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  Part of a Series of Articles on the Annual Edelman Health Barometer Survey

In October 2011, the health public relations consultancy Edelman released the third annual installment of its global Health Barometer survey.  According to the firm, the research "explores how social interaction and technology can spread good health and are crucial to reversing dangerous trends, and provides insight into the evolving definition of health and the imperative and opportunity for business, government and institutions."

Following is an overview of results from the study focusing on the types of individuals who are seeking health information and the role content plays in short and long term behavior change.

Global Digital Health Engagement

Edelman conducted a segmentation analysis of the types of individuals who are engaging with health information (see image below).  Some key insights include: 

• 21% of the global population are "activists," individuals who use the Web to find health information at least weekly.  This group employs a range of digital sources to make health decisions.
• The majority of the population (35%) are "participants," individuals who use the Web to find health information less than weekly.  Health-related Websites and digital sources influence their medical/wellness decision-making.

The Digital Health Engaged (Click to Enlarge)

Health Behavior Change

Edelman also looked at the factors that influence positive and negative health behavior change.  Overall, the firm found that 62% of the global population have tried to change a health behavior.  Key information-related influences include tools and technologies that deliver reinforcement and education.  Another important information source is news reports about the positive benefits of health behavior change.

However, only 46% continued to change their behavior over time. 50% relapsed back into unhealthy behaviors.  Key reasons for relapse include: 

• Enjoyment of the negative behavior (30%)
• Addiction or dependency (20%)

See below for infographics outlining these data points.

Motivators of Health Behavior Change (Click to Enlarge)

Negative Health Behavior Relapse (Click to Enlarge)

Implications of Research for Health Marketing Communications Professionals

Edelman's research demonstrates that the majority of the global public is motivated to shift health behaviors.  However, only a minority commit to behavior change over time.  In addition, Edelman found that many people consuming health information may already be the converted.  31% of individuals who avoid spending time with people engaging in unhealthy behaviors are already consuming health information and are less likely to relapse into negative habits.

Overall, the research indicates that it is important to develop and disseminate health information triggers and messages that either reinforce or spark positive behavior change.  The most effective messages may be those that focus on the short-term benefits of a positive health action so that individuals can visualize the immediate benefits of shifting habits.

A study published by researchers from the University of Michigan reinforces this point.  The study authors suggest that "[i]nstead of promoting the end points that clinicians, business, and government care about achieving from having individuals exercise (e.g., "improved health" in service of health care savings), health communications might become more meaningful and persuasive if they were based on the exercise benefits that will be most compelling to the individual." These include immediate quality of life benefits. 

For more information on this study, please see the slide presentation below.