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HethEggeet

Barometer

™

Heath Inence in theEra o Pbic Engagement

HethEggeet

Barometer

™

Foreword

Today’s challenging health environment demands

public engagement

, a deeper,more uid connection between organizations and brands and their publics.. .............................3

Peope Want More Heath Engagement

Organizations and brands now ace a challenge – and anopportunity – to meet people’s demand or health engagement. ......................................4

A Highy Engaged Grop Wieds the Most Inence: the Heath Ino-entias

™

One out o every fve people is a Health Ino-ential who signalswhere the health conversation is headed. ........................................................4

Trst and Heath Engagement Form a Virtos Circe

A crucial conclusion: trust and eective health engagement uel each other. .............................8

Eective Engagement is Persona and Compete

People expect organizations and brands to directly address theirpersonal health above all other concerns – and with transparency. ....................................10

Channes and Sorces: Expertise and Persona Connection Drive Credibiity

As personal and health-expert channels rise in importance,people are turning to the New Second Opinion™. ................................................13

The New Res o Heath Engagement

Suggestions and strategies or building trust with your publics. ......................................16

Sggested Resorces

For urther reading and insight. ...............................................................17

Contents

Methodoogy

The Edelman Health Engagement Barometer is a fve-country study o people’s engagement in health and their expectations o engagementby organizations, companies, products and services involved in health. In September 2008, StrategyOne conducted a 20-minute onlinesurvey o the general population; the study sample included 5,183 adults, 18-75 years old. The chart below oers details on sample sizes ineach country studied, margins o error and representation. Contacts or more inormation, including country-specifc data, are listed on page 18.

GlobalUSUKGErmanyrUSSiaCHina

Sample Size5,1831,0001,0781,0001,0811,024Margin o Error: Total+/- 1.4%+/- 3%+/- 3%+/- 3%+/- 3%+/- 3%Margin o Error:Health Ino-entials+/- 2.9%+/- 6.9%+/- 8.3%+/- 6.5%+/- 5.1%+/- 6.7%Representative on:Gender, Age,Income, Education,Region, EthnicityGender, Age,Income, Education,RegionGender, Age,Income

Urban areas:

Gender, Age,Income

Urban areas:

Gender, Age,Income

Edelman Health Engagement Barometer was conducted by research frm

Foreword

HethEggeet

Barometer

™

Heath is nder extreme pressre.

Over the pastdecade, aging populations, pandemics o inectious andliestyle-related diseases, and advances in medicaltechnology have created a massive unmet demand orhealth and healthcare. And now the worst economicclimate in decades is exacerbating this crisis.Concurrently, the digital revolution has exponentiallyincreased the interactions among disparate publics.People are now empowered to reely and uidly discussbusiness and societal issues that previously were notpart o popular culture and conversation. Together, these orces have created a new, complexoperating climate or organizations involved in health,one that is constantly being shaped by the public’sengagement in it. Because health is pivotal to personaland societal well-being, everyone is not only a healthstakeholder but also has multiple stakes in health (e.g.,as consumer, patient, citizen, proessional, advocate,caregiver) and is a member o multiple health publics. The new era o public engagement in health calls ororganizations and brands to make deeper, more uid,and open connections with their publics; to engage withindividuals with cognizance o their multiple healthstakes; and to inuence personal, proessional and policydecisions without seeking to control them. Healthorganizations and brands need to understand andaddress the expectations o their particular publics (aswell as society as a whole), while ensuring that theirpublics appreciate the benefts o their products andservices, as well as the critical role that they play inadvancing personal and public health. This continuous,reciprocal process o health engagement is key tobuilding trust and has implications that extend ar beyondcommunications to operations.We created the Edelman Health Engagement Barometerto guide the development o eective business strategiesin the rapidly evolving public engagement environmentor the health sector and others with business or productstakes in health. The only study o its kind, the HealthEngagement Barometer takes a global look at theundamentals o public engagement in health, how it isevolving, and how people want companies, organizations,brands and services involved in health to engage with them. The public has rewritten the rules o health engagement.In the pages ahead, you’ll learn about the segment o thepublic that is most inuential in health; the best ways toengage them and the general public to build trust; thepower o personal, expert, and complete inormation onmultiple channels; and the essential topics that must beaddressed to open the door to engagement.We hope that this study serves as a useul guide tooperating and communicating eectively in health in thenew, public engagement environment. My colleaguesand I welcome your perspective; please eel ree tocontact us directly or share your thoughts on our HealthEngagement Blog at

www.engageinheath.com

. NANCY TURETTGlobal President, HealthEdelmanJanuary 2009