Introducing digihealth pulse	  Investigating and Understanding  Active Digital Health Consumers’           Hearts and Mind...
About	  Me	                                  Fard	  Johnmar	  	                                             	             ...
Answering	  Ques@ons	       I	  won’t	  take	  ques@ons	  during	  the	  Webinar,	  but	  .	  .	  .	  	             you	  ...
Today’s	  Agenda	                             !#$%                          A Webinar in Three Parts                      ...
Today’s	  Agenda	                             !#$%                          A Webinar in Three Parts                      ...
The	  10%	  Mystery	  	                   !#$%             % of Online Adults Searching for Web Health Content            ...
The	  10%	  Mystery	  			          Harris Interactive suggested that increased 	               online health search activi...
The	  10%	  Mystery	                             Really? 	                              	                              	  ...
The	  10%	  Mystery	  	                              There were two major health-related events	                          ...
The	  Mystery	  Behind	  the	  10%	  Mystery	  			                                      	      We still don’t know the rea...
The	  Mystery	  Behind	  the	  10%	  Mystery	  			                              	                              	          ...
The	  Mystery	  Behind	  the	  10%	  Mystery	  	            The Hearts and Minds Mystery	                                 ...
The	  Mystery	  Behind	  the	  10%	  Mystery	  	        Why solving the hearts and minds mystery matters to you.	         ...
The	  Mystery	  Behind	  the	  10%	  Mystery	  	        Why solving the hearts and minds mystery matters to you.	         ...
The	  Mystery	  Behind	  the	  10%	  Mystery	  	         Why solving the hearts and minds mystery matters to you.	        ...
Today’s	  Agenda	                             !#$%                          A Webinar in Three Parts                      ...
Introducing	  digihealth	  pulse	  	                                    	                                    	            ...
Introducing	  digihealth	  pulse	  	                                    	                                    	            ...
Introducing	  digihealth	  pulse	  	                                      	                                      	        ...
Introducing	  digihealth	  pulse	  	                                      	                                      	        ...
Introducing	  digihealth	  pulse	  	                                  	                                  	                ...
Introducing	  digihealth	  pulse	  	                                  	                                  	                ...
What	  is	  digihealth	  pulse?	  	  	                                	                                	                  ...
What	  is	  digihealth	  pulse?	  	  	                                    	                                    	          ...
What	  is	  digihealth	  pulse?	  	  	                                    	                                    	          ...
What	  is	  digihealth	  pulse?	  	  	                                    	                                    	          ...
What	  is	  digihealth	  pulse?	  	  	                                 	                                 	                ...
What	  is	  digihealth	  pulse?	  	  	                                     	                                     	        ...
What	  is	  digihealth	  pulse?	  	  	                                     	                                     	        ...
What	  is	  digihealth	  pulse?	  	  	                                   	                                   	            ...
What	  is	  digihealth	  pulse?	  	  	                                   	                                   	            ...
What	  is	  digihealth	  pulse?	  	  	                                   	                                   	            ...
What	  is	  digihealth	  pulse?	  	  	                                   	                                   	            ...
What	  is	  digihealth	  pulse?	  	  	                                   	                                   	            ...
What	  is	  digihealth	  pulse?	  	  	                                    	                                    	          ...
What	  is	  digihealth	  pulse?	  	  	                                   	                                   	            ...
What	  is	  digihealth	  pulse?	  	  	                                 	                                 	                ...
What	  is	  digihealth	  pulse?	  	  	                                 	                                 	                ...
What	  is	  digihealth	  pulse?	  	  	                                 	                                 	                ...
What	  is	  digihealth	  pulse?	  	  	                                   	                                   	            ...
What	  is	  digihealth	  pulse?	  	                                      	                                    	           ...
What	  is	  digihealth	  pulse?	  	                                    	                                  	               ...
What	  is	  digihealth	  pulse?	  	                                   	                                 	                 ...
Today’s	  Agenda	                             !#$%                          A Webinar in Three Parts                      ...
This	  All	  is	  Great	  But	  There’s	  a	  Problem	  	                                        	                      “O...
Transla@on:	  What	  She	  Was	  Thinking	                                  	                                	            ...
Transla@on:	  What	  She	  Was	  Thinking	                                  	                                	            ...
Transla@on:	  What	  She	  Was	  Thinking	                                  	                                	            ...
How	  We	  Address	  These	  Concerns	              We	  will	  release	  some	  data	  to	  the	  public	  (free).	  
How	  We	  Address	  These	  Concerns	                                                    	                               ...
How	  We	  Address	  These	  Concerns	                                                     	                              ...
How	  We	  Address	  These	  Concerns	                                                     	                              ...
How	  We	  Address	  These	  Concerns	                                                     	                              ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                                              	             ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                                                        	   ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                             	                              ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                                   	                        ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                                           	                ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                                            	               ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                                            	               ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                                                     	      ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                                                     	      ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                                                     	      ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                                                     	      ...
Here’s	  How	  We’re	  Doing	  A	  lot	  More	                                                        	                   ...
Making	  it	  Accessible	                                                     	                                           ...
Making	  it	  Accessible	                                                            	                                    ...
Bringing	  it	  Together	                                                      Studying	  hearts	  and	  minds	           ...
Recap	                             !#$%                          A Webinar in Three Parts                                 ...
Thanks	  for	  Your	  Time	                                	                              	                              	...
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digihealth pulse: Understanding Active Digital Health Consumers

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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.

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digihealth pulse: Understanding Active Digital Health Consumers

  1. 1. Introducing digihealth pulse Investigating and Understanding Active Digital Health Consumers’ Hearts and Minds September 28, 2012
  2. 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. 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. 4. Today’s  Agenda   !#$% A Webinar in Three Parts III. I. How 360 Degree Digital Health Online Health Search 45 Minutes Insights Can Save You and the 10% Mystery Time, Money and Reduce Frustration II. digihealth pulse: Investigating Whether Digital Health Content Influences Awareness, Perceptions and Behavior
  5. 5. Today’s  Agenda   !#$% 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. 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. 7. The  10%  Mystery   Harris Interactive suggested that increased online health search activity may have been caused by the health reform debate.
  8. 8. The  10%  Mystery   Really? Was it health reform, or did pigs have something to do with it?
  9. 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. 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. 11. The  Mystery  Behind  the  10%  Mystery   We have to solve the Hearts and Minds mystery.
  12. 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. 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. 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. 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. 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. 17. Introducing  digihealth  pulse   We built digihealth pulse (and the services associated with it) to solve the hearts and minds mystery.
  18. 18. Introducing  digihealth  pulse   This study is all about harnessing the power of observation. •  We watch people use the Web
  19. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 40. What  is  digihealth  pulse?     Tracking is powered by:
  41. 41. What  is  digihealth  pulse?     Patent-pending digital surveillance and behavioral What measurement engine.
  42. 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. 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. 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. 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. 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. 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. 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. 49. How  We  Address  These  Concerns   We  will  release  some  data  to  the  public  (free).  
  50. 50. How  We  Address  These  Concerns   We  will  release  some  data  to  the  public  (free).     •  Summaries  of  study  findings  
  51. 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. 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. 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. 54. Here’s  How  We’re  Doing  A  lot  More   We  are  introducing  a  unique  syndicated  market  research  and  insights  service.          
  55. 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. 56. Here’s  How  We’re  Doing  A  lot  More   What  are  the  key  features?      
  57. 57. Here’s  How  We’re  Doing  A  lot  More   What  are  the  k ey  features?       •  In-­‐depth  digihealth  pulse  study  findings  
  58. 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. 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. 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. 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. 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. 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. 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. 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. 66. Making  it  Accessible   A  pricing  strategy  designed  t encourage  broad  access.   o   $12   Get  started  for  $12  per  day  
  67. 67. Making  it  Accessible   Get  started  today.  Go  to:      www.digihealthpulse.info   Click  the  “Go  Premium”  link  to  learn  more  about  enmoebius  bronze.    
  68. 68. Bringing  it  Together   Studying  hearts  and  minds     Studying  hearts  and  minds   Delivering  much  more  data         Providing  personalized  digital  health     insight,  analysis  and  context  
  69. 69. Recap   !#$% 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. 70. Thanks  for  Your  Time   Thank  You!  

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