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NEWS FROM THE VIRTUAL WAITING ROOM

Frankfurt/Main, November 13th, 2012

TYPOLOGY

Onlooker
Sporadic User

Networker
Active and confident

Smart
Active, but careful

Traditionalist
Social Media sceptic

Observer
Passive follower

Explorer
Critical Fact Tracer

2010 13%
Male 40-49 years Medium educational level

26%
Female 20-39 years Medium educational level

17%
Female 20-39 years Medium educational level

13%
Male 50+ years Low educational level

15%
Male 30-49 years Medium educational level

16%
Male 40-59 years Higher educational level

2011 12%
Male 40-49 years Medium educational level

23%
Female 20-39 years Medium educational level

20%
Male 20-39 years Medium educational level

12%
Male 50+ years Low educational level

16%
Male 30-49 years Medium educational level

18%
Male 40-59 years Higher educational level

2012 21%
Male 40-49 years Medium educational level

27%
Well-balanced 18-39 years Medium educational level

18%
Female 18-29 years Medium educational level

12%
Female 50+ years Low educational level

6%
Well-balanced 40+ years Medium educational level

15%
Well-balanced 18-39 years Higher educational level

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NEEDS AND MOTIVATION IN SOCIAL MEDIA

CONTROL

INFORMATION

EXPLORATION

COLLABORATION

INTERACTION

SOCIAL CONTENT

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NEEDS AND MOTIVATION IN SOCIAL MEDIA


Social web as source of information/ preferences in information processing

Wish for data security / routine in dealing with social web

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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THE EXPLORER
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

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THE ONLOOKER
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

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RELEVANT (SOCIAL)WEB CHANNELS

80%

66% 57% 52% 42% 46% 38% 35% 60%

Explorer Forscher
12% 6% 13%

Social Networks/ Communities

Forums/News groups

Blogs

Mobile Apps

Wikipedia

Internet media

Onlooker Zaungste

Daily and weekly usage of internet applications


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SOCIAL MEDIA OFFERS ADDED VALUE

70%

want to read other posts

29%

61%

appreciate the exchange with others

19%

55%
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hope to find so far unknown information

36%

USER-GENERATED-CONTENT IS KEY
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%)

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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 allergies Their most important source of information are progress reports of a third party apart from Wikipedia

Explorer Forscher

Onlooker Zaungste

Wikipedia

Progress reports of a thrid party

Video platforms

Forums/ Communities

Newsletter

Blogs

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DEMANDS ON HEALTH SERVICES IN THE WEB

76%

79%

79%

64% 58% 53% 52%

27%

Forscher Explorer

Diverse content

User-friendliness

Quick responses from admins

Online consultation hours

Zaungste Onlooker

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SERVICES YES, DIAGNOSIS NO

71%

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

82%

51%

37%

52%

27%

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HEALTH ON THE GO

57%

Smartphones with internet access

27%

46%

Mobile Apps as source of information

13%

38%

Mobile Apps about health isssues

17%

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MOBILE HEALTH

GOSMART: MOBILE-TRENDS IN GERMANY

22%
of German internet users own a smartphone. (VA 2012 Klassik I)

37%
of the total population use the mobile internet. (BITKOM)

15%
of the total population use mobile apps for information. (ARD-ZDF online survey)

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PHNOMEN SECOND SCREEN

49%
of smartphone owners use the mobile internet to pass leisure time. (Google GoSmart Studie)

of Germans use the internet while they are watching TV. (BITKOM)

77%

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TREND MOBILE HEALTH IN THE HEALTH SURVEY

Total

18- to 29-years

28%

Mobile Apps as source of information

47%

35%

Mobile Apps about health issues

40%

44%

Smartphones with internet access

63%

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CASE: APP IONCOLEX AN IPHONE-APP FOR CANCER PATIENTS


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, Norways knowledge database for the treatment of cancer.
SOURCE: INITIATOR: CONTEXT: http://ioncolex.com/ The Institute for Medical Informatics at Oslo University Hospital, Norwegen 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: CONTEXT: http://www.novusport.com/ Novusport Inc., USA Game On -> Social Games Healthstyle -> M-Health

Source: TrendOne Trendexplorer

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DIGITAL HEALTHCARE SERVICES

TREND: DIGITAL HEALTHCARE SERVICES


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.

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DIGITAL HEALTHCARE SERVICES IN THE HEALTH SURVEY

I would consult a physician more often via the internet:

I dont consider a physical consultation necessary in the future:

I would like to arrange doctors appointments online in the future:

28%

25%

41%

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CASE: DIGITALE SERVICES DOCTORS PRACTICE THE DIGITAL DOCTORS OFFICE


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 doctors 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. Source: rztezeitung 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: INITIATOR:
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http://www.covz.de Gemeinschaftspraxis Dr. Buhs & Dr. Janssen, Deutschland

CASE: ZOCDOC DOCTORS 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 Source: TrendOne Trendexplorer 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: CONTEXT:


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http://www.zocdoc.com/ ZocDoc Inc., USA Healthstyle -> E-Health

CONCLUSION

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JUST DO IT?
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.

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2012 MSL GERMANY GMBH Chausseestrae 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.