A presentation that discusses MSL Germany's recent Healthcare Survey 2012.

1. NEWS FROM THE VIRTUAL
WAITING ROOM
Frankfurt/Main, November 13th, 2012

2. TYPOLOGY
Onlooker Networker Smart Traditionalist Observer Explorer
Sporadic User Active and Active, but careful Social Media Passive Critical Fact Tracer
confident sceptic follower
2010
13% 26% 17% 13% 15% 16%
Male Female Female Male Male Male
40-49 years 20-39 years 20-39 years 50+ years 30-49 years 40-59 years
Medium Medium Medium Low Medium Higher
educational level educational level educational level educational level educational level educational level
2011
12% 23% 20% 12% 16% 18%
Male Female Male Male Male Male
40-49 years 20-39 years 20-39 years 50+ years 30-49 years 40-59 years
Medium Medium Medium Low Medium Higher
educational level educational level educational level educational level educational level educational level
2012
21% 27% 18% 12% 6% 15%
Male Well-balanced Female Female Well-balanced Well-balanced
40-49 years 18-39 years 18-29 years 50+ years 40+ years 18-39 years
Medium Medium Medium Low Medium Higher
educational level educational level educational level educational level educational level educational level
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3. NEEDS AND MOTIVATION IN SOCIAL MEDIA
CONTROL INFORMATION EXPLORATION
COLLABORATION INTERACTION SOCIAL CONTENT
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4. NEEDS AND MOTIVATION IN SOCIAL MEDIA
Social web as source
Curiosity and research
Wish for data security of information/
drive to find new
/ routine in dealing preferences in
platforms and forms of
with social web information
content
processing
Participation in crowd
sourcing and Eagerness in debating Progress reports and
collaboration and dialog behavior in recommendations vs.
platforms for mutual the social web editorial content
goals
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5. 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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6. EXPLORERS AND ONLOOKERS
The Onlooker is primarily motivated by the The Explorer is motivated by various
search for information and the possibility factors. Apart from his strong urge for
of self control. The social functions are of detailed information he is also interested
little interest to him. in the exchange with others and their peer
reviews.
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7. 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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8. 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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9. RELEVANT (SOCIAL)WEB CHANNELS
80%
66%
60%
57%
52%
46%
42%
38%
35%
Explorer
Forscher
12% 13%
6%
Social Networks/ Forums/News Blogs Mobile Apps Wikipedia Internet media Onlooker
Zaungäste
Communities groups
Daily and weekly usage of internet applications
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10. SOCIAL MEDIA OFFERS ADDED VALUE
70% want to read other posts
29%
61% appreciate the exchange with others 19%
55% hope to find so far unknown information 36%
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11. 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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12. 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 Zaungäste
Onlooker
Wikipedia Progress reports Video platforms Forums/ Newsletter Blogs
of a thrid party Communities
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13. DEMANDS ON HEALTH SERVICES IN THE WEB
79% 79%
76%
64%
58%
53% 52%
27%
Explorer
Forscher
Zaungäste
Onlooker
Diverse content User-friendliness Quick responses from Online consultation hours
admins
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14. SERVICES „YES“, DIAGNOSIS „NO“
71% do not believe that online
82%
consultations can compensate
for physical visits to the doctor
can imagine to make use of online
51% consultation hours 37%
 referring to services such as
order recipes
52% would like to arrange appointments
27%
online
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15. 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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16. MOBILE HEALTH

17. GOSMART: MOBILE-TRENDS IN GERMANY
22%
37%
of German internet users
own a smartphone.
(VA 2012 Klassik I)
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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18. PHÄNOMEN SECOND SCREEN
49% 77%
of Germans use the
of smartphone owners use internet while they are
the mobile internet to pass watching TV.
leisure time. (BITKOM)
(Google GoSmart Studie)
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19. 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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20. 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, Norway‘s knowledge database for the
treatment of cancer.
SOURCE: http://ioncolex.com/
INITIATOR: The Institute for Medical Informatics at Oslo University
Hospital, Norwegen
CONTEXT: Healthstyle -> M-Health Source: TrendOne Trendexplorer
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21. 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 Source: TrendOne Trendexplorer
"SportsGraph" after uploading it. The update is
based on 10 physical and mental characteristics
of the athlete.
SOURCE: http://www.novusport.com/
INITIATOR: Novusport Inc., USA
CONTEXT: Game On -> Social Games
Healthstyle -> M-Health
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22. DIGITAL HEALTHCARE SERVICES

23. 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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24. DIGITAL HEALTHCARE SERVICES IN THE HEALTH SURVEY
I would like to
I would consult a I don‘t consider a arrange doctor‘s
physician more physical consultation appointments online
often via the necessary in the in the future:
internet: future:
28% 25% 41%
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25. CASE: DIGITALE SERVICES DOCTOR„S PRACTICE –
THE DIGITAL DOCTOR‟S 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 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. Source: Ärztezeitung
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: http://www.covz.de
INITIATOR: Gemeinschaftspraxis Dr. Buhs & Dr. Janssen, Deutschland
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26. 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 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: http://www.zocdoc.com/
INITIATOR: ZocDoc Inc., USA
CONTEXT: Healthstyle -> E-Health
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27. CONCLUSION
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28. 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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29. © 2012 MSL GERMANY GMBH
Chausseestraße 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.