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Edelman Health Engagement Barometer 2010
The second global exploration by
                   Edelman of the public’s evolving
                   attitudes, actions, influences and
                   expectations in relation to health




HealthEngagement                                        2
Methodology
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




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.
                  HealthEngagement                                                                                       3
6 key findings

 1 Health joins Green as central to sustainability
 2 Personal and public health are converging
 3 The public naturally clusters into six health engagement
   segments

 4 Health action is motivated by several factors
 5 Health engagement drives trust and action
 6 Health is now a strategy for business across industries
       HealthEngagement                                       4
1 Health joins Green as central to sustainability
%
                   say that it is as important to protect
                   the health of the public as it is to
                   protect the environment




HealthEngagement                                            6
Health joins Green around the world


                                                                                                                                                              90%
                                                                  81%
                                   76%                                                                          77%                            78%
     73%                                           75%                                           72%
                    65%                                                                                                         64%                                           64%
                                                                                 64%




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



                                      Emerging Markets                               Developed Countries                                 Japan

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

                      HealthEngagement                                                                                                                                               7
%
say that sustainability is as much
about the health of people as it is
about the health of the planet




      HealthEngagement                8
Globally, people see health as central to sustainability



                                                                                                                                                            89%
                                                                 79%

                                                                                               68%                                           70%
     65%                                                                                                      66%            64%                                            64%
                                   63%
                                                 59%
                    47%                                                        49%




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


                                     Emerging Markets                              Developed Countries                                Japan

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

                     HealthEngagement                                                                                                                                             9
2 Personal and public health are converging
Engagement in personal health is virtually universal
Majority also interested in public health

                                                                                                                             Personal Health 91%

                                                                                                                                       Family Health 89%

                                                                                                                                           Nat’l Health 56%
                                                                                                                                                Community
                                                                                                                                                Health 55%
                                                                                                                                                 Global
                                                                                                                                                 Health 49%




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)


                    HealthEngagement                                                                                                                          11
Public health engagement is higher in emerging markets

100%



80%


            National
60%           Community
                 Global


40%



20%



 0%
          Global           US        Canada        Mexico         Brazil          UK         France          Italy     Germany          India        China            Japan




 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)


                     HealthEngagement                                                                                                                                         12
Public health engagement is highest in young adults


  60%




  40%




  20%




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


                                         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)

                 HealthEngagement                                                                                                               13
Public health engagement is higher in college educated people




  60%




  40%




  20%




   0%
                     Community Health                               National Health                                Global Health




                                     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)


                 HealthEngagement                                                                                                               14
What matters to me is what matters to us
Globally, the issues that matter on a personal level are also
major public health issues

                                         Fighting cancer
                                                                                                                                                 36%

    Providing access to affordable healthcare
                                                                                                                                      31%

                                     Preventing disease
                                                                                                                                    30%

            Improving the quality of healthcare
                                                                                                                                    30%

          Eliminating global infectious diseases
                                                                                                                               28%

                 Solving chronic health problems
                                                                                                                  22%

                                     Addressing obesity
                                                                                                         18%

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

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)

                  HealthEngagement                                                                                                                        15
Disease prevention most important in emerging markets while
fighting cancer top health priority in developed countries
                                                                                                         28%
                                                  Fighting cancer                                                         44%
                                                                                                   23%
                                                                                                     24%
             Providing access to affordable healthcare                                                            36%
                                                                                                            31%
                                                                                                               33%
                                             Preventing disease                                         27%
                                                                                                                      40%
                                                                                                             32%
                     Improving the quality of healthcare                                                   29%
                                                                                                     24%
                                                                                                         28%
                   Eliminating global infectious diseases                                                28%
                                                                                                       26%
                                                                                                20%
                          Solving chronic health problems                                             25%
                                                                                        12%
                                                                                                     24%
                                            Addressing obesity                             16%
                                                                                        12%


                             Emerging Markets                        Developed Countries                          Japan

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

                  HealthEngagement                                                                                                               16
3 The global public naturally clusters into six health
  engagement segments




    HealthEngagement                                     17
New dimension to how we view our publics



                                 Health
                                Actionists        Health
                                                 Apathetics
                                      14%
                                                 20%
                    Health
                 Traditionalists
                          14%                            Health
                                                        Neophytes
                                                         15%
                             Health
                          On-Demanders
                                                 Health
                                20%          Disempowereds
                                                  15%


       HealthEngagement                                             18
Health Actionists

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


DEMOGRAPHICS
Likely 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
Health Traditionalists

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

DEMOGRAPHICS
Slightly 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
Health On-Demanders
    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.

     DEMOGRAPHICS
     Most 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 Disempowereds
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.

DEMOGRAPHICS
Most likely to be female
May have children in the household, but
less likely to be married
They tend to be lower income and less educated
Least likely to live in an urban area

HEALTH BEHAVIORS
They are the most likely to suffer from a chronic
condition, smoke and likely to be overweight
Health Neophytes

    This segment tends to be
    younger, healthy and carefree.

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

     HEALTH BEHAVIORS
     They have the highest number without insurance
     They 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
Health Apathetics


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



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

HEALTH BEHAVIORS
While they tend not to take any prescription meds or
suffer from any chronic conditions, they tend to see the
doctor more frequently
Health Actionists most interested and involved in public health
                                                                                                                         Health Actionist
                                                                                                                         Health Traditionalists
                                                                                                                         Health On-Demanders
                                                                                                                         Health Disempowered
                                                                                                                         Health Neophytes
  80%                                                                                                                    Health Apathetics


  60%



  40%



  20%



   0%
                     Community Health                                  National 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)

                 HealthEngagement                                                                                                             25
4 Health action is motivated by several factors
Life moments are the right moments …but not alone

                                                                                  Aging
                                                                                  Aging                                                             30%
           Realize unhealthy behavior negative impacts                                                                                           27%
                Renewed emotional/spiritual conn.
                    Renewed emotional/spiritual conn.                                                                                           26%
                                    Becoming aaparent
                                      Becoming parent                                                                                          25%
                              Began/ended relationship
                           Began/ended relationship                                                                                          23%
                            Became advocate/caregiver                                                                                        23%
                            Changed healthcare cov.
                               Changed healthcare cov.                                                                                       23%
                                        Found/lost job
                                          Found/lost job                                                                                   21%
                                                Retired
                                                 Retired                                                                                   21%
                                     Death of loved one                                                                                   20%
                                 New medical condition
                              New medical condition                                                                                       20%
                                          Gained weight
                                        Gained weight                                                                                    19%
                                     New info from HCP                                                                                   19%
                             Advice from friends/family                                                                                  19%
                                           News Reports                                                                                  19%
                    Participate in health/wellness prog.                                                                                 19%
      Stopped being able to to do somethingenjoyed
           Stopped being able do something enjoyed                                                                                      18%
     LeLearned about new prevention/treatment option                                                                                    18%

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)


                   HealthEngagement                                                                                                                       27
Loved-one Connection: An important second ingredient

                                                  Aging                                                                                             30%
            Realize unhealthy behavior neg.behaviors
                           Realized unhealthy impacts                                                                                            27%
                     Renewed emotional/spiritual conn.                                                                                          26%
                                     Becoming a parent                                                                                         25%
                              Began/ended relationship                                                                                       23%
                            Became advocate/caregiver
                          Became advocate/caregiver                                                                                          23%
                                Changed healthcare cov.                                                                                      23%
                                          Found/lost job                                                                                   21%
                                                 Retired                                                                                   21%
                                  Death of ofloved one
                                     Death a loved one                                                                                    20%
                                 New medical condition                                                                                    20%
                                          Gained weight                                                                                  19%
                                     New info from HCP                                                                                   19%
                             Advice from friends/family                                                                                  19%
                                           News Reports                                                                                  19%
                    Participate in health/wellness prog.                                                                                 19%
           Stopped being able to do something enjoyed                                                                                   18%
    Learned about new prevention or treatment options                                                                                   18%

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)


                   HealthEngagement                                                                                                                       28
Information & Advice: Important but not sufficient to spur
strong behavior change
                                                  Aging                                                                                              30%
     Realize unhealthy behavior negative impacts family                                                                                           27%
               Renewed emotional/spiritual connection                                                                                            26%
                                     Becoming a parent                                                                                          25%
                              Began/ended relationship                                                                                        23%
                            Became advocate/caregiver                                                                                         23%
                          Changed healthcare coverage                                                                                         23%
                                          Found/lost job                                                                                    21%
                                                 Retired                                                                                    21%
                                     Death of loved one                                                                                    20%
                                 New medical condition                                                                                     20%
                                          Gained weight                                                                                   19%
                                   New Info From HCP
                                     New info from HCP                                                                                    19%
                          Advice from friends/family
                             Advice from friends/family                                                                                   19%
                                        News/Reports
                                           News Reports                                                                                   19%
                Participate in health/wellness prog.
                    Participate in health/wellness prog.                                                                                  19%
           Stopped being able to do something enjoyed                                                                                    18%
Learned about new prevention or treatment options
       Learned about new prevention/treatment option                                                                                     18%

 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)


                      HealthEngagement                                                                                                                     29
The Health Motivation Equation includes more than new
information



    My life
    moment    +   Loved-one
                  Connection   +   Trusted
                                   information/
                                   advice
                                                  The personal
                                                  and public
                                                  health factor   =
5 Health engagement drives trust and action
%
say that business should be as
engaged in maintaining and
improving personal and public
health as it is in maintaining
and improving the environment



        HealthEngagement         32
Health joins the environment as a business imperative



                                                                                                                                                       87%
                                               82%             80%

    69%                                                                                     70%            69%            69%            68%
                                 64%                                                                                                                                     65%

                  52%
                                                                             48%




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


                                     Emerging Markets                             Developed Countries                              Japan

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

                     HealthEngagement                                                                                                                                          33
Globally, only about one third trust business to
fulfill its role in addressing health




     HealthEngagement                              34
When it comes to health, business faces a trust deficit while
other institutions have a trust advantage

       71%
                                     68%

                                                                                                                                                                       58%
                                                                   53%                           51%                           50%
                                                                            45%                            46%                           45%

                                                                                                                                                             36%
                                              29%
                26%




       Academia                         NGOs                     Government                    News Media                 Primary Schools                      Business


                                    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)


                    HealthEngagement                                                                                                                                                  35
Academia and NGOs most trusted to fulfill role in health
      Government and news media also highly trusted in India and China

80%




60%




40%




20%




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


                  Academia             NGOS           Government              News Media              Primary Schools                 Business


  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)

                    HealthEngagement                                                                                                                        36
Health engagement drives trust




             Trust less: a company that is NOT
               effectively engaging in health
                                                              _+               Trust more: a company that is
                                                                               effectively engaging in health
57%                                                                                                                                                 72%




 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)

                  HealthEngagement                                                                                                                     37
Health engagement drives purchases, recommendations and
investment
         Companies not engaged in health
                                                            _ +              Companies engaged in health

                   48%                                                                                                   65%
                                       Criticize it to others        Recommend its products or services

                 51%                                                                                                     65%
                Refuse to buy its products or services               Buy its product or services

                   49%                                                                                                  64%
                Share negative opinions/ experiences                 Share positive opinions/ experiences

                  50%                                                                                       48%
                          Would not want to work for it              Want to work for it

               54%                                                                                   40%
                                              Not invest in it       Invest in it

                                                                                                   39%
                                                                     Pay a premium for its products or services


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)

                 HealthEngagement                                                                                                                     38
Health is now a strategy for business
                   across industries

HealthEngagement                                           39
The public expects business to engage in health in multiple ways

Ensuring their health-related products or services are
                                                                                                                                                                        78%
                                            accessible
          Communicating health risks of their products or
                                                                                                                                                                        78%
                                                 services
   Helping employees and their families lead healthier
                                                                                                                                                                       77%
                                                 lives
 Educating the public on health topics related to their
                                                                                                                                                                     75%
                                  products or services
     Creating new products or services that maintain or
                                                                                                                                                                     75%
                                        improve health

        Supporting the health of their local communities                                                                                                          71%

                                               Helping to address obesity                                                                                        70%

                                           Contributing to global health                                                                                      67%

                                Participating in health public policy                                                                                       65%


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)


                     HealthEngagement                                                                                                                                             40
People in emerging markets have higher expectations for
business to engage in health
                                                                                                                                                                              85%
     Ensuring their health-related products or services are accessible                                                                                                76%
                                                                                                                                                    56%
                                                                                                                                                                              85%
               Communicating health risks of their products or services                                                                                               76%
                                                                                                                                                        61%
                                                                                                                                                                                  86%
              Helping employees and their families lead healthier lives                                                                                          71%
                                                                                                                                                                  73%
   Educating the public on health topics related to their products or                                                                                                         85%
                                                                                                                                                                71%
                                                             services                                                                                        66%
                                                                                                                                                                              84%
 Creating new products or services that maintain or improve health                                                                                              70%
                                                                                                                                                                 71%
                                                                                                                                                                            83%
                         Supporting the health of their local communities                                                                                64%
                                                                                                                                                       60%
                                                                                                                                                                        78%
                                                        Helping to address obesity                                                                         66%
                                                                                                                                                        61%
                                                                                                                                                                         80%
                                                     Contributing to global health                                                                     60%
                                                                                                                                                 53%
                                                                                                                                                                        78%
                                            Participating in health public policy                                                                   56%
                                                                                                                                                     58%

                                     Emerging Markets                               Developed Countries                                Japan
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


                    HealthEngagement                                                                                                                                                41
All industries expected to engage in health beyond helping
   employees

   90%               90%                 89%               88%                86%
                                                                                                  83%                82%                 82%                82%
                                                                                                                                                                               77%




Bio/pharma &        Healthcare           Food/               OTC/              Media/             Insurance          Consumer           Brewing/              Retail           Banking/
   Medical          Providers           Beverage         Personal Care      Entertainment                           Technology           Spirits                               Finance
   Products




 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)

                      HealthEngagement                                                                                                                                                  42
Expectations of industries vary by
  dimension priority: Global
70%



60%




50%



40%



30%



20%



10%


             Bio/ Pharma        Healthcare    OTC/                  Food/           Media/     Insurance             Consumer        Brewing/           Retail        Banking/
              & Medical         providers Personal care            Beverage      Entertainment                      technology         Sprits                         Finance
               Products

  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

                       HealthEngagement                                                                                                                                          43
Ensuring health-related products or
  services are accessible

70%



60%




50%



40%




30%



20%




10%


             Bio/ Pharma        Healthcare    OTC/                  Food/           Media/     Insurance             Consumer        Brewing/           Retail        Banking/
              & Medical         providers Personal care            Beverage      Entertainment                      technology         Sprits                         Finance
               Products

  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)


                       HealthEngagement                                                                                                                                          44
Communicating health risks of products
  or services

70%



60%



50%




40%



30%



20%



10%


             Bio/ Pharma        Healthcare    OTC/                  Food/           Media/     Insurance             Consumer        Brewing/           Retail        Banking/
              & Medical         providers Personal care            Beverage      Entertainment                      technology         Sprits                         Finance
               Products

  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)


                       HealthEngagement                                                                                                                                          45
Helping employees and their
  families lead healthier lives

70%




60%



50%




40%



30%




20%



10%


             Bio/ Pharma        Healthcare    OTC/                  Food/           Media/     Insurance             Consumer        Brewing/           Retail        Banking/
              & Medical         providers Personal care            Beverage      Entertainment                      technology         Sprits                         Finance
               Products

  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)


                       HealthEngagement                                                                                                                                          46
Educating the public on health topics
  related to products or services

70%




60%



50%




40%



30%




20%



10%


             Bio/ Pharma        Healthcare    OTC/                  Food/           Media/     Insurance             Consumer        Brewing/           Retail        Banking/
              & Medical         providers Personal care            Beverage      Entertainment                      technology         Sprits                         Finance
               Products

  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)


                       HealthEngagement                                                                                                                                          47
Creating new products or services
  that maintain or improve health

70%




60%



50%




40%



30%




20%



10%


             Bio/ Pharma        Healthcare    OTC/                  Food/           Media/     Insurance             Consumer        Brewing/           Retail        Banking/
              & Medical         providers Personal care            Beverage      Entertainment                      technology         Sprits                         Finance
               Products

  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)


                       HealthEngagement                                                                                                                                          48
Supporting the health of
  local communities

70%



60%




50%



40%




30%



20%



10%


             Bio/ Pharma        Healthcare    OTC/                  Food/           Media/     Insurance             Consumer        Brewing/           Retail        Banking/
              & Medical         providers Personal care            Beverage      Entertainment                      technology         Sprits                         Finance
               Products

  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)


                       HealthEngagement                                                                                                                                          49
Helping to address obesity


70%



60%




50%



40%



30%



20%



10%


             Bio/ Pharma        Healthcare    OTC/                  Food/           Media/     Insurance             Consumer        Brewing/           Retail        Banking/
              & Medical         providers Personal care            Beverage      Entertainment                      technology         Sprits                         Finance
               Products

  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)


                       HealthEngagement                                                                                                                                          50
Contributing to global health


70%




60%



50%




40%



30%




20%



10%


             Bio/ Pharma        Healthcare    OTC/                  Food/           Media/     Insurance             Consumer        Brewing/           Retail        Banking/
              & Medical         providers Personal care            Beverage      Entertainment                      technology         Sprits                         Finance
               Products

  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)


                       HealthEngagement                                                                                                                                          51
Participating in health public policy


70%




60%



50%




40%



30%




20%



10%


             Bio/ Pharma        Healthcare    OTC/                  Food/           Media/     Insurance             Consumer        Brewing/           Retail        Banking/
              & Medical         providers Personal care            Beverage      Entertainment                      technology         Sprits                         Finance
               Products

  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)


                       HealthEngagement                                                                                                                                          52
Expectations of industries vary by
  dimension priority: Global
70%



60%




50%



40%



30%



20%



10%


             Bio/ Pharma        Healthcare    OTC/                  Food/           Media/     Insurance             Consumer        Brewing/           Retail        Banking/
              & Medical         providers Personal care            Beverage      Entertainment                      technology         Sprits                         Finance
               Products

  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

                       HealthEngagement                                                                                                                                          53
Health Engagement Strategic Imperatives

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

   Treat health as a growth and innovation opportunity

   Leverage existing competencies in health education and marketing

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

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

   Include Health Actionists in your channel plans

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

   Don’t just inform, inspire
Data analysis
COUNTRY ANALYSIS                                           TYPES OF HEALTH COVERAGE
Brazil                                                     Public or government-sponsored
Canada                                                     Employer or union-sponsored
China                                                      Private insurance paid for by me or someone I am dependent on
France
Germany
India
                                                           DISEASE STATES
                                                           Diabetes
Italy
                                                           Heart disease
Japan
                                                           Cancer
Mexico
                                                           Anxiety, depression or other mental disorder
United Kingdom
                                                           Rheumatoid arthritis, Crohn’s disease, lupus, psoriasis or other auto-immune disease
United States (*5,000 interviews in the US)
                                                           Asthma, COPD, emphysema or other respiratory disease
                                                           Seasonal allergies
DEMOGRAPHICS                                               Macular degeneration, glaucoma or other eye disease
Age                                                        Chronic pain
Children under 18                                          Osteoporosis
Mothers (Female + Children under 18)                       Insomnia, sleep apnea or other sleep disorder
Marital status                                             GERD, irritable bowel syndrome, ulcers or other gastrointestinal condition
Live in a city, town, suburb or rural area                 Incontinence or other urological condition
Employed vs. unemployed
Employed by a health related company
Managers and above
                                                           SEGMENTATIONS
                                                           How to reach them?
Gender
                                                           Attitudes towards health
Race (in the U.S.)
                                                           Attitudes towards business
Political party (in the U.S.)
                                                           Health-related behaviors
College educated or less than college
                                                           Disease states by segmentation
Income (high, medium, low)
                                                           Health categories


HEALTH DEMOGRAPHICS                                        HEALTH CATEGORIES
Number of doctor’s visits per year                         Health and wellness
Take prescription medication                               Science and medicine
Take over-the-counter medication                           Healthcare
Take vitamins or supplements                               Health policy
Suffer from a serious or chronic health condition
Caregiver
Smokes cigarettes
Overweight, normal weight, underweight (self perception)


                      HealthEngagement                                                                                                            55

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Edelman Health Engagement Barometer 2010

  • 2. The second global exploration by Edelman of the public’s evolving attitudes, actions, influences and expectations in relation to health HealthEngagement 2
  • 3. Methodology 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 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. HealthEngagement 3
  • 4. 6 key findings 1 Health joins Green as central to sustainability 2 Personal and public health are converging 3 The public naturally clusters into six health engagement segments 4 Health action is motivated by several factors 5 Health engagement drives trust and action 6 Health is now a strategy for business across industries HealthEngagement 4
  • 5. 1 Health joins Green as central to sustainability
  • 6. % say that it is as important to protect the health of the public as it is to protect the environment HealthEngagement 6
  • 7. Health joins Green around the world 90% 81% 76% 77% 78% 73% 75% 72% 65% 64% 64% 64% Global US Canada Mexico Brazil UK France Italy Germany India China Japan Emerging Markets Developed Countries Japan 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 HealthEngagement 7
  • 8. % say that sustainability is as much about the health of people as it is about the health of the planet HealthEngagement 8
  • 9. Globally, people see health as central to sustainability 89% 79% 68% 70% 65% 66% 64% 64% 63% 59% 47% 49% Global US Canada Mexico Brazil UK France Italy Germany India China Japan Emerging Markets Developed Countries Japan 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 HealthEngagement 9
  • 10. 2 Personal and public health are converging
  • 11. Engagement in personal health is virtually universal Majority also interested in public health Personal Health 91% Family Health 89% Nat’l Health 56% Community Health 55% Global Health 49% 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) HealthEngagement 11
  • 12. Public health engagement is higher in emerging markets 100% 80% National 60% Community Global 40% 20% 0% Global US Canada Mexico Brazil UK France Italy Germany India China Japan 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) HealthEngagement 12
  • 13. Public health engagement is highest in young adults 60% 40% 20% 0% Ages 18-24 Ages 25-34 Ages 35-49 Ages 50-64 Ages 65+ 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) HealthEngagement 13
  • 14. Public health engagement is higher in college educated people 60% 40% 20% 0% Community Health National Health Global Health 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) HealthEngagement 14
  • 15. What matters to me is what matters to us Globally, the issues that matter on a personal level are also major public health issues Fighting cancer 36% Providing access to affordable healthcare 31% Preventing disease 30% Improving the quality of healthcare 30% Eliminating global infectious diseases 28% Solving chronic health problems 22% Addressing obesity 18% *Top 7 most important health issues globally (out of 15) 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) HealthEngagement 15
  • 16. Disease prevention most important in emerging markets while fighting cancer top health priority in developed countries 28% Fighting cancer 44% 23% 24% Providing access to affordable healthcare 36% 31% 33% Preventing disease 27% 40% 32% Improving the quality of healthcare 29% 24% 28% Eliminating global infectious diseases 28% 26% 20% Solving chronic health problems 25% 12% 24% Addressing obesity 16% 12% Emerging Markets Developed Countries Japan 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 HealthEngagement 16
  • 17. 3 The global public naturally clusters into six health engagement segments HealthEngagement 17
  • 18. New dimension to how we view our publics Health Actionists Health Apathetics 14% 20% Health Traditionalists 14% Health Neophytes 15% Health On-Demanders Health 20% Disempowereds 15% HealthEngagement 18
  • 19. Health Actionists This group is highly engaged and interested in health; and, unlike other segments, these people persuade others to take action DEMOGRAPHICS Likely 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
  • 20. Health Traditionalists 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 DEMOGRAPHICS Slightly 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
  • 21. Health On-Demanders 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. DEMOGRAPHICS Most 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
  • 22. Health Disempowereds 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. DEMOGRAPHICS Most likely to be female May have children in the household, but less likely to be married They tend to be lower income and less educated Least likely to live in an urban area HEALTH BEHAVIORS They are the most likely to suffer from a chronic condition, smoke and likely to be overweight
  • 23. Health Neophytes This segment tends to be younger, healthy and carefree. DEMOGRAPHICS Slightly younger and equally male and female. This is a heavily urban segment, the least likely to be married HEALTH BEHAVIORS They have the highest number without insurance They 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
  • 24. Health Apathetics 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 DEMOGRAPHICS Slightly more male and less likely to be a college graduate or work in a managerial position HEALTH BEHAVIORS While they tend not to take any prescription meds or suffer from any chronic conditions, they tend to see the doctor more frequently
  • 25. Health Actionists most interested and involved in public health Health Actionist Health Traditionalists Health On-Demanders Health Disempowered Health Neophytes 80% Health Apathetics 60% 40% 20% 0% Community Health National 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) HealthEngagement 25
  • 26. 4 Health action is motivated by several factors
  • 27. Life moments are the right moments …but not alone Aging Aging 30% Realize unhealthy behavior negative impacts 27% Renewed emotional/spiritual conn. Renewed emotional/spiritual conn. 26% Becoming aaparent Becoming parent 25% Began/ended relationship Began/ended relationship 23% Became advocate/caregiver 23% Changed healthcare cov. Changed healthcare cov. 23% Found/lost job Found/lost job 21% Retired Retired 21% Death of loved one 20% New medical condition New medical condition 20% Gained weight Gained weight 19% New info from HCP 19% Advice from friends/family 19% News Reports 19% Participate in health/wellness prog. 19% Stopped being able to to do somethingenjoyed Stopped being able do something enjoyed 18% LeLearned about new prevention/treatment option 18% 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) HealthEngagement 27
  • 28. Loved-one Connection: An important second ingredient Aging 30% Realize unhealthy behavior neg.behaviors Realized unhealthy impacts 27% Renewed emotional/spiritual conn. 26% Becoming a parent 25% Began/ended relationship 23% Became advocate/caregiver Became advocate/caregiver 23% Changed healthcare cov. 23% Found/lost job 21% Retired 21% Death of ofloved one Death a loved one 20% New medical condition 20% Gained weight 19% New info from HCP 19% Advice from friends/family 19% News Reports 19% Participate in health/wellness prog. 19% Stopped being able to do something enjoyed 18% Learned about new prevention or treatment options 18% 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) HealthEngagement 28
  • 29. Information & Advice: Important but not sufficient to spur strong behavior change Aging 30% Realize unhealthy behavior negative impacts family 27% Renewed emotional/spiritual connection 26% Becoming a parent 25% Began/ended relationship 23% Became advocate/caregiver 23% Changed healthcare coverage 23% Found/lost job 21% Retired 21% Death of loved one 20% New medical condition 20% Gained weight 19% New Info From HCP New info from HCP 19% Advice from friends/family Advice from friends/family 19% News/Reports News Reports 19% Participate in health/wellness prog. Participate in health/wellness prog. 19% Stopped being able to do something enjoyed 18% Learned about new prevention or treatment options Learned about new prevention/treatment option 18% 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) HealthEngagement 29
  • 30. The Health Motivation Equation includes more than new information My life moment + Loved-one Connection + Trusted information/ advice The personal and public health factor =
  • 31. 5 Health engagement drives trust and action
  • 32. % say that business should be as engaged in maintaining and improving personal and public health as it is in maintaining and improving the environment HealthEngagement 32
  • 33. Health joins the environment as a business imperative 87% 82% 80% 69% 70% 69% 69% 68% 64% 65% 52% 48% Global US Canada Mexico Brazil UK France Italy Germany India China Japan Emerging Markets Developed Countries Japan 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 HealthEngagement 33
  • 34. Globally, only about one third trust business to fulfill its role in addressing health HealthEngagement 34
  • 35. When it comes to health, business faces a trust deficit while other institutions have a trust advantage 71% 68% 58% 53% 51% 50% 45% 46% 45% 36% 29% 26% Academia NGOs Government News Media Primary Schools Business 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) HealthEngagement 35
  • 36. Academia and NGOs most trusted to fulfill role in health Government and news media also highly trusted in India and China 80% 60% 40% 20% 0% Global U.S. Canada Mexico Brazil U.K. France Italy Germany India China Japan Academia NGOS Government News Media Primary Schools Business 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) HealthEngagement 36
  • 37. Health engagement drives trust Trust less: a company that is NOT effectively engaging in health _+ Trust more: a company that is effectively engaging in health 57% 72% 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) HealthEngagement 37
  • 38. Health engagement drives purchases, recommendations and investment Companies not engaged in health _ + Companies engaged in health 48% 65% Criticize it to others Recommend its products or services 51% 65% Refuse to buy its products or services Buy its product or services 49% 64% Share negative opinions/ experiences Share positive opinions/ experiences 50% 48% Would not want to work for it Want to work for it 54% 40% Not invest in it Invest in it 39% Pay a premium for its products or services 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) HealthEngagement 38
  • 39. Health is now a strategy for business across industries HealthEngagement 39
  • 40. The public expects business to engage in health in multiple ways Ensuring their health-related products or services are 78% accessible Communicating health risks of their products or 78% services Helping employees and their families lead healthier 77% lives Educating the public on health topics related to their 75% products or services Creating new products or services that maintain or 75% improve health Supporting the health of their local communities 71% Helping to address obesity 70% Contributing to global health 67% Participating in health public policy 65% 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) HealthEngagement 40
  • 41. People in emerging markets have higher expectations for business to engage in health 85% Ensuring their health-related products or services are accessible 76% 56% 85% Communicating health risks of their products or services 76% 61% 86% Helping employees and their families lead healthier lives 71% 73% Educating the public on health topics related to their products or 85% 71% services 66% 84% Creating new products or services that maintain or improve health 70% 71% 83% Supporting the health of their local communities 64% 60% 78% Helping to address obesity 66% 61% 80% Contributing to global health 60% 53% 78% Participating in health public policy 56% 58% Emerging Markets Developed Countries Japan 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 HealthEngagement 41
  • 42. All industries expected to engage in health beyond helping employees 90% 90% 89% 88% 86% 83% 82% 82% 82% 77% Bio/pharma & Healthcare Food/ OTC/ Media/ Insurance Consumer Brewing/ Retail Banking/ Medical Providers Beverage Personal Care Entertainment Technology Spirits Finance Products 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) HealthEngagement 42
  • 43. Expectations of industries vary by dimension priority: Global 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products 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 HealthEngagement 43
  • 44. Ensuring health-related products or services are accessible 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products 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) HealthEngagement 44
  • 45. Communicating health risks of products or services 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products 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) HealthEngagement 45
  • 46. Helping employees and their families lead healthier lives 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products 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) HealthEngagement 46
  • 47. Educating the public on health topics related to products or services 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products 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) HealthEngagement 47
  • 48. Creating new products or services that maintain or improve health 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products 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) HealthEngagement 48
  • 49. Supporting the health of local communities 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products 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) HealthEngagement 49
  • 50. Helping to address obesity 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products 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) HealthEngagement 50
  • 51. Contributing to global health 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products 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) HealthEngagement 51
  • 52. Participating in health public policy 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products 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) HealthEngagement 52
  • 53. Expectations of industries vary by dimension priority: Global 70% 60% 50% 40% 30% 20% 10% Bio/ Pharma Healthcare OTC/ Food/ Media/ Insurance Consumer Brewing/ Retail Banking/ & Medical providers Personal care Beverage Entertainment technology Sprits Finance Products 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 HealthEngagement 53
  • 54. Health Engagement Strategic Imperatives Assess and address your organization’s and brand’s health assets and liabilities Treat health as a growth and innovation opportunity Leverage existing competencies in health education and marketing Enlist employees to participate in your health engagement strategies for other stakeholders Factor in people’s complex relationship with health, from consumers to carers to citizens Include Health Actionists in your channel plans Factor in the public health interest of not only emerging markets but emerging (younger) adults Don’t just inform, inspire
  • 55. Data analysis COUNTRY ANALYSIS TYPES OF HEALTH COVERAGE Brazil Public or government-sponsored Canada Employer or union-sponsored China Private insurance paid for by me or someone I am dependent on France Germany India DISEASE STATES Diabetes Italy Heart disease Japan Cancer Mexico Anxiety, depression or other mental disorder United Kingdom Rheumatoid arthritis, Crohn’s disease, lupus, psoriasis or other auto-immune disease United States (*5,000 interviews in the US) Asthma, COPD, emphysema or other respiratory disease Seasonal allergies DEMOGRAPHICS Macular degeneration, glaucoma or other eye disease Age Chronic pain Children under 18 Osteoporosis Mothers (Female + Children under 18) Insomnia, sleep apnea or other sleep disorder Marital status GERD, irritable bowel syndrome, ulcers or other gastrointestinal condition Live in a city, town, suburb or rural area Incontinence or other urological condition Employed vs. unemployed Employed by a health related company Managers and above SEGMENTATIONS How to reach them? Gender Attitudes towards health Race (in the U.S.) Attitudes towards business Political party (in the U.S.) Health-related behaviors College educated or less than college Disease states by segmentation Income (high, medium, low) Health categories HEALTH DEMOGRAPHICS HEALTH CATEGORIES Number of doctor’s visits per year Health and wellness Take prescription medication Science and medicine Take over-the-counter medication Healthcare Take vitamins or supplements Health policy Suffer from a serious or chronic health condition Caregiver Smokes cigarettes Overweight, normal weight, underweight (self perception) HealthEngagement 55