10 Rules for Health Engagement

I’m a few days past the PRSA Health Academy, but there is one final session that I couldn’t leave without writing about. The session was conducted by Susan Isenberg of Edelman and Emily Downward of Edelman Digital.

Edelman has a new research product called the health engagement barometer which looks at “Health Info-entials” – health consumers that are informed, engaged and involved. Health Info-entials make up approximately 22% of the population in the U.S.

Trust is the most significant factor in health engagement, forming a “virtuous circle.” Greater trust leads to greater engagement and vice-versa. Based on this and other observations of the Health Info-entials, Edelman has created 10 rules of health engagement:

  1. Provide deep content
  2. Engage in prevention, chronic health problems and access to health care
  3. Be transparent
  4. Deliver information in real-time
  5. Join in conversations online and offline
  6. Take a holistic approach to health and well-being
  7. Address the multiple stakes people have in health, including their personal ones
  8. Get personal
  9. Engage through health-expert channels and sources
  10. Know the risks of not engaging

You can learn more from their blog dedicated to the topic at http://www.engageinhealth.com/.

It’s good information and one of the stronger breakout sessions from the meeting, driven as it was from a great deal of data. Still, data is only as good as the interpretation that’s applied to it. I don’t think the recommendations provided are bad, but keep in mind that these recommendations are based on what consumers say, not what they do. A good start, but probably not the full story on what’s needed to be truly successful.

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Ben Dillon

About Ben Dillon

Ben’s a big picture type of guy. He loves sharing new ideas in digital marketing, keeping a watchful eye on healthcare industry trends and seeing how it all intersects. A sought-after speaker, writer, blogger and current SHSMD board member, Ben’s an influential voice in healthcare marketing, helping organizations across the country embrace online strategies to engage health consumers. Combine his industry savvy with his background in software development and you can see why he’s also an important member of Geonetric’s software team, ensuring our content management system stays a step ahead of market needs. Ben holds a master’s degree in eBusiness and strategic management from the University of Iowa and a bachelor’s degree in computer engineering from the University of Michigan. When he’s not traveling and evangelizing, Ben enjoys cooking with his family and playing the Big House with the University of Michigan Alumni marching band.

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