Digging Beneath the Surface: Understanding the Digital Health Mom

www.enspektos.com

Understanding theDigital Health Mom

Digging Beneath the Surface

Where We're GoingWhere We're Going

1.2.

Digital Moms: The Web's Power Users

Moms Are Turning to Digital for Support, Shopping and Sharing

Source: eMarketer, Moms Infographic, 2011

Digital Moms Contribute to Pinterest's Rise

Source: Vitrue Infographic, 2012

Moms Sharing Images, Life Stories and More Helped Boost Pinterest

Moms and Health

Source: BabyCenter, Meet Dr. Mom, 2011

Dr. Mom Manages Her Family's Health and Relies on the Web for Medical Info

Women and the Health Web

Source: Pew Internet and American Life Project, The Social Life of Health Information, 2011

Moms' Online Activities May Contribute to Gender Differences in Online Search Habits

Illustration Source: Enspektos, LLC

Women and Health Social Media

Source: PricewaterhouseCoopers, Social media “likes” healthcare: From marketing to social business, 2012

However, Health Social Media Activities of Men and Women Are Similar

Illustration Source: Enspektos, LLC

Moms and Online Health Search

Sources: Razorfish, CafeMom, Digital Mom, 2009;BabyCenter, Meet Dr. Mom, 2011

Moms and Health Digital MediaLittle Recent Data is Available on How Moms Use

Digital Media for Health and Its Influence on Medical Decisions

Investigating the Digital Health Mom

Enspektos, LLC Conducted Two-Phase Study of Digital Health Moms Between November 2011 and January 2012

Phase I N: 573 Mother Internet users; Demographic calculations based on unpublished Pew Internet and American Life Project data collected between August 9 and September 13, 2010

(We'll Focus on the Survey Phase First)

Consulting Digital Media for Health Content

Internet Most Frequently Consulted Source for

Health/Wellness ContentFollowed by Social Networks

Source: Enspektos, LLC, 2012

Percentages Represent Online Moms Indicating How Frequently They Consult Various Digital Channels for Health/Wellness Content

Downloading Health/Wellness Mobile Apps

40% of Online Mom Smartphone Owners Have Downloaded Health/Wellness Apps

Source: Enspektos, LLC, 2012

Social Networks Influence Health Opinion

53% of Moms Say Social Networks Have Moderate to

Very High Influence on Health/Wellness Opinions

18-29 Year Olds Most Likely to Say Social Networks

Have High Influence

Source: Enspektos, LLC, 2012

This is Great News . . .

Yes! Moms Are Using Digital Technologies for Health!

But, Making the Data Actionable . . .

Do We Have Enough Information to Take Significant

Action on These Results?

Requires Digging Below the Surface . . .

Likely Not, So What Else Do We Need to Know?

And Answering Critical Questions

Sally: I Know Digital Health Moms Are Rising, But . . .

What Content is Getting Past the Filters People Are Putting Up to Prevent Information Overload?

What Are Moms' Perceptions of Online Health Content

They Consume on the Web or Social Media?

What Does the Online Health/Non-Health

Content Landscape Look Like? If I Publish Content, What's the Likelihood it

Will Be Seen?

With Answers Sally Can Truly Get to Work

Let's Give Them to Her

Where We're GoingWhere We're Going

2.1.

Brian Solis Got it Right: Relevance Wins

"Information Must Now Find People, Otherwise it Remains Unseen"

"Context is King and is the Key to Earning Relevance"

"Connected Consumers Are in Control of How Relevant Content

Moves in Their Direction"

Key Solis Quotes

Paid Media Important, But Earned is Critical

Moms More Likely to Consume Earned Media Health Content Because it is Prevalent Online

Okay, So What Does This Mean in Practice?

To Be Seen Earned/Owned Digital Health Content Must Penetrate Moms' Filters

Only the Most Relevant and Compelling Content Gets Through

Thus, Answering the Question of Whether Moms Are Using Digital for Health is Only the First Step

The Second (and More Important) Step is Finding Out What's Getting Past Their Filters and Why

Source: Enspektos, LLC, 2012

Investigating the Digital Health Mom

During Tracking Phase We Examined Digital Moms'

Real World Online Content Consumption Habits and

Perceptions of Health Information (on Select Topics)

Encountered During Web Browsing Sessions

N: 538 Moms from survey phase who entered tracking phaseTracking conducted during Web sessions that took place on laptops and desktops

Research Insight: How Online Health Content Reaches Moms

Data on Online Health Content Consumed by Study

Participants Will Illustrate How the Nexus Operates

(You Will See What They Saw)

Notice How the Nexus Aligns With Content Filters Discussed Previously

Source: Enspektos, LLC, 2012

An Example of Embedding from Study

Diabetes Prevention Message Embedded Within Article

Regarding Dangerous Weight Loss Activities

"Rapid weight loss by critical calorie restriction causes water, some fat and muscle loss, which . . .

increases the risk for . . . type 2 diabetes."

An Example of Proacting from Study

Search Sparked by Paula Deen's Diabetes Announcement Results in Exposure to Variety

of Topical Messages

Examples of Socializing from Study

If you're living with diabetes or a caregiver of someone who is, do you know what type of sock people with diabetes should wear

while exercising?

A FOUNDATIONAL SUPPLEMENT. Benefits for Diabetes, ADD, ADHD, Energy, Pain

and more!! 22 amino acids.

Festive or flop? What’s a diabetes-friendly holiday dish you’ve tried to make that

didn’t go as planned? Join @AmyfromMars in her battle to fight & stop #diabetes & to Kiss a Pig! 3/3

http://t.co/mtGG50DF #cbias

Diabetes Expert Disses Weight-Loss Programs - MedPage Today

http://t.co/cnnUyxHX

Video: Link between cholesterol-lowering drugs and diabetes http://t.co/TR9iqLXX

Social Media Delivers Stream of Diabetes Messages of Varying

Quality to Digital Moms

What About Perceptions?

Immediately After Diabetes Content Consumed, Participants Asked to Respond Re: Their Perceptions

Two Types of Perceptual Data Were Collected:

• Sentiment: Positive, Negative, Neutral

• Credibility: 5-Point Scale - 1 = Low Credibility 5 = High Credibility

Examples of Perceptual Data: Web/Social

Paula Deen Online SearchCredibility: 3

Sentiment: Positive

Health Impact News: Lower Your #Cholesterol Increase Your #Diabetes Risk

By 48% http://t.co/onjf33bS Study in Archives of Internal Medicine

Twitter PostCredibility: 3

Sentiment: Negative

These Data Snapshots Illustrate Digital Moms' Ability to Carefully Evaluate Digital Health Content

How Does Diabetes Fit Within Moms' Overall Online Content Environment?

*Among mothers with Twitter/Facebook accounts who granted permission to trackstatus updates

Diabetes is Competing Against Many Other Topics in an Environment Where Health Receives Limited Attention

Analysis conducted on data collected between November 7 and December 20, 2011

Numerous categories tracked, four shown above are for illustrative purposes

Source: Enspektos, LLC, 2012

Now, Let's Answer Sally's Questions

Source: Enspektos, LLC, 2012

There's More to Come

Delivering High-Value Above and Below the Surface Digital Trends, Perceptual and Impact Data to the Health Industry

Read on for More Information About the Initiative

enmoebius is a patent pending digital surveillance and behavioral measurement engine. It provides rich and real-time data on how earned and owned online health content impacts:

• Awareness and perceptions of products, services and issues • Intent to engage in various health behaviors (purchase, adherence, screenings,

vaccinations, etc.) • Behaviors influenced by by online health content

Enspektos will launch enmoebius in mid-2012.

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About enmoebius

Powered by enmoebius, digihealth pulse is a forthcoming tracking study of active U.Sdigital health consumers. These are individuals who go online frequently, use socialmedia and turn to the Web to find health information for themselves or others. digihealth pulse will feature robust and real-time data on a range of subjects, including:

• Evolving media consumption habits (use of new and existing digital technologies)• Awareness of online health content across a range of common conditions and topics

published online and via social media channels• Select behaviors sparked by online and social media content

digihealth pulse insights will be made available free of charge and via a syndicated market research service. Enspektos will launch digihealth pulse in mid-2012.

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About digihealth pulse

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Enspektos, LLC is an innovation consultancy that has provided digital marketing and communications services to health organizations operating around the world since 2005.

The firm produces technology-driven strategy, research and training products and services for a diverse range of clients, including government agencies, non-profits, pharmaceutical companies and payers.

Learn more about Enspektos, LLC at www.enspektos.com.

About Enspektos