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:
- Provide deep content
- Engage in prevention, chronic health problems and access to health care
- Be transparent
- Deliver information in real-time
- Join in conversations online and offline
- Take a holistic approach to health and well-being
- Address the multiple stakes people have in health, including their personal ones
- Get personal
- Engage through health-expert channels and sources
- 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.