Web 2.0 and Healthcare Jerome Nadel Chief Experience Officer Human Factors International
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Web 2.0 and Healthcare
Jerome Nadel
Chief Experience Officer
Human Factors International
2Human Factors International © 2008
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3Human Factors International © 2008
“A brand must accept that they will be relinquishing
some control over their brand to their customers. They
also have to trust that, over time, an accurate
collective opinion of the brand and its products will
emerge from any community initiatives and that the
brand can ultimately profit from learning from that
collective opinion.” CEO eluma.com
“Historically, knowledge management has focused on
connecting people with content. But now the
challenge is connecting people with people in
increasingly virtual organizations.” CKO Ernst & Young
En
terp
rise
2.0
Web
2.0
4Human Factors International © 2008
people to people
people to content1.0
Connecting…
2.0people to people
content to people3.0
5Human Factors International © 2008
--pharma rep on wsj.com blog
“When it is all said and done, people would rather deal with a human being than a machine”.
6Human Factors International © 2008
Habits changing?
7Human Factors International © 2008
•25% felt overwhelmed by the amount of information.
•22% felt frustrated by a lack of information or an inability to find what
they were looking for.
•18% felt confused by the information they found.
8Human Factors International © 2008
Convenience, Content and Credibility: What consumers are looking for on health information
sitesArabella Crawford & Kath Straub, PhD
•Health information sites build trust based on reputation then content. Consumers favor sites that
• Start with information they already
know• Are well written but easy to read• Are presented by known sources• Include content written by experts
• Consumers cross check contentwith other sites to confirm information
•Mainly read content : general and topic specific articles•Self-evaluation (distant second)•Content from other users is of more interest than interactive features
•Convenience and speed – no waiting.
• The web provides control and privacy over the health research process•Information is comprehensive – more than users would expect any individual (doctor or other source) to know.
•Consumers use the web as both a preliminary (pre-doctor) resource and a second opinion source.
•70% start at a specific site. 16% start at search. The remainder vary by topic.
•As of Nov07, WebMD was the #1 cited health information resource. •Users favored ”unbiased” sources sites with “vetted” scientific information: Mayo Clinic, PubMed, Medline and other government
and non – profit sites.
Research Question80% of American internet users have
used the web to search for health related information (Pew Internet and American Life Project)Why do consumers use the web for
health information? • Which sites do consumers prefer? Why?•What triggers trust?• Has consumer behavior evolved with
the web?
Previous ResearchStanford, Tauber, Fogg&Marable (2002)
Method &ParticipantsWeb- based survey posted on World Usability Day, 2007. Based on Silence, et al (2004)
• 718 recipients of HFI’s monthly newsletter participated. Data from the 518 surveys were analyzed
Participant Demographics
• Users go back because content was useful and validate through other sources
Takeaways
• The web is increasingly important as a
health information resource.• Quick comprehensive information is the draw
• Content matterso Sites that validate what consumers know inspire trust to explore further.o Content is increasingly important in gaining trust and inspiring repeat visits.o Health consumers read more than they interact
• Consumer have become more discriminatingwhen looking for health information – they look more like the
experts in previous studies.
GENDER AGE LOCATION
Female 65% 13 - 30 15% North America 80%
Male 35% 31 - 43 38% Asia 9%
44 - 61 44% Europe 7%
62 - 75 3% Africa 1%
over 75 1%
BibliographyFogg, B. J., Kameda, T., Boyd, J., Marchall, J., Sethi, R.,
Sockol, M. and Trowbridge, T. Stanford-Makovsky Web
Credibility Study 2002: Investigating what makes Web
sites credible today, A Research Report by the Stanford
Persuasive Technology Lab &Makovsky& Company,
Stanford University. Retrieved from :
http://www.webcredibility.org.
Fogg, B.J. Prominence-Interpretation Theory: Explaining
How People Assess Credibility Online. Proc CHI 2003,
ACM Press.
Pew Research Center. Finding Answers in Sickness and In
Health (2006). Available at: http://www.pewinternet.org
Sillence, E., Briggs P., Fishwick L, Harris, P., Trust and Mistrust
of Online Health Sites CHI 2004, April 24–29, 2004, Vienna,
Austria., ACM Press
9Human Factors International © 2008
Convenience, Content and Credibility: What consumers are looking for on health information
sitesArabella Crawford & Kath Straub, PhD
•Health information sites build trust based on reputation then content. Consumers favor sites that
• Start with information they already
know• Are well written but easy to read• Are presented by known sources• Include content written by experts
• Consumers cross check contentwith other sites to confirm information
•Mainly read content : general and topic specific articles•Self-evaluation (distant second)•Content from other users is of more interest than interactive features
•Convenience and speed – no waiting.
• The web provides control and privacy over the health research process•Information is comprehensive – more than users would expect any individual (doctor or other source) to know.
•Consumers use the web as both a preliminary (pre-doctor) resource and a second opinion source.
•70% start at a specific site. 16% start at search. The remainder vary by topic.
•As of Nov07, WebMD was the #1 cited health information resource. •Users favored ”unbiased” sources sites with “vetted” scientific information: Mayo Clinic, PubMed, Medline and other government
and non – profit sites.
Research Question80% of American internet users have
used the web to search for health related information (Pew Internet and American Life Project)Why do consumers use the web for
health information? • Which sites do consumers prefer? Why?•What triggers trust?• Has consumer behavior evolved with
the web?
Previous ResearchStanford, Tauber, Fogg&Marable (2002)
Method &ParticipantsWeb- based survey posted on World Usability Day, 2007. Based on Silence, et al (2004)
• 718 recipients of HFI’s monthly newsletter participated. Data from the 518 surveys were analyzed
Participant Demographics
• Users go back because content was useful and validate through other sources
Takeaways
• The web is increasingly important as a
health information resource.• Quick comprehensive information is the draw
• Content matterso Sites that validate what consumers know inspire trust to explore further.o Content is increasingly important in gaining trust and inspiring repeat visists.o Health consumers read more than they interact
• Consumer have become more discriminatingwhen looking for health information – they look more like the
experts in previous studies.
GENDER AGE LOCATION
Female 65% 13 - 30 15% North America 80%
Male 35% 31 - 43 38% Asia 9%
44 - 61 44% Europe 7%
62 - 75 3% Africa 1%
over 75 1%
BibliographyFogg, B. J., Kameda, T., Boyd, J., Marchall, J., Sethi, R.,
Sockol, M. and Trowbridge, T. Stanford-Makovsky Web
Credibility Study 2002: Investigating what makes Web
sites credible today, A Research Report by the Stanford
Persuasive Technology Lab &Makovsky& Company,
Stanford University. Retrieved from :
http://www.webcredibility.org.
Fogg, B.J. Prominence-Interpretation Theory: Explaining
How People Assess Credibility Online. Proc CHI 2003,
ACM Press.
Pew Research Center. Finding Answers in Sickness and In
Health (2006). Available at: http://www.pewinternet.org
Sillence, E., Briggs P., Fishwick L, Harris, P., Trust and Mistrust
of Online Health Sites CHI 2004, April 24–29, 2004, Vienna,
Austria., ACM Press
• Convenience and speed – no waiting• The web provides control and privacy over the health research process
• Information is comprehensive – more than users would expect any individual (doctor or other source) to know.
• Consumers use the web as both a preliminary (pre-doctor) resource and a second opinion source.
10Human Factors International © 2008
Convenience, Content and Credibility: What consumers are looking for on health information
sitesArabella Crawford & Kath Straub, PhD
•Health information sites build trust based on reputation then content. Consumers favor sites that
• Start with information they already
know• Are well written but easy to read• Are presented by known sources• Include content written by experts
• Consumers cross check contentwith other sites to confirm information
•Mainly read content : general and topic specific articles•Self-evaluation (distant second)•Content from other users is of more interest than interactive features
•Convenience and speed – no waiting.
• The web provides control and privacy over the health research process•Information is comprehensive – more than users would expect any individual (doctor or other source) to know.
•Consumers use the web as both a preliminary (pre-doctor) resource and a second opinion source.
•70% start at a specific site. 16% start at search. The remainder vary by topic.
•As of Nov07, WebMD was the #1 cited health information resource. •Users favored ”unbiased” sources sites with “vetted” scientific information: Mayo Clinic, PubMed, Medline and other government
and non – profit sites.
Research Question80% of American internet users have
used the web to search for health related information (Pew Internet and American Life Project)Why do consumers use the web for
health information? • Which sites do consumers prefer? Why?•What triggers trust?• Has consumer behavior evolved with
the web?
Previous ResearchStanford, Tauber, Fogg&Marable (2002)
Method &ParticipantsWeb- based survey posted on World Usability Day, 2007. Based on Silence, et al (2004)
• 718 recipients of HFI’s monthly newsletter participated. Data from the 518 surveys were analyzed
Participant Demographics
• Users go back because content was useful and validate through other sources
Takeaways
• The web is increasingly important as a
health information resource.• Quick comprehensive information is the draw
• Content matterso Sites that validate what consumers know inspire trust to explore further.o Content is increasingly important in gaining trust and inspiring repeat visists.o Health consumers read more than they interact
• Consumer have become more discriminatingwhen looking for health information – they look more like the
experts in previous studies.
GENDER AGE LOCATION
Female 65% 13 - 30 15% North America 80%
Male 35% 31 - 43 38% Asia 9%
44 - 61 44% Europe 7%
62 - 75 3% Africa 1%
over 75 1%
BibliographyFogg, B. J., Kameda, T., Boyd, J., Marchall, J., Sethi, R.,
Sockol, M. and Trowbridge, T. Stanford-Makovsky Web
Credibility Study 2002: Investigating what makes Web
sites credible today, A Research Report by the Stanford
Persuasive Technology Lab &Makovsky& Company,
Stanford University. Retrieved from :
http://www.webcredibility.org.
Fogg, B.J. Prominence-Interpretation Theory: Explaining
How People Assess Credibility Online. Proc CHI 2003,
ACM Press.
Pew Research Center. Finding Answers in Sickness and In
Health (2006). Available at: http://www.pewinternet.org
Sillence, E., Briggs P., Fishwick L, Harris, P., Trust and Mistrust
of Online Health Sites CHI 2004, April 24–29, 2004, Vienna,
Austria., ACM Press
• 70% start at a specific site. 16% start at search. The remainder vary by topic.
• As of Nov07, WebMD was the #1 cited health information resource.
• Users favored ”unbiased” sources sites with “vetted” scientific information: Mayo Clinic, PubMed, Medline and other government and non–profit sites
11Human Factors International © 2008
Convenience, Content and Credibility: What consumers are looking for on health information
sitesArabella Crawford & Kath Straub, PhD
•Health information sites build trust based on reputation then content. Consumers favor sites that
• Start with information they already
know• Are well written but easy to read• Are presented by known sources• Include content written by experts
• Consumers cross check contentwith other sites to confirm information
•Mainly read content : general and topic specific articles•Self-evaluation (distant second)•Content from other users is of more interest than interactive features
•Convenience and speed – no waiting.
• The web provides control and privacy over the health research process•Information is comprehensive – more than users would expect any individual (doctor or other source) to know.
•Consumers use the web as both a preliminary (pre-doctor) resource and a second opinion source.
•70% start at a specific site. 16% start at search. The remainder vary by topic.
•As of Nov07, WebMD was the #1 cited health information resource. •Users favored ”unbiased” sources sites with “vetted” scientific information: Mayo Clinic, PubMed, Medline and other government
and non – profit sites.
Research Question80% of American internet users have
used the web to search for health related information (Pew Internet and American Life Project)Why do consumers use the web for
health information? • Which sites do consumers prefer? Why?•What triggers trust?• Has consumer behavior evolved with
the web?
Previous ResearchStanford, Tauber, Fogg&Marable (2002)
Method &ParticipantsWeb- based survey posted on World Usability Day, 2007. Based on Silence, et al (2004)
• 718 recipients of HFI’s monthly newsletter participated. Data from the 518 surveys were analyzed
Participant Demographics
• Users go back because content was useful and validate through other sources
Takeaways
• The web is increasingly important as a
health information resource.• Quick comprehensive information is the draw
• Content matterso Sites that validate what consumers know inspire trust to explore further.o Content is increasingly important in gaining trust and inspiring repeat visits.o Health consumers read more than they interact
• Consumer have become more discriminatingwhen looking for health information – they look more like the
experts in previous studies.
GENDER AGE LOCATION
Female 65% 13 - 30 15% North America 80%
Male 35% 31 - 43 38% Asia 9%
44 - 61 44% Europe 7%
62 - 75 3% Africa 1%
over 75 1%
BibliographyFogg, B. J., Kameda, T., Boyd, J., Marchall, J., Sethi, R.,
Sockol, M. and Trowbridge, T. Stanford-Makovsky Web
Credibility Study 2002: Investigating what makes Web
sites credible today, A Research Report by the Stanford
Persuasive Technology Lab &Makovsky& Company,
Stanford University. Retrieved from :
http://www.webcredibility.org.
Fogg, B.J. Prominence-Interpretation Theory: Explaining
How People Assess Credibility Online. Proc CHI 2003,
ACM Press.
Pew Research Center. Finding Answers in Sickness and In
Health (2006). Available at: http://www.pewinternet.org
Sillence, E., Briggs P., Fishwick L, Harris, P., Trust and Mistrust
of Online Health Sites CHI 2004, April 24–29, 2004, Vienna,
Austria., ACM Press
• Health information sites build trust based on reputation then content. Consumers favor sites that
• Start with information they already know• Are well written but easy to read• Are presented by known sources• Include content written by experts
• Consumers cross check content with other sites to confirm information
12Human Factors International © 2008
Convenience, Content and Credibility: What consumers are looking for on health information
sitesArabella Crawford & Kath Straub, PhD
•Health information sites build trust based on reputation then content. Consumers favor sites that
• Start with information they already
know• Are well written but easy to read• Are presented by known sources• Include content written by experts
• Consumers cross check contentwith other sites to confirm information
•Mainly read content : general and topic specific articles•Self-evaluation (distant second)•Content from other users is of more interest than interactive features
•Convenience and speed – no waiting.
• The web provides control and privacy over the health research process•Information is comprehensive – more than users would expect any individual (doctor or other source) to know.
•Consumers use the web as both a preliminary (pre-doctor) resesource and a second opinion source.
•70% start at a specific site. 16% start at search. The remainder vary by topic.
•As of Nov07, WebMD was the #1 cited health information resource. •Users favored ”unbiased” sources sites with “vetted” scientific information: Mayo Clinic, PubMed, Medline and other government
and non – profit sites.
Research Question80% of American internet users have
used the web to search for health related information (Pew Internet and American Life Project)Why do consumers use the web for
health information? • Which sites do consumers prefer? Why?•What triggers trust?• Has consumer behavior evolved with
the web?
Previous ResearchStanford, Tauber, Fogg&Marable (2002)
Method &ParticipantsWeb- based survey posted on World Usability Day, 2007. Based on Silence, et al (2004)
• 718 recipients of HFI’s monthly newsletter participated. Data from the 518 surveys were analyzed
Participant Demographics
• Users go back because content was useful and validate through other sources
Takeaways
• The web is increasingly important as a
health information resource.• Quick comprehensive information is the draw
• Content matterso Sites that validate what consumers know inspire trust to explore further.o Content is increasingly important in gaining trust and inspiring repeat visits.o Health consumers read more than they interact
• Consumer have become more discriminatingwhen looking for health information – they look more like the
experts in previous studies.
GENDER AGE LOCATION
Female 65% 13 - 30 15% North America 80%
Male 35% 31 - 43 38% Asia 9%
44 - 61 44% Europe 7%
62 - 75 3% Africa 1%
over 75 1%
BibliographyFogg, B. J., Kameda, T., Boyd, J., Marchall, J., Sethi, R.,
Sockol, M. and Trowbridge, T. Stanford-Makovsky Web
Credibility Study 2002: Investigating what makes Web
sites credible today, A Research Report by the Stanford
Persuasive Technology Lab &Makovsky& Company,
Stanford University. Retrieved from :
http://www.webcredibility.org.
Fogg, B.J. Prominence-Interpretation Theory: Explaining
How People Assess Credibility Online. Proc CHI 2003,
ACM Press.
Pew Research Center. Finding Answers in Sickness and In
Health (2006). Available at: http://www.pewinternet.org
Sillence, E., Briggs P., Fishwick L, Harris, P., Trust and Mistrust
of Online Health Sites CHI 2004, April 24–29, 2004, Vienna,
Austria., ACM Press
Takeaways
• The web is increasingly important as a health information resource.
• Quick comprehensive information is the draw
• Content matters
o Sites that validate what consumers
know inspire trust to explore further
o Content is increasingly important in gaining trust and inspiring repeat visits
o Health consumers read more than they interact
• Consumers have become more
discriminating when looking for health information – they look more like the experts in previous studies
13Human Factors International © 2008
Going Online for Health Advice: Changes in Usage and Trust Practices Over the Last 5 Years by Sillence, Briggs, Harris, and
Fishwick. Interacting with Computers 19, 2007 pg. 397-406.
Top 5 Trust Markers for Web Sites
1. Site is easy to use
2. Advice comes from a knowledgeable source
3. Advice prepared by an expert
4. Advice appears to be impartial and independent
5. Reasoning behind advice is explained
14Human Factors International © 2008
Factual / Formalized Organic / Experiential
Reports
Facts
Business Rules
Studies
Research
Taxonomies
Notes
Chat
Wikis
Comments
Experience
Blogs
Symptoms
Communities
“Where do I look?” “”Who do I ask?”
Knowledge comes in many forms…
15Human Factors International © 2008
Factual / Formalized Organic / Experiential
“Where do I look?” “”Who do I ask?”
Where should I go?
16Human Factors International © 2008
Where do I go?
Destination related to question?…
Reports
Facts
Business Rules
Studies
Research
Taxonomies
Factual / Formalized
Community/Emotional/Experiential
Notes
Chat
Wikis
Comments
Experience
Blogs
Symptoms
Communities
17Human Factors International © 2008
“Where do I look?”
Knowledge comes in many forms…
“”Who do I ask?”
Tags
Videos
Lorem Lorem
Ipsum
Ipsum
Amit
Amit
Ipsum
Amit
Community/Emotional/
Experiential Content
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Factual Content
Factual / FormalizedCommunity/Emotional/
Experiential
• “How many ibuprofen for my 6yr
old son?”
• “What are the symptoms of a
poison ivy rash?”
• “How are others coping with Cancer?”
• “I want to know what its like for others to
have a son with Autism”
18Human Factors International © 2008
Factual / FormalizedCommunity/Emotional/
Experiential
Knowledge comes in many forms…
“”Who do I ask?”
Tags
Videos
Lorem Lorem
Ipsum
Ipsum
Amit
Amit
Ipsum
Amit
Community/Emotional/
Experiential Content
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“Where do I look?”
Factual Content
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Amit
Factual Content
Tags
Videos
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Ipsum
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Ipsum
Amit
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Discussion
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• “How many ibuprofen for my 6yr
old son?”
• “What are the symptoms of a
poison ivy rash?”
• “How are others coping with Cancer?”
• “I want to know what its like for others to
have a son with Autism”
19Human Factors International © 2008
20Human Factors International © 2008
21Human Factors International © 2008
Will? Can?
22Human Factors International © 2008
Performance
(CAN DO)
Persuasion
(WILL DO) Conversion*
Understanding of
Decision Making
Positive Customer
Experience
* Conversion = adoption, usage, purchase, participation, contribution, etc.
23Human Factors International © 2008
24Human Factors International © 2008
25Human Factors International © 2008
Score CardHeat Maps & Scan Paths
Persuasion Flow Diagram Emotion MapPersonas
Strategy
Formalizing Persuasion, Emotion, Trust…
26Human Factors International © 2008
27Human Factors International © 2008
28Human Factors International © 2008
Gaze Opacity Visualization
29Human Factors International © 2008
30Human Factors International © 2008
2 Seconds 3 Seconds1 Second
31Human Factors International © 2008
32Human Factors International © 2008
33Human Factors International © 2008
EmpowerAttract Engage
34Human Factors International © 2008
EmpowerAttract Engage
35Human Factors International © 2008
EmpowerAttract Engage
36Human Factors International © 2008
EmpowerAttract Engage
37Human Factors International © 2008
EmpowerAttract Engage
38Human Factors International © 2008
EmpowerAttract Engage
39Human Factors International © 2008
Connectedness, contribution, and collaboration
1. Influence and persuade
2. Combine structured and organic knowledge
3. Enable contribution
4. Know me and serve me…
“”Who do I ask?”
Tags
Videos
Lorem Lorem
Ipsum
Ipsum
Amit
Amit
Ipsum
Amit
Community/Emotional/
Experiential Content
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“Where do I look?”
Factual Content
Lorem
Amit
Factual Content
Tags
Videos
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Ipsum
Ipsum
Ipsum
Amit
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Discussion
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40Human Factors International © 2008
Web 3.0?
Everything, everywhere
Just in time
When I need it
How I need it
Push to me
But filtered through people (not a web) trust is that much more important
content to people
41Human Factors International © 2008
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