Webinar Slides: Digging Deeper to Understand Digital Health Moms

Webinar: Digging Deeper to Understand Digital Health Moms

Enspektos, LLC THINK-Health

KC Health

June 15, 2012

Hashtag: #digihealthmom

THANK YOU


OUR GOAL: ��

WE WANT YOU . . .

TO BE (MORE) AWESOME


About the Speakers

Speaker: @fardj Hashtag: #digihealthmom

Jane Sarasohn-‐Kahn, THINK-‐Health

Fard Johnmar, Enspektos, LLC

Kelley Connors, KC Health

About Enspektos


We are a health markeHng communicaHons innovaHon consultancy

We help our clients use digital technologies to persuade paHents, providers, caregivers

and others to take acHon around health and wellness

Overview

��The Digital Brain Wars

��Doing it Right/Wrong

��Let’s Talk

��BAD, BAD Segmentation


Overview



��Let’s Talk



Our Secret Wish: Immediate Compliance

Robot Voice: ��Message received. ��

Complying with request.

SMS


The Reality: She’s Indifferent and InaPenHve

I Don’t Care!


Why? She’s Filtering Out the Noise: It’s Hard to Win Her APenHon

Emerging: Algorithms That Bring Relevant Content to You

Social Filters

Self Filters

Search Filters

Machine FiltersHealth Content

Relevant Content Delivered via

Social Channels

What She Chooses to

Let In

Social Search Surfaces

Relevant Content

Source: Enspektos, LLC


Why? She’s Choosing When to Engage

Internet:33%

Moms Using Web Very Frequently

to Find Health Content

Moms Using Mobile and Social Networks Frequently

to Very Frequently to Find Health Content

Social Networks:

34%Mobile:

17%

Five-‐Point Scale, Top/ Top Three OpHons Shown Source: Enspektos, LLC


Why? She’s Choosing When to Engage

African American Moms Using Web

Very Frequently to Find Health Content

Internet:50%

Internet:47%

Hispanic Moms Using Web


Five-‐Point Scale, Top OpHon Shown



Why? She’s Choosing When to Engage African American Moms Using Mobile and Social Networks

Somewhat Frequently to Very Frequently

to Find Health Content

Hispanic Moms Using Mobile and Social Networks Somewhat Frequently to


Social Networks:

33%Mobile:

23%

Social Networks:

24%Mobile:

12%

Five-‐Point Scale, Top Three OpHons Shown Source: Enspektos, LLC


Why? Her Networks Have Impact

Influence of Social Networks on Health/Wellness Opinion by Race

Very High Influence 7%

High Influence 15%

Moderate Influence 30%

Whites


High Influence 17%


African Americans


High Influence 13%


Hispanics



Let’s Face It: We’re in a Digital Brain War

How Do We Get in Here?


Waging the Digital Brain War Step I:

Understand How Online Health Content Reaches People

Embedding

Proacting

Perceptions

Soci

aliz

ing

Content Consumer

The Earned/Owned Online Health Content Nexus



Waging the Digital Brain War

Step II: Change the Playing Field

We Normally Play in an Area That Receives

Limited Online AHenIon

Source: Enspektos, LLC,

enmoebius Dashboard



Step II: Change the Playing Field

What About Linking Health to Other Topics That Occupy More of Moms’ Mindshare?


enmoebius dashboard



Wow! Moms Are Spending a Lot of Time In Social Networks!

Isn’t This a Great Place for Health?

Step III: Beware of Shiny Objects


enmoebius Dashboard


Out of ~79,000 Twitter/Facebook Status Updates* Processed . . .

.13% Focused on Diabetes

Step III: Beware of Shiny Objects

Just Because Your Content’s There Doesn’t Mean It Will Be NoIced

(Diabetes is Just One Example of a Common Problem)



Contact Me

Fard Johnmar Enspektos, LLC

www.enspektos.com TwiPer: @fardj

More enmoebius info: enmoebius.enspektos.com


Overview


��Doing it Wrong/Right

��Let’s Talk



KNOW YOUR AUDIENCE

BUT . . .


DON’T FALL PREY

TO THE SEGMENTATION TRAP


Caveats About the Digital Mom…

…a multiple persona Jane Sarasohn-Kahn, MA (Econ.), MHSA

THINK-Health and Health Populi Blog Speaker: @healthythinker


Health and Digital Moms: N > 1 Who’s a Mom, Anyway?

A mother with children

< 18

A caregiver: an adult child with parents

> 55

A mother with children

> 18

“Dad as Mom”

Speaker: @healthythinker Hashtag: #digihealthmom

Real Age ≠ Digital Age •  Concept of “digital age”

not always inversely proportion to digital natives’ age

•  Wells Fargo found that thirty-something’s more digitally savvy than twenty-something’s

•  Older digital users more likely to manage finances and careers online.

Source: Youth and Tech Savvy Not Always Related, Wells Fargo Survey Shows, Wells Fargo, January 21, 2010


Health is Personal to “Me” Moms project-manage use of digital technologies Lots of segmentations! Pick 1 ; )

MWW •  Mobilizers •  Wallflowers •  Urban originals •  Practical adopters •  Casual connectors

BabyCenter •  Field experts •  Lifecasters •  Audience •  Butterflies •  Pros

Razorfish


Health is Personal to “Me” Moms project-manage use of digital technologies

But wait! Still More Mom Archetypes

•  Mintel’s cluster analysis •  Family Engineers (34%) •  Chill Moms (45%) •  Networkers (21%)

•  Alpha Mom: educated, tech-savvy, Type A, kidcentric, multitasker, fashion-conscious (Source: Comcast, The Mommy Channel, 2004)

•  Beta Mom: opposite of Alpha Mom, more laid-back, often Gen Y. Pejorative: Slacker Mom. Urge Alpha moms to “chill” (Source: coined in USA Today in 2007)

•  Mobile moms

•  …and the personae just keep on comin’…


Listen to Bill Pearce, Marketing Professor

UC-Berkeley Haas School of Business

•  Digital is a tool to make Mom a “better” Mom

•  Don’t think “digital mom”… •  THINK: Moms in a digital era •  “Mom” has 3 hours < everyday due to

parenting •  Technology helps her bridge time gap •  All moms have some digital gadgets;

65% use more than 5 technologies to make their lives better.


Always Remember the Motrin Moms


Health Goes Beyond “Health Care” How People Define Health and Wellness

Physical health 94%

Mental/ emotional

Health 91%

Personal appearance

87%

Financial health 82%

Source: Edelman Health Engagement Barometer, October 2008


Know Thy (Health) Consumer Digital is but a platform


Jane Sarasohn-Kahn, MA (Econ.), MHSA Health Economist and Management Consultant THINK-Health [email protected] www.think-health.com www.healthpopuli.com Blog @healthythinker Twitter and Skype


Overview



��Let’s Talk



AND NOW . . .


GRIPPING TALES OF TACTICAL

JOY | PAIN


Speaker: @kelconnors Hashtag: #digihealthmom

Women expect brands to engage them… on their terms



Why Social Influence is Key

66% of women don’t believe health care marketers understand them Boston Consul0ng Group, 2009

65% of people using social media are women

Nielsen, 2010

75% 65% of on-line health seekers are women

53% of moms say social networks in!uence their health and wellness opinions Enspektos, May 2012

of caregivers are women

Pew Internet Research, 2010

Na0onal Family Caregivers Alliance, 2009


Women are simply more than health care consumers. ��They’re activists, advocates��multi-dimensional ��and change agents


What are women interested in?


On-line and Off-line Advocacy


Rule #1: Don’t Tell and Sell

What You Must Demonstrate: Facilitation Collaboration Respect

Your Tools: On-‐line CommuniHes Led by Influencers ConversaHons with Brand Ambassadors

UNF Shot@Life #vaccineswork

Rule #2: Ask & Listen ��(rinse and repeat but not too oftenJ)

What You Must Demonstrate: Respect Understanding & Context Authenticity

Your Tools: Social CommuniHes Informal Networking Surveys Polls



Rule #3: Be Share-Worthy

What You Must Demonstrate: Expertise & Relevance She’s the hero – “Shero” Advocacy Inspiration

Your Tool: Brand-‐Sponsored Content (mulH-‐format)



Her Interests are Share-Worthy


Rule #4: Help Women ��Support Others

What You Must Demonstrate: Collaboration Advocacy Inspiration Action

Your Tool: Partnerships that acHvate, not just inform



How to Activate Bone Health?


Rule #5: Don’t lose sight ��of your mission

What You Must Demonstrate: Authenticity Transparency Advocacy Respect

Your Tools: Ongoing conversaHons with advocates, acHvists Listen o_en and speak authenHcally Integrate social media response plan with corporate communicaHons


Community Engagement Fail

Apply the Rules

1.  Remember what women want: The 411, to be connected and fun.

2.  Let women talk themselves into loving you. Use message boards, blogs. Invite them to participate in a consumer panel.

3.  Make social communications part of your business strategy. Integrate social communications with customer service, patient education, marketing and R&D


For a copy of the HerRules e-‐book, a constantly evolving publicaHon featuring women’s views and voices, please go to Inyurl.com/herrules


Contact Me

Kelley Connors www.KC-‐Health.com

KC Health TwiPer: @kelconnors

Overview



��Let’s Talk



IN WHICH WE . . .

HAVE A CONVERSATION


Health & Medicine

Webinar Slides: Digging Deeper to Understand Digital Health Moms