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Edelman Health Engagement Barometer 2010 Press Release

Edelman Health Engagement Barometer 2010 Press Release

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Published by: Edelman on Apr 13, 2010
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01/25/2011

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250 Hudson Street New York New York 10013 Tel +1 212 768 0550 Fax +1 212 704 0117 www.edelman.com A Daniel J Edelman Company
CONTACT:Todd Ringler917-251-8613
 
Health Joins Green as Business Strategy Across Industries
Global Survey Finds Corporate Involvement in Health Drives Trust, Purchases,Recommendations and Investment
April 13, 2010, Washington, D.C.  The general public expects businesses outside the healthindustry  such as retail, entertainment and consumer technology  to be involved in health inways that go well beyond the health of their employees, according to the Edelman HealthEngagement Barometer 2010. Nearly three-quarters (72 percent) of people trust a companymore that is effectively engaged in health and two-thirds (65 percent) either recommend or buyproducts from those companies. However, 56 percent said business in general is doing only afair or poor job in this arena
(excludes Mexico*)
, and only 36 percent trust business to fulfill itsrole in addressing health. Findings from the survey were presented today at the 7
th
AnnualWorld Health Care Congress in Washington, D.C.When asked to consider the health of the public alongside the environment, three out of four(73 percent) said that it is as important to protect the publics health as it is to protect theenvironment. More than two-thirds (69 percent) pointed to the role business could play indoing this, saying it should put as much effort into maintaining and improving personal andpublic health as it puts into the environment.Business has gone Greennow its time to go Health, said Nancy Turett, global president,Health, Edelman. For a company to be prosperous and relevant in the future, it has to factorhealth into its business strategy, not only to fulfill its social contract with all stakeholders but torealize its full market potential.The 11-country, 15,000-person study found that while more than three out of four (77 percent)believe business should engage in helping employees and their families lead healthier lives,nine in 10 (92 percent) believe companies should be engaging in other ways, too. For example,nearly three out of four (71 percent) believe it is important for business to support the health of its local communities, three-fourths (75 percent) believe it is important for business to educatethe public on health topics related to its products or services, and the same number believe it isimportant for business to create new products or services that maintain and improve personalhealth. Seventy percent believe business should help to address obesity. The importance ohealth as both a business imperative and a business opportunity was powerful worldwide, butparticularly strong in the emerging markets of Brazil, China, India, and Mexico.
 
 
In the wake of the global economic crisis, trust and transparency are now as important tocorporate reputation as the quality of products and services provided, said Richard Edelman,president and CEO, Edelman. Factoring the fundamentals of health into business strategies iskey to rebuilding confidence.
EX
P
E
CTATIONS VARY BY INDUSTRY
The study also explored the publics expectations of how 10 industries should engage in health.The industries ranged from those traditionally associated with health  such as biopharma andmedical products, OTC health and personal care products, and healthcare providers  toconsumer technology, banking and finance, food and beverage, retail, and media andentertainment.Results indicated that every industry should engage in health, but priorities varied. Forexample:
y
 
Food and beverage
: Priorities included communicating the health risks of its products orservices (51 percent); educating the public on health topics related to its products orservices (50 percent); helping to address obesity (49 percent); helping employees andtheir families lead healthier lives (48 percent); and creating new products or servicesthat maintain or improve health (47 percent).
y
 
M
edia and entertainment:
Priorities ranged from educating the public on health topicsrelated to its products and services (49 percent); helping employees and their familieslead healthier lives (44 percent); and supporting the health of local communities (43percent).
 
y
 
Biopharma and medical products industry:
The key priority involved creating newproducts or services that maintain or improve health (59 percent). However, a full 50percent said it has a broader responsibility to contribute to global health. Nearly thesame number (48 percent) said it should support the health of local communities.
H
E
ALTH IS P
E
RSONAL AND PUBLIC
The study found that people view health not only as a personal issue but a public one. The vastmajority reported being engaged in their own health (91 percent) and that of their family (89percent), but many also reported being engaged in the health of their communities (55percent), nations (56 percent), and the world (49 percent).
 
 
Engagement in health as a public issue was particularly high among younger adults. The twoyoungest age groups  18-24-year-olds and 25-34-year-olds  were more likely than oldergroups to engage in global health (55 percent).When it comes to health, we need to get past thinking of individuals only as patients andengage them as consumers, voters, employees, investors, caregivers, and citizens, said Ms.Turett. This convergence of personal and public health is relevant for governments,employers, public health officials, healthcare providers, and others who seek to persuadepeople to improve their health and motivate others to do the same.
M
OTIVATING B
E
HAVIOR CHANG
E
R
EQ 
UIR
E
S
M
OR
E
THAN N
EW
INFOR
M
ATION
 The study found that life moments  such as becoming a parent, retiring, or aging  andchanges in or threats to a loved ones health rank above new information  such as advice froma healthcare professional, news reports, or learning about new treatment options  as factorsthat motivate people to better care for their health. For example, 30 percent of respondents
said aging has motivated them to take better care of their or their familys health, whileonly 18 percent said learning about new prevention or treatment options has been amotivating factor.In effect, there is a health motivation equation that combines new information with otherfactors, said Ms. Turett. Key to motivating real behavior change is to deliver newinformation in conjunction with a personal life moment or at a time when a loved one isfacing a health challenge.
* Due to a translation error in the Mexican version of this survey question, it was removed from the globaltotal.
###
 
About the
E
delman Health
E
ngagement Barometer 2010
The Edelman Health Engagement Barometer 2010 is the firms second global health study. Thesurvey was conducted by research firm StrategyOne (www.strategyone.net) and consisted of 22-minute (average duration) online interviews from February 24  March 8, 2010. TheEdelman Health Engagement Barometer 2010 sampled 15,257 adults 18 years and older in thefollowing countries: Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, theUnited Kingdom, and the United States. Approximately 1,000 interviews were conducted ineach country, with the exception of the United States, where a total of 5,179 interviews wereconducted. The US, Canada, UK, France, Germany, Italy, and Japan were weighted to berepresentative of the total population. Brazil, China, India, and Mexico were weighted to be

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