These are slides from a Webinar hosted by Enspektos, LLC focusing on understanding and effectively communicating with digital health moms. This event took place on June 15, 2012.

1. Webinar: Digging Deeper to
Understand Digital Health Moms
Enspektos, LLC
THINK-Health
KC Health
June 15, 2012
Hashtag:
#digihealthmom

2. THANK YOU
Hashtag:
#digihealthmom

3. OUR GOAL:
WE WANT YOU . . .
TO BE (MORE) AWESOME
Hashtag:
#digihealthmom

4. About
the
Speakers
Jane
Sarasohn-­‐Kahn,
THINK-­‐Health
Kelley
Connors,
KC
Health
Fard
Johnmar,
Enspektos,
LLC
Speaker:
@fardj
Hashtag:
#digihealthmom

5. About
Enspektos
We
are
a
health
markeHng
communicaHons
innovaHon
consultancy
We
help
our
clients
use
digital
technologies
to
persuade
paHents,
providers,
caregivers
and
others
to
take
acHon
around
health
and
wellness
Speaker:
@fardj
Hashtag:
#digihealthmom

6. Overview
The Digital Brain Wars
BAD, BAD Segmentation
Doing it Right/Wrong
Let’s Talk
Hashtag:
#digihealthmom

7. Overview
The Digital Brain Wars
BAD, BAD Segmentation
Doing it Right/Wrong
Let’s Talk
Hashtag:
#digihealthmom

8. Our
Secret
Wish:
Immediate
Compliance
Robot Voice:
Message received.
Complying with request.
SMS
Speaker:
@fardj
Hashtag:
#digihealthmom

9. The
Reality:
She’s
Indifferent
and
InaPenHve
I
Don’t
Care!
Speaker:
@fardj
Hashtag:
#digihealthmom

10. Why?
She’s
Filtering
Out
the
Noise:
It’s
Hard
to
Win
Her
APenHon
Emerging: Social Search Relevant Content What She
Algorithms That Surfaces Delivered via Chooses to
Bring Relevant Relevant Content Social Channels Let In
Content to You
Machine Search Social Self
Health Content
Filters Filters Filters Filters
Source:
Enspektos,
LLC
Speaker:
@fardj
Hashtag:
#digihealthmom

11. Why?
She’s
Choosing
When
to
Engage
Moms
Using
Mobile
and
Social
Networks
Frequently
to
Very
Frequently
Internet:
33%
to
Find
Health
Content
Moms
Using
Web
Very
Frequently
Social
Mobile: Networks:
to
Find
Health
Content
17% 34%
Five-­‐Point
Scale,
Top/
Top
Three
OpHons
Shown
Source:
Enspektos,
LLC
Speaker:
@fardj
Hashtag:
#digihealthmom

12. Why?
She’s
Choosing
When
to
Engage
Internet: Internet:
50% 47%
African
American
Moms
Hispanic
Moms
Using
Web
Using
Web
Very
Frequently
Very
Frequently
to
Find
Health
Content
to
Find
Health
Content
Five-­‐Point
Scale,
Top
OpHon
Shown
Source:
Enspektos,
LLC
Speaker:
@fardj
Hashtag:
#digihealthmom

13. Why?
She’s
Choosing
When
to
Engage
African
American
Moms
Using
Mobile
and
Social
Networks
Somewhat
Frequently
to
Very
Frequently
Social
to
Find
Health
Content
Mobile: Networks:
12% 24%
Social Hispanic
Moms
Using
Mobile: Networks:
23% 33% Mobile
and
Social
Networks
Somewhat
Frequently
to
Very
Frequently
Five-­‐Point
Scale,
Top
to
Find
Health
Content
Three
OpHons
Shown
Source:
Enspektos,
LLC
Speaker:
@fardj
Hashtag:
#digihealthmom

14. Why?
Her
Networks
Have
Impact
Influence
of
Social
Networks
on
Health/Wellness
Opinion
by
Race
Whites
African
Americans
Hispanics
Very High Influence Very High Influence Very High Influence
7% 13% 6%
High Influence 15% High Influence 17% High Influence 13%
Moderate Influence Moderate Influence Moderate Influence
30% 20% 34%
Source:
Enspektos,
LLC
Speaker:
@fardj
Hashtag:
#digihealthmom

15. Let’s
Face
It:
We’re
in
a
Digital
Brain
War
How
Do
We
Get
in
Here?
Speaker:
@fardj
Hashtag:
#digihealthmom

16. Waging
the
Digital
Brain
War
Step
I:
Understand
How
Online
Health
Content
Reaches
People
The Earned/Owned Online Health Content Nexus
Embedding
Socializing
Proacting
Content Consumer
Perceptions
Source:
Enspektos,
LLC
Speaker:
@fardj
Hashtag:
#digihealthmom

17. Waging
the
Digital
Brain
War
Step
II:
Change
the
Playing
Field
Source:
Enspektos,
LLC,
We
Normally
Play
in
an
enmoebius
Dashboard
Area
That
Receives
Limited
Online
AHenIon
Speaker:
@fardj
Hashtag:
#digihealthmom

18. Waging
the
Digital
Brain
War
Step
II:
Change
the
Playing
Field
Source:
Enspektos,
LLC,
What
About
Linking
enmoebius
dashboard
Health
to
Other
Topics
That
Occupy
More
of
Moms’
Mindshare?
Speaker:
@fardj
Hashtag:
#digihealthmom

19. Waging
the
Digital
Brain
War
Step
III:
Beware
of
Shiny
Objects
Source:
Enspektos,
LLC,
Wow!
Moms
Are
enmoebius
Dashboard
Spending
a
Lot
of
Time
In
Social
Networks!
Isn’t
This
a
Great
Place
for
Health?

20. Waging
the
Digital
Brain
War
Step
III:
Beware
of
Shiny
Objects
Out of ~79,000 Just
Because
Your
Twitter/Facebook Status .13% Focused on Diabetes
Updates* Processed . . . Content’s
There
Doesn’t
Mean
It
Will
Be
NoIced
(Diabetes
is
Just
One
Example
of
a
Common
Problem)
Source:
Enspektos,
LLC
Speaker:
@fardj
Hashtag:
#digihealthmom

21. Contact
Me
Fard
Johnmar
Enspektos,
LLC
www.enspektos.com
TwiPer:
@fardj
More
enmoebius
info:
enmoebius.enspektos.com
Speaker:
@fardj
Hashtag:
#digihealthmom

22. Overview
The Digital Brain Wars
BAD, BAD Segmentation
Doing it Wrong/Right
Let’s Talk
Hashtag:
#digihealthmom

23. KNOW YOUR
AUDIENCE
BUT . . .
Hashtag:
#digihealthmom

24. DON’T FALL PREY
TO THE SEGMENTATION TRAP
Hashtag:
#digihealthmom

25. Caveats About the Digital Mom…
…a multiple persona
Jane Sarasohn-Kahn, MA (Econ.), MHSA
THINK-Health and Health Populi Blog
Speaker:
@healthythinker
Hashtag:
#digihealthmom

26. Health and Digital Moms: N 1
Who’s a Mom, Anyway?
A caregiver:
A mother with A mother with an adult child
children children with parents “Dad as Mom”
18 18 55
Speaker:
@healthythinker
Hashtag:
#digihealthmom

27. Real Age ≠ Digital Age
• Concept of “digital age”
not always inversely
proportion to digital
natives’ age
• Wells Fargo found that
thirty-something’s more
digitally savvy than
twenty-something’s
• Older digital users more
likely to manage finances
and careers online.
Source: Youth and Tech Savvy Not Always Related, Wells Fargo Survey Shows, Wells Fargo,
January 21, 2010
Speaker:
@healthythinker
Hashtag:
#digihealthmom

28. Health is Personal to “Me”
Moms project-manage use of digital technologies
Lots of segmentations! Pick 1 ; )
MWW
• Mobilizers
• Wallflowers
• Urban originals
• Practical adopters
• Casual connectors
BabyCenter
Razorfish • Field experts
• Lifecasters
• Audience
• Butterflies
• Pros
Speaker:
@healthythinker
Hashtag:
#digihealthmom

29. Health is Personal to “Me”
Moms project-manage use of digital technologies
But wait! Still More Mom Archetypes
• Mintel’s cluster analysis
• Family Engineers (34%)
• Chill Moms (45%)
• Networkers (21%)
• Alpha Mom: educated, tech-savvy, Type A, kidcentric, multitasker,
fashion-conscious (Source: Comcast, The Mommy Channel, 2004)
• Beta Mom: opposite of Alpha Mom, more laid-back, often Gen Y.
Pejorative: Slacker Mom. Urge Alpha moms to “chill” (Source: coined in
USA Today in 2007)
• Mobile moms
• …and the personae just keep on comin’…
Speaker:
@healthythinker
Hashtag:
#digihealthmom

30. Listen to Bill Pearce,
Marketing Professor
UC-Berkeley Haas School of Business
• Digital is a tool to make Mom a “better”
Mom
• Don’t think “digital mom”…
• THINK: Moms in a digital era
• “Mom” has 3 hours everyday due to
parenting
• Technology helps her bridge time gap
• All moms have some digital gadgets;
65% use more than 5 technologies to
make their lives better.
Speaker:
@healthythinker
Hashtag:
#digihealthmom

31. Always Remember the Motrin Moms
Speaker:
@healthythinker
Hashtag:
#digihealthmom

32. Health Goes Beyond “Health Care”
How People Define Health and Wellness
Mental/ Personal Financial health
Physical health
emotional appearance 82%
94%
Health 87%
91%
Source: Edelman Health Engagement Barometer, October 2008
Speaker:
@healthythinker
Hashtag:
#digihealthmom

33. Know Thy (Health) Consumer
Digital is but a platform
Speaker:
@healthythinker
Hashtag:
#digihealthmom

34. Jane Sarasohn-Kahn, MA (Econ.), MHSA
Health Economist and Management Consultant
THINK-Health
jane@think-health.com
www.think-health.com
www.healthpopuli.com Blog
@healthythinker Twitter and Skype
Speaker:
@healthythinker
Hashtag:
#digihealthmom

35. Overview
The Digital Brain Wars
BAD, BAD Segmentation
Doing it Right/Wrong
Let’s Talk
Hashtag:
#digihealthmom

36. AND NOW . . .
Hashtag:
#digihealthmom

37. GRIPPING TALES
OF TACTICAL
JOY | PAIN
Hashtag:
#digihealthmom

38. Speaker:
@kelconnors
Hashtag:
#digihealthmom

39. Women expect brands to engage them…
on their terms
Speaker:
@kelconnors
Hashtag:
#digihealthmom

40. Speaker:
@kelconnors
Hashtag:
#digihealthmom

41. Why Social Influence is Key
66%
Boston
Consul0ng
Group,
2009
of women don’t believe health care marketers understand them
65% of people using social media are women
Nielsen,
2010
75% of caregivers are women
Na0onal
Family
Caregivers
Alliance,
2009
65% of on-line health seekers are women
Pew
Internet
Research,
2010
53% of moms say social networks influence their health and wellness
opinions
Enspektos,
May
2012
Speaker:
@kelconnors
Hashtag:
#digihealthmom

42. Women are simply more than
health care consumers.
They’re activists, advocates
multi-dimensional
and change agents
Speaker:
@kelconnors
Hashtag:
#digihealthmom

43. What are women interested in?
Speaker:
@kelconnors
Hashtag:
#digihealthmom

44. On-line and Off-line Advocacy
Speaker:
@kelconnors
Hashtag:
#digihealthmom

46. Rule #1: Don’t Tell and Sell
Your
Tools:
On-­‐line
CommuniHes
Led
by
Influencers
ConversaHons
with
Brand
Ambassadors
What You Must Demonstrate:
Facilitation
Collaboration
Respect

47. UNF Shot@Life #vaccineswork

48. Rule #2: Ask Listen
(rinse and repeat but not too oftenJ)
Your
Tools:
Social
CommuniHes
Informal
Networking
Surveys
Polls
What You Must Demonstrate:
Respect
Understanding Context
Authenticity
Speaker:
@kelconnors
Hashtag:
#digihealthmom

49. Speaker:
@kelconnors
Hashtag:
#digihealthmom

50. Rule #3: Be Share-Worthy
Your
Tool:
Brand-­‐Sponsored
Content
(mulH-­‐format)
What You Must Demonstrate:
Expertise Relevance
She’s the hero – “Shero”
Advocacy
Inspiration
Speaker:
@kelconnors
Hashtag:
#digihealthmom

51. Speaker:
@kelconnors
Hashtag:
#digihealthmom

52. Her Interests are Share-Worthy
Speaker:
@kelconnors
Hashtag:
#digihealthmom

53. Rule #4: Help Women
Support Others
Your
Tool:
Partnerships
that
acHvate,
not
just
inform
What You Must Demonstrate:
Collaboration
Advocacy
Inspiration
Action
Speaker:
@kelconnors
Hashtag:
#digihealthmom

54. Speaker:
@kelconnors
Hashtag:
#digihealthmom

55. How to Activate Bone Health?
Speaker:
@kelconnors
Hashtag:
#digihealthmom

56. Rule #5: Don’t lose sight
of your mission
Your
Tools:
Ongoing
conversaHons
with
advocates,
acHvists
Listen
o_en
and
speak
authenHcally
Integrate
social
media
response
plan
with
corporate
communicaHons
What You Must Demonstrate:
Authenticity
Transparency
Advocacy
Respect
Speaker:
@kelconnors
Hashtag:
#digihealthmom

57. Community Engagement Fail

58. Apply the Rules
1. Remember what women want: The 411, to be connected and
fun.
2. Let women talk themselves into loving you. Use message
boards, blogs. Invite them to participate in a consumer panel.
3. Make social communications part of your business
strategy. Integrate social communications with customer
service, patient education, marketing and RD
Speaker:
@kelconnors
Hashtag:
#digihealthmom

59. For
a
copy
of
the
HerRules
e-­‐book,
a
constantly
evolving
publicaHon
featuring
women’s
views
and
voices,
please
go
to
Inyurl.com/herrules
Speaker:
@kelconnors
Hashtag:
#digihealthmom

60. Contact
Me
Kelley
Connors
www.KC-­‐Health.com
KC
Health
TwiPer:
@kelconnors

61. Overview
The Digital Brain Wars
BAD, BAD Segmentation
Doing it Right/Wrong
Let’s Talk
Hashtag:
#digihealthmom

62. IN WHICH WE . . .
HAVE A CONVERSATION
Hashtag:
#digihealthmom