MSL Germany's Healthcare Survey 2012 - News From the Virtual Waiting Room

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


13%Male50+ yearsLow educational level


16%Male40-59 yearsHigher educational level




12%Male50+ yearsLow educational level


18%Male40-59 yearsHigher educational level

2010

27%Well-balanced18-39 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

http://www.zocdoc.com/

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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:


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.

Health & Medicine

MSL Germany's Healthcare Survey 2012 - News From the Virtual Waiting Room