This report provides data on the current state of the digital health mom, or mothers who utilize a range of technologies such as mobile and the Web for health. The publication also provides information on mothers' perceptions of online health content. This data was collected immediately after content was consumed.

1. Digging Beneath the Surface
Understanding the
Digital Health Mom
www.enspektos.com

2. Where We're Going
1.
2.
Where We're Going

3. Digital Moms: The Web's Power Users
Moms Are Turning to Digital for
Support, Shopping and Sharing
Source: eMarketer, Moms Infographic, 2011

4. Digital Moms Contribute to Pinterest's Rise
Moms Sharing Images, Life Stories
and More Helped Boost Pinterest
Source: Vitrue Infographic, 2012

5. Moms and Health
Dr. Mom Manages Her Family's
Health and Relies on the Web for Medical Info
Source: BabyCenter, Meet Dr. Mom, 2011

6. Women and the Health Web
Moms' Online Activities May Contribute to
Gender Differences in Online Search Habits
Source: Pew Internet and American Life Project, Illustration Source: Enspektos, LLC
The Social Life of Health Information, 2011

7. Women and Health Social Media
However, Health Social
Media Activities of Men
and Women Are Similar
Source: PricewaterhouseCoopers, Social Illustration Source: Enspektos, LLC
media “likes” healthcare: From marketing
to social business, 2012

8. Moms and Online Health Search
Sources: Razorfish, CafeMom, Digital Mom, 2009;
BabyCenter, Meet Dr. Mom, 2011

9. Moms and Health Digital Media
Little Recent Data is Available on How Moms Use
Digital Media for Health and Its Influence on Medical Decisions

10. Investigating the Digital Health Mom
Enspektos, LLC Conducted Two-Phase Study of Digital Health
Moms Between November 2011 and January 2012
Phase I N: 573 Mother Internet users; Demographic
calculations based on unpublished Pew Internet and
American Life Project data collected between August 9
and September 13, 2010
(We'll Focus on the Survey Phase First)

11. Consulting Digital Media for Health Content
Internet Most Frequently
Consulted Source for
Health/Wellness Content
Followed by Social Networks
Percentages Represent Online Moms
Indicating How Frequently They Consult
Various Digital Channels for Health/
Source: Enspektos, LLC, 2012 Wellness Content

12. Downloading Health/Wellness Mobile Apps
40% of Online Mom Smartphone Owners
Have Downloaded Health/Wellness Apps
Source: Enspektos, LLC, 2012

13. Social Networks Influence Health Opinion
53% of Moms Say Social
Networks Have Moderate to
Very High Influence on
Health/Wellness Opinions
18-29 Year Olds Most Likely
to Say Social Networks
Have High Influence
Source: Enspektos, LLC, 2012

14. This is Great News . . .
Yes! Moms Are Using
Digital Technologies for Health!

15. But, Making the Data Actionable . . .
Do We Have Enough
Information to Take Significant
Action on These Results?

16. Requires Digging Below the Surface . . .
Likely Not, So What Else
Do We Need to Know?

17. And Answering Critical Questions
Sally: I Know Digital Health What Content is Getting Past the
Moms Are Rising, But . . . Filters People Are Putting Up to
Prevent Information Overload?
What Does the Online
Health/Non-Health
Content Landscape Look
Like? If I Publish Content,
What's the Likelihood it
Will Be Seen?
What Are Moms' Perceptions
of Online Health Content
They Consume on the
Web or Social Media?

18. With Answers Sally Can Truly Get to Work
Let's Give Them to Her

19. Where We're Going
2.
1.
Where We're Going

20. Brian Solis Got it Right: Relevance Wins
Key Solis Quotes
"Information Must Now Find People,
Otherwise it Remains Unseen"
"Context is King and is the
Key to Earning Relevance"
"Connected Consumers Are in
Control of How Relevant Content
Moves in Their Direction"

21. Paid Media Important, But Earned is Critical
Moms More Likely to Consume Earned Media
Health Content Because it is Prevalent Online
Okay, So What Does This Mean in Practice?

22. To Be Seen Earned/Owned Digital
Health Content Must Penetrate Moms' Filters
Source: Enspektos, LLC, 2012
Only the Most Relevant and
Compelling Content Gets Through
Thus, Answering the Question of Whether Moms
Are Using Digital for Health is Only the First Step
The Second (and More Important) Step is
Finding Out What's Getting Past Their Filters and Why

23. Investigating the Digital Health Mom
During Tracking Phase We
Examined Digital Moms'
Real World Online Content
Consumption Habits and
Perceptions of Health
Information (on Select Topics)
N: 538 Moms from survey phase
Encountered During Web
who entered tracking phase
Tracking conducted during Web sessions Browsing Sessions
that took place on laptops and desktops

24. Research Insight: How Online Health
Content Reaches Moms
Data on Online Health
Content Consumed by Study
Participants Will Illustrate How
the Nexus Operates
(You Will See What They Saw)
Notice How the Nexus Aligns
With Content Filters
Discussed Previously
Source: Enspektos, LLC, 2012

25. An Example of Embedding from Study
Diabetes Prevention Message
Embedded Within Article
Regarding Dangerous
Weight Loss Activities
"Rapid weight loss by critical calorie restriction
causes water, some fat and muscle loss, which . . .
increases the risk for . . . type 2 diabetes."

26. An Example of Proacting from Study
Search Sparked by Paula
Deen's Diabetes Announcement
Results in Exposure to Variety
of Topical Messages

27. Examples of Socializing from Study
If you're living with diabetes or a caregiver
of someone who is, do you know what type
of sock people with diabetes should wear Social Media Delivers Stream of
while exercising?
Diabetes Messages of Varying
A FOUNDATIONAL SUPPLEMENT. Benefits
for Diabetes, ADD, ADHD, Energy, Pain Quality to Digital Moms
and more!! 22 amino acids.
Festive or flop? What’s a diabetes-friendly
holiday dish you’ve tried to make that
didn’t go as planned? Join @AmyfromMars in her battle to fight &
stop #diabetes & to Kiss a Pig! 3/3
http://t.co/mtGG50DF #cbias
Diabetes Expert Disses Weight-Loss
Programs - MedPage Today
http://t.co/cnnUyxHX
Video: Link between cholesterol-lowering
drugs and diabetes http://t.co/TR9iqLXX

28. What About Perceptions?
Immediately After Diabetes Content Consumed,
Participants Asked to Respond Re: Their Perceptions
Two Types of Perceptual Data Were Collected:
• Sentiment: Positive, Negative, Neutral
• Credibility: 5-Point Scale -
1 = Low Credibility 5 = High Credibility

29. Examples of Perceptual Data: Web/Social
Paula Deen Online Search
Credibility: 3
Sentiment: Positive
Health Impact News: Lower Your
These Data Snapshots Illustrate #Cholesterol Increase Your #Diabetes Risk
By 48% http://t.co/onjf33bS Study in
Digital Moms' Ability to Carefully Archives of Internal Medicine
Evaluate Digital Health Content Twitter Post
Credibility: 3
Sentiment: Negative

30. How Does Diabetes Fit Within Moms'
Overall Online Content Environment?
Source: Enspektos, LLC, 2012 Analysis conducted on data collected between
Diabetes is Competing Against Many Other Topics in an
November 7 and December 20, 2011
Numerous categories tracked, four shown
Environment Where Health Receives Limited Attention
above are for illustrative purposes
*Among mothers with Twitter/Facebook
accounts who granted permission to track
status updates

31. Now, Let's Answer Sally's Questions
Source: Enspektos, LLC, 2012

32. There's More to Come
Delivering High-Value Above and Below the Surface Digital
Trends, Perceptual and Impact Data to the Health Industry
Read on for More Information About the Initiative

33. About enmoebius
enmoebius is a patent pending digital surveillance and behavioral measurement engine.
It provides rich and real-time data on how earned and owned online health content
impacts:
• Awareness and perceptions of products, services and issues
• Intent to engage in various health behaviors (purchase, adherence, screenings,
vaccinations, etc.)
• Behaviors influenced by by online health content
Enspektos will launch enmoebius in mid-2012.
Watch the Video
&
Get E-mail Updates
(SlideShare Users Click Here)

34. About digihealth pulse
Powered by enmoebius, digihealth pulse is a forthcoming tracking study of active U.S
digital health consumers. These are individuals who go online frequently, use social
media and turn to the Web to find health information for themselves or others.
digihealth pulse will feature robust and real-time data on a range of subjects, including:
• Evolving media consumption habits (use of new and existing digital technologies)
• Awareness of online health content across a range of common conditions and topics
published online and via social media channels
• Select behaviors sparked by online and social media content
digihealth pulse insights will be made available free of charge and via a syndicated
market research service. Enspektos will launch digihealth pulse in mid-2012.
Join our mailing list to receive the latest digihealth pulse news.
Get E-mail Updates
(SlideShare Users Click Here)

35. About Enspektos
Enspektos, LLC is an innovation consultancy that has provided digital marketing and
communications services to health organizations operating around the world since 2005.
The firm produces technology-driven strategy, research and training products and
services for a diverse range of clients, including government agencies, non-profits,
pharmaceutical companies and payers.
Learn more about Enspektos, LLC at www.enspektos.com.