These slides are from a Webinar introducing digihealth pulse, the world's first ongoing study of active digital health consumers. These individuals go online to find health content, use social media and have searched online for health content for themselves or others. digihealth pulse is designed to shed light on how digital technology adoption patterns are changing in health. It is also focused on providing new information on how online health content influences awareness, perceptions and behavior. Learn more about digihealth pulse at www.digihealthpulse.info.

1. Introducing digihealth pulse
Investigating and Understanding
Active Digital Health Consumers’
Hearts and Minds
September 28, 2012

2. About
Me
Fard
Johnmar
Founder,
Enspektos,
LLC
Our
mission:
Help
you
use
digital
technologies
to
inspire
people
to
take
ac@on
around
health
and
wellness.

3. Answering
Ques@ons
I
won’t
take
ques@ons
during
the
Webinar,
but
.
.
.
you
can
send
us
an
e-­‐mail
and
we’ll
respond.
(Please
send
all
your
ques@ons
in
a
single
e-­‐mail.)

4. Today’s
Agenda
!#$%
A Webinar in Three Parts
III.
I. How 360 Degree Digital Health
Online Health Search 45 Minutes Insights Can Save You
and the 10% Mystery Time, Money and
Reduce Frustration
II.
digihealth pulse:
Investigating Whether Digital Health
Content Influences Awareness,
Perceptions and Behavior

5. Today’s
Agenda
!#$%
A Webinar in Three Parts
III.
I. How 360 Degree Digital Health
Online Health Search 45 Minutes Insights Can Save You
and the 10% Mystery Time, Money and
Reduce Frustration
II.
digihealth pulse:
Investigating Whether Digital Health
Content Influences Awareness,
Perceptions and Behavior

6. The
10%
Mystery
!#$%
% of Online Adults Searching for Web Health Content
Harris Interactive: 2007 - 2011
The 10%
Mystery Why this increase?
84% 81% 78% 88% 89%
07 11

7. The
10%
Mystery
Harris Interactive suggested that increased
online health search activity may
have been caused by the health reform debate.

8. The
10%
Mystery
Really?
Was it health reform, or did
pigs have something to do with it?

9. The
10%
Mystery
There were two major health-related events
between Harris’ 2009 and 2010 polls.
Source: Google Insights for Search
Peak
Swine Flu
Searches
Peak
Health Reform
Searches
2009
Harris Poll
Fielded
2010
Harris Poll
Fielded
People could have been prompted to search for health information
by the Swine (H1N1) Flu crisis and the health reform debate.

10. The
Mystery
Behind
the
10%
Mystery
We still don’t know the real reason online health searches spiked.
In order to solve this mystery,
we need to address an even deeper mystery.

11. The
Mystery
Behind
the
10%
Mystery
We have to solve the Hearts and Minds mystery.

12. The
Mystery
Behind
the
10%
Mystery
The Hearts and Minds Mystery
It boils down to this:
How does online and social media content
influence health awareness, perceptions,
intentions and – yes – behaviors?
This is the question everyone wants answered.

13. The
Mystery
Behind
the
10%
Mystery
Why solving the hearts and minds mystery matters to you.
Money: Understanding the true behavioral impact of online and
social media health content can help decrease medical costs,
drive revenue and make (or save) money in many ways.

14. The
Mystery
Behind
the
10%
Mystery
Why solving the hearts and minds mystery matters to you.
Time: Knowing what online/social health content and messages
capture attention, persuade and drive behavior can help you
do less guessing and spend more time doing.

15. The
Mystery
Behind
the
10%
Mystery
Why solving the hearts and minds mystery matters to you.
Frustration: More digital health _____ success = less frustration.

16. Today’s
Agenda
!#$%
A Webinar in Three Parts
III.
I. How 360 Degree Digital Health
Online Health Search 45 Minutes Insights Can Save You
and the 10% Mystery Time, Money and
Reduce Frustration
II.
digihealth pulse:
Investigating Whether Digital Health
Content Influences Awareness,
Perceptions and Behavior

17. Introducing
digihealth
pulse
We built digihealth pulse (and the services associated with it)
to solve the hearts and minds mystery.

18. Introducing
digihealth
pulse
This study is all about harnessing the power of observation.
• We watch people use the Web

19. Introducing
digihealth
pulse
This study is all about harnessing the power of observation.
• We watch people use the Web
• They answer questions about health content they consume

20. Introducing
digihealth
pulse
This study is all about harnessing the power of observation.
• We watch people use the Web
• They answer questions about health content they consume
• We report on content awareness, perceptions and
information-influenced behavior change

21. Introducing
digihealth
pulse
Remember, we are harnessing the power of observation.
• What people consume, not what’s being said
Did someone read (consume) content about the swine flu online?

22. Introducing
digihealth
pulse
Remember, we are harnessing the power of observation.
• What people consume, not what’s being said
• What people do, not how they engage (retweets, Likes, etc.)
(Did someone get vaccinated after reading H1N1 content online?)

23. What
is
digihealth
pulse?
Launched in September 2012,
digihealth pulse is the world’s first
ongoing tracking study of active
What is It?
digital health consumers
We will conduct the study in four
waves over next 12 months
Each wave = ~9 weeks

24. What
is
digihealth
pulse?
Active digital health consumers are
individuals who fit the following
criteria:
What is It?
• They use the Web frequently
(as recently as yesterday, at study launch)

25. What
is
digihealth
pulse?
Active digital health consumers are
individuals who fit the following
criteria:
What is It?
• They use the Web frequently
(as recently as yesterday, at study launch)
• They use social media channels, such as
Facebook and Twitter

26. What
is
digihealth
pulse?
Active digital health consumers are
individuals who fit the following
criteria:
What is It?
• They use the Web frequently
(as recently as yesterday, at study launch)
• They use social media channels, such as
Facebook and Twitter
• They have searched online for health content
(for themselves or others) during the previous
6 months

27. What
is
digihealth
pulse?
About the study panel:
What is It? • 320 U.S. adults (We are starting in the U.S. first)

28. What
is
digihealth
pulse?
About the study panel:
What is It? • 320 U.S. adults (We are starting in U.S. first)
• Online
activities and demographic composition
(race, age, gender) of panel matched to data
collected by the Pew Internet and American Life
Project

29. What
is
digihealth
pulse?
About the study panel:
What is It? • 320 U.S. adults (We are starting in U.S. first)
• Online
activities and demographic composition
(race, age, gender) of panel matched to data
collected by the Pew Internet and American Life
Project
• Panel was randomly selected and is representative
of the overall U.S. active digital health consumer
population

30. What
is
digihealth
pulse?
We are studying active digital health
consumers because they:
What is It?
• Are more likely to encounter online and social
health
content

31. What
is
digihealth
pulse?
We are studying active digital health
consumers because they:
What is It?
• Are more likely to encounter online and social
health
content
• May provide us with an early and ongoing
understanding of emerging digital health trends

32. What
is
digihealth
pulse?
We are studying active digital health
consumers because they:
What is It?
• Are more likely to encounter online and social
health
content
• May provide us with an early and ongoing
understanding of emerging digital health trends
• Can help us unveil and map the digital health future

33. What
is
digihealth
pulse?
What are looking at
(data, collected via online survey):
What is It?
• Recalled use of digital health technologies
(mobile, Web, quantified self, etc.)

34. What
is
digihealth
pulse?
What are looking at
(data, collected via online survey):
What is It?
• Recalled use of digital health technologies
(mobile, Web, quantified self, etc.)
• Recalled influence of online/social health
content on medical and health decisions

35. What
is
digihealth
pulse?
What are looking at
(data, collected via online survey):
What is It?
• Recalled use of digital health technologies
(mobile, Web, quantified self, etc.)
• Recalled influence of online/social health
content on medical and health decisions
• Baseline attitudes and perceptions on many
health topics, including safe sex practices and
food purchasing activities

36. What
is
digihealth
pulse?
What we are looking at
(data, collected via online survey):
What is It?
• Recalled use of digital health technologies
(mobile, Web, quantified self, etc.)
• Recalled influence of online/social health
content on medical and health decisions
• Baseline attitudes and perceptions on many
health topics, including safe sex practices and
food purchasing activities
• Much, much more

37. What
is
digihealth
pulse?
What we
are tracking (observational data
collected via Enspektos technology)
What is It?
Web Social
}
Owned/Earned
Content Awareness,
Consumption

38. What
is
digihealth
pulse?
What we
are tracking (observational data
collected via Enspektos technology)
What is It?
Web Social Impact
}
}
Owned/Earned Sentiment/Credibility
Content Awareness, Behavioral Intent
Consumption
Follow Through on Intent

39. What
is
digihealth
pulse?
What we
are tracking (observational data
collected via Enspektos technology)
What is It?
Web Social Impact
}
}
Owned/Earned Sentiment/Credibility
Content Awareness, Behavioral Intent
Consumption
Follow Through on Intent
We are tracking 37 health topics.

40. What
is
digihealth
pulse?
Tracking is powered by:

41. What
is
digihealth
pulse?
Patent-pending digital surveillance and behavioral
What
measurement engine.

42. What
is
digihealth
pulse?
enmoebius tracks online activities of fully
opted-in, customized representative panels
How
Web Social Impact
}
}
Owned/Earned Sentiment/Credibility
Content Awareness,
Consumption
Behavioral Intent
Follow Through on Intent
digihealth pulse tracking
data is provided via enmoebius

43. What
is
digihealth
pulse?
enmoebius can be used to answer this question:
Key
Value
How does online and social media content
influence health topic awareness, perceptions,
intentions and behaviors?
We are using enmoebius to answer
the research question we’re
asking in digihealth pulse.

44. Today’s
Agenda
!#$%
A Webinar in Three Parts
III.
I. How 360 Degree Digital Health
Online Health Search 45 Minutes Insights Can Save You
and the 10% Mystery Time, Money and
Reduce Frustration
II.
digihealth pulse:
Investigating Whether Digital Health
Content Influences Awareness,
Perceptions and Behavior

45. This
All
is
Great
But
There’s
a
Problem
“Overall I have gotten these general studies
and in the end feel without translating it to
a specific population or specific condition I
really do not know how to apply it.
Generally, I
would want [the] ability to
One answer specific questions based on data you
Major
Objection gathered or track existing initiatives that
can correlate
activity to behavior change.”
-Skeptical Pharmaceutical Industry Executive

46. Transla@on:
What
She
Was
Thinking
She thinks general digital health research is bad
because:
• She has to
figure out how the data applies to her
In Other
Words
situation (She wants to save time)

47. Transla@on:
What
She
Was
Thinking
She thinks general digital health research is bad
because:
• She has to
figure out how the data applies to her
In Other
Words
situation (She wants to save time)
• It does not tell her what’s working now
(She wants to avoid wasting money)

48. Transla@on:
What
She
Was
Thinking
She thinks general digital health research is bad
because:
• She has to
figure out how the data applies to her
In Other
Words
situation (She wants to save time)
• It does not tell her what’s working now
(She wants to avoid wasting money)
• People often just provide data dumps with little
context and analysis (She does not want to be
frustrated
confused)
and

49. How
We
Address
These
Concerns
We
will
release
some
data
to
the
public
(free).

50. How
We
Address
These
Concerns
We
will
release
some
data
to
the
public
(free).
• Summaries
of
study
findings

51. How
We
Address
These
Concerns
We
will
release
some
data
to
the
public
(free).
• Summaries
of
study
findings
• Some
evalua@on
of
urrent
digital
health
c
content
and
marke@ng/communica@ons
ini@a@ves

52. How
We
Address
These
Concerns
We
will
release
some
data
to
the
public
(free).
• Summary
of
tudy
findings
s
• Some
evalua@on
of
urrent
digital
health
c
content
and
marke@ng/communica@ons
ini@a@ves
Y
Save money: Learn what’s happening/working now

53. How
We
Address
These
Concerns
We
will
release
some
data
to
the
public
(free).
• Summary
of
tudy
findings
s
• Some
evalua@on
of
urrent
digital
health
c
content
and
marke@ng/communica@ons
ini@a@ves
But, we want to do more.

54. Here’s
How
We’re
Doing
A
lot
More
We
are
introducing
a
unique
syndicated
market
research
and
insights
service.

55. Here’s
How
We’re
Doing
A
lot
More
We
are
introducing
a
unique
syndicated
market
research
and
insights
service.
It
is
designed
to
serve
the
digital
health
needs
of
the
broad
health
industry.

56. Here’s
How
We’re
Doing
A
lot
More
What
are
the
key
features?

57. Here’s
How
We’re
Doing
A
lot
More
What
are
the
k
ey
features?
• In-­‐depth
digihealth
pulse
study
findings

58. Here’s
How
We’re
Doing
A
lot
More
What
are
the
key
features?
• In-­‐depth
digihealth
pulse
study
findings
•
Deep
analysis
of
current
digital
health
content
ini@a@ves

59. Here’s
How
We’re
Doing
A
lot
More
What
are
the
key
features?
• In-­‐depth
digihealth
pulse
study
findings
• Deep
analysis
of
current
digital
health
content
ini@a@ves
•
Broad
digital
health
landscape
educa@on,
insight
and
analysis

60. Here’s
How
We’re
Doing
A
lot
More
What
are
the
key
features?
• In-­‐depth
digihealth
pulse
study
findings
• Deep
analysis
of
current
digital
health
content
ini@a@ves
•
Broad
digital
health
landscape
educa@on,
insight
and
analysis
• Personalized
support
and
answers
to
your
ques@ons

61. Here’s
How
We’re
Doing
A
lot
More
What
does
personalized
support
mean?
Direct
access
to
a
network
of
proven
experts
who
live
and
breathe
digital
health
Jennifer
Shine
Dyer
Physician
and
Mobile
Health
Innovator

62. Here’s
How
We’re
Doing
A
lot
More
What
does
personalized
support
mean?
Direct
access
to
a
network
of
proven
experts
who
live
and
breathe
digital
health
Jennifer
Shine
Dyer
Physician
and
Jody
Ranck
Mobile
Health
Innovator
Digital
Health
Futurist
and
Big
Data
Specialist

63. Here’s
How
We’re
Doing
A
lot
More
What
does
personalized
support
mean?
Direct
access
to
a
network
of
proven
experts
who
live
and
breathe
digital
health
Jennifer
Shine
Dyer
Physician
and
Jody
Ranck
Kelley
Connors
Mobile
Health
Innovator
Digital
Health
Futurist
Women’s
Health
Expert
and
Big
Data
Specialist
and
Strategist

64. Here’s
How
We’re
Doing
A
lot
More
What
does
personalized
support
mean?
Direct
access
to
a
network
of
proven
experts
who
live
and
breathe
digital
health
Jennifer
Shine
Dyer
Physician
and
Jody
Ranck
Kelley
Connors
Marc
Monseau
Mobile
Health
Innovator
Digital
Health
Futurist
Women’s
Health
Expert
Health
Social
Media
and
Big
Data
Specialist
and
Strategist
Pioneer
and
Strategist

65. Here’s
How
We’re
Doing
A
lot
More
Helping
you
solve
the
hearts
and
minds
mystery
so
you
can:
Y
Save money: Learn what’s working now
Y
Save time: Understand how data applies to you
Y
Avoid frustration: Insight and analysis, not a data dump

66. Making
it
Accessible
A
pricing
strategy
designed
t
encourage
broad
access.
o
$12
Get
started
for
$12
per
day

67. Making
it
Accessible
Get
started
today.
Go
to:
www.digihealthpulse.info
Click
the
“Go
Premium”
link
to
learn
more
about
enmoebius
bronze.

68. Bringing
it
Together
Studying
hearts
and
minds
Studying
hearts
and
minds
Delivering
much
more
data
Providing
personalized
digital
health
insight,
analysis
and
context

69. Recap
!#$%
A Webinar in Three Parts
III.
I. How 360 Degree Digital Health
Online Health Search 45 Minutes Insights Can Save You
and the 10% Mystery Time, Money and
Reduce Frustration
II.
digihealth pulse:
Investigating Whether Digital Health
Content Influences Awareness,
Perceptions and Behavior

70. Thanks
for
Your
Time
Thank
You!