Wednesday, January 27, 2010

#Health30 workshop @lisagualtieri How consumers use the internet andhow to help them

I am at the Health 3.0 Conference in Orlando, FL. It is bizarre to have a 3.0 conference with no Internet access but we have ways to get online.... So here we go. These are my on the fly notes... a little rough in parts.

Lisa Gualtieri, PhD, Adjunct Clinical Professor in Health Communications at Tufts is running a workshop at the Health 3.0 conference

What interests Lisa about Online Consumer Health.

"Most mobile health apps are developed because people have a health issue"

In "The Internet Saved My Life!"  Lisa (@lisagualtieri) told the story of a woman using the internet to research about bat bites after she had been bitten. She took her research to the hospital. The woman was more informed than any of the physicians and nurses who were treating her.

Internet use in the 65+ age range tends to be shallow - primarily email and search

In Mobile in the USA 78% of the population had cell phones in 2008.  (The USA is expected to reach 100% penetration by around 2012).

1 in 4 users with a chronic condition use the Internet.
1 in 3 users with a chronic condition read blogs

Lisa referenced the updated Forrester Technographics Ladder from Groundswell: Winning in a World Transformed by Social Technologies. This is available on line here.

What do Health Consumers Do online?

86% of Health Consumers ask a health professional
68% ask a friend
57% go online

(Source: Pew Social Life of Health Information 2009)

How do people start? - with a search engine.

If your data isn't discoverable from Google/Bing you are wasting your time.

Google One Box has changed habits for popular health searches. Bing has a similar feature.

41% of e-patients have read someone else's commentary or experience
24% of e-patients have looked at doctor and facilities
13% have  listened to a health/medical podcast

Females make 75% of the medical decisions. A combination of incentives and spousal engagement drives engagement.

iCrossing - 2008:
34% of Americans turn to Social Media for health.

HONCODE - Health on the Net Foundation - Certification for Health Web Sites. Geneva-based not for profit foundation.

How to Support Consumers through education and support. The Web Strategy to support the consumer:

1. Clear Goals and Meaningful Measures
2. Target users (e. research based personae) a) who are most important user populations b) list characteristics - age, gender, education, family, health literacy. c) develop personas for each of the 3-4 groups - make them seem real d) Are they accurate? what else do you need to know? Scenario development - What was the trigger. where did people come from? repeat use - why should they return. 
3. What are your competitors doing? Competitive analysis. Competitors may be defined by search term results. How can you be better?
4. Develop an execution plan (Design, technology, content, policies)
5. Evaluation plan
6. Review, Revise

three things to keep in mind:
1. Appeal
2. Usability
3. Effectiveness at achieving goals


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