1.
OCTOBER, 2011
Health Barometer 2011
Health, Activated
HealthBarometer 2011 1

2.
Health Barometer 2011
Methodology
Fielded June 10 – July 26, 2011
15,165 adults 18+ in 12 countries
5,127 in the US*
20-minute online interviews in Canada, France, Germany,
Italy, Japan, Russia, the United Kingdom and
the United States
30-minute face-to-face interviews in Brazil, China, India
and Mexico
Total 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 the
other countries.
Note: The study was representative of the total country population in all markets.
HealthBarometer 2011 2

3.
For 80% of the public, health means more than being
disease-free
FUNCTIONING
ACTIVE & FIT LIFESTYLE
HEALTHY WEIGHT
BODY ABSENCE OF DRUGS & ALCOHOL
ENERGY
ABSENCE OF DISEASES
MENTAL & EMOTIONAL
HEALTH BALANCED & NUTRITIOUS DIET
ABILITY TO EXERCISE
Q7. 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.
People believe personal and social behaviors shape health most
Institutions 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
INSURER
Q11-15. 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” and
nine 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 who
impact 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 the
environment / 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.
Young adults see greatest social role in personal health
Social 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 friends
Q10. 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? [SELECT
UP TO THREE] (Global)
HealthBarometer 2011 5

6.
Global ‘healthprint’ for business out of step with individuals
Social connections have highest positive impact
KEY
+ 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.
US: Business and government perceived to have negative influence
Poor ratings for health span full spectrum of influences
KEY
+ 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.
EU: Negative view of business and government more widespread
KEY
+ 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.
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.
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.
Social interaction is key to spreading good health
People cluster around familiar behaviors avoiding candid
conversations
44% 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 nor
disagree” 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 – 5
on 9-point scale; Bottom 4 Box - Disagree) (Global)
HealthBarometer 2011 11

12.
Social influence among the top motivators of health
behavior change
.
.
.
.
HEALTH BEHAVIOR CHANGE MOTIVATORS
Aspiration Social Influence Direct incentives Information
Q 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 factors
would 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 “extremely
motivating.” (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 2011
health? (Global Regression Analysis) Q58. Have you ever tried to change a behavior (s) that negatively impacts your health? (Global) 12

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
improve
Q62. 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.
Half who try to change a negative health behavior relapse
Business, institutions must create climate of positive reinforcement
62%
TRIED TO CHANGE A
NEGATIVE 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.
Digital works but few are regularly using
Tools 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.
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.
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 services
Q84- 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 to
do 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.
Health engagement increasingly builds trust
100%
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 Japan
TRACKING 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.
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.
Commercial interest doesn’t detract from credibility
Global appreciation for pharmaceutical industry expertise
KEY
80% CREDIBLE
NOT CREDIBLE
70%
60%
50%
40%
30%
20%
10%
0%
Global US Latin America EU Asia
Q120. 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 = Extremely
Credible/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 includes
France, Germany, Italy and United Kingdom; Asia includes China, India and Japan)
HealthBarometer 2011 20

21.
Health, activated, is an opportunity
1 …to forge powerful connections and inspire action
2 …to drive societal change, beginning with young adults
3 …to grow trust, influence and commercial prosperity
HealthBarometer 2011 21

22.
Health Barometer 2011
Health, Activated
www.edelman.com/healthbarometer
#ehb2011
HealthBarometer 2011 22