MSL Germany's Healthcare Survey 2012 - News From the Virtual Waiting Room

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

Page 2

Needs and Motivation in Social Media

CONTROL

INFORMATION

EXPLORATION

COLLABORATION

INTERACTION

SOCIAL CONTENT

Page 3

Needs and Motivation in Social Media ●

Wish for data security / routine in dealing with social web

●

Page 4

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.

Page 5

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.

Page 6

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

Page 7

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

Page 8

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%)

Page 11

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

Page 12

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

Page 13

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

Page 15

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)

Page 17

Ph채nomen Second Screen

49% of smartphone owners use the mobile internet to pass leisure time.

(Google GoSmart Studie)

Page 18

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%

Page 19

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:

Page 20

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

Page 21

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.

Page 23

Digital Healthcare Services in the health survey

Page 24

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

Page 25

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

Page 26

CONCLUSION

Page 27

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.

Page 28

© 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.