Post on 20-Aug-2015
transcript
Webinar: Digging Deeper to Understand Digital Health Moms
Enspektos, LLC THINK-Health
KC Health
June 15, 2012
Hashtag: #digihealthmom
About the Speakers
Speaker: @fardj Hashtag: #digihealthmom
Jane Sarasohn-‐Kahn, THINK-‐Health
Fard Johnmar, Enspektos, LLC
Kelley Connors, KC Health
About Enspektos
Speaker: @fardj Hashtag: #digihealthmom
We are a health markeHng communicaHons innovaHon consultancy
We help our clients use digital technologies to persuade paHents, providers, caregivers
and others to take acHon around health and wellness
Overview
���The Digital Brain Wars
���Doing it Right/Wrong
���Let’s Talk
���BAD, BAD Segmentation
Hashtag: #digihealthmom
Overview
���The Digital Brain Wars
���Doing it Right/Wrong
���Let’s Talk
���BAD, BAD Segmentation
Hashtag: #digihealthmom
Our Secret Wish: Immediate Compliance
Robot Voice: ���Message received. ���
Complying with request.
SMS
Speaker: @fardj Hashtag: #digihealthmom
Why? She’s Filtering Out the Noise: It’s Hard to Win Her APenHon
Emerging: Algorithms That Bring Relevant Content to You
Social Filters
Self Filters
Search Filters
Machine FiltersHealth Content
Relevant Content Delivered via
Social Channels
What She Chooses to
Let In
Social Search Surfaces
Relevant Content
Source: Enspektos, LLC
Speaker: @fardj Hashtag: #digihealthmom
Why? She’s Choosing When to Engage
Internet:33%
Moms Using Web Very Frequently
to Find Health Content
Moms Using Mobile and Social Networks Frequently
to Very Frequently to Find Health Content
Social Networks:
34%Mobile:
17%
Five-‐Point Scale, Top/ Top Three OpHons Shown Source: Enspektos, LLC
Speaker: @fardj Hashtag: #digihealthmom
Why? She’s Choosing When to Engage
African American Moms Using Web
Very Frequently to Find Health Content
Internet:50%
Internet:47%
Hispanic Moms Using Web
Very Frequently to Find Health Content
Five-‐Point Scale, Top OpHon Shown
Source: Enspektos, LLC
Speaker: @fardj Hashtag: #digihealthmom
Why? She’s Choosing When to Engage African American Moms Using Mobile and Social Networks
Somewhat Frequently to Very Frequently
to Find Health Content
Hispanic Moms Using Mobile and Social Networks Somewhat Frequently to
Very Frequently to Find Health Content
Social Networks:
33%Mobile:
23%
Social Networks:
24%Mobile:
12%
Five-‐Point Scale, Top Three OpHons Shown Source: Enspektos, LLC
Speaker: @fardj Hashtag: #digihealthmom
Why? Her Networks Have Impact
Influence of Social Networks on Health/Wellness Opinion by Race
Very High Influence 7%
High Influence 15%
Moderate Influence 30%
Whites
Very High Influence 13%
High Influence 17%
Moderate Influence 20%
African Americans
Very High Influence 6%
High Influence 13%
Moderate Influence 34%
Hispanics
Source: Enspektos, LLC
Speaker: @fardj Hashtag: #digihealthmom
Let’s Face It: We’re in a Digital Brain War
How Do We Get in Here?
Speaker: @fardj Hashtag: #digihealthmom
Waging the Digital Brain War Step I:
Understand How Online Health Content Reaches People
Embedding
Proacting
Perceptions
Soci
aliz
ing
Content Consumer
The Earned/Owned Online Health Content Nexus
Source: Enspektos, LLC
Speaker: @fardj Hashtag: #digihealthmom
Waging the Digital Brain War
Step II: Change the Playing Field
We Normally Play in an Area That Receives
Limited Online AHenIon
Source: Enspektos, LLC,
enmoebius Dashboard
Speaker: @fardj Hashtag: #digihealthmom
Waging the Digital Brain War
Step II: Change the Playing Field
What About Linking Health to Other Topics That Occupy More of Moms’ Mindshare?
Source: Enspektos, LLC,
enmoebius dashboard
Speaker: @fardj Hashtag: #digihealthmom
Waging the Digital Brain War
Wow! Moms Are Spending a Lot of Time In Social Networks!
Isn’t This a Great Place for Health?
Step III: Beware of Shiny Objects
Source: Enspektos, LLC,
enmoebius Dashboard
Waging the Digital Brain War
Out of ~79,000 Twitter/Facebook Status Updates* Processed . . .
.13% Focused on Diabetes
Step III: Beware of Shiny Objects
Just Because Your Content’s There Doesn’t Mean It Will Be NoIced
(Diabetes is Just One Example of a Common Problem)
Source: Enspektos, LLC
Speaker: @fardj Hashtag: #digihealthmom
Contact Me
Fard Johnmar Enspektos, LLC
www.enspektos.com TwiPer: @fardj
More enmoebius info: enmoebius.enspektos.com
Speaker: @fardj Hashtag: #digihealthmom
Overview
���The Digital Brain Wars
���Doing it Wrong/Right
���Let’s Talk
���BAD, BAD Segmentation
Hashtag: #digihealthmom
Caveats About the Digital Mom…
…a multiple persona Jane Sarasohn-Kahn, MA (Econ.), MHSA
THINK-Health and Health Populi Blog Speaker: @healthythinker
Hashtag: #digihealthmom
Health and Digital Moms: N > 1 Who’s a Mom, Anyway?
A mother with children
< 18
A caregiver: an adult child with parents
> 55
A mother with children
> 18
“Dad as Mom”
Speaker: @healthythinker Hashtag: #digihealthmom
Real Age ≠ Digital Age • Concept of “digital age”
not always inversely proportion to digital natives’ age
• Wells Fargo found that thirty-something’s more digitally savvy than twenty-something’s
• Older digital users more likely to manage finances and careers online.
Source: Youth and Tech Savvy Not Always Related, Wells Fargo Survey Shows, Wells Fargo, January 21, 2010
Speaker: @healthythinker Hashtag: #digihealthmom
Health is Personal to “Me” Moms project-manage use of digital technologies Lots of segmentations! Pick 1 ; )
MWW • Mobilizers • Wallflowers • Urban originals • Practical adopters • Casual connectors
BabyCenter • Field experts • Lifecasters • Audience • Butterflies • Pros
Razorfish
Speaker: @healthythinker Hashtag: #digihealthmom
Health is Personal to “Me” Moms project-manage use of digital technologies
But wait! Still More Mom Archetypes
• Mintel’s cluster analysis • Family Engineers (34%) • Chill Moms (45%) • Networkers (21%)
• Alpha Mom: educated, tech-savvy, Type A, kidcentric, multitasker, fashion-conscious (Source: Comcast, The Mommy Channel, 2004)
• Beta Mom: opposite of Alpha Mom, more laid-back, often Gen Y. Pejorative: Slacker Mom. Urge Alpha moms to “chill” (Source: coined in USA Today in 2007)
• Mobile moms
• …and the personae just keep on comin’…
Speaker: @healthythinker Hashtag: #digihealthmom
Listen to Bill Pearce, Marketing Professor
UC-Berkeley Haas School of Business
• Digital is a tool to make Mom a “better” Mom
• Don’t think “digital mom”… • THINK: Moms in a digital era • “Mom” has 3 hours < everyday due to
parenting • Technology helps her bridge time gap • All moms have some digital gadgets;
65% use more than 5 technologies to make their lives better.
Speaker: @healthythinker Hashtag: #digihealthmom
Health Goes Beyond “Health Care” How People Define Health and Wellness
Physical health 94%
Mental/ emotional
Health 91%
Personal appearance
87%
Financial health 82%
Source: Edelman Health Engagement Barometer, October 2008
Speaker: @healthythinker Hashtag: #digihealthmom
Know Thy (Health) Consumer Digital is but a platform
Speaker: @healthythinker Hashtag: #digihealthmom
Jane Sarasohn-Kahn, MA (Econ.), MHSA Health Economist and Management Consultant THINK-Health jane@think-health.com www.think-health.com www.healthpopuli.com Blog @healthythinker Twitter and Skype
Speaker: @healthythinker Hashtag: #digihealthmom
Overview
���The Digital Brain Wars
���Doing it Right/Wrong
���Let’s Talk
���BAD, BAD Segmentation
Hashtag: #digihealthmom
Why Social Influence is Key
66% of women don’t believe health care marketers understand them Boston Consul0ng Group, 2009
65% of people using social media are women
Nielsen, 2010
75% 65% of on-line health seekers are women
53% of moms say social networks in!uence their health and wellness opinions Enspektos, May 2012
of caregivers are women
Pew Internet Research, 2010
Na0onal Family Caregivers Alliance, 2009
Speaker: @kelconnors Hashtag: #digihealthmom
Women are simply more than health care consumers. ������They’re activists, advocates������multi-dimensional ������and change agents
Speaker: @kelconnors Hashtag: #digihealthmom
Rule #1: Don’t Tell and Sell
What You Must Demonstrate: Facilitation Collaboration Respect
Your Tools: On-‐line CommuniHes Led by Influencers ConversaHons with Brand Ambassadors
Rule #2: Ask & Listen ���(rinse and repeat but not too oftenJ)
What You Must Demonstrate: Respect Understanding & Context Authenticity
Your Tools: Social CommuniHes Informal Networking Surveys Polls
Speaker: @kelconnors Hashtag: #digihealthmom
Rule #3: Be Share-Worthy
What You Must Demonstrate: Expertise & Relevance She’s the hero – “Shero” Advocacy Inspiration
Your Tool: Brand-‐Sponsored Content (mulH-‐format)
Speaker: @kelconnors Hashtag: #digihealthmom
Rule #4: Help Women ���Support Others
What You Must Demonstrate: Collaboration Advocacy Inspiration Action
Your Tool: Partnerships that acHvate, not just inform
Speaker: @kelconnors Hashtag: #digihealthmom
Rule #5: Don’t lose sight ���of your mission
What You Must Demonstrate: Authenticity Transparency Advocacy Respect
Your Tools: Ongoing conversaHons with advocates, acHvists Listen o_en and speak authenHcally Integrate social media response plan with corporate communicaHons
Speaker: @kelconnors Hashtag: #digihealthmom
Apply the Rules
1. Remember what women want: The 411, to be connected and fun.
2. Let women talk themselves into loving you. Use message boards, blogs. Invite them to participate in a consumer panel.
3. Make social communications part of your business strategy. Integrate social communications with customer service, patient education, marketing and R&D
Speaker: @kelconnors Hashtag: #digihealthmom
For a copy of the HerRules e-‐book, a constantly evolving publicaHon featuring women’s views and voices, please go to Inyurl.com/herrules
Speaker: @kelconnors Hashtag: #digihealthmom
Overview
���The Digital Brain Wars
���Doing it Right/Wrong
���Let’s Talk
���BAD, BAD Segmentation
Hashtag: #digihealthmom