Edelman Health Barometer 2011: Global Deck

HealthBarometer 2011 1

Health Barometer 2011 OCTOBER, 2011

Health, Activated


*In the global total, the U.S. sample size is weighted down to 1,000 respondents to represent an equivalent portion of the total sample size as each of the other countries. Note: The study was representative of the total country population in all markets.

Methodology

Fielded June 10 – July 26, 2011

15,165 adults 18+ in 12 countries

5,127 in the US*

20-minute online interviews in Canada, France, Germany, Italy, Japan, Russia, the United Kingdom and the United States

30-minute face-to-face interviews in Brazil, China, India and Mexico

Total margin of error <1%

Conducted by StrategyOne

Health Barometer 2011


Q7. How would you define being healthy? Please complete the following statement in the box below: To me, being healthy means . . . . [OPEN-ENDED QUESTION] (Global) * Codes 3% or below do not appear in image

ACTIVE & FIT LIFESTYLE

FUNCTIONING BODY

ABSENCE OF DISEASES MENTAL & EMOTIONAL HEALTH BALANCED & NUTRITIOUS DIET

ABSENCE OF DRUGS & ALCOHOL HEALTHY WEIGHT

ENERGY

ABILITY TO EXERCISE

For 80% of the public, health means more than being disease-free


THE HEALTHCARE SYSTEM 38%

41% 68% ME BUSINESS

IN GENERAL GOV’T FAMILY/

FRIENDS ME GOV’T FAMILY/

FRIENDS ME GOV’T HEALTHCARE

PROVIDER OR INSURER

ME GOV’T 48% 27% 40% 75% 43% 20% 75% 36% 20% 20%

People believe personal and social behaviors shape health most Institutions not activating in sync with priorities

THE ENVIRONMENT 44%

YOUR LIFESTYLE 56%

Q11-15. How much impact, either positive or negative, does each of the following have on your overall health? Please use a 9-point scale where one means that you think it has “NO IMPACT AT ALL” and nine means that it has a “GREAT DEAL OF IMPACT” on your overall health. (Top 2 box – Great Deal of Impact) (Global); Q16, Q20, Q24, Q28. Thinking about the types of people and institutions who impact the environment /your nutrition/your lifestyle/ the healthcare system in your country either positively or negatively, who from the list below would you say has the most impact on the environment / your nutrition/ your lifestyle/ the healthcare system in your country as it relates to your overall health? [SELECT UP TO THREE] (Global) (only responses ranking in the top three are shown)

YOUR NUTRITION 55%


Young adults see greatest social role in personal health Social health engagement and influence also highest in this ‘emerging’ market

79%

38%

Me My family and friends

20%

18-30 YRS OLD 46-64 YRS OLD

Q10. Thinking about the types of people and institutions who are responsible for your overall health, who from the list below would you say is most responsible for your overall health? [SELECT UP TO THREE] (Global)


Header

& Text

LIFESTYLE NUTRITION ENVIRONMENT HEALTHCARE SYSTEM

Me

My family and friends

My local community

MY EMPLOYER(S)

BUSINESS IN GENERAL

MY GOVERNMENT

NGOs

My healthcare providers / insurers

72/12 71/12 67/12 70/8

77/11 76/10 76/11 76/11

63/17 65/15 55/24 61/19

45/39 55/30 49/34 67/18

52/34 40/45 31/53 42/43

41/44 44/43 38/43 37/48

72/13 72/15 63/17 65/18

64/21 73/14 61/21 51/30

POSITIVE IMPACT

NEITHER POSITIVE OR NEGATIVE IMPACT

KEY

+

=

_

Global ‘healthprint’ for business out of step with individuals Social connections have highest positive impact

NEGATIVE IMPACT

Global


Header

& Text


Me


My local community

MY EMPLOYER(S)

BUSINESS IN GENERAL

MY GOVERNMENT

NGOs


77/9 76/10 74/5 74/5

79/9 72/15 78/8 78/10

63/18 66/17 57/20 57/23

51/36 63/26 56/27 55/25

39/45 31/52 23/60 22/60

37/49 45/42 36/45 28/57

n/a 55/27 58/23 54/27

74/13 76/8 64/17 43/42

POSITIVE IMPACT


KEY

+

=

_ NEGATIVE IMPACT

US

US: Business and government perceived to have negative influence Poor ratings for health span full spectrum of influences


Header

& Text


Me


My local community

MY EMPLOYER(S)

BUSINESS IN GENERAL

MY GOVERNMENT

NGOs


74/9 73/10 69/8 69/6

81/9 78/10 76/9 73/9

57/24 55/20 49/25 49/30

36/46 39/46 35/44 47/31

29/52 28/55 20/63 27/55

28/57 36/51 30/48 31/53

n/a 59/23 56/22 62/19

65/20 70/14 65/16 54/26

POSITIVE IMPACT


KEY

+

=

_ NEGATIVE IMPACT

EU

EU: Negative view of business and government more widespread

HealthBarometer 2011 9 9

82%

72%

78% 82%

91%

76%

86%

93%

78%

85% 87% 86%

77%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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

How important is it for business in general to improve or maintain the health of the public?

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

Activating health is a global imperative for business


32%

23% 20%

38%

54%

18% 21% 21% 20%

17%

91%

60%

19%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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

Q81. Thinking about the ways you believe business in general should improve or maintain the health of the public, how would you rate the performance of business in general in improving or maintaining the health of the public? (Top 2 box –Excellent/Good) (Global and 12 Individual Countries)

How would you rate the performance of business in general in improving or maintaining the health of the public?

Business is not meeting expectations, especially in developed countries


Q34. How much do you agree or disagree with each of the following statements? Please use a nine-point scale where one means that you “strongly disagree,” five means that you “neither agree nor disagree” and nine means that you “strongly agree.” – “I have spent less time with a friend because of his or her negative health-related behavior(s).”(Top 4 Box –Agree; Neither Agree nor Disagree – 5 on 9-point scale; Bottom 4 Box - Disagree) (Global)

spend less time with a friend because of their unhealthy behavior

31% do not spend less time with a friend because of their unhealthy behavior

44%

NEUTRAL: 25%

More frequent consumers of health information

Less likely to engage in

unhealthy behaviors

Less likely to relapse after changing an unhealthy

behavior

Social interaction is key to spreading good health People cluster around familiar behaviors avoiding candid conversations


Social influence among the top motivators of health behavior change

Aspiration Social Influence Direct incentives Information

HEALTH BEHAVIOR CHANGE MOTIVATORS

.

.

. .

Q 36. Do you engage in any behavior that you think negatively impacts your health? (Global Regression Analysis); Q38. - 55. (Base = ‘Yes’ to Q36) Now please indicate how much each of the following factors would motivate you to change a behavior that negatively impacts your health. Use a nine-point scale where one means that the factor is “not at all motivating,” and nine means it is “extremely motivating.” (Global Regression Analysis); Q56. (Base = ‘Yes’ to Q36) After considering the factors in the previous question, now how motivated are you to change the behavior that negatively impacts your health? (Global Regression Analysis) Q58. Have you ever tried to change a behavior (s) that negatively impacts your health? (Global)


Triggers of action in personal health advocacy

Q62. Now thinking about other people, which, if any, of the following would prompt or trigger you to try to motivate another person to take better care of his or her health? [SELECT ALL THAT APPLY] (Global)

Health altruism an opportunity to drive critical societal change Helping others more motivating than personal gain

Realizing the long-term health

of another person would

improve

Making a personal

commitment to help others

Experiencing a significant

life event

Reading or hearing

information in the news

Receiving praise or

recognition

Fearing the loss of a

relationship

Joining a support network

24% 10% 23% 43% 28% 21% 19%

None of the

above

14%


Q58. Have you ever tried to change a behavior (s) that negatively impacts your health? (Global); Q60. (Base = ‘Yes’ to Q58) After changing a behavior that negatively impacted your health, did you ever return to that behavior? (Global); Q61. (Base = ‘Yes’ to Q60) Which, if any, of the following reasons describe why you returned to the behavior(s) that negatively impacted your health? [SELECT ALL THAT APPLY] (Global)

Why did you return to the behavior you changed?

Enjoyment of the negative

behavior

Addiction or dependency

Did not experience

benefits soon enough

No longer cared about the

original reason

It made no difference to my

overall health

I reached the goal

I experienced a significant

life event

18% 12% 16% 30% 20% 13% 13%

62% TRIED TO CHANGE A

NEGATIVE HEALTH BEHAVIOR

50% RETURNED TO A NEGATIVE HEALTH BEHAVIOR

Half who try to change a negative health behavior relapse Business, institutions must create climate of positive reinforcement


Q145. (Base= respondents who selected using online and/or mobile tracking device or tool, such as FitBit or BodyMedia; personal home health monitoring device, such as glucose or blood pressure monitor; software applications for your computer; mobile ‘apps’ in Q143) In general, how much has the tool, device and/or software application or mobile 'app' helped improve your health? (Global) (Top 2 Box – Helpful = A great Deal/Somewhat)

REGULARLY USE TOOLS, DEVICES, AND APPS FOR MANAGING OR TRACKING HEALTH

20%

OF THOSE SAY USING THESE TECHNOLOGIES HAS HELPED IMPROVE THEIR HEALTH

68%

74%

Digital works but few are regularly using Tools provide enjoyment, immediacy and social connection

New ‘emerging market’ of young adults who are becoming health ‘actionists’

OF 18-30 YEARS OLD SAY USING

THESE TECHNOLOGIES HAS HELPED IMPROVE THEIR HEALTH


Q68. - Q80. How important is it for business in general to improve or maintain the health of the public in each of the following ways? Please use a 9-point scale where one means that you think it is “NOT AT ALL IMPORTANT” and nine means that it is “EXTREMELY IMPORTANT” for business in general to improve or maintain the health of the public in each of the following ways? (Top 4 Box – Important) (Global)

EMPLOYMENT

EDUCATION/ COMMUNICATION

INNOVATION

Communicating health risks of products or services

Educating the public on healthy behaviors related to

product or services

Enabling employees to have the time to take care of their health

Offering health and wellness programs or coaching for employees & their families

Supporting health of the communities in which it operates

Changing or eliminating products or services not considered healthy

Creating new products or services that maintain or improve the health of the public

PHILANTHROPY

PARTNERSHIP

PUBLIC POLICY Leading & convening discussions about government health priorities

Collaborating with other companies that produce similar products or services

Partnering with an NGO

Contributing company time or employee expertise to improve health of the public

Donating products or services to improve the health of the public

Donating money to improve the health of the public

83%

82%

81%

74%

72%

66%

78%

77%

79%

70%

67%

76%

67%

All business expected to engage beyond HR Companies should lead, innovate and educate


58%

57%

56%

Invest in it

Share positive opinions and experiences

Recommend a company’s products or services Criticize it to others

Buy a company’s product or services

Pay a premium for its products or services

Refuse to buy its products or services

Not want to work for it

Not invest in it

Want to work for it

58%

60%

Share negative opinions or experiences

Health engagement drives purchases, recommendations and investment

Q84- Q89. How likely would you be to do the following in relation to a company that you believe is effectively engaging in health? (Top 2 box- Total likely) (Global); Q91. - Q95. How likely would you be to do the following in relation to a company that you believe is NOT effectively engaging in health? (Top 2 box- Total likely) (Global)

ROInaction ROInvestment + _

74%

71%

73%

57%

44%

46%


68% 72%

64% 69% 71%

86%

73%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

US Canada UK France Germany Italy Japan

TRACKING Q83. If you think a company is effectively engaging in health, how does that affect your trust in that company? (Top 2 Box – Total Trust More) (US, Canada, UK, France, Germany, Italy, Japan);

Increases for US, UK, France, Germany, Italy and Japan are significant at the 95% confidence level compared to 2010.

Health engagement increasingly builds trust

2010

2011

+10

+15

+7 +17

+10

+4


17%

22%

24%

29%

31%

45%

55%

62%

65%

72%

75%

77%

81%

88%

A celebrity

CEO

Regular employee

Journalist or reporter

Government official/regulator

NGO representative

Friend or family member

Health or science expert in a company

Someone living with a disease or conditIon

Academic or expert on a health issue

Nutritionist or dietician

Nurse

Pharmacist

Doctor

Q106 - 119. Below is a list of people. In general if you heard health-related information from that person, how credible do you think that information would be - extremely credible, somewhat credible, neither credible nor incredible, not very credible or not credible at all? (Global) (Top 2 Box – Credible = Extremely Credible/Somewhat Credible)

Expertise, experience and authenticity are required for credibility

Expertise

Authenticity

Experience


Q120. In general if you heard health-related information from a pharmaceutical company, brand or product, how credible do you think that information would be? (Top 2 Box-Credible = Extremely

Credible/Somewhat Credible and Bottom 2 Box-Not Credible = Not Very Credible/Not Credible at all)(Global, US, Latin America, EU, Asia) (Latin American includes Mexico and Brazil; EU includes

France, Germany, Italy and United Kingdom; Asia includes China, India and Japan)

0%

10%

20%

30%

40%

50%

60%

70%

80%

Global US Latin America EU Asia

Commercial interest doesn’t detract from credibility Global appreciation for pharmaceutical industry expertise

CREDIBLE

NOT CREDIBLE

KEY


1 …to forge powerful connections and inspire action

2 …to drive societal change, beginning with young adults

3 …to grow trust, influence and commercial prosperity

Health, activated, is an opportunity


www.edelman.com/healthbarometer

#ehb2011

Health Barometer 2011 Health, Activated

Health & Medicine

Edelman Health Barometer 2011: Global Deck