
Self-Employed
Other (Please specify )
Q. Which of the following best
describes your current occupation?
The goal of this question was to remove specific
professions from the survey population to
eliminate potential bias in survey responses – and
to better represent the overall national general
populous.
Other professions identified are provided as red
herring choices to have respondents self identify
themselves by profession.
They provide little analytical value in the overall
survey tabulations and analysis.
A total of 513 survey respondents were
terminated from the survey based on occupation
and are not tabulated into NIH Final survey
tabulation results.
√ Statistically Validated Sample
Screening Question

Q. Have you ever heard of any of the
following programs prior to taking
this survey?
The goal of this question was to screen out
persons from taking the survey who had advance
awareness and/or knowledge of The Precision
Medicine Initiative to eliminate potential bias in
survey responses – and to better represent the
overall general populous.
Other research studies identified were offered as
Red Herrings and provide little analytical value.
A total of 354 survey respondents were
terminated from the survey based on their
advance awareness of The Precision Medicine
Initiative and are not tabulated into NIH Final
survey results.
Screening Question
95.60%
100.00%
66.28%
85.26%
95.70%
4.40%
0.00%
33.72%
14.74%
4.30%
Cancer Moonshot 2020
The Precision Medicine
Initiative
Human Genome Project
National Children’s Study
Framingham Heart Study
No
Yes

Demographic (Age & Gender)
Tabulations to confirm a valid national general population representation in survey results.
16%
18%
16%
24%
26%
18-24
25-34
35-44
45-54
55-65
Male
34%
Female
66%
Age Bracket
Total Counts
100.00% (2002)
Male
100.00% (685)
Female
100.00% (1317)
18-24 15.98% 320 11.82% 81 18.15% 239
25-34 18.28% 366 21.17% 145 16.78% 221
35-44 15.88% 318 19.12% 131 14.20% 187
45-54 23.53% 471 19.42% 133 25.66% 338
55-65 26.32% 527 28.47% 195 25.21% 332
United States Age Distribution
Children 0-18 Adults 19-25 Adults 26-34 Adults 35-44 Adults 45-54 Adults 55-64 65+
25.00% 10.00% 12.00% 13.00% 14.00% 13.00% 15.00%
Population Analysis: Census Bureau March 2015.
United States Gender Ratio
~50/50 Gender Split

1.70%
4.70%
20.48%
10.84%
1.95%
55.29%
3.30%
1.05%
South-Central Asian (Indian, Pakistani, etc)
Far-East Asian (Chinese, Japanese, etc)
Black/African-American
Hispanic
Native American/Aleutian Eskimo
White/Caucasian
Other
Prefer not to say
Although not ‘spot on’, percentages are close enough to validate the data results in our tabulations and analysis.
United States Race and Hispanic Origin Population Distribution
White /
Caucasian
(+Hispanic Origin)
Black / African-
American
Native American -
Eskimo
Asian
Native Hawaiian –
Pacific Islander
Two or More
Races
Hispanic or Latino
(All Races)
White Alone
(Non Hispanic
or Latino)
72.4% 13.3% 1.2% 5.6% 0.2% 2.6% 17.6% 61.6%
Source: US Census Bureau, 2015 estimates.
Demographic (Race & Ethnicity)

31%
13%
9%
8%
10%
13%
11%
3%
1%
2%
Under $30,000
$30,000 to $40,000
$40,000 to $50,000
$50,000 to $60,000
$60,000 to $75,000
$75,000 to $100,000
$100,000 to $150,000
$150,000 to $200,000
$200,000 to $250,000
$250,000 or over
United States Household Income Distribution
Under
$15,000
$15,000 to
$24,999
$25,000 to
$34,999
$35,000 to
$49,999
$50,000 to
$74,999
$75,000 to
$99,999
$100,000 to
$149,999
$150,000 to
$199,999
$200,000
and over
12.6% 11% 10.1% 13.1% 17% 11.5% 13.4% 5.7% 5.6%
Source: US Census Bureau, 2006; income statistics for the year 2014
51%
16%
9%
6%
6%
7%
4%
1%
1%
20%
16%
7%
7%
10%
22%
13%
2%
1%
4%
20%
11%
10%
9%
13%
14%
16%
4%
1%
2%
30%
12%
7%
7%
13%
11%
14%
3%
1%
1%
34%
11%
9%
11%
10%
10%
9%
3%
1%
1%
Under $30,000
$30,000 to $40,000
$40,000 to $50,000
$50,000 to $60,000
$60,000 to $75,000
$75,000 to $100,000
$100,000 to $150,000
$150,000 to $200,000
$200,000 to $250,000
$250,000 or over
18-24 25-34 35-44 45-54 55-65
Demographic (Income)

Demographic (States)
1.60%
0.05%
2.60%
1.05%
12.74%
1.45%
1.25%
0.50%
0.30%
7.79%
3.80%
0.50%
0.40%
5.29%
1.45%
0.85%
0.65%
1.80%
0.65%
0.15%
1.85%
1.05%
2.70%
1.70%
0.65%
1.30%
0.30%
0.80%
1.30%
0.10%
2.65%
0.85%
7.89%
4.10%
0.05%
3.65%
0.95%
1.15%
3.55%
0.30%
2.05%
0.20%
2.15%
6.04%
0.40%
0.20%
2.85%
2.00%
0.55%
1.70%
0.15%
Alabama
Alaska
Arizona
Arkansas
California
Colorado
Connecticut
Delaware
District of Columbia
Florida
Georgia
Hawaii
Idaho
Illinois
Indiana
Iowa
Kansas
Kentucky
Louisiana
Maine
Maryland
Massachusetts
Michigan
Minnesota
Mississippi
Missouri
Montana
Nebraska
Nevada
New Hampshire
New Jersey
New Mexico
New York
North Carolina
North Dakota
Ohio
Oklahoma
Oregon
Pennsylvania
Rhode Island
South Carolina
South Dakota
Tennessee
Texas
Utah
Vermont
Virginia
Washington
West Virginia
Wisconsin
Wyoming
Survey Respondents
0.18%
1.80%
0.57%
2.23%
2.61%
0.19%
0.93%
8.55%
2.05%
0.27%
1.52%
0.33%
3.98%
1.25%
1.22%
3.61%
0.24%
3.12%
6.16%
0.65%
2.79%
0.41%
0.90%
0.59%
0.32%
1.89%
0.93%
1.71%
3.09%
2.11%
1.87%
0.41%
1.45%
1.38%
0.91%
0.97%
2.06%
4.00%
0.51%
0.45%
3.18%
6.31%
0.21%
0.29%
1.12%
1.70%
12.18%
0.93%
2.12%
0.23%
1.51%
.Wyoming
.Wisconsin
.West Virginia
.Washington
.Virginia
.Vermont
.Utah
.Texas
.Tennessee
.South Dakota
.South Carolina
.Rhode Island
.Pennsylvania
.Oregon
.Oklahoma
.Ohio
.North Dakota
.North Carolina
.New York
.New Mexico
.New Jersey
.New Hampshire
.Nevada
.Nebraska
.Montana
.Missouri
.Mississippi
.Minnesota
.Michigan
.Massachusetts
.Maryland
.Maine
.Louisiana
.Kentucky
.Kansas
.Iowa
.Indiana
.Illinois
.Idaho
.Hawaii
.Georgia
.Florida
.District of Columbia
.Delaware
.Connecticut
.Colorado
.California
.Arkansas
.Arizona
.Alaska
.Alabama
US Census: 2015 est.

SURVEY
Tabulations & Analysis

QA1. Please indicate how much you
agree or disagree with each of the
statements.
Survey respondents generally in high numbers
represent they are good initiative candidates:
• Health conscious
• Trust their doctors
• Believe pharmaceutical companies are good
corporate citizens with admirable intentions
• Sensitive to helping others in times of need
• Open to giving back and volunteering
Of note, government trust is less pervasive among
the survey population indicating communications will
need to build higher levels of personal trust through
positioning, messaging and peer testimonials.
32%
58%
19%
11%
48%
28%
51%
30%
30%
22%
38%
33%
I trust doctors
It’s important to me
I think pharmaceutical
I trust the government
I’m willing to help people
Giving back/volunteering
Agree Strongly Agree Somewhat
Baseline Analysis
Guiding Personal Values & Beliefs 32%
58%
19%
11%
48%
28%
51%
30%
30%
22%
38%
33%
10%
9%
23%
26%
11%
25%
17%
24%
8%
11%
17%
5%
0% 20% 40% 60% 80% 100%
I trust doctors to make the right
decisions for my health.
It’s important to me to be
proactive about my health (i.e.
regular check-ups, exercise,
healthy eating).
I think pharmaceutical companies
conduct research to find new
drugs and treatments that will
help people, not just to make
money.
I trust the government to do
what’s right for its citizens.
I’m willing to help people in need
and expect nothing in return.
Giving back and/or volunteering is
an important part of my life right
now.
Agree Strongly Agree Somewhat Neither Agree Nor Disagree
Disagree Somewhat Disagree Strongly

QA2. How often would you say that
you…?
Survey respondents represent in reasonably high
numbers they are active in their personal
healthcare.
Of note, minor statistical deviations do exist within
target populations of age and race for where and
how often respondents seek healthcare.
Attributes used to isolate frequency and location
nuances for personal healthcare reinforces the
need to plan for these considerations within all
communications and enrollment activation
directions.
Baseline Analysis
Frequency of Healthcare Habits
4%
60%
60%
67%
11%
11%
10%
9%
16%
18%
19%
9%
9%
6%
49%
28%
7%
7%
4%
9%
22%
6%
7%
6%
10%
5%
6%
7%
0% 20% 40% 60% 80% 100%
Go to the doctor
Go to a community health
clinic/free clinic
Go to a clinic within a pharmacy
(CVS MinuteClinic, etc.)
Go to the Emergency Room
because I don't have a doctor
Get a routine physical
Never Once every few years Once per year
2-3 times per year 4-6 times per year Once per month
Twice per month or more

QA3. Have you ever participated in
a medical research study?
Survey respondents represent in high numbers
they are either willing to participate – or open to
participate in a medical research study.
Statistically valid sample sizes reveal interest
across all age brackets and race / ethnicities.
Yes
No, but I am
open to
participating in a
medical research
study
No, and I would
never participate
in a medical
research study
Total 7% 76% 17%
7%
76%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Optional Choice 18-24 25-34 35-44 45-54 55-65
Yes 6% 4% 6% 8% 9%
No, but I am open 80% 79% 77% 78% 71%
No, and I would never 14% 17% 17% 14% 20%
Baseline Analysis
Research Study Participation Openness

Everyone is different, with unique genes, lifestyles, and environments. Because of these differences, a medical treatment
that works for one person might not work for another, even if both people have the same disease. Doctors often must use
trial and error to figure out what treatment will work. The National Institutes of Health (NIH), in collaboration with
universities and technology companies, wants to create a new model of medicine that is tailored to each person, so that, in
the future, people can receive the exact right diagnoses, treatments, and preventions they need.
To understand how genetic and lifestyle differences can affect health and disease, researchers need a lot of health data
from many people. The NIH is asking one million Americans to donate their health data: their electronic health records, DNA
through a blood sample, lifestyle data (i.e. data from Fitbit, Nike+, etc.), and possibly environmental data (i.e. air and water
quality). This data will go into a huge database for researchers to study health and disease, with the goal of finding and
targeting medical treatments faster and more effectively.
The NIH wants people to be partners in this process, not research subjects. Before donating health data, people will give
informed consent. Identifying details like names, addresses, and social security numbers will be removed from the health
data. Age, race/ethnicity, and gender will not be removed as they are relevant to medical research. People will have some
control over how their health data is shared and used in the research, and may withdraw from participating at any time.
The research will take place over ten or more years. It may take many years for breakthroughs about health and disease to
happen. People who donate health data may not be helped by these breakthroughs during their lifetime. But they may get
back information about their health, and information about the research findings more generally.
Presented Baseline Project Description

59%
36%
5%
Positive
Neutral
Negative
QB1. What do you think about the
description you’ve just read?
Favorable sentiments across respondent
feedback is extremely high for the presented
project description. This indicates there is general
and open willingness in scale to help societal
causes and others.
Of those who are “neutral” in their position, it is
largely due to apprehension for sharing personal
(healthcare) information with others outside of
their healthcare networks and physicians.
The small population that is strongly opposed to
the project are those who may believe in strong
personal values for privacy. It is likely these
individuals will be hard to convert to a different
opinion.
Neutral Sentiments (Common Theme)
“Although I know that something like this needs to happen, it’s also
scary having your personal information out there for random people
you don’t know to see. And not know if it is being used exactly what
is said that it’s being used for. Very skeptical.”
Negative Sentiments (Common Theme)
“I understand the concept, but I don’t like the idea of personal data
being shared.”
Positive Sentiments (Common Theme)
“I feel that it is a great idea. I have health issues and I don’t want
people to have to suffer like I have. So I would do anything to help
research and create treatments and options for my diseases.”
Baseline Analysis
Program Description

QB2. What is the best word to
describe what you just read about?
The underlying objective of this question was to
determine a preferred best word (or word
combination) choice, which could be applied to
describe the “project”. The goal was to identify
descriptive language that is quick and easy to
understand with instant project association
recognition.
o Network
o A Study
o Research Program
o An Initiative
o A Program
o A Movement
o Other (Please Specify)
o None of the above
Optional Choice 18-24 25-34 35-44 45-54 55-65
An Initiative 15% 15% 13% 11% 11%
A Study 27% 22% 27% 25% 23%
A Program 5% 8% 6% 5% 4%
A Movement 12% 7% 8% 6% 3%
Research Program 37% 42% 42% 47% 53%
Network 1% 2% 2% 1% 1%
None of the above 3% 4% 2% 2% 2%
Across all age brackets… “Research Program” clearly is
the preferred choice to describe the project.
Baseline Analysis
Project Nomenclature
45.30%
24.48%
12.79%
6.64%
5.19%
2.80%
1.50%
1.30%
Research Program
A Study
An Initiative
A Movement
A Program
None of the above
Other (Please specify)
Network
Statistical Probability - 98% Level of Confidence - Top Choice + 2.5% margin of error

QB3. If the project you just read
about existed today, how likely
would you be to participate in it?
Favorable opinions among the audience viewing
the NIH “project” for the first time is promising.
More than 53% of respondents have stated they
would either DEFINITELY or PROBABLY participate.
Add in the “might” category and 84% of all survey
respondents become self identified as pre-
qualified participation candidate targets.
Optional Choice 18-24 25-34 35-44 45-54 55-65
Definitely 21% 34% 28% 22% 18%
Probably 31% 31% 31% 28% 28%
Might - might not 34% 26% 25% 37% 30%
Probably not 9% 5% 10% 6% 13%
Definitely not 5% 3% 6% 7% 11%
Baseline Analysis
Project Participation Interest 23.58%
29.82%
30.72%
8.94%
6.94%
Definitely would participate in
this project
Probably would participate in this
project
Might or might not participate in
this project
Probably would not participate in
this project
Definitely would not participate
in this project
Across all age brackets… likely candidates for
participating in the project look extremely positive.

QB4. How interested are you in
getting more information about the
project?
Respondents generally want more information.
More than 50% of the survey population is either
EXTREMELY or VERY interested in receiving more
information.
Dissemination of information will be important via
all channels and outlets to activate a large
national population.
Baseline Analysis
Information Needs & Interests 22.73%
27.62%
31.97%
11.79%
5.89%
Extremely interested in getting
more information about this
project
Very interested in getting more
information about this project
Somewhat interested in getting
project
Not very interested in getting
project
Not at all interested in getting
project
Statistical Probability - 98% Level of Confidence – “Extremely Interested” + 2.2% margin of error

BRANDING
Naming Convention
QB5. Please indicate which of the
following names does the best job
of describing this project?
“The Future Health Research Program” and “The
Future of Medicine Study” are the most preferable
project names.
This coincides with the top two choices for project
nomenclature, “research program” and “study”.
Of note, “The All of Us Research Program” name
which includes one of the most preferred project
nomenclature names still ranks in the lower half of
all preferred choices.
Therefore, nomenclature preferences linked to
preferred naming conventions may or may not
directly have influence on preferred choices.
18.63%
13.99%
12.54%
11.19%
10.54%
9.94%
6.94%
5.84%
5.54%
4.85%
The Future Health Research
Program
The Future of Medicine Study
The All of Us Initiative For Better
Health
The Better Health Movement
All of Us: The Precision Medicine
Initiative
The Precision Medicine Initiative
The All of Us Research Program
The Precision Health Network
All of Us
The Precision Medicine Program

BRANDING
NamingConvention–CrossTabulation
following names does the best job
of describing this project?
Upon closer review, Project Nomenclature
preferences do not directly impact Naming
Convention preferences with any statistical
probability.
Nomenclature Preference (2002) Total - 100.00%
An Initiative 12.79% 256
A Study 24.48% 490
A Program 5.19% 104
A Movement 6.64% 133
Research Program 45.30% 907
Network 1.30% 26
None of the above 2.80% 56
Other (Please specify) 1.50% 30
Naming Convention Preference (2002) Total - 100.00%
The Future Health Research Program 18.63% 373
The Future of Medicine Study 13.99% 280
The All of Us Initiative For Better Health 12.54% 251
The Better Health Movement 11.19% 224
All of Us: The Precision Medicine Initiative 10.54% 211
The Precision Medicine Initiative 9.94% 199
The All of Us Research Program 6.94% 139
The Precision Health Network 5.84% 117
All of Us 5.54% 111
The Precision Medicine Program 4.85% 97
256
661
907
512
490
280
Nomenclature Naming Convention
Cross Tabulation Nomenclature
Preference Influence Analysis
Inititaive
Research
Program
Study

QB6. Why do you say that?
The Future Health Research Program
(Positive Feedback)
Respondents provided a myriad of reasons why they
chose “The Future Health Research Program” as the
most preferable project name.
At the core of these respondent opinions, name
choice preferences have a common general theme:
Helping people with future health through research.
The Future Health Research Program
Positive Respondent Sampled Feedback
(373 cross tabulated responses)
o The name fits best. It’s about the health of our future.
o You are trying to help people and their health and in the
future.
o With today’s research, we can help tomorrow’s health of
people.
o Trying to improve people’s health for the future.
o To me, that is what was described, easy to understand.
o This is a research program now that could have future
health benefits for everyone.
o This explains the research is health related and will be for
future discoveries.
o To me that is what it is from the understanding I get from
what I read. it is gathering information to help deal with
people in years to come.
o This title is all inclusive and this will let people know it is a
research program.
o The name is very descriptive and tells me it is a research
program and has to do with future health.
BRANDING
NamingConvention–PromptedFeedback

following names does the poorest
job of describing this project?
“All of Us” as a stand-alone concept ranks the
lowest as a preferable choice by a wide margin for
describing the project.
With a separation of only 63 responses between
the number two ranked choice and the tenth
ranked choice, standard deviations in tabulations
below “All of Us’ can be seen as statistically slight
and are determined insignificant.
However, the consideration remains whether “All
of Us” can work as a campaign name and/or if “All
of Us” could work as a project name if attached to
other words or project nomenclature.
BRANDING
Naming Convention
41.61%
8.24%
7.64%
7.19%
6.69%
6.39%
5.74%
5.74%
5.64%
5.09%
All of Us
Program
Health
Initiative

QB6. Why do you say that?
All of Us
(Negative Feedback)
Respondents provided a general common theme
for why they felt “All of Us” did not capture the
project well as a naming convention.
At the core of these opinions, the name suggests
in respondent views:
That it is too vague and doesn’t provide sufficient
information to understand what the project is
about.
All of Us
Negative Respondent Sampled Feedback
(833 groomed responses)
o All of Us does not, for me, describe that it is medically-
related in any sense.
o All of Us gives no information at all about what the study is
about...
o All of Us is a general statement, can mean anything.
o All of Us is a poor title choice for this program because it’s
very broad and can mean anything.
o All of Us is very general and makes no reference to
medicine, research, etc.
o All of Us only really makes sense in that the project is
attempting to find a way that benefits us all equally. Other
than that, the name isn’t really that appropriate. “All of
Us” [by itself] just somehow seems misleading to me.
o All of Us, I feel is an EXTREMELY poor representation of the
initiative. First, if someone were to read All of Us; they
would have no idea what it was.
BRANDING

QB6. If you prefer a different name,
please tell us that name.
Many variations were submitted which largely
played off conceptual directions presented as
naming convention choices. Words most
frequently used are represented in the Word Cloud
below.
Health, Future, Better, Initiative are leading word
choices to help describe the “project” with
associated personal value and/or meaning.
• The All of Us Initiative For Better
Health Outcomes
• A Healthier Future Initiative
• Advances in Medicine for Humanity
• All of Us = Hope
• All of us better health
• All of us Initiative for Better Health
• All of us together healthcare
program
• All of Us: An Initiative to Improve our
Future Health
• Better health for all of us plan
• Better Health for All
• Better health for our future
• Better health in time
• Better healthcare for you and me
• Collective Health Initiative for
Personalized Healthcare
• Empowering the Health of a
Generation
• Future Health Initiative
• Future Health Research and Study
• Future Health Research Initiative
• Future of Medicine Research
Program
• Genetic health initiative
• Greater Health
• Greater health Initiative for our
future
• Health for future generations
• Health Research for the Future
• Health the next generation
• Human Health Care Project
• Medical Mapping for Better
Healthcare
• Medicine for all humans
• Medicine for the future
• Personalized Medicine: The Future of
Healing
• Personalized medicine study
• Precise health care
• Precision Health Studies
• Precision Health: A future for all of
us.
• Progressive Health Network
• Progressive Medical Initiative
• Research for Better Health for All of
Us
• Research for human health and
development
• Saving human health
• The Better Health Initiative
• The Future of Better Health
• The Future of Health
• The Future of Health Initiative
• The Future of Medical Science
• The Future of Medicine Is Here
• The Future of our Health
• The Human Precision Health Network
• Precision Health for All.
• The Study of Future Health Initiative
• The Better Health Initiative
BRANDING

QB7. Please indicate which one would
most compel you to participate?
A second validation question (worded slightly
different) was used to test and verify earlier results
for naming convention preferences.
“The Future Health Research Program” is further
validated (among the choices presented) as the name
that would most compel people to participate in the
project.
This naming convention also includes the most
preferred choice in nomenclature when asked to
describe the project, “Research Program”.
“The All of Us Initiative For Better Health” performs
marginally well in the second grouping, as it did in
QB5: “What is the best name for the program?”
Of note: The “All of Us” variation also includes a word
combination using three highly used words preferred
in respondent feedback.
Of special note: “None of the Above” appearing near
the top of the rankings is troublesome as there is no
clear, runaway choice. This reinforces the notion that
more research may be required.
BRANDING
Naming Convention
16.23%
12.74%
12.64%
12.54%
11.74%
9.59%
8.09%
5.09%
4.05%
3.75%
3.55%
Program
None of the above
Health
Initiative
All of Us

BRANDING
Project Benefit Perceptions
QB8. Based on the project
description, which of the following
best describes what this project
hopes to achieve?
From the survey respondents, most all of the
sample population understood “advancing
healthcare” is the underlying intent and benefit
behind the project.
The use of the “Better Health” word combination
ranks first in a series of five offered choices and is
statistically relevant for communications.
Other than minor slight nuances, no significant
deviations among age and race / ethnicity
classifications are present.
32.77%
20.88%
22.83%
18.53%
5.00%
Better Health
Future Health
Better Medicine
Future Medicine
None of the above

BRANDING
Naming Convention
QB10. In the context of a sentence,
which project names sounds best?
This is the third in a series of naming convention
validation questions (using slightly different
wording).
“The Future Health Research Program” marginally
outperforms all other choices. This is the third
time that this choice has come out in the top
ranking position.
“All of Us” as a standalone naming convention
does poorly as we saw in QB 5: when asked which
name is the poorest for the describing program.
“The All of Us Initiative For Better Health” is the
best performing choice among the four “All of Us”
variations and is consistently in the top 50%
percentile.
15.58%
13.74%
12.64%
12.29%
12.29%
9.34%
6.59%
5.29%
4.60%
4.40%
3.25%
Have you heard about The
Future Health Research
Program?
Have you heard about The Better
Health Movement?
Future of Medicine Study?
Have you heard about The All of
Us Initiative For Better Health?
None of the above.
Precision Medicine Initiative?
Have you heard about All of Us:
The Precision Medicine
Initiative?
Precision Health Network?
Precision Medicine Program?
Have you heard about The All of
Us Research Program?
Have you heard about All of Us?

BRANDING
Tagline Directions
QB11. When added to your
preferred project name choice,
which phrase would most compel
you to participate?
This question took a respondent’s preferred
project name from QB5: (Which is the best name
to describe the program), and added a second line
of copy to the name.
Of note: The inclusion of the word “Health” as part
of any tagline statistically performs better over the
word “medicine”. “Better” and “Future” are also
high performing words.
Regardless of chosen project name, the word
combinations “For Better Health” or “Future of
Health” added to the project name garnered the
most appeal of all presented options.
These phrases were also chosen in QB8 as the
phrase that best describes what the program is
hoping to achieve.
57%
56%
51%
50%
49%
47%
45.05%
44.86%
41.06%
36.66%
28.17%
19.98%
: For Better Health
: The Future of Health
Begins With You
: Together For Better Health
: Future of Health
: For Better Medicine
: Future of Medicine
: Together for Better
Medicine
: Together for the Future of
Medicine
: In It Together For Better
Health
: All of Us Together for Better
Health
: All of Us Together
: All of Us
Yes

BRANDING
Logo Validation
QB12. If the project we discussed
today had this image as the logo,
which of the following would you
think is the name of the project?
The majority of survey respondents think the Logo
Lockup in it’s entirety, “All of Us: The Precision
Medicine Initiative”, is the project name: rather
than two individual thoughts i.e. campaign name
and project name.
Of note: This name was the 6th most popular
choice of respondents as a name that would
compel them to participate as seen in QB 7.
The stronger font and larger logo type font of “All
of Us” in the logo treatment enabled it to rank
second when specifically asked, “What is the
project name?”
Of special note: The objective was not to validate
“All of Us” as a project name, but to understand
the viewer’s perception of the project name based
on logo design.
If this logo lockup was meant to represent the
name of the project as The Precision Medicine
Initiative, less than 9% of people understood.
35.76%
29.62%
10.89%
8.89%
5.99%
4.65%
3.75%
0.45%
Initiative
All of Us
The All of Us Precision Medicine
Initiative
I Don't Know
All of Us
None of the above
Other (Please specify)

BRANDING
Call To Action Motivation Behaviors
21.03%
16.23%
21.88%
27.07%
26.27%
33.47%
25.12%
32.62%
34.27%
38.51%
30.62%
34.72%
30.97%
25.57%
23.53%
8.39%
14.24%
8.09%
7.14%
5.54%
6.49%
9.69%
6.44%
5.94%
6.14%
"Join ."
"Sign up for ."
"Participate in ."
"Become a Partner in ."
"Become Part of ."
Very excited about the project
Somewhat excited about the project
Neither excited nor unexcited about the project
Not very excited about the project
Not at all excited about the project
QB9. How excited or unexcited would
you be about the project if you saw
the following statements?
What becomes evident is statements using
“partner” or “become part” or likely other similar
terminology to represent group involvement will
resonate with the general populous at higher levels
across all age classifications.

SURVEY
Baseline Execution Statistics

Fieldwork Report
RESPONDENTS STATUS SUMMARY
Started 5899
Incompletes 2582
Completes 2002
Quota Full 2000
Terminates 1299
TERMINATES
Terminate 22 - cqS6 354
IP address mismatch Terminate 56
Terminate 9 - Income -cqS2 250
Terminate 8 - Age - cqS1 31
Terminate - ID or Email exists 8
Duplicate complete in confirmit 1
Terminate 21 - cqS5 513
Terminate - time based 86
INCIDENCE RATES
Net Effective Incidence 76.41%
Net Incidence 69.78 %
DURATION
Average Interview Duration 27min 17sec
Median Interview Duration 16min 19sec
1418076-US - Survey Start Date: Sep 3, 2016
Survey Close Date: Sep 10, 2016

NIH Brand Survey Final Results Master 09102016 v1.pdf

NIH Brand Survey Final Results Master 09102016 v1.pdf

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NIH Brand Survey Final Results Master 09102016 v1.pdf