This document raises 5 non-obvious questions about digital health based on Pew Internet's 2013 health online study and Enspektos' own data. The questions include: 1) Is search the center of online health information consumption? 2) Is offline information more important than online? 3) Are we paying enough attention to minorities in digital health? 4) Is social media less important than we think for health? 5) Is digital health investment moving in the right direction? The document argues for considering the full picture of how people consume health information and ensuring digital health efforts meet consumer needs.

1. 5 Non-Obvious Questions
Raised By Pew Internet's
Health Online 2013 Study
January 2013
www.enspektos.com

2. Developed By Enspektos | A Bit About Us
Founded in 2005, Enspektos, LLC is a digital health marketing communications innovation
consultancy. We work with a range of health organizations, including pharmaceutical companies,
payers, non-profits and government agencies.
We exist to help our clients (and the broad health industry) use digital technologies to inspire
patients, caregivers and others to take action around health and wellness. We achieve this goal by
developing and deploying a range of products and services, including enmoebius, a patent pending
digital surveillance and behavioral measurement engine that reveals the link between digital health
content and behavior change.
Learn more about Enspektos at www.enspektos.com.
Click Here to Learn More

3. January 15, 2013: Pew Releases its Annual Report
on How People Consume Digital Health Content
Click Here to Learn More

4. Headline #1
Many Rely on Dr. Google to
Diagnose Medical Conditions

5. Headline #2
The Insured and Women Are More
Likely to Search Online for Health Info
Source: Pew Internet, 2013
Source: Pew Internet, 2013

6. This is Fantastic Data!

7. But, There Are Certain Curiosities
(or Questions) Raised by Pew's Research

8. We'll Address Them By Examining
Pew's Research Along With Our Own
Digital Health Dataset

9. What Data Did We Collect?

10. digihealth pulse is Enspektos, LLC's Research
Initiative Examining Digital Health Technology
Adoption and the Impact of Content Consumption
on Health Awareness, Perceptions and Behaviors
Click Here to Learn More

11. To Date, We've Passively
Observed the Web and
Social Media Content Consumed by
Online Moms, Health Providers and
Active Digital Health Consumers
Click Here to Learn More

12. We've Also Collected Survey Data on
How They Are Using a Range of Digital
Technologies for Health
digihealth pulse is an Ongoing Research Study
Click Here to Learn More

13. A Note Before We Begin
Pew Said
Source: Pew Internet, 2013
But, We're Interested in the Scope and Impact
of Digital Health Content Consumption,
So We'll Talk About Both

14. Question
1.
Is Search the Center of the Online
Health Info Consumption Universe?

15. Pew Said:
Source: Pew Internet, 2013

16. This Question Makes Sense to Ask in a
Survey Because It May Be Easier for People
to Recall Health Content Consumption
That's Proactive in Nature

17. And, If You Ask People to Recall More Detail About
Their Online Health Content Consumption Activities,
You Run into Trouble
“The test results [significantly differ] between passively
observed data and respondent recall. . . . Respondents
select websites which are familiar as sources of health
and wellness information, but which they either do not
actually visit or visit regularly enough to validate with
passive observations."
Source: Kantar Media, Safecount, 2011
This Study Illustrates Why What People Say is
Sometimes Different from What They Do

18. We Should Not Forget That People
Consume Health Content Whether
They Are Seeking It or Not

19. Search is Only Part of the Picture, Much Health
Content is Being Consumed Serendipitously
From Enspektos, LLC Tracking Study of 398 Active Digital Health Consumers Conducted Sept. - Oct. 2012

20. 1.
Implications
Search is Important But, It
Shouldn't Be Our Primary Focus
We Need to Consider the Many Ways People
Are Consuming Digital Health Information Across
Caregiver, Provider or Patient Journeys and
How This Content Influences Them at Each Stage

21. Question
2. Is Offline More Important Than
Online When it Comes to
Health Information Consumption
and Influence?

22. Pew Said:
Source: Pew Internet, 2013

23. Yet, Are Offline Information Sources
Also Influencing Opinion About
Health and Wellness?

24. Online Moms Are Widely Recognized As Digital
Power Users, But Offline Health Info Sources Carry Weight
From Enspektos, LLC Study of 573 Online Moms Conducted in Late 2011 - Early 2012

25. 2.
Implications
Offline Health Information Sources Are Key
Despite the Rise of Digital,
Humans Still Power Health
The Machines Haven't Won, Yet

26. Question
3. Are We Paying Enough Attention
to the Fact That Minorities
Are Important in Digital Health?

27. Pew Said:
Source: Pew Internet, 2013

28. We've Also Seen How Minorities Are
More Likely to Download Mobile Health Apps
(Some of Our Online Mother Data Appears Below)
From Enspektos, LLC Study of 573 Online Moms Conducted in Late 2011 - Early 2012

29. Do We Understand Why Minorities
Are Using These Technologies and
What They Want?

30. 3.
Implications
Don't Forget People of Color in Digital Health
Take Note: Unlocking How and Why Minorities Use
the Web, Mobile and Other Digital Technologies
Could Yield Tremendous Benefits

31. Question
4.
Is Social Media Less Important
Than We Think in Health?

32. Most People Aren't Turning
to Social Networks First
to Find Health Content
Data Source: Pew Internet, 2013

33. Some Health Content is Less Likely to Be
Consumed on Social Networks
(Data Shown Below Was Collected During Online Moms' Unaided Social Media/Web Sessions)
From Enspektos, LLC Tracking Study of 538 Online Moms Analysis conducted on data collected between
November 7 and December 20, 2011
Numerous categories tracked, four shown
above are for illustrative purposes
*Among mothers with Twitter/Facebook
accounts who granted permission to track
status updates

34. 4.
Implications
Social Media Can't Be Dismissed
But, We Need to Better Understand Social's True
Impact on Awareness, Perceptions and Behavior
Across a Variety of Disease States

35. Question
5.
Is the Digital Health Money Train
Moving in the Right Direction?

36. A Look at Common Digital Health Investments
Source: Rock Health - Mid-2012 Digital Health Funding Report
Source: Rock Health - End of 2012 Digital Health Funding Report

37. Source: Rock Health - End of 2012 Digital Health Funding Report
$150M Invested in
Tracking Tools
But, Limited
Self-Tracking
is Happening
via Mobile
Data Source: Pew Internet, 2013

38. Sensors Are a Big Focus
Source: Rock Health - Mid-2012 Digital Health Funding Report
But More Data on
Digital Health Consumer Demand
Needed (as of Early 2013)

39. 5.
Implications
Questions Remain About How Well
Digital Health Investment Activity is
Aligned With Market Demand, But . . .

40. Enspektos is Gathering Data on
Emerging Digital Health
Technology Trends via
digihealth pulse
Click Here to Learn More

41. Remember, Don't Be Afraid to
Ask (and Answer) the Non-Obvious Questions
About Digital Health Trend and Impact Research

42. And One More Thing . . .

43. Information is Abundant

44. Insights Are Scarce

45. Choose Insight
Go Beyond the Obvious With Enspektos, LLC's
Digital Health Market Research and Advisory
Service, enmoebius bronze
Click Here to Get Started Now