Edelman Health Engagement Barometer 2010

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The second global exploration by Edelman of the public’s evolving attitudes, actions, influences and expectations in relation to health

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Note: Canada, France, Germany, Italy, Japan, the UK , and the US were weighted to be representative of the total population. Brazil, China, India and Mexico were weighted to be representative of the total online population.

Fielded February 24 – March 8, 2010

15,257 adults 18+

10,078 interviews across 10 countries and 5,179 in the US

Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, the United Kingdom, and the United States

142+ questions, online

Total margin of error <1%

Conducted by StrategyOne

Methodology

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6 key findings

Health action is motivated by several factors

2

6

4

Personal and public health are converging

Health is now a strategy for business across industries

1 Health joins Green as central to sustainability

5 Health engagement drives trust and action

3 The public naturally clusters into six health engagement segments

1 Health joins Green as central to sustainability

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say that it is as important to protect the health of the public as it is to protect the environment

73%

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Global US Canada Mexico Brazil UK France Italy Germany India China Japan

73%65%

76% 75%

81%

64%

72%77%

64%

78%

90%

64%

Q58. For the following series of statements, please indicate how strongly you agree or disagree with each. Please use a one to nine scale where one means you disagree very strongly, nine means you agree very strongly and five means you neither agree nor disagree. “It is as important to protect the health of the public as it is to protect the environment” (Top 4 Box)**Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy

Health joins Green around the world

Emerging Markets Developed Countries Japan

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say that sustainability is as much about the health of people as it is about the health of the planet

65%

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65%

47%

63%59%

79%

49%

68% 66% 64%

70%

89%

64%

Q60. For the following series of statements, please indicate how strongly you agree or disagree with each. Please use a one to nine scale where one means you disagree very strongly, nine means you agree very strongly and five means you neither agree nor disagree. “Sustainability is as much about the health of people as it is about the health of the planet” (Top 4 Box)**Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy

Globally, people see health as central to sustainability


2 Personal and public health are converging

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Personal Health 91%

Engagement in personal health is virtually universal

Family Health 89%

Nat’l Health 56%

Majority also interested in public health

Q4. – Q8. Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale, Very/Somewhat Engaged) (Global)

Community Health 55%

Global Health 49%

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Global US Canada Mexico Brazil UK France Italy Germany India China Japan0%

20%

40%

60%

80%

100%

Q6. – Q8. (National, Community, Global) Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale, Very/Somewhat Engaged)

Public health engagement is higher in emerging markets

NationalCommunity

Global

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Public health engagement is highest in young adults

Ages 18-24 Ages 25-34 Ages 35-49 Ages 50-64 Ages 65+0%

20%

40%

60%

National Health Community Health Global Health

Q6. – Q8 (National, Community, Global). Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale, Very/Somewhat Engaged) (Global)

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Public health engagement is higher in college educated people

Community Health National Health Global Health0%

20%

40%

60%

Less than college educated College educated +

Q4. – Q8. Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale, Very/Somewhat Engaged) (Global)

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Fighting cancer

Providing access to affordable healthcare

Preventing disease

Improving the quality of healthcare

Eliminating global infectious diseases

Solving chronic health problems

Addressing obesity

36%

31%

30%

30%

28%

22%

18%

Q13. The following is a list of health issues affecting the world today. Please indicate which are most important to you. (Select up to three) (Global)

What matters to me is what matters to usGlobally, the issues that matter on a personal level are also major public health issues

*Top 7 most important health issues globally (out of 15)

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Fighting cancer

Providing access to affordable healthcare

Preventing disease

Improving the quality of healthcare

Eliminating global infectious diseases

Solving chronic health problems

Addressing obesity

28%

24%

33%

32%

28%

20%

24%

44%

36%

27%

29%

28%

25%

16%

23%

31%

40%

24%

26%

12%

12%

Disease prevention most important in emerging markets while fighting cancer top health priority in developed countries

Q13. The following is a list of health issues affecting the world today. Please indicate which are most important to you. (Select up to three)**Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy


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3 The global public naturally clusters into six health engagement segments

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Health Actionists

14%

Health Apathetics

20%

Health Disempowereds

15%

Health On-Demanders

20%

Health Traditionalists

14%

New dimension to how we view our publics

Health Neophytes

15%

Health Actionists

DEMOGRAPHICSLikely to be female, married and have kids at home

Most likely to live in a urban area

Significant numbers are on the Internet all day; they are the highest number of social media users

HEALTH BEHAVIORS

They are likely to take OTCs, vitamins and least likely to smoke or be overweight

However, they are most likely to be a caregiver for someone else

This group is highly engaged and interested in health; and, unlike other segments, these people persuade others to take action

Health Traditionalists

DEMOGRAPHICSSlightly more female, a bit older, more likely to be married and least likely to have kids at home

Most likely to be retired

Low use of the Internet; infrequent users of social media

HEALTH BEHAVIORS

They see the doctor most frequently, are most likely to take a prescription treatment option and are most overweight

This segment is very interested in health, particularly as it pertains to sustainability and nutrition. But, the main distinction compared with the health actionists is that they tend not to persuade others to take action

Health On-Demanders

DEMOGRAPHICSMost likely to be male, slightly younger

They are likely to be a college graduate and employed

HEALTH BEHAVIORS

They are not as likely to see a doctor frequently or take prescription meds

Health is something this group thinks about when they need to. They are the least likely to care about being healthier, and most likely to only think about health when they or a member of their family becomes sick. The Health OnDemanders are also the group that is most likely to say they usually look to others to form their opinions about health.

DEMOGRAPHICSMost likely to be femaleMay have children in the household, but less likely to be marriedThey tend to be lower income and less educated Least likely to live in an urban area

HEALTH BEHAVIORSThey are the most likely to suffer from a chronic condition, smoke and likely to be overweight

For these individuals, barriers to better health are attributed to confusion and lack of financial resources. They are the most likely to find health information confusing and contradictory and say they don’t have enough money to take good care of their family’s health. Yet, interestingly they are least trusting of the information they get from their doctor or health care professional.

Health Disempowereds

Health Neophytes

DEMOGRAPHICSSlightly younger and equally male and female. This is a heavily urban segment, the least likely to be married

HEALTH BEHAVIORSThey have the highest number without insuranceThey have the fewest reported doctors visits per year, and are the least likely to have a chronic disease and are least likely to be a caregiver

This segment tends to be younger, healthy and carefree.

This group is less likely to be motivated to take care of their health. They are also less likely to share opinions about health with others

DEMOGRAPHICSSlightly more male and less likely to be a college graduate or work in a managerial position

HEALTH BEHAVIORSWhile they tend not to take any prescription meds or suffer from any chronic conditions, they tend to see the doctor more frequently

Health Apathetics

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Health Actionists most interested and involved in public health

Community Health National Health Global Health0%

20%

40%

60%

80%

Health ActionistHealth TraditionalistsHealth On-DemandersHealth DisempoweredHealth NeophytesHealth Apathetics

Q6. – Q8 (National, Community, Global). Please indicate how engaged you are in the following types of health (Top 2 Box on a 4-point scale, Very/Somewhat Engaged) (Global)

Health action is motivated by several factors4

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AgingRealize unhealthy behavior negative impacts

Renewed emotional/spiritual conn.Becoming a parent

Began/ended relationshipBecame advocate/caregiver

Changed healthcare cov.Found/lost job

RetiredDeath of loved one

New medical conditionGained weight

New info from HCPAdvice from friends/family

News ReportsParticipate in health/wellness prog.

Stopped being able to do something enjoyedLeLearned about new prevention/treatment option

30%27%

26%25%

23%23%23%

21%21%

20%20%

19%19%19%19%19%

18%18%

Aging



Retired

Gained weight

Stopped being able to do something enjoyed

Began/ended relationship

Q78. Which, if any, of the following have motivated you to take better care of your and your family’s health? (Select all that apply)

Life moments are the right moments …but not alone

New medical condition

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AgingRealized unhealthy behaviors








Stopped being able to do something enjoyedLearned about new prevention or treatment options

30%27%

26%25%

23%23%23%

21%21%

20%20%

19%19%19%19%19%

18%18%


Realize unhealthy behavior neg. impacts

Became advocate/caregiver

Death of a loved one

Loved-one Connection: An important second ingredient

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Information & Advice: Important but not sufficient to spur strong behavior change


AgingRealize unhealthy behavior negative impacts family

Renewed emotional/spiritual connectionBecoming a parent


Changed healthcare coverageFound/lost job





Stopped being able to do something enjoyedLearned about new prevention/treatment option

30%27%

26%25%

23%23%23%

21%21%

20%20%

19%19%19%19%19%

18%18%

New Info From HCPAdvice from friends/family

News/ReportsParticipate in health/wellness prog.

Learned about new prevention or treatment options

The Health Motivation Equation includes more than new information

Trusted information/advice

Loved-one Connection

My life moment + + =+ The personal

and public health factor

5 Health engagement drives trust and action

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say that business should be as engaged in maintaining and improving personal and public health as it is in maintaining and improving the environment

69%

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69%

52%

64%

82% 80%

48%

70% 69% 69% 68%

87%

65%

Q59. For the following series of statements, please indicate how strongly you agree or disagree with each. Please use a one to nine scale where one means you disagree very strongly, nine means you agree very strongly and five means you neither agree nor disagree. “Business should be as engaged in maintaining and improving personal and public health as it is in maintaining and improving the environment” (Top 4 Box)**Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy

Health joins the environment as a business imperative


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Globally, only about one third trust business to fulfill its role in addressing health

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When it comes to health, business faces a trust deficit while other institutions have a trust advantage

Academia NGOs Government News Media Primary Schools Business

71%68%

53% 51% 50%

36%

26%29%

45% 46% 45%

58%

Trust to fufill role in health Distrust to fulfill role in health

Q21. – Q26. How much do you trust each of the following institutions to fulfill their role in addressing the health of people in your country? Please use a 4-point scale where one means that you “trust them a great deal” and four means that you “do not trust them at all.” (Top 2 Box, Trust) (Bottom 2 Box Distrust) (Global)

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Academia and NGOs most trusted to fulfill role in healthGovernment and news media also highly trusted in India and China

Q21. – Q26. How much do you trust each of the following institutions to fulfill their role in addressing the health of people in your country? Please use a 4-point scale where one means that you “trust them a great deal” and four means that you “do not trust them at all.” (Top 2 Box, Great deal/Some Trust)

Global U.S. Canada Mexico Brazil U.K. France Italy Germany India China Japan 0%

20%

40%

60%

80%

Academia NGOS GovernmentNews Media Primary Schools Business

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Health engagement drives trust

If you think a company is (Q101. effectively engaging in health (Top 2 Box on a 5-point scale, Trust much more/more)] [Q108. NOT effectively engaging in health (Top 2 Box on a 5-point scale, Trust much less/less)], how does that affect your trust in that company? (Global)

+ Trust more: a company that is effectively engaging in health

72%

_Trust less: a company that is NOT effectively engaging in health

57%

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Health engagement drives purchases, recommendations and investment

How likely would you be to do the following in relation to a company that you believe is (Q102 – Q107. effectively engaging in health?) (Q109. – Q113. NOT effectively engaging in health?) (Top 2 Box on a 5-point scale, Very/Somewhat Likely) (Global)

Invest in it

Share positive opinions/ experiences

Recommend its products or services

Buy its product or services

Pay a premium for its products or services

Want to work for it

+ Companies engaged in health

65%

65%

64%

48%

40%

39%

Criticize it to others

Share negative opinions/ experiences

Refuse to buy its products or services

Would not want to work for it

Not invest in it

_Companies not engaged in health

48%

51%

49%

50%

54%

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Health is now a strategy for business across industries6

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Ensuring their health-related products or services are accessible

Communicating health risks of their products or services

Helping employees and their families lead healthier lives

Educating the public on health topics related to their products or services

Creating new products or services that maintain or improve health

Supporting the health of their local communities

Helping to address obesity

Contributing to global health

Participating in health public policy

78%

78%

77%

75%

75%

71%

70%

67%

65%

The public expects business to engage in health in multiple ways

Q81.- Q89. The following is a list of ways that business can engage in health. Please indicate how important you think it is for business in general to engage in each of these actions. Do so by using a scale of 1 to 5 where 1 means “not important at all” and 5 means “extremely important.” (Top 2 Box, Very/Extremely Important) (Global)

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Ensuring their health-related products or services are accessible

Communicating health risks of their products or services


Educating the public on health topics related to their products or services


Supporting the health of their local communities




85%

85%

86%

85%

84%

83%

78%

80%

78%

76%

76%

71%

71%

70%

64%

66%

60%

56%

56%

61%

73%

66%

71%

60%

61%

53%

58%

People in emerging markets have higher expectations for business to engage in health

Q81.- Q89. The following is a list of ways that business can engage in health. Please indicate how important you think it is for business in general to engage in each of these actions. Do so by using a scale of 1 to 5 where 1 means “not important at all” and 5 means “extremely important.” (Top 2 Box)**Emerging Markets include: Mexico, Brazil, China and India; Developed Countries include: US, Canada, UK, France, Germany and Italy


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Bio/pharma & Med-

ical Products

Healthcare Providers

Food/ Beverage

OTC/ Personal

Care

Media/ Entertainment

Insurance Consumer Tech-

nology

Brewing/ Spirits

Retail Banking/ Finance

90% 90% 89% 88% 86%83% 82% 82% 82%

77%

Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Selected at least one option other than “Helping employees and their families lead healthier lives”) (Global)

All industries expected to engage in health beyond helping employees

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10%

20%

30%

40%

50%

60%

70%

Expectations of industries vary by dimension priority: Global

Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global)*Not all bars may appear due to overlap

Bio/ Pharma & Medical Products


Consumer technology

Insurance Retail Banking/ Finance

Brewing/ Sprits

Food/ Beverage

Healthcare providers

OTC/ Personal care

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10%

20%

30%

40%

50%

60%

70%

Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global)



Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

Ensuring health-related products or services are accessible

45HealthEngagement

10%

20%

30%

40%

50%

60%

70%

Communicating health risks of products or services




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

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10%

20%

30%

40%

50%

60%

70%





Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

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10%

20%

30%

40%

50%

60%

70%

Educating the public on health topics related to products or services




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

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10%

20%

30%

40%

50%

60%

70%




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care


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10%

20%

30%

40%

50%

60%

70%

Supporting the health of local communities




Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

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10%

20%

30%

40%

50%

60%

70%





Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

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10%

20%

30%

40%

50%

60%

70%





Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

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10%

20%

30%

40%

50%

60%

70%





Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

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10%

20%

30%

40%

50%

60%

70%

Expectations of industries vary by dimension priority: Global

Q91. – Q100. Below is a list of industries. For each, please indicate the ways in which you think it is important for that industry to engage in health. (Global)*Not all bars may appear due to overlap



Consumer technology


Brewing/ Sprits

Food/ Beverage


OTC/ Personal care

Health Engagement Strategic Imperatives

Treat health as a growth and innovation opportunity

Factor in people’s complex relationship with health, from consumers to carers to citizens

Leverage existing competencies in health education and marketing

Factor in the public health interest of not only emerging markets but emerging (younger) adults

Include Health Actionists in your channel plans

Don’t just inform, inspire

Assess and address your organization’s and brand’s health assets and liabilities

Enlist employees to participate in your health engagement strategies for other stakeholders

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Data analysisCOUNTRY ANALYSISBrazilCanadaChinaFranceGermanyIndiaItalyJapanMexicoUnited KingdomUnited States (*5,000 interviews in the US) DEMOGRAPHICSAgeChildren under 18Mothers (Female + Children under 18)Marital statusLive in a city, town, suburb or rural areaEmployed vs. unemployedEmployed by a health related companyManagers and aboveGender Race (in the U.S.)Political party (in the U.S.)College educated or less than collegeIncome (high, medium, low) HEALTH DEMOGRAPHICSNumber of doctor’s visits per yearTake prescription medicationTake over-the-counter medicationTake vitamins or supplementsSuffer from a serious or chronic health conditionCaregiverSmokes cigarettesOverweight, normal weight, underweight (self perception)

TYPES OF HEALTH COVERAGEPublic or government-sponsoredEmployer or union-sponsoredPrivate insurance paid for by me or someone I am dependent on

DISEASE STATESDiabetesHeart diseaseCancerAnxiety, depression or other mental disorderRheumatoid arthritis, Crohn’s disease, lupus, psoriasis or other auto-immune disease Asthma, COPD, emphysema or other respiratory disease Seasonal allergies Macular degeneration, glaucoma or other eye disease Chronic pain Osteoporosis Insomnia, sleep apnea or other sleep disorder GERD, irritable bowel syndrome, ulcers or other gastrointestinal condition Incontinence or other urological condition SEGMENTATIONSHow to reach them?Attitudes towards healthAttitudes towards businessHealth-related behaviorsDisease states by segmentationHealth categories

HEALTH CATEGORIES Health and wellnessScience and medicine Healthcare Health policy

Technology

Edelman Health Engagement Barometer 2010