2/25/2011 - home - national health council · 2020. 4. 18. · insurance consumer technology...

2/25/2011

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Understanding Trust and Engagement as Health Leadership Imperatives

February 10, 2011

2HealthEngagement

What is Health Engagement?

Ongoing interest and involvement in health,

including one’s own health, the health of

one’s family, and the health of those in

one’s community, country and globally*

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Health is not just personal

Q4. – Q8. Please indicate how engaged you are in the following types of health

(Top 2 Box on a 4-point scale, Very/Somewhat Engaged) (Global)

Personal Health 91%

Family Health 89%

National Health 56%

Community Health 55%

Global Health 49%

4HealthEngagement

36%

31%

30%

30%

28%

22%

18%

Fighting cancer

Providing access to affordable healthcare

Preventing disease

Improving the quality of healthcare

Eliminating global infectious diseases

Solving chronic health problems

Addressing obesity

Q13. The following is a list of health issues affecting the world today. Please indicate which are most important to you. (Select up to three) (Global)

*Top 7 most important health issues globally (out of 15)

What matters to me is what matters to usGlobally, the issues that matter on a personal level are also major public health issues

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5HealthEngagement

Public health engagement highest among young, educated women in high-growth economies

6HealthEngagement

New dimension to how we view our publics

Health Apathetics

20%

Health Disempowereds

15%

Health On-Demanders

20%

Health Traditionalists

14% Health Neophytes

15%

Health Apathetics

20%

Health Disempowereds

15%

Health On-Demanders

20%

Health Traditionalists

14% Health Neophytes

15%

Health Actionists

14%

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Health Actionists

DEMOGRAPHICS

Likely to be female, married and have kids at home

Most likely to live in a urban area

HEALTH BEHAVIORS

They are likely to take OTCs, vitamins and least likely to smoke or be overweight

However, they are most likely to be a caregiver for someone else

DIGITAL USE

Significant numbers are on the Internet all day; they are the highest number of social media users (70%)

Nearly one-third turn to at least seven digital information sources to help make health decisions

Top digital sources for health decisions among this group:Google and other internet search engines (65%), health companies’ websites (51%), and consumer health websites (49%)

This group is highly engaged and interested in health; and, unlike other segments, these people persuade others to take action

The Health Motivation Equation includes more than new information

Trusted information/advice

Loved-one Connection

My life moment + + =The personal

and public health factor

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Human sustainability

10HealthEngagement

say that it is as important to protect the health of the public as it is to protect the environment73%

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11HealthEngagement

say that sustainability is as much

about the health of people as it

is about the health of the planet

65%

Health joins Green as central to human sustainability

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13HealthEngagement

19%

33%

67%

73%

30%

44%

54%

75%

85%

Bought shares

Paid more for products/services

Chose to buy products/servicesRefused to buy products/services

Recommended them to a friend/colleagueCriticized them to a friend/colleague

Shared negative opinions online

Sold shares

Shared positive opinions online

+_Distrusted Companies Trusted Companies

Actions Taken Over Past 12 Months – Global

F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in 23 countries

F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in 23 countries

Trust has tangible benefits

14HealthEngagement

When a company is distrusted When a company is trusted

15% 25%

57% will believenegative information

after hearing it 1-2 times

Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)

about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in 23 countries

Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about

that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in 23 countries

will believe positive information after

hearing it 1-2 timeswill believe negative information

after hearing it 1-2 times

51%will believe

positive information after hearing it 1-2 times

Trust protects reputation

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15HealthEngagement

Health is now a strategy for business across industries

16HealthEngagement

say that business should be as engaged in maintaining and improving personal and public health as it is in maintaining and improving the environment

69%

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17HealthEngagement

Health engagement drives trust and drives purchases, recommendations and investment

If you think a company is (Q101. effectively engaging in health (Top 2 Box on a 5-point scale, Trust much more/more)] [Q108. NOT effectively engaging in health

(Top 2 Box on a 5-point scale, Trust much less/less)], how does that affect your trust in that company? (Global)

+ Trust more: a company that is effectively engaging in health

72%

_Trust less: a company that is NOTeffectively engaging in health

57%

Pay a premium for its products or services

39%

Want to work for itWould not want to work for it48%50%

Invest in itNot invest in it40%54%

Recommend its products or servicesCriticize it to others65%48%

Buy its product or servicesRefuse to buy its products or services65%51%

Companies engaged in health+Companies not engaged in health_

How likely would you be to do the following in relation to a company that you believe is (Q102 – Q107. effectively engaging in health?)

(Q109. – Q113. NOT effectively engaging in health?) (Top 2 Box on a 5-point scale, Very/Somewhat Likely) (Global)

18HealthEngagement

90% 90% 89% 88% 86%83% 82% 82% 82%

77%

Bio/pharma & Medical Products

Healthcare Providers

Food/ Beverage

OTC/ Personal Care

Media/ Entertainment

Insurance Consumer Technology

Brewing/ Spirits

Retail Banking/ Finance

Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health.

(Selected at least one option other than “Helping employees and their families lead healthier lives”) (Global)

All industries expected to engage in health beyond helping employees

Traditional health industriesAdjacent health industriesCross-industry opportunity

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19HealthEngagement

78%

78%

77%

75%

75%

71%

70%

67%

65%

Ensuring their health-related products or services are accessible

Communicating health risks of their products or services

Helping employees and their families lead healthier lives

Educating the public on health topics related to their products or services

Creating new products or services that maintain or improve health

Supporting the health of their local communities

Helping to address obesity

Contributing to global health

Participating in health public policy

The public expects business to engage in health in multiple ways

Q81.- Q89. The following is a list of ways that business can engage in health. Please indicate how important you think it is for business in general to engage in each of these

actions. Do so by using a scale of 1 to 5 where 1 means “not important at all” and 5 means “extremely important.” (Top 2 Box, Very/Extremely Important) (Global)

20HealthEngagement

10%

20%

30%

40%

50%

60%

70%

Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global)

Bio/ Pharma & Medical Products


Consumer technology

Insurance Retail Banking/ Finance

Brewing/ Sprits

Food/ Beverage

Healthcare providers

OTC/ Personal care

Ensuring health-related products or services are accessible

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21HealthEngagement

10%

20%

30%

40%

50%

60%

70%

Communicating health risks of products or services




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

22HealthEngagement

10%

20%

30%

40%

50%

60%

70%

Helping employees and their families lead healthier lives




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

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23HealthEngagement

10%

20%

30%

40%

50%

60%

70%

Educating the public on health topics related to products or services




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

24HealthEngagement

10%

20%

30%

40%

50%

60%

70%




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

Creating new products or services that maintain or improve health

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25HealthEngagement

10%

20%

30%

40%

50%

60%

70%

Supporting the health of local communities




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

26HealthEngagement

10%

20%

30%

40%

50%

60%

70%

Helping to address obesity




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

http://www.anheuser-busch.com/index.html

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27HealthEngagement

10%

20%

30%

40%

50%

60%

70%

Contributing to global health




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

28HealthEngagement

10%

20%

30%

40%

50%

60%

70%

Participating in health public policy




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

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29HealthEngagement

10%

20%

30%

40%

50%

60%

70%

Expectations of industries vary by dimension priority

Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global)*Not all bars may appear due to overlap



Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

30HealthEngagement

Companies engaged in health thennow

http://www.anheuser-busch.com/index.html

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Email: [email protected]: 202-772-4036

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2/25/2011 - home - national health council · 2020. 4. 18. · insurance consumer technology...

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