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(For the best reading experience, download this presentation.) To help expand and propel conversation about Pew's important work, we have developed this presentation. It focuses on five critical questions raised by Pew's research that have been rarely articulated and addressed.
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www.enspektos.com
5 Non-Obvious Questions Raised By Pew Internet's
Health Online 2013 Study
January 2013
Developed By Enspektos | A Bit About Us
Founded in 2005, Enspektos, LLC is a digital health marketing communications innovation consultancy. We work with a range of health organizations, including pharmaceutical companies, payers, non-profits and government agencies.
We exist to help our clients (and the broad health industry) use digital technologies to inspire patients, caregivers and others to take action around health and wellness. We achieve this goal by developing and deploying a range of products and services, including enmoebius, a patent pending digital surveillance and behavioral measurement engine that reveals the link between digital health content and behavior change.
Learn more about Enspektos at www.enspektos.com.
Click Here to Learn More
January 15, 2013: Pew Releases its Annual Report on How People Consume Digital Health Content
Click Here to Learn More
Headline #1Many Rely on Dr. Google to Diagnose Medical Conditions
Headline #2The Insured and Women Are More
Likely to Search Online for Health Info
Source: Pew Internet, 2013
Source: Pew Internet, 2013
This is Fantastic Data!
But, There Are Certain Curiosities (or Questions) Raised by Pew's Research
We'll Address Them By Examining Pew's Research Along With Our Own
Digital Health Dataset
What Data Did We Collect?
digihealth pulse is Enspektos, LLC's Research Initiative Examining Digital Health Technology
Adoption and the Impact of Content Consumption on Health Awareness, Perceptions and Behaviors
Click Here to Learn More
To Date, We've Passively Observed the Web and
Social Media Content Consumed by Online Moms, Health Providers and
Active Digital Health Consumers
Click Here to Learn More
We've Also Collected Survey Data on How They Are Using a Range of Digital
Technologies for Health
Click Here to Learn More
digihealth pulse is an Ongoing Research Study
Pew Said
A Note Before We Begin
But, We're Interested in the Scope and Impact of Digital Health Content Consumption,
So We'll Talk About Both
Source: Pew Internet, 2013
Is Search the Center of the Online Health Info Consumption Universe?
1.
Question
Pew Said:
Source: Pew Internet, 2013
This Question Makes Sense to Ask in a Survey Because It May Be Easier for People
to Recall Health Content Consumption That's Proactive in Nature
And, If You Ask People to Recall More Detail About Their Online Health Content Consumption Activities,
You Run into Trouble
“The test results [significantly differ] between passively observed data and respondent recall. . . . Respondents select websites which are familiar as sources of health and wellness information, but which they either do not actually visit or visit regularly enough to validate with
passive observations."
Source: Kantar Media, Safecount, 2011
This Study Illustrates Why What People Say is Sometimes Different from What They Do
We Should Not Forget That People Consume Health Content Whether
They Are Seeking It or Not
Search is Only Part of the Picture, Much Health Content is Being Consumed Serendipitously
From Enspektos, LLC Tracking Study of 398 Active Digital Health Consumers Conducted Sept. - Oct. 2012
Implications
We Need to Consider the Many Ways People Are Consuming Digital Health Information Across
Caregiver, Provider or Patient Journeys and How This Content Influences Them at Each Stage
Search is Important But, It Shouldn't Be Our Primary Focus
1.
Is Offline More Important Than Online When it Comes to
Health Information Consumption and Influence?
2.
Question
Pew Said:
Source: Pew Internet, 2013
Yet, Are Offline Information Sources Also Influencing Opinion About
Health and Wellness?
Online Moms Are Widely Recognized As Digital Power Users, But Offline Health Info Sources Carry Weight
From Enspektos, LLC Study of 573 Online Moms Conducted in Late 2011 - Early 2012
Implications
Despite the Rise of Digital, Humans Still Power Health
Offline Health Information Sources Are Key
2.
The Machines Haven't Won, Yet
Are We Paying Enough Attention to the Fact That Minorities
Are Important in Digital Health?
3.
Question
Pew Said:
Source: Pew Internet, 2013
We've Also Seen How Minorities Are More Likely to Download Mobile Health Apps(Some of Our Online Mother Data Appears Below)
From Enspektos, LLC Study of 573 Online Moms Conducted in Late 2011 - Early 2012
Do We Understand Why Minorities Are Using These Technologies and
What They Want?
Implications
Take Note: Unlocking How and Why Minorities Use the Web, Mobile and Other Digital Technologies
Could Yield Tremendous Benefits
Don't Forget People of Color in Digital Health
3.
Is Social Media Less Important Than We Think in Health?
4.
Question
Most People Aren't Turning to Social Networks Firstto Find Health Content
Data Source: Pew Internet, 2013
Some Health Content is Less Likely to Be Consumed on Social Networks
(Data Shown Below Was Collected During Online Moms' Unaided Social Media/Web Sessions)
*Among mothers with Twitter/Facebook accounts who granted permission to trackstatus updates
Analysis conducted on data collected between November 7 and December 20, 2011
Numerous categories tracked, four shown above are for illustrative purposes
From Enspektos, LLC Tracking Study of 538 Online Moms
Implications
But, We Need to Better Understand Social's True Impact on Awareness, Perceptions and Behavior
Across a Variety of Disease States
Social Media Can't Be Dismissed
4.
Is the Digital Health Money Train Moving in the Right Direction?
5.
Question
A Look at Common Digital Health Investments
Source: Rock Health - Mid-2012 Digital Health Funding Report
Source: Rock Health - End of 2012 Digital Health Funding Report
$150M Invested in Tracking Tools
But, Limited Self-Tracking is Happening via Mobile
Source: Rock Health - End of 2012 Digital Health Funding Report
Data Source: Pew Internet, 2013
Sensors Are a Big Focus
But More Data on Digital Health Consumer Demand
Needed (as of Early 2013)
Source: Rock Health - Mid-2012 Digital Health Funding Report
Implications
Questions Remain About How Well Digital Health Investment Activity is
Aligned With Market Demand, But . . .
5.
Enspektos is Gathering Data on Emerging Digital Health Technology Trends via
digihealth pulse
Click Here to Learn More
Remember, Don't Be Afraid to Ask (and Answer) the Non-Obvious Questions
About Digital Health Trend and Impact Research
And One More Thing . . .
Information is Abundant
Insights Are Scarce
Choose Insight
Go Beyond the Obvious With Enspektos, LLC's Digital Health Market Research and Advisory
Service, enmoebius bronze
Click Here to Get Started Now
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