Revised November 13, 2008
2
Health Under Pressure
3
Health Demands Mount
Populations aging Behavior-related chronic conditions Global pandemics Diseases of poverty Expensive innovations
4
License to Operate at Risk Companies' and organizations' license to operate is harder to earn and keep Trust and confidence are down Demands are high – for transparency and social responsibility Safety concerns create skepticism and distrust Pivotal relationships stressed
5
Financial Meltdown Exacerbates A Health Crisis Already In Force People forego or postpone essential health care Loss of insurance or failure to pay Health behaviors erode Cost trumps quality Mental health issues emerge
6
Democratization of Information Stakeholders are more connected – changing the relationship dynamic Dispersion of authority Health information revolution Desire to socialize -- share opinions and thoughts
7
Health’s stakeholders are connecting and converging
Media online and offline Payers
Patients Family
Employers
Friends
Regulatory agencies
Support groups Behavioral programs
Policy makers
Health care practitioners
Government Advocacy and NGOs
Key opinion leaders
8
And they each relate to health as a person – a mortal, patient, loved one, citizen, consumer
Person
Person
Person
Person Person
Person
Person
Person
Person
Person
Person
Person
Person
Person
9
Toward Health Engagement
There is no simple or quick solution. But the way forward calls for all stakeholders – institutional and individual – to build trusting relationships, participate actively and assume responsibility – that is, engage.
10
Health Engagement
Health engagement is the interaction among stakeholders in health – on the topics that matter, and through the channels and sources where information and opinions are gathered, formed and shared.
11
Five-Country Study of General Population Twenty-minute online survey conducted by StrategyOne in September 2008 among 5,183 adults, 18-75 years old
Global
US
UK
German y
Russia
China
Sample size
5,183
1000
1078
1000
1081
1024
Margin of Error: Total
+/- 1.4%
+/- 3%
+/- 3%
+/- 3%
+/- 3%
+/- 3%
Margin of Error: Health Infoentials
+/- 2.9%
+/- 6.9%
+/- 8.3%
+/- 6.5%
+/- 5.1%
+/- 6.7%
Gender Age Income Education Region Ethnicity
Gender Age Income Education Region
Gender Age Income
Urban areas: Gender Age Income
Urban areas: Gender Age Income
Representative on
12
Health Engagement – Increasingly Important
13
People Are Becoming More Engaged on Health Issues
I am becoming more actively engaged in
Health Issues
Base = Adults Please indicate how much you agree or disagree with each of the following statements. (strongly/somewhat)
63%
14
People Are Becoming More Engaged With Companies and Organizations Involved in Health ‌ and Want Even More
I am becoming more actively engaged with
Companies and Organizations
40%
involved in health
It’s increasingly important that
Companies and Organizations involved in health engage with me
Base = Adults Please indicate how much you agree or disagree with each of the following statements. (strongly/somewhat)
70%
15
People Are Becoming More Engaged With Health Products and Services ‌ and Want Even More
I am becoming more actively engaged with
Health Products and Services
60%
It’s increasingly important that
Health Products and Services engage with me
Base = Adults Please indicate how much you agree or disagree with each of the following statements. (strongly/somewhat)
75%
16
The More Health Critical, the More Engagement People Want
My Body
Healthcare products I purchase with a prescription
76%
Hospitals
73%
Healthcare products I purchase without a prescription
Companies in health
Government health agencies
Nonprofit health organizations and foundations/ NGOs
69%
61%
63%
58%
Adults
Please rate each of the following on how engaged you want them to be with you. (very/somewhat)
17
The more serious/more engagement dynamic is global
Hospitals
Hospitals
85% 83 %
OTC products
83 %
OTC products
Rx Products
Global
Companies Government NGOs
OTC products Companies Government NGOs
Hospitals Rx Products
CHINA
Government OTC products NGOs Companies
U.K.
Government NGOs Companies
72 %
91% 87%
Hospitals
U.S.
Rx Products
76 % 74 %
Rx Products
86% 85% 79% 74%
82%
77%
Rx Products
74%
OTC products
GERMANY
81%
Companies Hospitals
78%
Government
75%
NGOs
95% 91% 88%
72% 69%
Companies OTC products
RUSSIA
86% 79% 76%
Base = Health Info-entials Please rate each of the following on how engaged you want them to be with you. (very/somewhat)
Hospitals Rx Products NGOs Government
67% 65% 63% 61%
84% 79% 78% 76% 65% 59%
18
A Highly Engaged Group is Leading in Health Influence Health Engagement Barometer
19
We Looked at People Through Three Lenses
Health Involved: How involved are you with health issues?
Health Informed: How often do you read or gather information about health issues? How often do you share information about health issues?
Health Engaged: What best describes how you typically engage with health issues?
20
4 out of 5 People are Health Involved
Health Involved 80%
Base = Adults In general, how involved are you with health issues? (very/somewhat)
21
1 out of 3 People Is Health Informed
Read or gather info more than once a week
Health Informed 33%
Base = Adults How often do you read or gather information about health issues? How often do you share information about health issues you see, read, or hear about?
Share info with others more than once a week
22
2 out of 5 People are Health Engaged
Health Engaged 39%
Base = Adults Which, if any, of the following best describes how you typically engage with health issues?
23
1 out of 5 People Is A Health Info-ential
Health Info-entials 22%
Base = Adults In general, how involved are you with health issues? (very/somewhat) How often do you read or gather information about health issues? (few times a week or more) How often do you share information about health issues you see, read, or hear about? (few times a week or more) Which, if any, of the following best describes how you typically engage with health issues? (actively seek/share; actively seek/share/advocate)
24
Health Info-entials: Most in China, Fewest in UK 35% CHINA
23% GERMANY
20% U.S.
21% RUSSIA
13% U.K. Base = Adults In general, how involved are you with health issues? (very/somewhat) How often do you read or gather information about health issues? (few times a week or more) How often do you share information about health issues you see, read, or hear about? (few times a week or more) Which, if any, of the following best describes how you typically engage with health issues? (actively seek/share+ actively seek/share/advocate)
25
Health Info-entials: More Stakes in Health
More likely to work in the health field
More likely to have severe or chronic health conditions
More likely to be a caregiver
More likely to take prescription medications
26% vs. 18%
41% vs. 34%
17% vs. 11%
47% vs. 41%
Health Info-entials vs. Adults
26
Health Info-entials: From All Walks of Life Defined by actions not demographics
No differences in age No differences in income levels No differences in marital status
Slight differences (Health-Info-entials vs. Adults): • More likely to be women (50% vs. 46%) • More likely to have children (41% v. 35%) • More likely to employed (71% vs. 65%)
27
I Share Most With People I Know My inner circle and online
With which of the following do you typically share information or opinions about health issues?
28
I Speak Up and Act On My Opinions About Companies and Organizations But I prefer to do so in personal rather than political ways Net: Any action taken Talked about it with f riends, family members or peers
41%
Talked about it with my doctor or other healthcare provider
23%
Chosen to purchase its products or services
23%
Recommended one of its products or services
18%
Shared inf ormation about it online
14%
Contacted the company or organization
Chosen to invest in it Supported or opposed legislation related to it Contacted a politician about it Attended a protest or gathering in opposition to it Took no action
12% 6%
55%
40%
28%
Researched further information about it
Signed or initiated a petition about it
83%
66%
34% 34%
28% 28%
19%
11%
9% 6% 7% 4% 6% 3% 4% 2%
Health Info-entials 15%
28%
Thinking about companies and organizations involved in health that you are engaged with, which, if any, of the following actions have you taken in response to a company or organization?
Adults
29
I Speak Up and Act On Health Issues More than on companies and organizations involved in health 99%
Net: Any action taken
89% 84%
Talked about it with friends, family members, or peers
69% 65%
Talked about it with my doctor or other healthcare provider
50% 63%
Researched f urther information about it
45% 52%
Shared information about it online
29% 27%
Became involved with an organization that supported it Signed or initiated a petition about it Contacted a media outlet about it Contacted a company about it Attended an event in support of it Supported or opposed legislation related to it Contacted a politician about it Attended a protest or gathering in opposition to it I have not taken any action in response to a health issue
14% 23% 11% 18% 7% 17% 9% 9% 6%
15%
12%
7% 4% 6% 3% 1% 10%
Thinking about health issues you are involved with, which, if any, of the following actions have you taken in relation to an issue?
Health Info-entials Adults
30
The TrustHealth Engagement Virtuous Circle
31
Trust is Most Important Factor in Health Engagement More than “Frequent Contact” or “Collaboration” 71%
Trust
67% 68%
Authenticity
58% 61%
Satisf action
53% 37%
Long-term commitment
30% 30%
Personalized interaction
26% 26%
Shared purpose
19% 25%
Collaboration
Frequent contact
19% 16% 12%
Thinking about the engagement you want to have with companies and organization involved in health, which characteristics of that engagement are most important to you?
Health Info-entials Adults
32
Trust, Authenticity and Satisfaction are Top 3 for Health Info-entials in all 5 Countries 71%
TRUST AUTHENTICITY Global
68% 61%
SATISFACTION
U.S.
SATISFACTION AUTHENTICITY
54%
GERMANY
52%
AUTHENTICITY CHINA
U.K.
79%
TRUST
67%
SATISFACTION
66%
SATISFACTION SATISFACTION AUTHENTICITY
45% 41%
TRUST
71%
SATISFACTION
70%
AUTHENTICITY
48%
82%
SATISFACTION
79%
TRUST
77%
TRUST
RUSSIA
AUTHENTICITY TRUST
Base = Health Info-entials Thinking about the engagement you want to have with companies and organizations involved in health, which characteristics of that engagement are most important to you?
77% 66%
33
Health Info-entials: More Engaged, So More Trusting General population is significantly less trusting of companies, organizations and products
Distrust
Trust
Companies and Organizations 36 %
58%
29%
69%
Products and Services 33% 28%
61% 70% Adults Health Info-entials
Please indicate how much you agree or disagree that you “trust what you hear from companies and organizations involved in health/…from health products and services?” (strongly/somewhat agree vs. strongly/somewhat disagree)
34
Trust-Health Engagement Virtuous Circle Is Consistent Distrust
Trust
Distrust U.K.
Global Companies and Organization 36% 29% Products and Services 33% 28%
58% 69% 61% 70%
Products and Services 33% 30%
58% 68% 59% 68%
CHINA
Products and Services 22% 17%
53% 60%
Products and Services 35% 36%
54% 61%
Companies and Organization 43% 44%
51% 53%
Products and Services 43% 44%
51% 52%
RUSSIA
Companies and Organization 26% 19%
Companies and Organization 38% 36%
GERMANY
U.S. Companies and Organization 34% 30%
Trust
72% 80% 77% 82%
Companies and Organization 38% 26%
58% 73%
Products and Services 37% 23%
61% 76%
Adults
Health Info-entials
35
Health Engage Me: The Power of Personal
36
If You Want To Engage Me, Start With My Health And give me the whole story Help me address health issues that affect me personally Communicate both positive and negative news to me
44%
Inform me about health conditions that I am concerned about
43%
Communicate with me openly and transparently
41%
Actively listen and respond to my concerns and requests
36%
Inform me about how to properly use their products and services
36%
Offer a variety of ways for me to communicate with them
28%
Inform me about the science and technology behind their products and …
26%
Help me address health issues affecting the world today
Allow employees other than the CEO or spokespeople to communicate …
48%
46% 43%
40% 34%
Ensure I have access to their products and services
Partner with other organizations to address issues important to me
50%
47%
37%
Inform me about how to prevent a disease that their products and …
52% 52%
41%
Inform me about the risks and benefits of their products and services
Have an active presence on popular social networking sites where I …
54%
42%
21% 14%
35%
34%
32%
23%
21% 16% 16% 12%
Health Inf o-entials Adults
In which of the following ways do you want companies and organizations involved in health to engage with you?
* Indicates significant difference to corresponding audience
37
Everything Matters to My Health and Well-Being “My Health� is much more than just my physical health
Base = Health Info-entials Thinking about your overall health and well-being, how important would you say each of the following factors plays in influencing it? (extremely/very important)
38
“My Health” More Important Than “Our Health”
Our Health
My Health
Personal health trumps innovation, risk reduction, privacy and ethical standards
Base = Health Info-entials Which, if any, of the following best describes your typical engagement with the issue of …? (High engagement = actively seek out/share info or actively seek out//share info and advocate point of view)
39
Power of “My Health” is Universal Global
U.K.
Maintain health and well-being
74%
Maintain health and well-being
66%
Solve chronic health problems Prevent disease
58%
U.S. 76%
53%
62%
Prevent disease
60%
Solve chronic health problems
58%
RUSSIA
CHINA Maintain health and well-being
Prevent disease
87%
Ensure access to health information
80%
Maintain health and well-being
Solve chronic health problems
79%
Solve chronic health problems
Prevent disease
63%
Provide access to affordable healthcare
57%
Prevent disease
46%
Maintain health and well-being
61%
Provide access to affordable healthcare
46%
GERMANY
Maintain health and well-being Solve chronic health problems
58%
Provide access to affordable healthcare Understand benefits of alt. med.
61%
Provide access to affordable healthcare
64%
Solve chronic health problems
71%
Provide access to affordable healthcare
Base: Health Info-entials Which, if any, of the following best describes your typical engagement with the issue of …? (high engagement =
actively seek out/share info or actively seek out//share info and advocate point of view)
65% 62% 56% 47%
40
Personal and Public Health Priorities Align for Health Info-entials Public Health Priorities
60
0
Personal Health Priorities
60
Base = Health Info-entials Thinking about these same health issues, which THREE do you believe are the highest priority health issues that need to be addressed today? Thinking about these same health issues, which THREE would you say you are most concerned about in terms of their personal impact on you?
41
3 Way Alignment: Health Info-entials Want Companies and Organizations to Address Same Personal and Public Health Issues Should Be Company Priorities
60
0
Personal Health Issues
60
Base = Health Info-entials Thinking about these same health issues, which THREE would you say you are most concerned about in terms of their personal impact on you? Which THREE of the following health issues do you believe are the most important for companies and organizations involved in health to address?
42
Wanted: Health Expertise
43
Credibility Drivers: Personal Connection and Health Expertise Company representatives and government officials not as credible My doctor or healthcare professional Doctor or healthcare professional My pharmacist Scientist or researcher My friends and family Leading medical center or provider Professional medical associations A person like me Someone personally affected by a disease or … Public health organization or foundation Government health agency Advocacy group Spokesperson for a company or organization … Health journalist Senior executive of a health or healthcare … Regular employee of a health or healthcare … Government official or regulator Health blogger My employer Celebrity or famous athlete
96% 95% 93% 91% 91% 90% 90% 88% 88% 88% 82% 74% 72% 71% 68% 66% 59% 59% 52% 41%
Base = Health Info-entials If you read or heard information about a health issue from each of the following types of people and organizations, how credible would the information be? (very/somewhat)
44
Personal Connection and Health Expertise Drive Credibility Globally Global
U.K. 96%
My doctor or healthcare professional Doctor or healthcare professional
95%
My pharmacist
93%
Scientist or researcher
91%
My pharmacist
96%
My doctor or healthcare professional
96%
Doctor or healthcare professional
96%
Professional medical association
U.S.
95%
GERMANY 97%
Doctor or healthcare professional
My doctor or healthcare professional
98%
My pharmacist
96%
Doctor or healthcare professional
My doctor or healthcare professional
96%
Someone affected by the disease
93%
My pharmacist
93%
Leading med center/Public health org/ Someone affected by the disease
91%
RUSSIA
CHINA My doctor or healthcare professional
96% 95%
My doctor or healthcare professional
My friends and family
95%
Scientist or researcher
94%
98%
Doctor or healthcare professional
Public health organization
Scientist or researcher
96%
My friends and family
Base = Health Info-entials If you read or heard information about a health issue from each of the following types of people and organizations, how credible would the information be? (very/somewhat)
96% 92% 91%
45
Health Info-entials Want to Be Engaged on Multiple Channels
Which THREE of the following ways would you prefer that companies and organizations involved in health communicate with you? (Vary/Somewhat)
46
Personal and Health Expert Channels Becoming More Important Corporate and product advertising diminishing most in importance
Health companies’ Web sites Articles in magazines TV News coverage Web sites for specific brands of medication Films or documentaries Online message boards, forums or newsgroups Articles in newspapers Radio news coverage Personal blogs Social networking websites Web-based video sharing sites Base = Health Info-entials Corporate and product advertising For each of the following sources of health information, please indicate whether that source is becoming more important to you, less important to you, or remaining the same. (Net = becoming more important – becoming less important)
Net becoming more important Net becoming less important
47
The New Second Opinion No single source stands alone – everything is validated
88% I usually turn to my physician to validate info I get online
Base = Health Info-entials Please indicate how much you agree or disagree with each of the following statements. (strongly/somewhat agree)
88% I usually turn to other sources to validate info I get from my doctor
48
The New Health Access: Immediate Information But amount can be overwhelming and accuracy is a concern Access to more up-to-date health information
42%
Access to new information
40%
More immediate access to health information
38%
Easier to communicate with people who care about similar health issues
19%
More difficult to determine the accuracy of information
18%
More likely to receive contradictory information
17%
More empowered to take action on health issues or personal health topics I care about
15%
Increased communications with my friends and family members about health issues or personal health topics
15%
Increased communications with my doctor or healthcare provider
15%
More overwhelmed with the sheer amount of information available
12%
More empowered to express my opinions about health issues or personal health topics
10%
Made me more concerned about the privacy of my health information
10%
Less face-to-face sharing of information
7%
Base = Health Info-entials Which, if any, are the THREE most important ways that digital communications (e.g. e-mail, the internet, mobile phones) has changed how you receive or share information about health issues?