Health Organizations Focusing Primarily on Facebook, Twitter and Search May Be Missing More Than 90% of Opportunities to Shape Behavior

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Initial data from Enspektos, LLC’s digihealth pulse study suggests it will be easier to reach and engage digital health consumers via traditional sources, including online news sites, Web health properties and Wikipedia

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digihealth pulse: A real-time study investigating how online and social media content shapes health behavior

News sites, Wikipedia, online health properties and other traditional Web sources dominate in health. If we are to successfully activate health behavior change using the Web we can’t leave more than 90% of persuasion opportunities on the virtual table.

Enspektos, LLC, a health marketing and communications innovation consultancy, today released research that should serve as a wake up call to those who have become over-reliant on Facebook, Twitter and Google to deliver health information. Data collected by the firm suggests health organizations focusing primarily on these sites could miss more than 90% of opportunities to shape health behavior.

Enspektos’ conclusions are based on an analysis of more than 122,000 Web pages and Twitter/Facebook status updates consumed to date by people participating in its newly launched digihealth pulse research initiative. The firm is tracking (in real-time) online and social media health content study participants are encountering across 37 health topics, including Obamacare, heart disease and sexually transmitted diseases. An analysis of data collected since digihealth pulse’s late September launch indicates:

  • 93% of health information consumed by study participants is embedded, or included in articles and other content published on sites like WebMD and Wikipedia
  • 2% of health content is received via socializing, or Twitter and Facebook status updates
  • 5% of health information is encountered due to “proacting,” i.e., searches conducted on sites such as Google, Yahoo and Bing

“Currently, Facebook and Twitter receive a great deal of attention. We have also been taught that search is the primary gateway to online health information,” said Fard Johnmar, founder and president of Enspektos. “The situation is much more complicated. News sites, Wikipedia, online health properties and other traditional Web sources dominate in health. If we are to successfully activate health behavior change using the Web we can’t leave more than 90% of persuasion opportunities on the virtual table.”

Learn more about this research by going to http://digihlth.info/n0.

About Enspektos, LLC
Enspektos, LLC is an innovation consultancy that has provided marketing and communications services to health organizations operating around the world since 2005. The firm produces technology-driven strategy, research and training products and services for a diverse range of clients, including government agencies, non-profits, pharmaceutical companies and payers. Learn more about Enspektos at http://www.enspektos.com.

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Jayme Hummer
Enspektos, LLC
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