News from the virtual waiting room Frankfurt/Main, November 13th, 2012
Typology
Onlooker Sporadic User
Networker Active and confident
Smart
Traditionalist
Active, but careful Social Media sceptic
Observer Passive follower
Explorer
Critical Fact Tracer
2010 13%
26%
17%
13%
15%
16%
Male 40-49 years Medium educational level
Female 20-39 years Medium educational level
Female 20-39 years Medium educational level
Male 50+ years Low educational level
Male 30-49 years Medium educational level
Male 40-59 years Higher educational level
12%
23%
20%
12%
16%
18%
Male 40-49 years Medium educational level
Female 20-39 years Medium educational level
Male 20-39 years Medium educational level
Male 50+ years Low educational level
Male 30-49 years Medium educational level
Male 40-59 years Higher educational level
21%
27%
18%
12%
6%
15%
Male 40-49 years Medium educational level
Well-balanced 18-39 years Medium educational level
Female 18-29 years Medium educational level
Female 50+ years Low educational level
Well-balanced 40+ years Medium educational level
Well-balanced 18-39 years Higher educational level
2011
2012
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Needs and Motivation in Social Media
CONTROL
INFORMATION
EXPLORATION
COLLABORATION
INTERACTION
SOCIAL CONTENT
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Needs and Motivation in Social Media ●
Wish for data security / routine in dealing with social web
●
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Participation in crowd sourcing and collaboration platforms for mutual goals
●
Social web as source of information/ preferences in information processing
Eagerness in debating and dialog behavior in the social web
Curiosity and research drive to find new platforms and forms of content
●
Progress reports and recommendations vs. editorial content
Electric field of needs and Motivations
Illustrates aspects of motivation for social media users.
Creates a comparator for target groups, brands and campaigns in the social web.
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Explorers and onlookers
The Onlooker is primarily motivated by the search for information and the possibility of self control. The social functions are of little interest to him.
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The Explorer is motivated by various factors. Apart from his strong urge for detailed information he is also interested in the exchange with others and their peer reviews.
The Explorer Is 18-39 years old, sex distribution is well-balanced Higher educational level Makes up about 15% of users in health topics Searches for information and social interaction are in balance Moves confidently and naturally along the social web In a dialog he wants to be perceived as a well-informed partner
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The onlooker Is 40-59 years old, mostly male Medium educational level Makes up about 21% of users in health topics Acts rather passively in the social web Primarily searches for information Usually does not react on posts of others and does not write posts himself
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Relevant (Social)Web channels
80% 66% 60%
57% 52% 46%
42%
38%
35%
Explorer Forscher 13%
12% 6% Social Networks/ Communities
Blogs
Daily and weekly usage of internet applications Page 9
Wikipedia
Onlooker Zaung채ste
Social Media offers added value
70%
61%
55% Page 10
want to read other posts
29%
appreciate the exchange with others
19%
hope to find so far unknown information
36%
User-Generated-Content is key Relevancy of opinions of other users Half of explorers value posts of others higher than editorial content Same applies for about a quarter of all onlookers(26%) Influenced by the opinions of others More than half of explorers (52%) About a quarter of onlookers (24%)
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health issue defines how to obtain information Allergy – an important health topic for both groups: 58% of explorers and 41% of onlookers suffer from allergies Their most important source of information are progress reports of a third party apart from Wikipedia
Explorer Forscher
Wikipedia
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Progress reports of a thrid party
Video platforms
Forums/ Communities
Newsletter
Onlooker Zaungäste
Blogs
Demands on health services in the web
79%
76%
79%
64% 58% 53%
52%
27%
Diverse content
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Quick responses from admins
Forscher Explorer
Zaung채ste Onlooker
Services „yes“, Diagnosis „no“
do not believe that online
71%
consultations can compensate for physical visits to the doctor
82%
can imagine to make use of online consultation hours
51%
referring to services such as order recipes
37%
would like to arrange appointments online
52% Page 14
27%
Health on the go
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57%
Smartphones with internet access
27%
46%
Mobile Apps as source of information
13%
38%
Mobile Apps about health isssues
17%
MOBILE HEALTH
GoSmart: Mobile-Trends in Germany
22%
37%
of German internet users own a smartphone. (VA 2012 Klassik I)
of the total population use the mobile internet. (BITKOM)
15% of the total population use mobile apps for information. (ARD-ZDF online survey)
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Ph채nomen Second Screen
49% of smartphone owners use the mobile internet to pass leisure time. (Google GoSmart Studie)
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77%
of Germans use the internet while they are watching TV. (BITKOM)
Trend Mobile Health in the health survey
Total
18- to 29-years
28%
Mobile Apps as source of information
47%
35%
Mobile Apps about health issues
40%
44%
Smartphones with internet access
63%
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Case: APP „iOncolex“– AN IPHONE-APP FOR CANCER PATIENTS The Institute for Medical Informatics at Oslo University Hospital in Oslo has developed the iPhone-app "iOncolex" that provides cancer patients with comprehensible information about their disease. "iOncolex" consists of informative texts, videos and numerous images about many cancer diseases in order to prepare patients for upcoming treatments and to explain the therapy procedures. The application is based on information from Oncolex.com, Norway‘s knowledge database for the treatment of cancer. SOURCE:
http://ioncolex.com/
INITIATOR:
The Institute for Medical Informatics at Oslo University Hospital, Norwegen Healthstyle -> M-Health
CONTEXT:
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Source: TrendOne Trendexplorer
Case: APP „Novusport“ – FITNESS AS SOCIAL GAME The start-up Novusport launches a fitness game that wants to encourage users to be more active and to share their sport activities virtually. Users choose one of 20 available sports and an "ActiveR", a previously defined goal. After that they check into a location where they want to reach their „ActiveR“. A second person makes a video from the exercise that will lead to an update of the "SportsGraph" after uploading it. The update is based on 10 physical and mental characteristics of the athlete. SOURCE:
http://www.novusport.com/
INITIATOR:
Novusport Inc., USA
CONTEXT:
Game On -> Social Games Healthstyle -> M-Health
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Source: TrendOne Trendexplorer
DIGITAL HEALTHCARE SERVICES
Trend: Digital Healthcare Services The main resistance against the digitalization of the public health sector are based mainly upon two concerns: Quality control of the information and data protection.
We are experiencing that doctors and pharmacists are gradually rolling out their services into the internet or that digital appliances are being used in their practices as well as pharmacies. Also other providers are responding to users‘ requests for digital health offers. Since the traditional public health system has not made many efforts so far to access the digital space, this healthcare field is being dominated by publishers and startups. This is also shown by the great number of health platforms such as med1 or netdoktor.
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Digital Healthcare Services in the health survey
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I would consult a physician more often via the internet:
I don‘t consider a physical consultation necessary in the future:
28%
25%
I would like to arrange doctor‘s appointments online in the future:
41%
Case: Digitale Services doctor‘s practice – THE DIGITAL DOCTOR’S OFFICE The implementation: Knee implant surgeries are demonstrated on Tablet PC to patients. Assignment of appointments, prescriptions and referrals can be ordered online via an application on the website of the doctor‘s office. Patients will also receive a regular newsletter. The success: The education of patients and information are optimized. Well-informed patients can make decisions easier, e.g. concerning surgery. Source: Ärztezeitung External presentation and online contact strengthen the patient liaison and generate awareness for the range of services. This will attract more patients and many of them will accept additional payments for health services not covered by insurance. SOURCE:
http://www.covz.de
INITIATOR:
Gemeinschaftspraxis Dr. Buhs & Dr. Janssen, Deutschland
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Case: „ZocDoc”– Doctor’s appointements and forms ONLINE ZocDoc detects physicians of every field in the requested area and allows patients to fix dates online and to fill in forms on the browser therefore having more time available for the actual consultation. A search mask allows patients to select their locality, their insurance, a medical field and a category to choose their concern. Thereupon the app will present doctors and their Source: TrendOne Trendexplorer office hours, their photo and patient reviews. It takes only a few clicks for patients to fill out appointment forms for those physicians already participating in the online-appointment program.
SOURCE:
http://www.zocdoc.com/
INITIATOR:
ZocDoc Inc., USA
CONTEXT:
Healthstyle -> E-Health
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CONCLUSION
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Just do it? Health communication will not become any easier online. But we can provide an overview and structure to offer more targeted and relevant supplies eventually. Consumers are active in social media and are looking for and expecting offers. The keys are added value and appropriateness. That means: Making the right offer in the right surrounding with relevant content and seeking for the dialogue with users with these expectations/wishes. In that respect the health survey can provide the necessary orientation to reach target groups with tailored offers.
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© 2012 MSL Germany GmbH Chausseestraße 8, D-10115 Berlin, +49 (0) 30 / 820 82 — 500, www.mslgroup.de All thoughts and ideas of this presentation are lintellectual property of MSL Germany GmbH. The publication or distribution to third parties requires the agreement of the originator.