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The Role of Market Research in Planning for a Consumer
Health Website
Julia SollenbergerBernie Todd-Smith
What Do Our Customers Really Want?
Project Mission
Provide all the people of the greater Rochester area with the high-quality information and resources they need to make wise lifestyle and healthcare choices so that Rochester can become a healthier community.
Primary Partners
• Libraries• Medical, Public, School,
Academic
• Health Agencies/Associations
• Healthcare delivery systems
• Educational Institutions
Health Information Services in Rochester
• Current State• Services are at varying levels
• Future State• Consistent, high quality services
Consistent, High-Quality Health Information
• Training
• Referral Network
• Web-based local health information
• Awareness/Publicity
• Measuring impact on health status of public
Funding for Implementation
• NNLM Planning and Implementation Grants
• LSTA Grant• CLIC and the City –
NNLM “Access to Electronic Health Information” Grant
Funding for Implementation
•Future Funding•New York State•Federal – Seniors CLIC proposal to be submitted to NLM June 1, 2003•Local Foundations•Corporations
Developing a Community-Wide Approach
to Consumer HealthIt Takes a Long Time to Grow
an Apple Tree
1999-2000Cooperation Established
2001-2002Cooperative Planning
2003-2004Joint Resources
Developed
The Future
•Expanded services/resources in competing hospitals•Received NLM grants in competing hospitals•Library council’s role as intermediary established•Held Many meetings
between hospital librarians
•Held More meetings with all groups•Received NNLM, NLM & LSTA Grants•Steering Committee & Teams formed•Held Forum•Awarded Ad Council Roundtable•Commissioned Market Research Study•Hired Project Director
•Benchmarked other programs•Completed Market Research•Website-software, content, usability•Trained public & school librarians, agency staff, school nurses (pilot), senior center staff (pilot)•Submit new grantsSeniors CLIC
Forum
• Held in public library
• Two hours• Convened by Deputy Director
of County Health Department• Local agencies recruited• Hired professional
moderator
Forum 96 Attendees
20%
6%
13%
10%
9%
33%
7%
Health Educators/Providers
Health Agency Staff
Public Librarians
School Librarians & Nurses
Health Sciences Librarians
Senior Center & Nursing Staff
Literacy educators, insurers & others
Website Recommendations
from Forum
• Features• Address different literacy levels• Usability regularly tested• Useful to disabled, visually
impaired• Current• High Quality• Interactive• Culturally sensitive
Website Recommendations
from Forum
•Content•One-stop shopping•Disease and Wellness Information•Support Groups•Complementary Medicine•Non-clinical Information (financial, legal, treatment coordination)•chat rooms
Team Formation
Teams
Training
Information Referral
Market Research/Publicity
Website
Evaluation
Forum
Forum Key Accomplishments
• Focused our ideas
• Identified key players from outside of medical library community
Website Recommendations
from Forum
•Content•One-stop shopping•Support Groups•Complementary Medicine•Disease and Wellness Information•Non-clinical Information•chat rooms
• Features Address different literacy
levels• Usability regularly tested• Useful to disabled,
visually impaired• Current• High Quality• Interactive• Culturally sensitive
Forum 96 Attendees
20%
6%
13%
10%
9%
33%
7%
Health Educators/Providers
Health Agency Staff
Public Librarians
School Librarians & Nurses
Health Sciences Librarians
Senior Center & Nursing Staff
Literacy educators, insurers & others
Market SurveyObjectives
• What health issues are of highest interest?
• What sources of information have been used?
• What is the satisfaction level with these sources?
• What are seen as the advantages and disadvantages of using Internet sites for such information?
Market SurveyMethodology
• Random digit dialing • 300 households in Monroe
County• Limited to those with Internet
access• Screened out those who work in a
library, for a health care provider, or for a health insurance company
• Surveyed individuals UNLIKE those who attended the Forum
Market SurveyDemographics
• “Typical” User• Age 25-64 (85%)• White (88%)• Female (61%)• Income Level
$25,000 – 100,000 (64%)• With Internet Access at
Home (87%)
Note: Overall Satisfaction Increases with age
How would you rate your overall satisfaction with the
availability and quality of health care information in
the Rochester area?
3=Fair15%
4=Poor4%
Don’t Know
3%
1=Excellent23%
2=Good55%
69%
65%
55%
49%
36%
30%
14%
0% 20% 100%40% 60% 80%
Obtaining information on how to stay healthy, such as exercise or nutrition
Learning about a specific disease, illness, or injuries
Getting definitions of medical terms
Learning about drugs and natural remedies
Finding information about aging or senior citizens health issues
Finding support groups
Calendar of local events related to health and wellness
Percent of those who have a need for the following types of information frequently or
occasionally
37%
58%
62%
42%
30%
13%
20%
0% 20% 100%40% 60% 80%
Obtaining information on how to stay healthy, such as exercise or nutrition
Learning about a specific disease, illness, or injuries
Getting definitions of medical terms
Learning about drugs and natural remedies
Finding information about aging or senior citizens health issues
Finding support groups
Calendar of local events related to health and wellness
Use of Internet to obtain this kind of Information
Percentage of those who had a need for this kind of information who used the Internet to find it
Learning about a specific disease, illness, or injury
Where did you obtain this information?
58%
29%
7%3% 2% 1%
0%
20%
40%
60%
80%
Internet Health care professional
Others Library related
response
Health organization
Other person
Learning about a specific disease, illness, or injury:
In the FUTURE, where would you go to get this kind of
information?
58%63%
29%
40%
7% 8%3%
12%
2% 4%1% 3%
0%
20%
40%
60%
80%
Internet Health care professional
Others Library related
response
Health organization
Other person
Calendar of local events Related to health and Wellness
Where did you obtain this information?
49%
19%15%
13%4%
0%0%
20%
40%
60%
80%
100%
InternetOthers Health organization
Health care professional
Other person
Library related
response
Finding Support Groups Where did you obtain this
information?
36%
24%20% 16%
4%0%
0%
20%
40%
60%
80%
100%
Health care professional Others Internet Health
organizationOther
person
Library related
response
27%
20%
14%
9%
9%
4%
3%
0% 10% 30%15% 20% 25%
No specific site/don’t know
Use search engine
WebMD
Yahoo
MSN
AOL
What internet sites do you use for health
information?
Other sites mentioned(No more that 3 mentions)
• Medical• Health Central• American Medical
Association• UMIM• Dogpile• ASHA• Discovery Channel• Blue Cross• United Health• Dr. Coop• Heart• Road Runner• NEJM
• Men's Health• Metlife• Blue Choice• Health Care Provider• Fitness• Medline Plus• Aetna• American Health
Network• Mayo Clinic• Dr. Dean Edell• Health Link• Medix• Walgreens
What do you like about using the Internet to get information about health
related Issues?
66%
26%
11%
7%
5%
0% 20% 100%40% 60% 80%
Easy/fast/convenient
Amount/variety of information
Can use at home
Don’t have to bother Dr./others
Privacy
What do you dislike about using the Internet to get information about health
related issues?
67%
23%
20%
7%
5%
0% 20% 100%40% 60% 80%
Dislike nothing
Sorting through lotsof information
Accuracy concerns
Slow
Lacks human interaction
3%Popup ads
Our conclusions
• Results substantiate our plans to build a local website for health information
• Many are satisfied with the information they get from the Internet, but there is room for improvement
• Wellness information more important than we thought
Conclusions
• Two areas where Internet not already well used• Calendar of local events• Finding support groups
These are exactly the information gaps that could be filled by a localized, well known Internet site.
Conclusions
• No one Internet health site dominates
• CLIC-on-Health could establish itself as the widely recognized website of choice among Rochesterians, since THE POSITION IS VACANT!
Future Plans for Market Research
• Good baseline data for evaluation purposes
• Plan to repeat this survey several years into the future
• Will we have made a difference???• That’s our intent!
Let’s have some fun –Survey Out-takes
• “I go to government
sites like AMA and APA”
• “It’s that they would use
the big doctor talk, and I
would say, uh huh, okay, whatever…”
More Out Takes
• What Internet site did you use to obtain info on how to stay healthy, such as nutrition or exercise?• www.dentbaseball.com
• Where did you obtain info
on local events related
to health and wellness?• The Bicycle Shop
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