healthengagement barometer 2010
DESCRIPTION
The second global exploration by Edelman of the public’s evolving attitudes, actions, influences and expectations in relation to health.TRANSCRIPT
2HealthEngagement
The second global exploration by
Edelman of the public’s evolving
attitudes, actions, influences and
expectations in relation to health
3HealthEngagement
Note: Canada, France, Germany, Italy, Japan, the UK , and the US were weighted to be representative of the total population. Brazil, China, India and Mexico were weighted to be representative of the total online population.
Fielded February 24 – March 8, 2010
15,257 adults 18+
10,078 interviews across 10 countries and 5,179 in the US
Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, the United Kingdom, and the United States
142+ questions, online
Total margin of error <1%
Conducted by StrategyOne
Methodology
4HealthEngagement
6 key findings
Health action is motivated by several factors
2
6
4
Personal and public health are converging
Health is now a strategy for business across industries
1 Health joins Green as central to sustainability
5 Health engagement drives trust and action
3 The public naturally clusters into six health engagement segments
1 Health joins Green as central to sustainability
6HealthEngagement
say that it is as important to protect the health of the public as it is to protect the environment
%
7HealthEngagement
73%
65%
76%75%
81%
64%
72%77%
64%
78%
90%
64%
Global US Canada Mexico Brazil UK France Italy Germany India China Japan
Q58. For the following series of statements, please indicate how strongly you agree or disagree with each. Please use a one to nine scale where one means you disagree very strongly, nine means you agree very strongly and five means you neither agree nor disagree. “It is as important to protect the health of the public as it is to protect the environment” (Top 4 Box)**Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy
Health joins Green around the world
Emerging Markets Developed Countries Japan
8HealthEngagement
say that sustainability is as much
about the health of people as it is
about the health of the planet
%
9HealthEngagement
65%
47%
63%59%
79%
49%
68% 66% 64%70%
89%
64%
Global US Canada Mexico Brazil UK France Italy Germany India China Japan
Q60. For the following series of statements, please indicate how strongly you agree or disagree with each. Please use a one to nine scale where one means you disagree very strongly, nine means you agree very strongly and five means you neither agree nor disagree. “Sustainability is as much about the health of people as it is about the health of the planet” (Top 4 Box)**Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy
Globally, people see health as central to sustainability
Emerging Markets Developed Countries Japan
2 Personal and public health are converging
11HealthEngagement
Personal Health 91%
Engagement in personal health is virtually universal
Family Health 89%
Nat’l Health 56%
Majority also interested in public health
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)
CommunityHealth 55%
Global Health 49%
12HealthEngagement
0%
20%
40%
60%
80%
100%
Global US Canada Mexico Brazil UK France Italy Germany India China Japan
Q6. – Q8. (National, Community, Global) Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale, Very/Somewhat Engaged)
Public health engagement is higher in emerging markets
NationalCommunity
Global
13HealthEngagement
Public health engagement is highest in young adults
0%
20%
40%
60%
Ages 18-24 Ages 25-34 Ages 35-49 Ages 50-64 Ages 65+
National Health Community Health Global Health
Q6. – Q8 (National, Community, Global). Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale,
Very/Somewhat Engaged) (Global)
14HealthEngagement
Public health engagement is higher in college educated people
0%
20%
40%
60%
Community Health National Health Global Health
Less than college educated College educated +
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)
15HealthEngagement
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)
What matters to me is what matters to usGlobally, the issues that matter on a personal level are also major public health issues
*Top 7 most important health issues globally (out of 15)
16HealthEngagement
28%
24%
33%
32%
28%
20%
24%
44%
36%
27%
29%
28%
25%
16%
23%
31%
40%
24%
26%
12%
12%
Fighting cancer
Providing access to affordable healthcare
Preventing disease
Improving the quality of healthcare
Eliminating global infectious diseases
Solving chronic health problems
Addressing obesity
Disease prevention most important in emerging markets while fighting cancer top health priority in developed countries
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)**Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy
Emerging Markets Developed Countries Japan
17HealthEngagement
3 The global public naturally clusters into six health engagement segments
18HealthEngagement
Health Actionists
14%
Health Apathetics
20%
Health Disempowereds
15%
Health On-Demanders
20%
Health Traditionalists
14%
New dimension to how we view our publics
Health Neophytes
15%
Health Actionists
DEMOGRAPHICS
Likely to be female, married and have kids at home
Most likely to live in a urban area
Significant numbers are on the Internet all day; they are the highest number of social media users
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
This group is highly engaged and interested in health; and, unlike other segments, these people persuade others to take action
Health Traditionalists
DEMOGRAPHICS
Slightly more female, a bit older, more likely to be married and least likely to have kids at home
Most likely to be retired
Low use of the Internet; infrequent users of social media
HEALTH BEHAVIORS
They see the doctor most frequently, are most likely to take a prescription treatment option and are most overweight
This segment is very interested in health, particularly as it pertains to sustainability and nutrition. But, the main distinction compared with the health actionists is that they tend not to persuade others to take action
Health On-Demanders
DEMOGRAPHICS
Most likely to be male, slightly younger
They are likely to be a college graduate and employed
HEALTH BEHAVIORS
They are not as likely to see a doctor frequently or take prescription meds
Health is something this group thinks about when they need to. They are the least likely to care about being healthier, and most likely to only think about health when they or a member of their family becomes sick. The Health OnDemanders are also the group that is most likely to say they usually look to others to form their opinions about health.
DEMOGRAPHICS
Most likely to be female
May have children in the household, but less likely to be married
They tend to be lower income and less educated
Least likely to live in an urban area
HEALTH BEHAVIORS
They are the most likely to suffer from a chronic condition, smoke and likely to be overweight
For these individuals, barriers to better health are attributed to confusion and lack of financial resources. They are the most likely to find health information confusing and contradictory and say they don’t have enough money to take good care of their family’s health. Yet, interestingly they are least trusting of the information they get from their doctor or health care professional.
Health Disempowereds
Health Neophytes
DEMOGRAPHICS
Slightly younger and equally male and female.
This is a heavily urban segment, the least likely to be married
HEALTH BEHAVIORS
They have the highest number without insurance
They have the fewest reported doctors visits per year, and are the least likely to have a chronic disease and are least likely to be a caregiver
This segment tends to be younger, healthy and carefree.
This group is less likely to be motivated to take care of their health. They are also less likely to share opinions about health with others
DEMOGRAPHICS
Slightly more male and less likely to be a college graduate or work in a managerial position
HEALTH BEHAVIORS
While they tend not to take any prescription meds or suffer from any chronic conditions, they tend to see the doctor more frequently
Health Apathetics
25HealthEngagement
Health Actionists most interested and involved in public health
0%
20%
40%
60%
80%
Community Health National Health Global Health
Health ActionistHealth TraditionalistsHealth On-DemandersHealth DisempoweredHealth NeophytesHealth Apathetics
Q6. – Q8 (National, Community, Global). Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale,
Very/Somewhat Engaged) (Global)
Health action is motivated by several factors4
27HealthEngagement
30%
27%
26%
25%
23%
23%
23%
21%
21%
20%
20%
19%
19%
19%
19%
19%
18%
18%
Aging
Realize unhealthy behavior negative impacts
Renewed emotional/spiritual conn.
Becoming a parent
Began/ended relationship
Became advocate/caregiver
Changed healthcare cov.
Found/lost job
Retired
Death of loved one
New medical condition
Gained weight
New info from HCP
Advice from friends/family
News Reports
Participate in health/wellness prog.
Stopped being able to do something enjoyed
LeLearned about new prevention/treatment option
Aging
Renewed emotional/spiritual conn.
Becoming a parent
Changed healthcare cov.
Found/lost job
Retired
Gained weight
Stopped being able to do something enjoyed
Began/ended relationship
Q78. Which, if any, of the following have motivated you to take better care of your and your family’s health? (Select all that apply)
Life moments are the right moments …but not alone
New medical condition
28HealthEngagement
30%
27%
26%
25%
23%
23%
23%
21%
21%
20%
20%
19%
19%
19%
19%
19%
18%
18%
Aging
Realized unhealthy behaviors
Renewed emotional/spiritual conn.
Becoming a parent
Began/ended relationship
Became advocate/caregiver
Changed healthcare cov.
Found/lost job
Retired
Death of loved one
New medical condition
Gained weight
New info from HCP
Advice from friends/family
News Reports
Participate in health/wellness prog.
Stopped being able to do something enjoyed
Learned about new prevention or treatment options
Q78. Which, if any, of the following have motivated you to take better care of your and your family’s health? (Select all that apply)
Realize unhealthy behavior neg. impacts
Became advocate/caregiver
Death of a loved one
Loved-one Connection: An important second ingredient
29HealthEngagement
Information & Advice: Important but not sufficient to spur strong behavior change
Q78. Which, if any, of the following have motivated you to take better care of your and your family’s health? (Select all that apply)
30%
27%
26%
25%
23%
23%
23%
21%
21%
20%
20%
19%
19%
19%
19%
19%
18%
18%
Aging
Realize unhealthy behavior negative impacts family
Renewed emotional/spiritual connection
Becoming a parent
Began/ended relationship
Became advocate/caregiver
Changed healthcare coverage
Found/lost job
Retired
Death of loved one
New medical condition
Gained weight
New info from HCP
Advice from friends/family
News Reports
Participate in health/wellness prog.
Stopped being able to do something enjoyed
Learned about new prevention/treatment option
New Info From HCP
Advice from friends/family
News/Reports
Participate in health/wellness prog.
Learned about new prevention or treatment options
The Health Motivation Equation includes more than new information
Trusted information/advice
Loved-one Connection
My life moment + + =The personal
and public health factor
5 Health engagement drives trust and action
32HealthEngagement
say that business should be as engaged in maintaining and improving personal and public health as it is in maintaining and improving the environment
%
33HealthEngagement
69%
52%
64%
82% 80%
48%
70% 69% 69% 68%
87%
65%
Global US Canada Mexico Brazil UK France Italy Germany India China Japan
Q59. For the following series of statements, please indicate how strongly you agree or disagree with each. Please use a one to nine scale where one means you disagree very strongly, nine means you agree very strongly and five means you neither agree nor disagree. “Business should be as engaged in maintaining and improving personal and public health as it is in maintaining and improving the environment” (Top 4 Box)**Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy
Health joins the environment as a business imperative
Emerging Markets Developed Countries Japan
34HealthEngagement
Globally, only about one third trust business to fulfill its role in addressing health
35HealthEngagement
When it comes to health, business faces a trust deficit while other institutions have a trust advantage
71%68%
53% 51% 50%
36%
26%29%
45% 46% 45%
58%
Academia NGOs Government News Media Primary Schools Business
Trust to fufill role in health Distrust to fulfill role in health
Q21. – Q26. How much do you trust each of the following institutions to fulfill their role in addressing the health of people in your country? Please use a 4-point scale where one means that you “trust them a great deal” and four means that you “do not trust them at all.” (Top 2 Box, Trust) (Bottom 2 Box Distrust) (Global)
36HealthEngagement
Academia and NGOs most trusted to fulfill role in healthGovernment and news media also highly trusted in India and China
Q21. – Q26. How much do you trust each of the following institutions to fulfill their role in addressing the health of people in your country? Please use a 4-point scale where one means that you “trust them a great deal” and four means that you “do not trust them at all.” (Top 2 Box , Great deal/Some Trust)
0%
20%
40%
60%
80%
Global U.S. Canada Mexico Brazil U.K. France Italy Germany India China Japan
Academia NGOS Government News Media Primary Schools Business
37HealthEngagement
Health engagement drives trust
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%
38HealthEngagement
Health engagement drives purchases, recommendations and investment
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)
Invest in it
Share positive opinions/ experiences
Recommend its products or services
Buy its product or services
Pay a premium for its products or services
Want to work for it
+ Companies engaged in health
65%
65%
64%
48%
40%
39%
Criticize it to others
Share negative opinions/ experiences
Refuse to buy its products or services
Would not want to work for it
Not invest in it
_Companies not engaged in health
48%
51%
49%
50%
54%
39HealthEngagement
Health is now a strategy for business across industries
40HealthEngagement
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 theseactions. 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)
41HealthEngagement
85%
85%
86%
85%
84%
83%
78%
80%
78%
76%
76%
71%
71%
70%
64%
66%
60%
56%
56%
61%
73%
66%
71%
60%
61%
53%
58%
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
People in emerging markets have higher expectations for business to engage in health
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 theseactions. 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)**Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy
Emerging Markets Developed Countries Japan
42HealthEngagement
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
43HealthEngagement
10%
20%
30%
40%
50%
60%
70%
Expectations of industries vary by dimension priority: Global
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
Bio/ Pharma & Medical Products
Media/ Entertainment
Consumer technology
Insurance Retail Banking/ Finance
Brewing/ Sprits
Food/ Beverage
Healthcare providers
OTC/ Personal care
44HealthEngagement
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
Media/ Entertainment
Consumer technology
Insurance Retail Banking/ Finance
Brewing/ Sprits
Food/ Beverage
Healthcare providers
OTC/ Personal care
Ensuring health-related products or services are accessible
45HealthEngagement
10%
20%
30%
40%
50%
60%
70%
Communicating health risks of products or services
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
Media/ Entertainment
Consumer technology
Insurance Retail Banking/ Finance
Brewing/ Sprits
Food/ Beverage
Healthcare providers
OTC/ Personal care
46HealthEngagement
10%
20%
30%
40%
50%
60%
70%
Helping employees and their families lead healthier lives
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
Media/ Entertainment
Consumer technology
Insurance Retail Banking/ Finance
Brewing/ Sprits
Food/ Beverage
Healthcare providers
OTC/ Personal care
47HealthEngagement
10%
20%
30%
40%
50%
60%
70%
Educating the public on health topics related to products or services
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
Media/ Entertainment
Consumer technology
Insurance Retail Banking/ Finance
Brewing/ Sprits
Food/ Beverage
Healthcare providers
OTC/ Personal care
48HealthEngagement
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
Media/ Entertainment
Consumer technology
Insurance Retail Banking/ Finance
Brewing/ Sprits
Food/ Beverage
Healthcare providers
OTC/ Personal care
Creating new products or services that maintain or improve health
49HealthEngagement
10%
20%
30%
40%
50%
60%
70%
Supporting the health of local communities
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
Media/ Entertainment
Consumer technology
Insurance Retail Banking/ Finance
Brewing/ Sprits
Food/ Beverage
Healthcare providers
OTC/ Personal care
50HealthEngagement
10%
20%
30%
40%
50%
60%
70%
Helping to address obesity
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
Media/ Entertainment
Consumer technology
Insurance Retail Banking/ Finance
Brewing/ Sprits
Food/ Beverage
Healthcare providers
OTC/ Personal care
51HealthEngagement
10%
20%
30%
40%
50%
60%
70%
Contributing to global health
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
Media/ Entertainment
Consumer technology
Insurance Retail Banking/ Finance
Brewing/ Sprits
Food/ Beverage
Healthcare providers
OTC/ Personal care
52HealthEngagement
10%
20%
30%
40%
50%
60%
70%
Participating in health public policy
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
Media/ Entertainment
Consumer technology
Insurance Retail Banking/ Finance
Brewing/ Sprits
Food/ Beverage
Healthcare providers
OTC/ Personal care
53HealthEngagement
10%
20%
30%
40%
50%
60%
70%
Expectations of industries vary by dimension priority: Global
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
Bio/ Pharma & Medical Products
Media/ Entertainment
Consumer technology
Insurance Retail Banking/ Finance
Brewing/ Sprits
Food/ Beverage
Healthcare providers
OTC/ Personal care
Health Engagement Strategic Imperatives
Treat health as a growth and innovation opportunity
Factor in people’s complex relationship with health, from consumers to carers to citizens
Leverage existing competencies in health education and marketing
Factor in the public health interest of not only emerging markets but emerging (younger) adults
Include Health Actionists in your channel plans
Don’t just inform, inspire
Assess and address your organization’s and brand’s health assets and liabilities
Enlist employees to participate in your health engagement strategies for other stakeholders
55HealthEngagement
Data analysisCOUNTRY ANALYSISBrazilCanadaChinaFranceGermanyIndiaItalyJapanMexicoUnited KingdomUnited States (*5,000 interviews in the US)
DEMOGRAPHICSAgeChildren under 18Mothers (Female + Children under 18)Marital statusLive in a city, town, suburb or rural areaEmployed vs. unemployedEmployed by a health related companyManagers and aboveGender Race (in the U.S.)Political party (in the U.S.)College educated or less than collegeIncome (high, medium, low)
HEALTH DEMOGRAPHICSNumber of doctor’s visits per yearTake prescription medicationTake over-the-counter medicationTake vitamins or supplementsSuffer from a serious or chronic health conditionCaregiverSmokes cigarettesOverweight, normal weight, underweight (self perception)
TYPES OF HEALTH COVERAGEPublic or government-sponsoredEmployer or union-sponsoredPrivate insurance paid for by me or someone I am dependent on
DISEASE STATESDiabetesHeart diseaseCancerAnxiety, depression or other mental disorderRheumatoid arthritis, Crohn’s disease, lupus, psoriasis or other auto-immune diseaseAsthma, COPD, emphysema or other respiratory diseaseSeasonal allergiesMacular degeneration, glaucoma or other eye diseaseChronic painOsteoporosisInsomnia, sleep apnea or other sleep disorderGERD, irritable bowel syndrome, ulcers or other gastrointestinal conditionIncontinence or other urological condition
SEGMENTATIONSHow to reach them?Attitudes towards healthAttitudes towards businessHealth-related behaviorsDisease states by segmentationHealth categories
HEALTH CATEGORIES Health and wellnessScience and medicine Healthcare Health policy