In Japan, media such as television and newspapers are the top sources of health information, more so than conversations with healthcare professionals. While the majority of Japanese validate information with their healthcare provider, traditional media sources are relied on more heavily than the global average for health news and information. Family and social connections also have significant influence on perceptions of health responsibility and behavior change in Japan.

1. Health Barometer 2011
Health, Motivated?
HealthBarometer 2011 1

2. Health Barometer 2011: Japan
TABLE OF CONTENTS
METHODOLOGY
PERCEPTIONS OF HEALTH
WHAT IMPACTS HEALTH BEHAVIOR
SOURCES OF HEALTH INFORMATION
THE IMPERATIVE FOR BUSINESS
HealthBarometer 2011 2

3. Conducted June 10 – July 26, 2011
15,165 adults 18+ in 12 countries
1,000 in Japan*
20-minute online interviews in Canada, France, Germany,
Italy, Japan, Russia, the United Kingdom and
the United States
30-minute face-to-face interviews in Brazil, China, India
and Mexico
Total margin of error <1%
Conducted by StrategyOne
*In the global total, the U.S. sample size is weighted down to 1,000 respondents to represent an equivalent portion of the total sample size as each of the
other countries.
Note: The study was representative of the total country population in all markets.
HealthBarometer 2011 3

4. PERCEPTIONS OF HEALTH AND
WHAT IMPACTS HEALTH
BEHAVIOR
HealthBarometer 2011 4

5. For 80% of the global public, health means more than
being disease-free
FUNCTIONING
ACTIVE & FIT LIFESTYLE
HEALTHY WEIGHT
BODY ABSENCE OF DRUGS & ALCOHOL
ENERGY
ABSENCE OF DISEASES
MENTAL & EMOTIONAL
HEALTH BALANCED & NUTRITIOUS DIET
ABILITY TO EXERCISE
Q7. How would you define being healthy? Please complete the following statement in the box below: To me, being healthy means . . . . [OPEN-ENDED QUESTION] (Global)
* Codes 3% or below do not appear in image
HealthBarometer 2011 5

6. The health awareness gap
Different perception of being healthy
100%
92%
90%
80% 74%
73% 71%
68% 68% 69%
70% 64% 65%
61%
60%
50%
41%
40%
33%
30%
20%
10%
0%
US CANADA MEXICO BRAZIL UK FRANCE ITALY GERMANY RUSSIA INDIA CHINA JAPAN
Q6. In general, how would you describe your overall health? (Top 2 box – Excellent/Good) (12 Individual Countries)
HealthBarometer 2011 6

7. In Japan, high concerns regarding aging + weight gain
FELT THE EFFECTS OF AGING JAPAN
PREFER NOT TO ANSWER 40% 40% GAINED WEIGHT
READ OR WATCHED NEWS REPORTS PROVIDING Global
NONE OF THE ABOVE
35% HEALTH INFORMATION
CONSIDERED PREGNANCY 30% 30% GOT HEALTH ADVICE OR NEW INFORMATION FROM
A HEALTHCARE PROFESSIONAL
25%
RETIRED LOST WEIGHT
20%
18%
15% 18%
BECAME A PARENT STARTED DOING SOMETHING NEW THAT I ENJOY
10% 11%
4% 14%
5% 1%
5%
2% 8%
PARTICIPATED IN A HEALTH AND WELLNESS GOT HEALTH ADVICE OR SUPPORT FROM FRIENDS
PROGRAM AT WORK 1% 0% 8% OR FAMILY
3%
5% 14%
4%
BECAME A HEALTH ADVOCATE OR CAREGIVER FOR A 4% 9% BECAME RESPONSIBLE FOR MANAGING MY OWN
LOVED ONE 5% 4%4% 5% HEALTHCARE
6%
REALIZED MY UNHEALTHY BEHAVIOR COULD
BEGAN OR ENDED A RELATIONSHIP OR MARRIAGE
NEGATIVELY IMPACT MY FAMILY
FOUND OUT THAT I WAS AT-RISK FOR AND/OR HAD
LOST A JOB
A HEALTH CONDITION
MADE OR RENEWED AN EMOTIONAL OR SPIRITUAL
FOUND A JOB
COMMITMENT
DEATH OF A LOVED ONE STOPPED BEING ABLE TO DO SOMETHING I ENJOY
LEARNED ABOUT NEW PREVENTION OR TREATMENT
OPTIONS
Q.146.Which, if any, of the following have you experienced over the past year? (Select all that apply) (japan and Global)
HealthBarometer 2011 7

8. In Japan, lack of strong relationships to help protect health
JAPAN
Global
NOT EXERCISING ENOUGH
DON'T KNOW 70% NOT MAINTAINING A BALANCED AND/OR NUTRITIOUS DIET
NOTHING AT ALL PREVENTS ME FROM BEING HEALTHY 64% HAVING A HEALTH CONDITION OR DISEASE
60%
NONE OF THE ABOVE OPTIONS PREVENT ME FROM BEING
SMOKING OR TOBACCO USE
HEALTHY 50%
40%
OTHER BEING IN A HARMFUL ENVIRONMENT
33%
30% 24%
24%
BEING UNABLE TO FIND THE HEALTH INFORMATION I NEED 20% LACK OF MOTIVATION OR DISCIPLINE
7%3%2% 16%
10%
3% 18%
5%
NOT HAVING ACCESS TO MY PERSONAL HEALTH RECORDS 4% 0% 15% CONSUMPTION OF ALCOHOL OR DRUGS
6% 10%
3%
11%
READING OR HEARING HEALTH INFORMATION THAT IS 3% 4%
21% 5% 5% 15% NOT HAVING ACCESS TO CLEAN WATER
CONFUSING
11%
FEARING HARMFUL EFFECTS FROM MEDICAL PREVENTION AND NOT VISITING A HEALTHCARE PROVIDER FOR REGULAR CHECK-
TREATMENT METHODS UPS AND/OR SCREENINGS
NOT HAVING STRONG RELATIONSHIPS NOT BEING ABLE TO AFFORD HEALTHCARE
NOT TAKING THE MEDICATION I AM PRESCRIBED LACK OF QUALITY HEALTHCARE SERVICES OR FACILITIES
LIMITED ACCESS TO HEALTHCARE SERVICES OR FACILITIES NOT HAVING ACCESS TO AFFORDABLE NUTRITIOUS FOOD
LIVING OR BEING AROUND SOMEONE WITH UNHEALTHY
BEHAVIORS
Q.8.Which, if any, of the following prevents you from being healthy? (Select all that apply) (Japan and Global)
HealthBarometer 2011 8

9. Globally, people believe personal factors shape health most
Institutions not acting in sync with priorities
YOUR YOUR
LIFESTYLE NUTRITION
56% 55%
THE THE
ENVIRONMENT HEALTHCARE
44% SYSTEM
38%
75% 43% 20% 75% 36% 20% 48% 27% 40% 20% 68% 41%
ME FAMILY/ GOV’T ME FAMILY/ GOV’T ME BUSINESS GOV’T ME GOV’T HEALTHCARE
FRIENDS FRIENDS IN GENERAL PROVIDER OR
INSURER
Q11-15. How much impact, either positive or negative, does each of the following have on your overall health? Please use a 9-point scale where one means that you think it has “NO IMPACT AT ALL” and
nine means that it has a “GREAT DEAL OF IMPACT” on your overall health. (Top 2 box – Great Deal of Impact) (Global); Q16, Q20, Q24, Q28. Thinking about the types of people and institutions who
impact the environment /your nutrition/your lifestyle/ the healthcare system in your country either positively or negatively, who from the list below would you say has the most impact on the
environment / your nutrition/ your lifestyle/ the healthcare system in your country as it relates to your overall health? [SELECT UP TO THREE] (Global) (only responses ranking in the top three are shown)
HealthBarometer 2011 9

10. In Japan, personal factors shape health most
YOUR
LIFESTYLE YOUR
44% NUTRITION
35% THE THE
ENVIRONMENT HEALTHCARE
29% SYSTEM
20%
48% 61% 6% 62% 43% 3% 55% 39% 12% 57% 37% 11%
FAMILY ME GOV’T ME FAMILY/ GOV’T ME FAMILY/ GOV’T GOV’T HEALTHCARE ME
FRIENDS FRIENDS FRIENDS PROVIDER OR
INSURER
Q11-15. How much impact, either positive or negative, does each of the following have on your overall health? Please use a 9-point scale where one means that you think it has “NO IMPACT AT ALL” and
nine means that it has a “GREAT DEAL OF IMPACT” on your overall health. (Top 2 box – Great Deal of Impact) (Japan); Q16, Q20, Q24, Q28. Thinking about the types of people and institutions who impact
the environment /your nutrition/your lifestyle/ the healthcare system in your country either positively or negatively, who from the list below would you say has the most impact on the environment /
your nutrition/ your lifestyle/ the healthcare system in your country as it relates to your overall health? [SELECT UP TO THREE] (Japan)
HealthBarometer 2011 10

11. In Japan, social interaction is key to spreading good health
Individuals must be aware of their health influence
19% 42%
* **
do not spend less time with spend less time with a
a friend because of their friend because of their
unhealthy behavior unhealthy behavior
*VS 44% GLOBAL NEUTRAL: 36% (VS 25% GLOBAL)
**VS 31% GLOBAL
Q34. How much do you agree or disagree with each of the following statements? Please use a nine-point scale where one means that you “strongly disagree,” five means that you “neither agree nor
disagree” and nine means that you “strongly agree.” – “I have spent less time with a friend because of his or her negative health-related behavior(s).”(Top 4 Box –Agree; Neither Agree nor Disagree – 5
on 9-point scale; Bottom 4 Box - Disagree) (Japan)
HealthBarometer 2011 11

12. In Japan, more than 70 % have tried to change a negative
behavior
Triggers are personal benefits rather than family & friends
What prompted you to try to change your behavior?
73% *
TRIED TO CHANGE A
NEGATIVE HEALTH BEHAVIOR
42% 37% 35%
I found out I am I wanted to maintain I realized my
at risk for/have a or improve my long-term
medical condition personal appearance health would
improve
26% GLOBAL 40% GLOBAL 47% GLOBAL
15% 29% 7%
I wanted to
change to benefit I made a personal I teamed up
my family or commitment to with friends
*VS 62% GLOBAL loved ones change and family
24% GLOBAL 43% GLOBAL 12% GLOBAL
Q58. Have you ever tried to change a behavior (s) that negatively impacts your health? (Japan); Q59. (Base = ‘Yes’ to Q58) At the moment you decided to change a behavior(s) that negatively impacted your
health, what ultimately prompted or triggered you to do so? [SELECT ALL THAT APPLY] (Japan)
HealthBarometer 2011 12

13. In Japan, only one-third who give up an unhealthy behavior return to it
Healthy experiences must be rewarding as unhealthy ones
73%
TRIED TO CHANGE A
NEGATIVE HEALTH BEHAVIOR
36% *
RETURNED TO A
NEGATIVE HEALTH BEHAVIOR
*VS 50% GLOBAL
Why respondents returned to negative health behavior
21% 19% 14% 14% 9% 8% 1%
It made no Enjoyment of The benefits I reached the No longer cared Addiction or
difference to my the negative results were goal about the dependency
overall health behavior too slow original reason
Q58. Have you ever tried to change a behaviour (s) that negatively impacts your health? (Japan); Q60. (Base = ‘Yes’ to Q58) After changing a behaviour that negatively impacted your health, did you ever return
to that behaviour? (Japan)
HealthBarometer 2011 13

14. In Japan, family and friends are especially influential
in responsibility for health
ME
JAPAN
80%
Global
DON'T KNOW 70% 63% MY FAMILY AND FRIENDS
60%
50%
40% 44%
MY PUBLIC OR PRIVATE HEALTHCARE
NONE OF THE ABOVE
30% PROVIDERS/HEALTH INSURERS
20%
4% 33%
5%10%
0% 0% 3%
NON-GOVERNMENTAL
3% MY GOVERNMENT
ORGANIZATIONS
14%
6%
13%
BUSINESS IN GENERAL MY EMPLOYER(S)
COMPANIES I BUY PRODUCTS OR
MY LOCAL COMMUNITY
SERVICES FROM
Q.10. Thinking about the types of people and institutions who are responsible for your overall health, who from the list below would you say is most responsible for your overall health? (Select up to 3)
(Japan and Global)
HealthBarometer 2011 14

15. In Japan, family and friends are especially influential
in health as it relates to lifestyle
ME
80% JAPAN
70% Global
DON'T KNOW MY FAMILY AND FRIENDS
61%
60%
50%
48%
40%
30%
NONE OF THE ABOVE MY GOVERNMENT
20%
5%
10%
9% 6%
0%
1%
20%
7%
3%
NON-GOVERNMENTAL 22%
MY LOCAL COMMUNITY
ORGANIZATIONS
MY PUBLIC OR PRIVATE
HEALTHCARE PROVIDERS/HEALTH MY EMPLOYER(S)
INSURERS
BUSINESS IN GENERAL
Q.24.Thinking about the types of people and institutions who impact your lifestyle either positively or negatively, who has the most impact on your lifestyle as it relates to your overall health? (Select
up to 3) (Japan and Global)
HealthBarometer 2011 15

16. SOURCES OF
HEALTH INFORMATION
HealthBarometer 2011 16

17. In Japan, media is a top health information source
Compared to health professionals
70%
59%
60% 54%
50%
40% 37% 36%
30%
TV:44%
20%
10% Newspaper
:38%
0%
Conversations with Conversations with Traditional media Digital media
family & friends healthcare professional VS 44% GLOBAL
Read or watch health news or information
38% Usually turn to my healthcare provider to 67% at least weekly
validate information I get from other source
60% GLOBAL 52% GLOBAL
Q101.Where do you go for information to help you make general health decisions? [SELECT ALL THAT APPLY] (Japan) Traditional NET includes Articles in newspapers; Articles in magazines; Television news coverage; Radio news coverage ;
Digital NET includes Social networking sites; Content-sharing sites; Health-specific online message boards; Microblogging sites; Blogs; Online search engines; Articles, blogs or videos posted on a company website; Health-related websites;
Online articles in newspapers; Online articles in magazines; Online television news coverage; Online radio news coverage Q103. How often do you read or watch health news or information? (Japan) Q104-105. How much do you agree or
disagree with each of the following statements? Please use a nine-point scale where one means that you 'strongly disagree,' five means that you 'neither agree nor disagree' and nine means that you 'strongly agree.' (Japan) (Top 4 Box-
Agree)
HealthBarometer 2011 17

18. Digital works but few are regularly using for health
Tools provide enjoyment, immediacy and social connection
15%
REGULARLY USE TOOLS,
DEVICES, AND APPS FOR
MANAGING
OR TRACKING HEALTH
64%
OF THOSE SAY USING THESE
TECHNOLOGIES HAS HELPED
IMPROVE THEIR HEALTH
Q145. (Base= respondents who selected using online and/or mobile tracking device or tool, such as FitBit or BodyMedia; personal home health monitoring device, such as glucose or blood pressure monitor;
software applications for your computer; mobile ‘apps’ in Q143) In general, how much has the tool, device and/or software application or mobile 'app' helped improve your health? (Japan) (Top 2 Box –
Helpful = A great Deal/Somewhat)
HealthBarometer 2011 18

19. THE IMPERATIVE FOR
BUSINESS
HealthBarometer 2011 19

20. Health is an imperative for business
How important is it for business in general to improve or maintain the health of the public?
Q64. How important is it for business in general to improve or maintain the health of the public? Please use a 9-point scale where one means that you think it is “NOT AT ALL IMPORTANT” and
nine means that it is “EXTREMELY IMPORTANT” for business in general to improve or maintain the health of the public. (Top 4 Box - Important) (Global and 12 Individual Countries)
HealthBarometer 2011 20

21. Globally, business is not meeting expectations
Performance ratings especially low in Japan
How would you rate the performance of business in general in improving or maintaining the health of the public?
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Global US Canada Mexico Brazil UK France Italy Germany Russia India China Japan
Q81. Thinking about the ways you believe business in general should improve or maintain the health of the public, how would you rate the performance of business in general in improving or
maintaining the health of the public? (Top 2 box –Excellent/Good) (Global and 12 Individual Countries)
HealthBarometer 2011 21

22. In Japan, for all business, health must be central to public engagement
Companies expected to lead, innovate and educate
EMPLOYMENT
Enabling employees to have the
time to take care of their health
75% INNOVATION
Changing or eliminating products or services not
Offering health and wellness programs or considered healthy
coaching for employees & their families
74%
69%
Creating new products or services that maintain or
Supporting health of the improve the health of the public
communities in which it operates 71%
63%
EDUCATION/
COMMUNICATION PARTNERSHIP
Communicating health risks of Collaborating with other companies that produce
products or services similar products or services
76% 66%
Partnering with an NGO
Educating the public on 54%
healthy behaviors related to
product or services
58%
PHILANTHROPY
Contributing company time or employee expertise to
improve health of the public
65%
PUBLIC POLICY Donating products or services to improve the health of the public
Leading & convening discussions about 59%
government health priorities
Donating money to improve the health of the public
56%
54%
Q68. - Q80. How important is it for business in general to improve or maintain the health of the public in each of the following ways? Please use a 9-point scale where one means that you think it is
“NOT AT ALL IMPORTANT” and nine means that it is “EXTREMELY IMPORTANT” for business in general to improve or maintain the health of the public in each of the following ways? (Top 4 Box –
Important) (Japan)
HealthBarometer 2011 22

23. Health engagement increasingly builds trust
100%
90% 2010 86%
2011
80%
72% 71% 73%
68% 69% +10
70%
64%
+4
60% +7
+10 +17
50% +15
40%
30%
20%
10%
0%
US Canada UK France Germany Italy Japan
TRACKING Q83. If you think a company is effectively engaging in health, how does that affect your trust in that company? (Top 2 Box – Total Trust More) (US, Canada, UK, France, Germany, Italy, Japan);
Increases for US, UK, France, Germany, Italy and Japan are significant at the 95% confidence level compared to 2010.
HealthBarometer 2011 23

24. In Japan, emerging risk for companies that do not
effectively engage in health
ROInaction
_ + ROInvestment
35% 63%
Criticize it to others Recommend a company’s products or services
50% 66%
Refuse to buy its products or services Buy a company’s product or services
39% 57%
Share negative opinions or experiences Share positive opinions and experiences
56% 41%
Not want to work for it Want to work for it
55% 28%
Not invest in it Invest in it
26%
Pay a premium for its products or services
Q84- Q89. How likely would you be to do the following in relation to a company that you believe is effectively engaging in health? (Top 2 box- Total likely) (Japan); Q91. - Q95. How likely would you be to
do the following in relation to a company that you believe is NOT effectively engaging in health? (Top 2 box- Total likely) (Japan)
HealthBarometer 2011 24

25. Commercial interest doesn’t detract from credibility
Global appreciation for pharmaceutical industry expertise
KEY
CREDIBLE
NOT CREDIBLE
61% JAPAN
7% JAPAN
Q120. In general if you heard health-related information from a pharmaceutical company, brand or product, how credible do you think that information would be? (Top 2 Box-Credible = Extremely
Credible/Somewhat Credible and Bottom 2 Box-Not Credible = Not Very Credible/Not Credible at all)(Global, US, Latin America, EU, Asia) (Latin American includes Mexico and Brazil; EU includes
France, Germany, Italy and United Kingdom; Asia includes China, India and Japan)
HealthBarometer 2011 25

26. IN CONCLUSION
HealthBarometer 2011 26

27. Health, Motivated?
Japanese are more likely to rate their
overall health lower than others in Relationships, friends and family play
the world, citing experiencing weight a critical role in all aspects of health.
gain and effects of aging over the
past year.
Although health status may generally be better, Japanese
are dissatisfied with personal health status and are
concerned with health’s impact on aging.
People who engage in unhealthy
behaviors are motivated to
In a highly literate country, media
change, especially if their ability to
sources are used for health
do normal, everyday activities is
information more so than medical
impacted. But they will give up if
professionals.
they don’t experience the benefits of
behavior changes.
HealthBarometer 2011 27

28. Health, motivated, is an opportunity
1 …to evolve strong connections and inspire action
2 …to trigger meaningful societal change
3 …to grow trust, influence and commercial prosperity
4 …to educate people about wellness rather than sickness
HealthBarometer 2011 28

29. Health Barometer 2011
Health, Motivated?
www.edelman.com/healthbarometer
HealthBarometer 2011 29