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The Role of Market Research in Planning for a Consumer Health Website

What Do Our Customers Really Want?. The Role of Market Research in Planning for a Consumer Health Website. Julia Sollenberger Bernie Todd-Smith. What do we want to do?. Better Health Information. Better Health Choices. Healthier Lifestyles. Project Mission.

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The Role of Market Research in Planning for a Consumer Health Website

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  1. What Do Our Customers Really Want? The Role of Market Research in Planning for a Consumer Health Website Julia Sollenberger Bernie Todd-Smith

  2. What do we want to do? Better Health Information Better Health Choices Healthier Lifestyles

  3. Project Mission Provide all the people of the greater Rochester area with the high-quality information and resources they need to make wise lifestyle and healthcare choices so that Rochester can become a healthier community.

  4. Primary Partners • Libraries • Medical, Public, School, Academic • Health Agencies/Associations • Healthcare delivery systems • Educational Institutions

  5. Health Information Services in Rochester • Current State • Services are at varying levels • Future State • Consistent, high quality services

  6. Consistent, High-Quality Health Information • Training • Referral Network • Web-based local health information • Awareness/Publicity • Measuring impact on health status of public

  7. Funding for Implementation • NNLM Planning and Implementation Grants • LSTA Grant • CLIC and the City – NNLM “Access to Electronic Health Information” Grant

  8. Funding for Implementation • Future Funding • New York State • Federal – Seniors CLIC proposal to be submitted to NLM June 1, 2003 • Local Foundations • Corporations

  9. Developing a Community-Wide Approach to Consumer HealthIt Takes a Long Time to Grow an Apple Tree

  10. Forum

  11. Forum • Held in public library • Two hours • Convened by Deputy Director of County Health Department • Local agencies recruited • Hired professional moderator

  12. Forum 96 Attendees Literacy educators, insurers & others Senior Center & Nursing Staff Health Educators/Providers Health Sciences Librarians School Librarians & Nurses Public Librarians Health Agency Staff

  13. Website Recommendations from Forum • Features • Address different literacy levels • Usability regularly tested • Useful to disabled, visually impaired • Current • High Quality • Interactive • Culturally sensitive

  14. Website Recommendations from Forum • Content • One-stop shopping • Disease and Wellness Information • Support Groups • Complementary Medicine • Non-clinical Information (financial, legal, treatment coordination) • chat rooms

  15. Team Formation Website Training Forum Information Referral Teams Market Research/ Publicity Evaluation

  16. ForumKey Accomplishments • Focused our ideas • Identified key players from outside of medical library community

  17. Website Recommendations from Forum • Content • One-stop shopping • Support Groups • Complementary Medicine • Disease and Wellness Information • Non-clinical Information • chat rooms • Features • Address different literacy levels • Usability regularly tested • Useful to disabled, visually impaired • Current • High Quality • Interactive • Culturally sensitive

  18. Forum 96 Attendees Literacy educators, insurers & others Senior Center & Nursing Staff Health Educators/Providers Health Sciences Librarians School Librarians & Nurses Public Librarians Health Agency Staff

  19. What’s Missing?

  20. Benchmarking

  21. Market SurveyObjectives • What health issues are of highest interest? • What sources of information have been used? • What is the satisfaction level with these sources? • What are seen as the advantages and disadvantages of using Internet sites for such information?

  22. Market SurveyMethodology • Random digit dialing • 300 households in Monroe County • Limited to those with Internet access • Screened out those who work in a library, for a health care provider, or for a health insurance company • Surveyed individuals UNLIKE those who attended the Forum

  23. Market SurveyDemographics • “Typical” User • Age 25-64 (85%) • White (88%) • Female (61%) • Income Level $25,000 – 100,000 (64%) • With Internet Access at Home (87%)

  24. Do you use the Internet to look for health information? No Yes

  25. How would you rate your overall satisfaction with the availability and quality of health care information in the Rochester area? Don’t Know 3% 1=Excellent 23% 4=Poor 4% 3=Fair 15% Note: Overall Satisfaction Increases with age 2=Good 55%

  26. Percent of those who have a need for the following types of information frequently or occasionally Obtaining information on how to stay healthy, such as exercise or nutrition 69% Learning about a specific disease, illness, or injuries 65% 55% Getting definitions of medical terms Learning about drugs and natural remedies 49% Finding information about aging or senior citizens health issues 36% 30% Calendar of local events related to health and wellness 14% Finding support groups 100% 40% 60% 80% 0% 20%

  27. Use of Internet to obtain this kind of Information Obtaining information on how to stay healthy, such as exercise or nutrition 37% 58% Learning about a specific disease, illness, or injuries 62% Getting definitions of medical terms Learning about drugs and natural remedies 42% Finding information about aging or senior citizens health issues 30% 13% Calendar of local events related to health and wellness 20% Finding support groups 100% 40% 60% 80% 0% 20% Percentage of those who had a need for this kind of information who used the Internet to find it

  28. Learning about a specific disease, illness, or injury Where did you obtain this information? Internet Health care professional Others Library relatedresponse Health organization Other person

  29. Learning about a specific disease, illness, or injury:In the FUTURE, where would you go to get this kind of information? Internet Health care professional Others Health organization Other person Library relatedresponse

  30. Calendar of local events Related to health and WellnessWhere did you obtain this information? Others Health organization Health care professional Internet Other person Library relatedresponse

  31. Finding Support GroupsWhere did you obtain this information? Health care professional Library relatedresponse Others Internet Health organization Other person

  32. What internet sites do you use for health information? 27% No specific site/don’t know Use search engine 20% WebMD 14% 9% Yahoo Google 9% 4% MSN 3% AOL 30% 15% 20% 25% 0% 10%

  33. Medical Health Central American Medical Association UMIM Dogpile ASHA Discovery Channel Blue Cross United Health Dr. Coop Heart Road Runner NEJM Men's Health Metlife Blue Choice Health Care Provider Fitness Medline Plus Aetna American Health Network Mayo Clinic Dr. Dean Edell Health Link Medix Walgreens Other sites mentioned(No more that 3 mentions)

  34. What do you like about using the Internet to get information about health related Issues? 66% Easy/fast/convenient Amount/variety of information 26% 11% Can use at home Don’t have to bother Dr./others 7% 5% Privacy 100% 40% 60% 80% 0% 20%

  35. What do you dislike about using the Internet to get information about health related issues? 67% Dislike nothing Sorting through lots of information 23% 20% Accuracy concerns 7% Slow 5% Lacks human interaction 3% Popup ads 100% 40% 60% 80% 0% 20%

  36. Our conclusions • Results substantiate our plans to build a local website for health information • Many are satisfied with the information they get from the Internet, but there is room for improvement • Wellness information more important than we thought

  37. Conclusions • Two areas where Internet not already well used • Calendar of local events • Finding support groups These are exactly the information gaps that could be filled by a localized, well known Internet site.

  38. Conclusions • No one Internet health site dominates • CLIC-on-Health could establish itself as the widely recognized website of choice among Rochesterians, since THE POSITION IS VACANT!

  39. Future Plans for Market Research • Good baseline data for evaluation purposes • Plan to repeat this survey several years into the future • Will we have made a difference??? • That’s our intent!

  40. Let’s have some fun –Survey Out-takes • “I go to government sites like AMA and APA” • “It’s that they would use the big doctor talk, and I would say, uh huh, okay, whatever…”

  41. More Out Takes • What Internet site did you use to obtain info on how to stay healthy, such as nutrition or exercise? • www.dentbaseball.com • Where did you obtain info on local events related to health and wellness? • The Bicycle Shop

  42. Even more Out Takes • What is your favorite site for health information? • Clubmed.com

  43. And Finally… • What site do you use for health information? “I don’t know. I just click on health”

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