msl germany's healthcare survey 2012 - news from the virtual waiting room
DESCRIPTION
A presentation that discusses MSL Germany's recent Healthcare Survey 2012.TRANSCRIPT
NEWS FROM THE VIRTUAL WAITING ROOMFrankfurt/Main, November 13th, 2012
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OnlookerSporadic User
NetworkerActive and confident
SmartActive, but careful
TraditionalistSocial Media
sceptic
ObserverPassive follower
ExplorerCritical Fact Tracer
26%Female20-39 yearsMedium educational level
13%Male40-49 yearsMedium educational level
17%Female20-39 yearsMedium educational level
13%Male50+ yearsLow educational level
15%Male30-49 yearsMedium educational level
16%Male40-59 yearsHigher educational level
23%Female20-39 yearsMedium educational level
12%Male40-49 yearsMedium educational level
20%Male20-39 yearsMedium educational level
12%Male50+ yearsLow educational level
16%Male30-49 yearsMedium educational level
18%Male40-59 yearsHigher educational level
2010
27%Well-balanced18-39 yearsMedium educational level
21%Male40-49 yearsMedium educational level
18%Female18-29 yearsMedium educational level
12%Female50+ yearsLow educational level
6%Well-balanced40+ yearsMedium educational level
15%Well-balanced18-39 yearsHigher educational level
TYPOLOGY
2011
2012
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NEEDS AND MOTIVATION IN SOCIAL MEDIA
CONTROL INFORMATION EXPLORATION
COLLABORATION
INTERACTIONSOCIAL
CONTENT
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NEEDS AND MOTIVATION IN SOCIAL MEDIA
Wish for data security / routine in dealing with social web
Social web as source of information/ preferences in information processing
Curiosity and research drive to find new platforms and forms of content
Participation in crowd sourcing and collaboration platforms for mutual goals
Eagerness in debating and dialog behavior in the social web
Progress reports and recommendations vs. editorial content
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ELECTRIC FIELD OF NEEDS AND MOTIVATIONS
Illustrates aspects of motivation for social media users.
Creates a comparator for target groups, brands and campaigns in the social web.
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EXPLORERS AND ONLOOKERS
The Onlooker is primarily motivated by the search for information and the possibility of self control. The social functions are of little interest to him.
The Explorer is motivated by various factors. Apart from his strong urge for detailed information he is also interested in the exchange with others and their peer reviews.
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Is 18-39 years old, sex distribution is well-balanced Higher educational level Makes up about 15% of users in health topics Searches for information and social interaction are in
balance Moves confidently and naturally along the social web In a dialog he wants to be perceived as a well-informed
partner
THE EXPLORER
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Is 40-59 years old, mostly male Medium educational level Makes up about 21% of users in health topics Acts rather passively in the social web Primarily searches for information Usually does not react on posts of others and does not
write posts himself
THE ONLOOKER
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Social Networks/Communities
Forums/News groups
Blogs Mobile Apps Wikipedia Internet media
80%
57%
38%
46%
66%
60%
42%
12%
6%
13%
52%
35%
RELEVANT (SOCIAL)WEB CHANNELS
Daily and weekly usage of internet applications
Explorer
Onlooker
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want to read other posts
appreciate the exchange with others
hope to find so far unknown information
70%
61%
55%
29%
19%
36%
SOCIAL MEDIA OFFERS ADDED VALUE
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Relevancy of opinions of other users Half of explorers value posts of
others higher than editorial content Same applies for about a quarter of
all onlookers(26%)
Influenced by the opinions of others More than half of explorers (52%) About a quarter of onlookers (24%)
USER-GENERATED-CONTENT IS KEY
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HEALTH ISSUE DEFINES HOW TO OBTAIN INFORMATION
Allergy – an important health topic for both groups: 58% of explorers and 41% of onlookers suffer from allergiesTheir most important source of information are progress reports of a third party apart from Wikipedia
Explorer Onlooker
Wikipedia Progress reports of a thrid party
Video platforms
Forums/ Communities
Newsletter Blogs
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DEMANDS ON HEALTH SERVICES IN THE WEB
Diverse content User-friendliness Quick responses from admins
Online consultation hours
76%79% 79%
52%53%
58%
64%
27%
Explorer
Onlooker
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do not believe that online consultations can compensate for physical visits to the doctor
can imagine to make use of online consultation hours
referring to services such as order recipes
would like to arrange appointments online
71%
51%
52%
82%
37%
27%
SERVICES „YES“, DIAGNOSIS „NO“
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Smartphones with internet access
Mobile Apps as source of information
Mobile Apps about health isssues
57%
46%
38%
27%
13%
17%
HEALTH ON THE GO
MOBILE HEALTH
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GOSMART: MOBILE-TRENDS IN GERMANY
of the total population use the mobile
internet. (BITKOM)
37%22%
of German internet users own a
smartphone. (VA 2012 Klassik I)
15%of the total
population use mobile apps for
information. (ARD-ZDF online survey)
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PHÄNOMEN SECOND SCREEN
of Germans use the internet while they are watching TV.
(BITKOM)
77%49%of smartphone owners use the mobile internet to pass leisure time.
(Google GoSmart Studie)
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TREND MOBILE HEALTH IN THE HEALTH SURVEY
28%
35%
44%
47%
40%
63%
Mobile Apps as source of information
Smartphones with internet access
Mobile Apps about health issues
Total 18- to 29-years
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The Institute for Medical Informatics at Oslo University Hospital in Oslo has developed the iPhone-app "iOncolex" that provides cancer patients with comprehensible information about their disease. "iOncolex" consists of informative texts, videos and numerous images about many cancer diseases in order to prepare patients for upcoming treatments and to explain the therapy procedures. The application is based on information from Oncolex.com, Norway‘s knowledge database for the treatment of cancer.
CASE: APP „IONCOLEX“–AN IPHONE-APP FOR CANCER PATIENTS
SOURCE:
INITIATOR:
http://ioncolex.com/
The Institute for Medical Informatics at Oslo University Hospital, Norwegen
CONTEXT: Healthstyle -> M-Health Source: TrendOne Trendexplorer
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CASE: APP „NOVUSPORT“ – FITNESS AS SOCIAL GAME
The start-up Novusport launches a fitness game that wants to encourage users to be more active and to share their sport activities virtually. Users choose one of 20 available sports and an "ActiveR", a previously defined goal. After that they check into a location where they want to reach their „ActiveR“. A second person makes a video from the exercise that will lead to an update of the "SportsGraph" after uploading it. The update is based on 10 physical and mental characteristics of the athlete. SOURCE:
INITIATOR:
http://www.novusport.com/
Novusport Inc., USA
CONTEXT: Game On -> Social GamesHealthstyle -> M-Health
Source: TrendOne Trendexplorer
DIGITAL HEALTHCARE SERVICES
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The main resistance against the digitalization of the public health sector are based mainly upon two concerns:
Quality control of the information and data protection.
We are experiencing that doctors and pharmacists are gradually rolling out their services into the internet or that digital appliances are being used in their practices as well as pharmacies. Also other providers are responding to users‘ requests for digital health offers.
Since the traditional public health system has not made many
efforts so far to access the digital space, this healthcare field is being dominated by publishers and startups. This is also shown by the great number of health platforms such as med1 or netdoktor.
TREND: DIGITAL HEALTHCARE SERVICES
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DIGITAL HEALTHCARE SERVICES IN THE HEALTH SURVEY
I would like to arrange doctor‘s
appointments online in the
future:
I don‘t consider a physical
consultation necessary in the
future:
I would consult a physician more
often via the internet:
28% 25% 41%
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CASE: DIGITALE SERVICES DOCTOR‘S PRACTICE –THE DIGITAL DOCTOR’S OFFICE
SOURCE:
INITIATOR:
http://www.covz.de
Gemeinschaftspraxis Dr. Buhs & Dr. Janssen, Deutschland
The implementation: Knee implant surgeries are demonstrated on Tablet PC to patients. Assignment of appointments, prescriptions and referrals can be ordered online via an application on the website of the doctor‘s office. Patients will also receive a regular newsletter.
The success: The education of patients and information are optimized. Well-informed patients can make decisions easier, e.g. concerning surgery. External presentation and online contact strengthen the patient liaison and generate awareness for the range of services. This will attract more patients and many of them will accept additional payments for health services not covered by insurance.
Source: Ärztezeitung
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CASE: „ZOCDOC”– DOCTOR’S APPOINTEMENTS AND FORMS ONLINE
ZocDoc detects physicians of every field in the requested area and allows patients to fix dates online and to fill in forms on the browser therefore having more time available for the actual consultation. A search mask allows patients to select their locality, their insurance, a medical field and a category to choose their concern. Thereupon the app will present doctors and their office hours, their photo and patient reviews. It takes only a few clicks for patients to fill out appointment forms for those physicians already participating in the online-appointment program.
SOURCE:
INITIATOR:
http://www.zocdoc.com/
ZocDoc Inc., USA
CONTEXT: Healthstyle -> E-Health
Source: TrendOne Trendexplorer
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CONCLUSION
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Health communication will not become any easier online.
But we can provide an overview and structure to offer more targeted and relevant supplies eventually.
Consumers are active in social media and are looking for and expecting offers.
The keys are added value and appropriateness. That means: Making the right offer in the right surrounding with relevant content and seeking for the dialogue with users with these expectations/wishes.
In that respect the health survey can provide the necessary orientation to reach target groups with tailored offers.
JUST DO IT?
© 2012 MSL GERMANY GMBHChausseestraße 8, D-10115 Berlin, +49 (0) 30 / 820 82 — 500, www.mslgroup.de
All thoughts and ideas of this presentation are lintellectual property of MSL Germany GmbH. The publication or distribution to third parties requires the agreement of the originator.