Research by Kantar Health into the healthcare decision makers within families, also known as Health Activators, has found that they are turning to non-traditional channels to make decisions. These empowered patients are taking control of their own disease education via Dr. Google and a myriad other resources.
Health Activators are responsible for making decision for others, including a spouse, or partner; minor and adult children; parents and in-laws; and other family members and loved ones.
The chart above, shows the breakdown of Health Activators versus self decision makers across the generations in the UK. The data comes from the Kantar Health report: 'Edge of Insight: Health Activators: Key Influencers Who Drive Healthcare Decisions'. The analysis is based on Kantar Health’s National Health and Wellness Survey (NHWS) of 9,218 people in the US, UK, Germany, Japan and Brazil.
Key Health Activator facts:
- Health Activators challenge common stereotypes; they cross generations, include both men and women, and make decisions for more than just their immediate family.
- Health Activators don’t differentiate between “health” and “wellness.” Health is more than just being free of illness; in addition, CHOs define it as being physically fit, happy, well-rested and free of stress.
- Health Activators need support because decision making can be a time-consuming and difficult responsibility. In fact, CHOs make an average of 11 decisions for those in their care.
- Despite making many decisions for themselves and others, Health Activators are often not fully knowledgeable on how to keep themselves and their loved ones healthy. Because of this, they are not always confident in the decisions they make for themselves and their loved ones.
- The responsibility of being a Health Activators affects their work productivity and activity levels.
To find out more about Health Activators and to download the full report visit the Kantar Health website.
Source : Kantar Health