HealthEngagement        Barometer                  ™        Health Influence in the        Era of Public Engagement
HealthEngagement        Barometer                      ™ContentsForeword      Today’s challenging health environment deman...
ForewordHealth is under extreme pressure. Over the past              publics appreciate the benefits of their products and...
Study Findings1 People Want More Health Engagement                                People view health engagement by compani...
1 Out of 5 People Is a Health Info-ential                     tion more than once a week and share the informationHealth I...
Health Info-entials:                           This approach demands a more in-depth, precise         More Stakes in Healt...
blogs and social networking Web sites. Companies and                           Health Info-entials:organizations in health...
3 Trust and Health Engagement Form a                                Trust, Authenticity and Satisfaction AreVirtuous Circl...
Health Info-entials: More Engaged ➞ More TrustingPlease indicate how much you agree or disagree that you “trust what you h...
they receive from health companies, organizations,                        If You Want to Engage People,products and servic...
People Want Most Engagement From Rx, OTC Products and Hospitals                                                           ...
“My Health” Is More Important Than 30 40 50 60 70 80 90                                                                0 1...
Three Health Priorities Are Price of Entry to Engagement                                     Affordable Healthcare        ...
Personal and Health Expert Channels Are Becoming More Important                                40 30 20 10                ...
organizations involved in health must engage across a                       Health Info-entials also cited a few negative ...
The New Rules of Health EngagementPublic engagement has changed the way health influence happens. To engage effectively, p...
Suggested ResourcesBrain, David and Thomas Martin. Crowd Surfing.               Lacey, Russell. “Relationship Drivers of C...
ContactsFor more information, including country-specific data, contact:   About EdelmanGlobal                             ...
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Edelman Health Barometer 2008


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Edelman Health Barometer 2008: Health Influence in the Era of Public Engagement
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Edelman Health Barometer 2008

  1. 1. HealthEngagement Barometer ™ Health Influence in the Era of Public Engagement
  2. 2. HealthEngagement Barometer ™ContentsForeword Today’s challenging health environment demands public engagement, a deeper, more fluid connection between organizations and brands and their publics.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 People Want More Health Engagement Organizations and brands now face a challenge – and an opportunity – to meet people’s demand for health engagement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 A Highly Engaged Group Wields the Most Influence: the Health Info-entials™ One out of every five people is a Health Info-ential who signals where the health conversation is headed.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Trust and Health Engagement Form a Virtuous Circle A crucial conclusion: trust and effective health engagement fuel each other. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84 Effective Engagement is Personal and Complete People expect organizations and brands to directly address their personal health above all other concerns – and with transparency.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105 Channels and Sources: Expertise and Personal Connection Drive Credibility As personal and health-expert channels rise in importance, people are turning to the New Second Opinion™. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13The New Rules of Health Engagement Suggestions and strategies for building trust with your publics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Suggested Resources For further reading and insight.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17MethodologyThe Edelman Health Engagement Barometer is a five-country study of people’s engagement in health and their expectations of engagementby organizations, companies, products and services involved in health. In September 2008, StrategyOne conducted a 20-minute onlinesurvey of the general population; the study sample included 5,183 adults, 18-75 years old. The chart below offers details on sample sizes ineach country studied, margins of error and representation. Contacts for more information, including country-specific data, are listed on page 18. Global US UK GErmany rUSSia CHina Sample Size 5,183 1,000 1,078 1,000 1,081 1,024 Margin of Error: Total +/- 1.4% +/- 3% +/- 3% +/- 3% +/- 3% +/- 3% Margin of Error: +/- 2.9% +/- 6.9% +/- 8.3% +/- 6.5% +/- 5.1% +/- 6.7% Health Info-entials Gender, Age, Urban areas: Urban areas: Gender, Age, Gender, Age, Gender, Age, Gender, Age, Representative on: Income, Education, Income, Education, Income Income Income Region, Ethnicity RegionEdelman Health Engagement Barometer was conducted by research firm2
  3. 3. ForewordHealth is under extreme pressure. Over the past publics appreciate the benefits of their products anddecade, aging populations, pandemics of infectious and services, as well as the critical role that they play inlifestyle-related diseases, and advances in medical advancing personal and public health. This continuous,technology have created a massive unmet demand for reciprocal process of health engagement is key tohealth and healthcare. And now the worst economic building trust and has implications that extend far beyondclimate in decades is exacerbating this crisis. communications to operations.Concurrently, the digital revolution has exponentially We created the Edelman Health Engagement Barometerincreased the interactions among disparate publics. to guide the development of effective business strategiesPeople are now empowered to freely and fluidly discuss in the rapidly evolving public engagement environmentbusiness and societal issues that previously were not for the health sector and others with business or productpart of popular culture and conversation. stakes in health. The only study of its kind, the Health Engagement Barometer takes a global look at theTogether, these forces have created a new, complex fundamentals of public engagement in health, how it isoperating climate for organizations involved in health, evolving, and how people want companies, organizations,one that is constantly being shaped by the public’s brands and services involved in health to engage with them.engagement in it. Because health is pivotal to personaland societal well-being, everyone is not only a health The public has rewritten the rules of health engagement.stakeholder but also has multiple stakes in health (e.g., In the pages ahead, you’ll learn about the segment of theas consumer, patient, citizen, professional, advocate, public that is most influential in health; the best ways tocaregiver) and is a member of multiple health publics. engage them and the general public to build trust; the power of personal, expert, and complete information onThe new era of public engagement in health calls for multiple channels; and the essential topics that must beorganizations and brands to make deeper, more fluid, addressed to open the door to engagement.and open connections with their publics; to engage withindividuals with cognizance of their multiple health We hope that this study serves as a useful guide tostakes; and to influence personal, professional and policy operating and communicating effectively in health in thedecisions without seeking to control them. Health new, public engagement environment. My colleaguesorganizations and brands need to understand and and I welcome your perspective; please feel free toaddress the expectations of their particular publics (as contact us directly or share your thoughts on our Healthwell as society as a whole), while ensuring that their Engagement Blog at NANCY TURETT Global President, Health Edelman January 20093 HealthEngagement Barometer ™
  4. 4. Study Findings1 People Want More Health Engagement People view health engagement by companies, organizations and brands as increasingly importantThe first task of the Edelman Health EngagementBarometer was to understand to what extent people are While 40 percent of people surveyed said they areactively engaged in health and whether they feel it is becoming more actively engaged with companies andimportant that organizations and brands involved in organizations in health, 70 percent agreed that “it ishealth engage with them. The study asked people to rate increasingly important that health companies andhow engaged they are with health issues, with compa- organizations engage with me.” Although less pro-nies and organizations involved in health, and with health nounced, a similar gap emerged when people wereproducts and services. (For the purposes of the study, questioned about products and services. While 60engagement was not pre-defined.) percent of adults across all countries surveyed said they are becoming more actively engaged with health prod-Globally, 63 percent of people said they are becoming ucts and services, a full 75 percent agreed that “it ismore actively engaged in health issues; 60 percent are increasingly important that health products and servicesbecoming more actively engaged with health products engage with me.”and services; and 40 percent are becoming more activelyengaged with companies and organizations involved in The gap between how engaged people feel they are andhealth. Yet in all five countries surveyed, people said they the engagement they crave confirms that while manywant more health engagement from companies, organi- companies and organizations in health have made azations, products and services. concerted effort to engage the public, they must do more. Companies and organizations now face a chal- lenge – and an opportunity – to meet people’s demand Desire for Health for health engagement more than halfway. Engagement Is RisingPlease indicate how much you agree or disagree with the following 2 A Highly Engaged Group Wields Moststatements. (strongly/somewhat) Influence: the Health Info-entials™ To discover who is exerting the most influence over It is increasingly important that health, the Health Engagement Barometer asked people Companies & Organizations 70% a series of questions about how much they are involved involved in health engage with me in health issues and how often they gather and share health information. People who said that they are highly It’s increasingly important that active in three distinct categories would be considered Health Products & Services 75% engage with me the most influential. First, people were asked about their level of involvementBase = Adults in health issues. Since health is a part of everyone’s life, it4 HealthEngagement Barometer ™
  5. 5. 1 Out of 5 People Is a Health Info-ential tion more than once a week and share the informationHealth Involved: Involved in health but not necessarily gathering or with others more than once a week. They represent sharing information about a third of the population.Health Informed: Gather and share health information more than once a week Finally, people were asked a series of questions toHealth Engaged: Self-identify as actively gathering and sharing determine if they consider themselves Health Engaged. health information, and advocating a point of view This group, comprising 39 percent of the population, actively seeks and shares information, or actively seeks Health and shares information and advocates a viewpoint. In 3 fo 3% rm Health Info-entials amplify trends in the ed general population People who are highly Health Involved, Health Informed and Health Engaged are the most influential in health. Health I These Health Info-entials – one out of every five people 80%olve – not only care about and take action on health issues, nv they also act as channels for information themselves. ed d % 39 ag Like a physician who acts as a “key opinion leader” for ng E lt h other doctors and influences their viewpoints, the Health Hea Info-ential can lead others in a certain direction through his or her interest, actions and information-sharing. Health info-entials 22% Health Info-entials can be viewed as signposts for whereBase = Adults the health conversation is not surprising that most people – 80 percent – claimed Health Info-entials Are Not Defined by Demographicsto be somewhat or very involved in health issues. Thisgroup is referred to as the Health Involved. No differences from Slight differences fromNext, people were asked how often they gathered general population: general population:information about health issues and how often they Age Gendershared information about health issues that they viewed, Income levels Parental statusread or heard about. This group – the Health Informed Marital status Employment status– is made up of people who both read or gather informa-5 HealthEngagement Barometer ™
  6. 6. Health Info-entials: This approach demands a more in-depth, precise More Stakes in Health and Equally understanding of what matters to them and why, and of Balanced Between Men and Women where, how, and with whom they communicate. More likely to... People share information across all channels, most Work in a often with the people they know Be a caregiver health field The Health Engagement Barometer asked respondents who they are most likely to talk to about health. People, Have a severe orTake prescription chronic health and to a greater extent Health Info-entials, are most likely medicines condition to share information and opinions about health issues with friends and family members. “A person like me,”Globally, Health Info-entials have more stakes in health “colleagues,” and “my doctor or healthcare provider” arebut come from all walks of life also critical members of their sphere of influence.Beyond quantifying Health Info-entials, the Health Respondents also said that they share information orEngagement Barometer sought to discover what the their opinions with a wide range of people. To a lesserpeople in this group have in common and how they differ extent, the same is true for the channels through whichfrom other people. they communicate. Conversations about healthcare areHealth Info-entials connect with health directly and likely to be taking place on nearly every communicationpersonally. They are more likely to have more stakes and channel, including online message boards, personalmore experience in health compared to the generalpopulation. They also are more likely to have a severe orchronic health conditions (41 percent vs. 34 percent), MORE HEAlTH INFO-ENTIAlS IN CHINAwork in the health field (26 percent vs. 18 percent), be a While much of the survey data are consistentcaregiver (17 percent vs. 11 percent), or take prescription across countries, this is not the case for Healthmedications (47 percent vs. 41 percent). 40 30 20 10 Info-entials. 10 20 30 40However, there are no differences between HealthInfo-entials and other people with regard to age, incomelevel or marital status. Their demographic differences 35% Chinafrom the general population are minimal. Info-entials are 23%slightly more likely to be women (50 percent vs. 46 Germanypercent), have children (41 percent vs. 35 percent) and 21%be employed (71 percent vs. 65 percent). Russia 20%Companies and organizations that want to reach the U.S.A.people who are the most influential in health must 13%connect with them through their actions and their U.K.experiences, rather than targeting them demographically. Base = Adults6 HealthEngagement Barometer ™
  7. 7. blogs and social networking Web sites. Companies and Health Info-entials:organizations in health must take all channels into More Engaged ➞ More likely To Actconsideration – even channels that they cannot control – if Thinking about companies and organizations involved in health thatthey want to reach their publics. you 10 engaged 30 which, 50 of the following actions have are 20 with, 40 if any, 60 70 80 you taken in response to a company or organization?Engagement fuels action Talked about it with friends, family members or peers 55%Not only are people paying attention to health companies, 41%organizations, and issues, they also frequently take Talked about it with my doctor or other healthcare provideraction, and the more engaged they are, the more likely 40% 28%they are to act. Researched further information about it 34%Leading the way, a full 83 percent of Health Info-entials 23%have taken action for or against health companies and Chosen to purchase its products or servicesorganizations, while 66 percent of the general population 34% 23%has taken action. These actions primarily take the form of Recommended one of its products or servicesconversations with people they know, such as friends, 28% 18%family, peers and providers. Actions can be positive and Shared information about it onlinenegative, but are more likely to be personal, not political. 28% 14%Globally, people are more likely to act in response to a Contacted the company or organizationhealth issue than to a company or organization involved 19% 12%in health. Ninety-nine percent of Health Info-entials and Signed or initiated a petition about it89 percent of the general population say they have taken 11%action on health issues. Again, the most frequent action 6% Chosen to invest in itis to start a conversation about an issue with a friend or 9%family member. 6% Supported or opposed legislation related to itIf an issue, company or organization catches the atten- 7% 4%tion of the public, some kind of action will likely follow. Contacted a politician about itThe most influential people in health use personal 6%conversations and talk on multiple channels. They will 3% Attended a protest or gathering in opposition to itengage regardless of whether companies and organiza- 4%tions choose to participate in the conversation. Identify- 2%ing and understanding these ongoing personal conversa- Took no action 15% Health Info-entialstions are critical for any health entity that wants to prevail 28% Adultsin today’s environment.7 HealthEngagement Barometer ™
  8. 8. 3 Trust and Health Engagement Form a Trust, Authenticity and Satisfaction AreVirtuous Circle Top 3 for Health Info-entials in All 5 Countries Thinking 0 about 10 engagement you want to have with companies90 the 20 30 40 50 60 70 80 100Trust fuels health engagement – and vice versa and organizations involved in health, which characteristics of that engagement are most important to you?Trust is the most important characteristic of engagementwith companies and organizations. Seventy-one percent 71%of Health Info-entials and 67 percent of the general 68% Global 61%population rank “trust” as most important. Sixty-eight 79%percent of Health Info-entials and 58 percent of the 54% U.S.A. 52%general population say “authenticity” is the next most 79%important factor; and 61 percent of Health Info-entials 67% China 66%and 53 percent of the general population feel that 77%“satisfaction” matters most in engagement. 45% U.K. 41%These three characteristics of effective engagement rose 71%to the top among Health Info-entials in every country 70% Germany 48%surveyed (although their order of importance varies by 82%country). In the U.S. and the U.K., Health Info-entials 77% Russia 66%want trust first and foremost; authenticity ranks highestamong German and Chinese Health Info-entials; and Trustsatisfaction highest among Russian Health Info-entials. Satisfaction Base = Health Info-entials AuthenticityHealth Info-entials are more engaged andmore trusting distrust what they hear. Among the general population,One of the most crucial conclusions of the Health trust drops to 58 percent and distrust rises to 36 percent.Engagement Barometer is that trust and effective healthengagement fuel each other. Authentic engagement The same trust-distrust pattern emerges in how muchbuilds trust and, in turn, trust builds effective engagement. people say they trust what they hear from health prod-The fact that Health Info-entials, the most engaged ucts and services. Seventy percent of Info-entials and 61people in health, are also more trusting than the average percent of adults trust what they hear, and 28 percentperson, confirms this idea. and 33 percent respectively distrust what they hear. These patterns are consistent across all countries; surveyRespondents were asked to rank how much they trust respondents in Germany were least trusting, while thosewhat they hear from companies and organizations in in China were most and from health products and services. Sixty-ninepercent of Health Info-entials trust what they hear from Clearly, a large part of the population still needs to becompanies and organizations in health while 29 percent convinced about the trustworthiness of the information8 HealthEngagement Barometer ™
  9. 9. Health Info-entials: More Engaged ➞ More TrustingPlease indicate how much you agree or disagree that you “trust what you hear from companies and organizations involved in health/…fromhealth products and services?” (strongly/somewhat agree vs. strongly/somewhat disagree)40 30 20 10 Distrust 10 20 30 40 50 60 70 Trust Distrust Trust Global U.K.Companies and Organizations Companies and Organizations 36% 58% 38% 53% 29% 69% 36% 60%Products and Services Products and Services 33% 61% 35% 54% 28% 70% 36% 61% U.S.A. GermanyCompanies and Organizations Companies and Organizations 34% 58% 43% 51% 30% 68% 44% 53%Products and Services Products and Services 33% 59% 43% 51% 30% 68% 44% 52% China RussiaCompanies and Organizations Companies and Organizations 26% 72% 38% 58% 19% 80% 26% 73%Products and Services Products and Services 22% 77% 37% 61% 17% 82% 23% 76% Adults Health Info-entials Everything Matters to People’s Health and Well-Being “Health” is defined by a large set of factors 0 10 20 30 40 50 60 70 80 90Thinking about your overall health and well-being, how important would you say each of the following factors plays in influencing it?(extremely/very important) Physical health 94% Mental/emotional health 91% Personal appearance/hygiene/self-care 87% Financial health 82% Social connections with others 79% Level of achievement/accomplishment 68% State of the economy 64% State of your country 64% State of your local community 57% Spirituality 57%Base = Health Info-entials9 HealthEngagement Barometer ™
  10. 10. they receive from health companies, organizations, If You Want to Engage People,products and services. The existence of the more engaged, Give Them the Whole Storymore trusting Health Info-ential proves that distrust can 10 20 30 start with “their” health80 And 40 50 60 70be overcome through effective health engagement. In which of the following ways do you want companies and organizations involved in health to engage with you? Help me address health issues that affect me personally4 Effective Engagement Is Personal 54% 42%and Complete Communicate both positive and negative news to meThe Health Engagement Barometer sought to discover 52% 44%how people want companies and organizations in health Inform me about health conditions that I am concerned aboutto engage with them, as well as the kinds of engagement 52%they prefer. First, to gain insight into the mindset through 41% Inform me about the risks and benefits of their products and serviceswhich they approach “health,” the study asked people to 50%identify the most important influences on their personal 43%health and well-being. Communicate with me openly and transparently 48%Across the globe, people indicated that “health and 41% Actively listen and respond to my concerns and requestswell-being” means much more than their physical health. 47%It also encompasses personal factors like emotional health, 37%financial health and social connections, and societal Inform me about how to prevent a disease that their products and... 46%concerns like the state of the country and the economy. 36% Inform me about how to properly use their products and services 43%Complete information, positive and negative, is essential 36%Fifty-four percent of Health Info-entials and 42 percent of Ensure I have access to their products and services 40%adults want companies and organizations involved in 34%health to “help me address health issues that affect me Offer a variety of ways for me to communicate with them 35%personally” and to inform them about the health condi- 28%tions they care most about. Inform me about the science and technology behind their products and... 34%But they don’t want just basic information. They want to 26%know the whole story – information that helps them Help me address health issues affecting the world today 32%understand both the benefits and the risks of specific 21%products and services. They want the good news and Have an active presence on popular social networking sites where I... 23%the bad. They also want information about how to 14%prevent disease that specific products and services treat. Partner with other organizations to address issues important to me 21%Less important ways to engage include giving people 16% Allow employees other than the CEO or spokespeople to communicateinformation about the science and technology behind a 16%company’s products or services or partnering with other 12% Health Info-entialsorganizations to address health issues that matter to Adults10 HealthEngagement Barometer ™
  11. 11. People Want Most Engagement From Rx, OTC Products and Hospitals 10 20 30 40 50 60 70 80Please rate each of the following on how engaged you want them to be with you. (very/somewhat) Healthcare products I purchase with a prescription 85% 76% Hospitals 83% 73% 81% Healthcare products I purchase without a prescription 69% 76% Companies in health 61% 74% Government health agencies 63% 72% Nonprofit health organizations and foundations/NGOs 58% Health Info-entials Adultsthem. They want engagement from companies and care products (Health Info-entials, 81 percent; adults, 69organizations to be direct – and directly focused on them. percent). Less important is engagement from entities that have less of a personal impact, such as companies,Overall, people are demanding transparency – a more government agencies and nonprofit, interactive and personal relationship with compa-nies and organizations involved in health. They want “My health” more important than “our health”companies and organizations in health to actively listenand respond to their concerns and requests. They will People’s engagement is highest on the issues that mattermost likely reject or dismiss an attempt to engage that is most to their personal health. Seventy-four percent ofthin or one-sided, or that doesn’t give them the “whole Health Info-entials are highly engaged with the issue ofstory” about the subject at hand. maintaining health and well-being; 66 percent are highly engaged with the issue of chronic health problems; 61Highest desire for engagement from products and percent with preventing disease; 58 percent withservices that touch people physically providing access to affordable healthcare; and 54 percent with access to health information.The majority of people surveyed named products andservices that involve their bodies and are critical to health The power of this personal-first approach to health isas their highest priority for engagement. Highest ranked universal. Every country surveyed showed this pattern ofwere pharmaceutical products (Health Info-entials, 85 highest engagement with the most personal issues –percent; adults, 76 percent); hospitals (Health Info-en- maintaining health and well-being, solving chronic healthtials, 83 percent; adults, 73 percent); and OTC health- problems, and providing access to affordable healthcare11 HealthEngagement Barometer ™
  12. 12. “My Health” Is More Important Than 30 40 50 60 70 80 90 0 10 20 “Our Health”Which, if any, of the following best describes your typical engagement with the issue of …?(high engagement = actively seek out/share info or actively seek out/share info and advocate point of view) Maintain health and well-being 74% Solve chronic health problems 66%My Health Prevent disease 61% Provide access to affordable healthcare 58% Access to health information 54% Addresses impact of environmental change 47% Reduce risks 44%Our Health Understand benefits of alternative medicine 43% Ensure high ethical standards 43% Fostering innovation 41% Protect privacy 40% Eliminate global infectious diseases 38%Base = Health Info-entials– typically topping the list. These personal health issues society needs to address today and the issues that theytrump a number of societal issues that companies and believe have the largest impact on their lives. They wereorganizations in health commonly hold out as important also asked to rank health issues by how much theyto people. Only 41 percent of Health Info-entials actively believe companies and organizations should get involvedengage on the issue of fostering innovation; 44 percent in each.engage on risk reduction; 43 percent on ensuring ethical When asked to identify the most important public healthstandards; and 40 percent on protecting privacy. issues, Health Info-entials chose issues that directly aligned with their personal health priorities: providingHealth priorities are aligned for people, society and access to affordable healthcare, solving chronic healthorganizations and brands problems and preventing disease. Health Info-entials alsoWhich personal health issues matter most to people? cited these three issues as the ones they expect compa-Which societal issues matter most? To what extent do nies and organizations involved in health to engage in.they want companies and organizations to address These issues are the “price of entry” to engagement –them? And how much overlap is there? companies and organizations must address them firstTo find out, the Health Engagement Barometer first before Health Info-entials will welcome their engagementasked people to rank the health issues that they believe on other issues. HEAlTH PRIORITY EquATIONPersonal Health Concerns = Public Health Priorities = Expectations of Companies and Organizations12 HealthEngagement Barometer ™
  13. 13. Three Health Priorities Are Price of Entry to Engagement Affordable Healthcare Preventing Disease Solving Chronic Health Problems5 Channels and Sources: Expertise Personal and health-expert channels are risingand Personal Connection Drive Credibility in importanceAlthough information is a cornerstone of today’s health Next, the study looked at which channels are becomingenvironment, it’s not likely that every information source is more – and less – important to Health Info-entials.considered credible. To explore this element of engage- Overall, people’s preferences reveal that content thatment, the Health Engagement Barometer asked respon- offers personal connection and health expertise mattersdents to rate the credibility of 20 different sources of more than the channel through which it is delivered.information. By focusing on the responses of Health For example, the net emerging importance (differenceInfo-entials, who exert the most influence on health between increasing and decreasing importance) oftoday, we can point to where effective health information “conversations with my doctor” is 30 percent,is – or should be – going. “conversations with friends and family members” is 22Health Info-entials rank 10 sources most highly. Ninety- percent and “health expert blogs” is 10 percent. A widesix percent of all Health Info-entials rate their doctor or range of other sources are considered increasinglyhealthcare professional as a highly credible source of important, including medical journals, governmentinformation. But Health Info-entials do not rely solely on agencies, consumer and health advocacy Web sites, andclinical expertise. They also regard as credible the “conversations with someone like me.” These channelsinformation they get from people with non-clinical deliver content that is either personal in nature, offersin-depth health knowledge, and from people with whom health expertise, or both.they have a personal connection. “My friends and family” The net emerging importance of corporate and productare rated by 91 percent of Health Info-entials as credible, advertising is negative (-34 percent), as it is for a varietyas are “a person like me” (88%) and “someone personally of social media applications, including Web-based videoaffected by a disease or medical condition” (88%). sharing sites (-22 percent), social networking Web sites (-18 percent) and personal blogs (-16 percent). Health company Web sites also have a negative net emerging importance (-3 percent). These findings indicate that information sources that are non-expert or less personal in nature are becoming less important.13 HealthEngagement Barometer ™
  14. 14. Personal and Health Expert Channels Are Becoming More Important 40 30 20 10 10 20 30 40For each of the following sources of health information, please indicate whether that source is becoming more important to you, lessimportant to you, or remaining the same. (Net = becoming more important – becoming less important) Conversations with my doctor 30% Conversations with friends and family members 22% Medical journals 21% Consumer health Web sites 19% Government agencies 17% Conversations with someone like me 14% Google or other Internet search engines 11% Health-expert blogs 10% Health-related newsletters 8% Nonprofit or health advocacy Web sites 6% Wikipedia 6%Publications or brochures from nonprofit orgs or NGOs 5% Books 4% -3% Health companies’ Web sites -5% TV news coverage -6% Articles in magazines -7% Web sites for specific brands of medication -8% Films or documentaries -9% Online message boards, forums, or newsgroups -10% Articles in newspapers -11% Radio news coverage -16% Personal blogs -18% Social networking web sites Base = Health Info-entials -22% Web-based video sharing sites Net becoming more important -34% Corporate and product advertising Net becoming less importantThe New Second Opinion™As much as Health Info-entials trust information from THE NEW SECOND OPINION™experts like their doctors, they still turn to other sourcesfor validation. Eighty-eight percent of respondents notedthat they turn to their physicians to validate onlineinformation, and the same number turn to other sources 88% 88%to validate information from their doctor. “I usually turn to “I usually turn to my physician to other sources toNo single source of information stands out or stands validate info I validate info I getalone. This finding signals that to ensure that their get online.” from my doctor.”information is relevant and effective, companies and14 HealthEngagement Barometer ™
  15. 15. organizations involved in health must engage across a Health Info-entials also cited a few negative implicationswide range of channels. of digital technology, such as having more difficulty determining the accuracy of information or being over-Digital: changing the dynamics of health whelmed by the sheer amount of information, further confirming the high value that Health Info-entials place onDigital technology has fundamentally changed health by expert health information. Interestingly, very few Healthchanging how people receive and share health informa- Info-entials (7 percent) felt that technology resulted in lesstion. Forty-two percent of Health Info-entials say the face-to-face sharing of information.most important impact of this change is that it providesmore immediate access to information. THE REAl-TIME REquIREMENT: DIGITAl INFORMATION10 DEMAND ON 20 30 40 50 60 70 80 Which, if any, are the THREE most important ways that digital communications (e.g. e-mail, the Internet, mobile phones) has changed how you receive or share information about health issues? Access to more up-to-date information 42% Access to new information 40% More immediate access to health information 38% Easier to communicate with people who care about 19% similar health issues More difficult to determine the accuracy of information 18% More likely to receive contradictory information 17% More empowered to take action on health issues or personal health topics I care about 15% Increased communication with my friends and family members about health issues or personal health topics 15% Increased communications with my doctor or healthcare provider 15% More overwhelmed with the sheer amount of information available 12% More empowered to express my opinions about health issues or personal health topics 10%Made me more concerned about the privacy of my health information 10% Less face-to-face sharing of information 7%Base = Adults15 HealthEngagement Barometer ™
  16. 16. The New Rules of Health EngagementPublic engagement has changed the way health influence happens. To engage effectively, particularly with theHealth Info-entials, follow the new rules of health engagement:1 Provide deep content. People want to know the 6 Take a holistic approach to health andwhole story—complete information that helps them well-being. Health and well-being encompass physi-understand the benefits and the risks of products, cal, mental, emotional and even financial health; personalservices and issues. Filtering information can be per- appearance; and social connectivity. Remember thatceived as paternalistic. people who have a disease or health condition can still feel a sense of health and well-being.2 Be transparent. People will dismiss or reject anattempt at health engagement that seems one-sided, 7 Address people’s multiple stakes in health,vague or evasive. They want organizations and brands in including their personal ones. All of your publicshealth to proactively convey important information and are part of “the public,” so don’t view any of themrespond authentically to their concerns. through only one dimension of their engagement in health—for example, as “patient,” “regulator,” “payor,”3 Inform in real time. Organizations and brands “physician,” or “investor.” Factor in all of a person’sinvolved in health need to become more nimble in personal and professional stakes in health when engag-disseminating information. In the digital era, people ing with him or her.expect organizations to provide information rapidly, andthey view any delay with skepticism. 8 Be personal. People want to be engaged on the topics that matter most to them personally and through4 Join the conversations, online and off. sources and channels that enable interactions withInformation about your organization or brand is now individuals, not faceless entities.freely gathered, shared and validated across multiplechannels, both online and offline, and inside and outside 9 Engage through health-expert channels andthe specific topic area. Participate actively in conversa- sources. Connect with people through channels andtions across multiple channels so that you don’t cede to sources that are seen as health-expert. Health expertiseothers how you and your business are defined. can mean deep personal experience as well as medical or scientific degrees and credentials.5 Engage in prevention, chronic healthproblems and access to health care. These are 10 Consider the risks of not engaging.priorities for personal and public health, and they are the Recognize the risks of not engaging, including having“price of entry” to engagement—they are the top issues your message defined by others, squandering anthat people expect organizations and brands to address opportunity to build trust (or worse yet, losing trust), orbefore engaging on other issues. Your engagement on failing to motivate your publics to take positive actions onthese priority issues should be aligned with your business your behalf.and content expertise.16 HealthEngagement Barometer ™
  17. 17. Suggested ResourcesBrain, David and Thomas Martin. Crowd Surfing. Lacey, Russell. “Relationship Drivers of CustomerLondon: A & C Black Publishers Ltd., 2008. Commitment.” Journal of Marketing Theory and Practice 15.4 (2007): 315–333.Cavanaugh, Melissa. “The Evolution of Online Media.”Strategy + Business July 15, 2008. National Working Group on Evidence-Based Care. “The Role of the Patient/Consumer in Establishing a DynamicCook, Scott. “The Contribution Revolution: Letting Clinical Research Continuum: Models of Patient/Volunteers Build Your Business.” Harvard Business Consumer Inclusion.” August 2008.Review October 2008. Pisano, Gary and Roberto Verganti. “Which Kind ofDeloitte Center for Health Solutions. “2008 Survey of Collaboration is Right for You?” Harvard Business ReviewHealth Care Consumers.” March 2008. December Ramani, Girish and V. Kumar. “Interaction OrientationEdelman. “The Edelman GoodPurpose Study.” and Firm Performance.” Journal of Marketing 72.1 (2008): 27-45.Edelman.”The Edelman Trust Barometer.” Sarasohn-Kahn, Jane. “Right Here Right Now: Ten Telehealth Pioneers Make It Work.” California HealthCareFox, Susannah. “The Engaged E-Population.” Pew and Foundation. November 2008.Internet Life Project, August 2008. Sarasohn-Kahn, Jane. “The Wisdom of Patients: HealthFox, Suzannah and Mary Madden. “Participatory Care Meets Social Media.” California HealthCareMedicine: How user-generated media are changing Foundation. April 2008.Americans’ attitudes and actions, both online and Stromberg, Chloe.”How Consumers Use Socialoffline.” Pew Internet & American Life Project, June 2008. Computing for Health.” Forrester Research Inc.Hibbard, Judith H. and Peter J. Cunningham. “How April 2007.Engaged Are Consumers in Their Health and Health Arthur W. Page Society. “The Authentic Enterprise.”Care, and Why Does it Matter?” Research Brief No. 8, for Studying Health System Change. October 2008. Authentic_Enterprise_White_Paper.pdfJohnmar, Fard. “From Command & Control to Engage & Tu, Ha and Genna Cohen. “Striking Jump in ConsumersEncourage: A New Healthcare Communications Strategy Seeking Health Care Information.” Center for Studyingfor a Social Media World.” Envision Solutions. 2006. Health System Change Tracking Report No. 20,Jones, Kathryn. “In whose interest? Relationships August 2008.between health consumer groups and the pharmaceuticalindustry in the UK.” Sociology of Health & Illness 30.6(2008): 929–943.17 HealthEngagement Barometer ™
  18. 18. ContactsFor more information, including country-specific data, contact: About EdelmanGlobal Edelman is the world’s leading independent public relations firmNancy Turett and the leader in public engagement, with more than 3,200+1 212 704 8195 employees in 54 offices worldwide. Edelman was PRWeek’s “2008 Large Agency of the Year,” Holmes Report’sBruce Hayes “2008 Global Agency of the Year,” and listed as top-10 firm in+1 212 704 4503 Advertising Age’s “2007 Agency A-List,” the first and only firm to receive this recognition. In 2007, CEO Richard EdelmanCarolyn Paul was honored as “Agency Executive of the Year” by Advertising+44 20 3047 2105 Age, and he was cited in 2007 and 2008 as “Most Powerful Executive” by PRWeek. For more information about Edelman visit StatesSusan Isenberg+1 212 704 8159 About Health At With deep engagement across topics, channels and publics, Edelman helps the world’s leading organizations and brandsEurope thrive in the business of health. Our global staff of more thanMike Kan 400 health experts has collaborated with clients to engage on+44 20 3047 2126 important health issues, including disease prevention, ment of chronic disease, the health technology revolution,Asia Pacific wellness, infectious disease pandemics, biomedical science,Margaret Key and access to healthcare. Edelman’s Health offering includes+82 2 2022 8210 specialties in Rx Health, Personal Health & Wellness, Policy & Public Affairs, Corporate & Organizational Health, LifeCanada Sciences, Public Health, Health Alliances, Health Media, andScott Evans Clinical Development, as well as BioScience Communications,+1 416 979 1120 our full-service medical relations, education and company. Join Edelman in the conversation about advancing health engagement at AmericaZerene Kahan+52 55 5350 1515 About StrategyOne is a full-service research firm that provides customized and targeted opinion research (qualitative andBioScience Communications quantitative), strategic consulting, and in-depth media analysis –Mark Deitch including corporate reputation evaluation, PR & advertising+1 212 704 8142 effectiveness analysis, brand positioning, and assessment. StrategyOne analysts have backgrounds inDavid Noble political research and polling, journalism, public relations,+44 20 3047 2250 advertising, and consulting and have directed and public opinion and market research projects for a range ofStrategyOne corporate, association, political and international organizations.Laurence Evans Our evidence-based approach of using proprietary market+1 212 704 8286 research to deliver strategic communications counsel sets apart from other market research firms.18 HealthEngagement Barometer ™