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Edelman Health Barometer 2011: Global Deck

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The Health Barometer 2011, is a more extensive examination of health-related opinions and behavior. The survey explores the specific factors that motivate individuals to make and sustain changes to their behavior in the context of health behavior change. It also advances Edelman’s examination of health as fundamental to a company’s license to operate and, ultimately, its prosperity.

Edelman Health Barometer 2011: Global Deck

  1. 1. OCTOBER, 2011 Health Barometer 2011 Health, ActivatedHealthBarometer 2011 1
  2. 2. Health Barometer 2011MethodologyFielded June 10 – July 26, 201115,165 adults 18+ in 12 countries5,127 in the US*20-minute online interviews in Canada, France, Germany,Italy, Japan, Russia, the United Kingdom andthe United States30-minute face-to-face interviews in Brazil, China, Indiaand MexicoTotal margin of error <1%Conducted by StrategyOne*In the global total, the U.S. sample size is weighted down to 1,000 respondents to represent an equivalent portion of the total sample size as each of theother countries.Note: The study was representative of the total country population in all markets. HealthBarometer 2011 2
  3. 3. For 80% of the public, health means more than beingdisease-free FUNCTIONING ACTIVE & FIT LIFESTYLE HEALTHY WEIGHT BODY ABSENCE OF DRUGS & ALCOHOL ENERGY ABSENCE OF DISEASES MENTAL & EMOTIONAL HEALTH BALANCED & NUTRITIOUS DIET ABILITY TO EXERCISEQ7. How would you define being healthy? Please complete the following statement in the box below: To me, being healthy means . . . . [OPEN-ENDED QUESTION] (Global)* Codes 3% or below do not appear in image HealthBarometer 2011 3
  4. 4. People believe personal and social behaviors shape health mostInstitutions not activating in sync with priorities YOUR YOUR LIFESTYLE NUTRITION 56% 55% THE THE ENVIRONMENT HEALTHCARE 44% SYSTEM 38% 75% 43% 20% 75% 36% 20% 48% 27% 40% 20% 68% 41% ME FAMILY/ GOV’T ME FAMILY/ GOV’T ME BUSINESS GOV’T ME GOV’T HEALTHCARE FRIENDS FRIENDS IN GENERAL PROVIDER OR INSURERQ11-15. How much impact, either positive or negative, does each of the following have on your overall health? Please use a 9-point scale where one means that you think it has “NO IMPACT AT ALL” andnine means that it has a “GREAT DEAL OF IMPACT” on your overall health. (Top 2 box – Great Deal of Impact) (Global); Q16, Q20, Q24, Q28. Thinking about the types of people and institutions whoimpact the environment /your nutrition/your lifestyle/ the healthcare system in your country either positively or negatively, who from the list below would you say has the most impact on theenvironment / your nutrition/ your lifestyle/ the healthcare system in your country as it relates to your overall health? [SELECT UP TO THREE] (Global) (only responses ranking in the top three are shown) HealthBarometer 2011 4
  5. 5. Young adults see greatest social role in personal healthSocial health engagement and influence also highest in this ‘emerging’ market 79% 18-30 YRS OLD 46-64 YRS OLD 38% 20% Me My family and friendsQ10. Thinking about the types of people and institutions who are responsible for your overall health, who from the list below would you say is most responsible for your overall health? [SELECTUP TO THREE] (Global) HealthBarometer 2011 5
  6. 6. Global ‘healthprint’ for business out of step with individualsSocial connections have highest positive impactKEY+ POSITIVE IMPACT _ NEGATIVE IMPACT = NEITHER POSITIVE OR NEGATIVE IMPACT Global LIFESTYLE NUTRITION ENVIRONMENT HEALTHCARE SYSTEM Me 72/12 71/12 67/12 70/8 My family and friends 77/11 76/10 76/11 76/11 My local community 63/17 65/15 55/24 61/19 MY EMPLOYER(S) 45/39 55/30 49/34 67/18 BUSINESS IN GENERAL 52/34 40/45 31/53 42/43 MY GOVERNMENT 41/44 44/43 38/43 37/48 NGOs 72/13 72/15 63/17 65/18 My healthcare providers / insurers 64/21 73/14 61/21 51/30 HealthBarometer 2011 6
  7. 7. US: Business and government perceived to have negative influencePoor ratings for health span full spectrum of influencesKEY+ POSITIVE IMPACT _ NEGATIVE IMPACT = NEITHER POSITIVE OR NEGATIVE IMPACT US LIFESTYLE NUTRITION ENVIRONMENT HEALTHCARE SYSTEM Me 77/9 76/10 74/5 74/5 My family and friends 79/9 72/15 78/8 78/10 My local community 63/18 66/17 57/20 57/23 MY EMPLOYER(S) 51/36 63/26 56/27 55/25 BUSINESS IN GENERAL 39/45 31/52 23/60 22/60 MY GOVERNMENT 37/49 45/42 36/45 28/57 NGOs n/a 55/27 58/23 54/27 My healthcare providers / insurers 74/13 76/8 64/17 43/42 HealthBarometer 2011 7
  8. 8. EU: Negative view of business and government more widespreadKEY+ POSITIVE IMPACT _ NEGATIVE IMPACT = NEITHER POSITIVE OR NEGATIVE IMPACT EU LIFESTYLE NUTRITION ENVIRONMENT HEALTHCARE SYSTEM Me 74/9 73/10 69/8 69/6 My family and friends 81/9 78/10 76/9 73/9 My local community 57/24 55/20 49/25 49/30 MY EMPLOYER(S) 36/46 39/46 35/44 47/31 BUSINESS IN GENERAL 29/52 28/55 20/63 27/55 MY GOVERNMENT 28/57 36/51 30/48 31/53 NGOs n/a 59/23 56/22 62/19 My healthcare providers / insurers 65/20 70/14 65/16 54/26 HealthBarometer 2011 8
  9. 9. Activating health is a global imperative for business How important is it for business in general to improve or maintain the health of the public?100% 91% 93%90% 86% 85% 87% 86% 82% 82%80% 78% 76% 78% 77% 72%70%60%50%40%30%20%10% 0% Global US Canada Mexico Brazil UK France Italy Germany Russia India China Japan Q64. How important is it for business in general to improve or maintain the health of the public? Please use a 9-point scale where one means that you think it is “NOT AT ALL IMPORTANT” and nine means that it is “EXTREMELY IMPORTANT” for business in general to improve or maintain the health of the public. (Top 4 Box - Important) (Global and 12 Individual Countries) HealthBarometer 2011 9
  10. 10. Business is not meeting expectations, especially in developed countries How would you rate the performance of business in general in improving or maintaining the health of the public?100% 91%90%80%70% 60%60% 54%50% 38%40% 32%30% 23% 21% 21% 20% 18% 20% 19%20% 17%10% 0% Global US Canada Mexico Brazil UK France Italy Germany Russia India China Japan Q81. Thinking about the ways you believe business in general should improve or maintain the health of the public, how would you rate the performance of business in general in improving or maintaining the health of the public? (Top 2 box –Excellent/Good) (Global and 12 Individual Countries) HealthBarometer 2011 10
  11. 11. Social interaction is key to spreading good healthPeople cluster around familiar behaviors avoiding candidconversations44% 31% More frequent consumers of health information Less likely to engage in unhealthy behaviors Less likely to relapse after do not spend less time with changing an unhealthy spend less time with a a friend because of their behavior friend because of their unhealthy behavior unhealthy behavior NEUTRAL: 25%Q34. How much do you agree or disagree with each of the following statements? Please use a nine-point scale where one means that you “strongly disagree,” five means that you “neither agree nordisagree” and nine means that you “strongly agree.” – “I have spent less time with a friend because of his or her negative health-related behavior(s).”(Top 4 Box –Agree; Neither Agree nor Disagree – 5on 9-point scale; Bottom 4 Box - Disagree) (Global) HealthBarometer 2011 11
  12. 12. Social influence among the top motivators of healthbehavior change . . . . HEALTH BEHAVIOR CHANGE MOTIVATORS Aspiration Social Influence Direct incentives InformationQ 36. Do you engage in any behavior that you think negatively impacts your health? (Global Regression Analysis); Q38. - 55. (Base = ‘Yes’ to Q36) Now please indicate how much each of the following factorswould motivate you to change a behavior that negatively impacts your health. Use a nine-point scale where one means that the factor is “not at all motivating,” and nine means it is “extremelymotivating.” (Global Regression Analysis); Q56. (Base = ‘Yes’ to Q36) After considering the factors in the previous question, now how motivated are you to change the behavior that negatively impacts your HealthBarometer 2011health? (Global Regression Analysis) Q58. Have you ever tried to change a behavior (s) that negatively impacts your health? (Global) 12
  13. 13. Health altruism an opportunity to drive critical societal change Helping others more motivating than personal gain Triggers of action in personal health advocacy 43% 28% 24% 23% 21% 19% 10% 14% Realizing the Making a Experiencing Reading or Receiving Fearing the Joining a None of long-term health personal a significant hearing praise or loss of a support the of another commitment life event information in recognition relationship network above person would to help others the news improveQ62. Now thinking about other people, which, if any, of the following would prompt or trigger you to try to motivate another person to take better care of his or her health? [SELECT ALL THAT APPLY] (Global) HealthBarometer 2011 13
  14. 14. Half who try to change a negative health behavior relapseBusiness, institutions must create climate of positive reinforcement 62% TRIED TO CHANGE ANEGATIVE HEALTH BEHAVIOR 50% RETURNED TO A NEGATIVE HEALTH BEHAVIOR Why did you return to the behavior you changed? 30% 20% 18% 16% 13% 13% 12% Enjoyment Addiction or Did not No longer cared It made no I reached I experienced of the negative dependency experience about the difference to my the goal a significant behavior benefits soon original reason overall health life event enough Q58. Have you ever tried to change a behavior (s) that negatively impacts your health? (Global); Q60. (Base = ‘Yes’ to Q58) After changing a behavior that negatively impacted your health, did you ever return to that behavior? (Global); Q61. (Base = ‘Yes’ to Q60) Which, if any, of the following reasons describe why you returned to the behavior(s) that negatively impacted your health? [SELECT ALL THAT APPLY] (Global) HealthBarometer 2011 14
  15. 15. Digital works but few are regularly usingTools provide enjoyment, immediacy and social connection 20% REGULARLY USE TOOLS, DEVICES, AND APPS FOR MANAGING OR TRACKING HEALTH 68% OF THOSE SAY USING THESE TECHNOLOGIES HAS HELPED IMPROVE THEIR HEALTH 74% OF 18-30 YEARS OLD SAY USING THESE TECHNOLOGIES HAS HELPED IMPROVE THEIR HEALTH New ‘emerging market’ of young adults who are becoming health ‘actionists’Q145. (Base= respondents who selected using online and/or mobile tracking device or tool, such as FitBit or BodyMedia; personal home health monitoring device, such as glucose or blood pressure monitor;software applications for your computer; mobile ‘apps’ in Q143) In general, how much has the tool, device and/or software application or mobile app helped improve your health? (Global) (Top 2 Box –Helpful = A great Deal/Somewhat) HealthBarometer 2011 15
  16. 16. All business expected to engage beyond HR Companies should lead, innovate and educate EMPLOYMENT Enabling employees to have the time to take care of their health 82% INNOVATION Changing or eliminating products or services not Offering health and wellness programs or considered healthy coaching for employees & their families 81% 77% Creating new products or services that maintain or Supporting health of the improve the health of the public communities in which it operates 79% 76% EDUCATION/ COMMUNICATION PARTNERSHIP Communicating health risks of Collaborating with other companies that produce products or services similar products or services 83% 74% Partnering with an NGO Educating the public on 67% healthy behaviors related to product or services 78% PHILANTHROPY Contributing company time or employee expertise to improve health of the public 72% PUBLIC POLICY Donating products or services to improve the health of the public Leading & convening discussions about 70% government health priorities Donating money to improve the health of the public 66% 67%Q68. - Q80. How important is it for business in general to improve or maintain the health of the public in each of the following ways? Please use a 9-point scale where one means that you think it is“NOT AT ALL IMPORTANT” and nine means that it is “EXTREMELY IMPORTANT” for business in general to improve or maintain the health of the public in each of the following ways? (Top 4 Box –Important) (Global) HealthBarometer 2011 16
  17. 17. Health engagement drives purchases, recommendations and investment ROInaction _ + ROInvestment 56% 73% Criticize it to others Recommend a company’s products or services 58% 74% Refuse to buy its products or services Buy a company’s product or services 58% 71% Share negative opinions or experiences Share positive opinions and experiences 57% 57% Not want to work for it Want to work for it 60% 44% Not invest in it Invest in it 46% Pay a premium for its products or servicesQ84- Q89. How likely would you be to do the following in relation to a company that you believe is effectively engaging in health? (Top 2 box- Total likely) (Global); Q91. - Q95. How likely would you be todo the following in relation to a company that you believe is NOT effectively engaging in health? (Top 2 box- Total likely) (Global) HealthBarometer 2011 17
  18. 18. Health engagement increasingly builds trust100% 2010 90% 2011 86% 80% 72% 71% +10 73% 68% 69% 70% 64% +4 +7 60% +10 +17 +15 50% 40% 30% 20% 10% 0% US Canada UK France Germany Italy JapanTRACKING Q83. If you think a company is effectively engaging in health, how does that affect your trust in that company? (Top 2 Box – Total Trust More) (US, Canada, UK, France, Germany, Italy, Japan);Increases for US, UK, France, Germany, Italy and Japan are significant at the 95% confidence level compared to 2010. HealthBarometer 2011 18
  19. 19. Expertise, experience and authenticity are required for credibility Doctor 88% Pharmacist 81% Nurse 77% Nutritionist or dietician 75% Academic or expert on a health issue 72%Someone living with a disease or conditIon 65% Health or science expert in a company 62% Friend or family member 55% NGO representative 45% Government official/regulator 31% Journalist or reporter 29% Regular employee 24% CEO 22% A celebrity 17% Authenticity Experience Expertise Q106 - 119. Below is a list of people. In general if you heard health-related information from that person, how credible do you think that information would be - extremely credible, somewhat credible, neither credible nor incredible, not very credible or not credible at all? (Global) (Top 2 Box – Credible = Extremely Credible/Somewhat Credible) HealthBarometer 2011 19
  20. 20. Commercial interest doesn’t detract from credibilityGlobal appreciation for pharmaceutical industry expertise KEY 80% CREDIBLE NOT CREDIBLE 70% 60% 50% 40% 30% 20% 10% 0% Global US Latin America EU AsiaQ120. In general if you heard health-related information from a pharmaceutical company, brand or product, how credible do you think that information would be? (Top 2 Box-Credible = ExtremelyCredible/Somewhat Credible and Bottom 2 Box-Not Credible = Not Very Credible/Not Credible at all)(Global, US, Latin America, EU, Asia) (Latin American includes Mexico and Brazil; EU includesFrance, Germany, Italy and United Kingdom; Asia includes China, India and Japan) HealthBarometer 2011 20
  21. 21. Health, activated, is an opportunity1 …to forge powerful connections and inspire action2 …to drive societal change, beginning with young adults3 …to grow trust, influence and commercial prosperity HealthBarometer 2011 21
  22. 22. Health Barometer 2011 Health, Activatedwww.edelman.com/healthbarometer#ehb2011 HealthBarometer 2011 22

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