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Understanding the Digital Health Mom
While Internet-Savvy Mothers Are Embracing Digital Technologies, Health Organizations May Struggle to Reach Them

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A conversation with Fard Johnmar (see bio), founder and president at Enspektos, LLC, about a new report that contains both exciting and sobering news for health organizations seeking to engage mothers via social media, mobile and other technologies.

Aired LIVE on: Thursday, May 17, 2012

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Background

A new report by health marketing communications innovation consultancy Enspektos, LLC contains both exciting and sobering news for health organizations seeking to engage mothers via social media, mobile and other technologies. A majority of online mothers report turning to the Web frequently to find medical information. In addition, 53% say social networks have influenced their opinion of health and wellness topics. Moreover, 40% of online mothers who own smartphones report using them to download mobile health applications from Apple's app store and other sources. The results of Enspektos' research appear in a report titled, "Digging Beneath the Surface: Understanding the Digital Health Mom."

However, the report also contains a warning for health organizations: Engaging mothers via the Web and social media will not be an easy task. This is partly because moms spend the majority of their online and social networking sessions focused on non-health topics.

"While creating an online or social media presence can be simple, communicating effectively via these channels is a complex undertaking," said Fard Johnmar. "Succeeding in digital health requires a deep understanding of how and why people are utilizing Web and social channels and the content that is shaping their perceptions, intentions and behaviors. This report is designed to help the health industry dig beneath the surface of the latest figures on media consumption habits to better understand the fundamental drivers of the digital health world."

Moms Infographic

Questions/Topics Discussed

  • What does the rise of the digital health mom mean for the health industry in general and pharma in particular?
  • What are some of the ways pharmaceutical companies targeting women and mothers online can make the data from the report actionable?
  • What's the warning marketing executives should take from the study results?
  • What do the data say about the most effective way to attract the attention of moms online?


Guest Bios

Fard Johnmar Fard Johnmar
Fard Johnmar, M.A., has extensive experience in the healthcare marketing communications arena. He has developed and implemented programs for numerous major global and domestic pharmaceutical companies, nonprofits, medical associations and government organizations.

Pfizer Inc., Eli Lilly and Company, the Centers for Disease Control and Prevention, Novartis Pharmaceuticals and the International Society on Hypertension in Blacks are just a few of the organizations he has completed engagements with.


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