This document summarizes research from multiple teams on bridging the health opportunity gap. It finds that while people know generally what healthy behaviors look like, consistently maintaining those behaviors is very challenging. Key barriers include lack of motivation, inability to form habits, and lack of support systems. The research also found that health is individual and multidimensional, encompassing physical, mental and spiritual well-being. Most people rate their overall health as average and improvements happen gradually over time through small changes. Health decisions are influenced both by individual experiences and social connections with family and friends.

1. Bridging the Health
Opportunity Gap
The Science of Spurring Lasting
Health-Related Behavioral Change
Prepared by:
Team DiNalytics
Team Forever 23
Team Outliers
Prepared for:

2. Team
DiNalytics
Akshita
Jain
Ram
Kumar
Gregory
Hakanson
Valentina
Portela
Vicky
Wang
Rajeev Devarahalli 2
2
Alianna
Gainey
Cedric
Lim
Deepasha
Debnath
Mansi
Patil
Himanshi
Sharma
Tanishq Mishra
Team
Forever 23
Team
Strategy
Expertise: Health-related
behavior change
Expertise: Health-related
information consumption
Expertise: Turning
insights into action
Parth Raichur

3. Elements of the “Health Opportunity Gap”
3
People want to live healthy
lifestyles, but struggle to do so.
Advice from health experts is
highly consistent, but
consistently ignored:
● eat healthier
● exercise more
● get more sleep
● manage stress
● meditate
● build a community
● find social support
The set of habits needed for a healthy
lifestyle is not a mystery… but why so few
people develop healthy habits is the
fundamental health mystery of our time
There is a world of difference between
knowing what to do and actually doing it.
~ Bill Phillips, Entrepreneur and Author

4. Our Mission… Which We
Chose to Accept
4
Deepen the
understanding of the
“Health Opportunity
Gap,” and identify the
best strategies for
bridging it.

5. We Know What To Do… But Don’t
● Science Emphasizes on the Importance
of Regular Exercise But More Than 40%
of Americans Never Exercise.
● Experts say Obesity Poses Serious
Health Risks but U.S Obesity Rates
Continue to Climb Rapidly.
● Research Reiterates the Importance of
Living a Stress-free Lifestyle but
Stress-levels Continue to Increase.
5

6. Research Methodology
➔ 12 In-Depth Interviews, 1
Hour Each
➔ Interviewees of Diverse
Age and Ethnicity
➔ Included an Image
Association Homework
Assignment
Qualitative Report
Qualitative
Secondary Quantitative
➔ Research Aggregated
from Online Databases
➔ Prior Studies and
Statistics
➔ Published by Trusted
Institutions and Peer
Reviewed Journals
Secondary Report
➔ Quantitative Survey
through Cint Panel
➔ 750 Respondents
➔ Nationally
Representative by Age
and Ethnicity
6

7. Nine Key Takeaways
7
7

8. 8
“Health”
is Individual and
Multi-Dimensional
01.

9. Health has 3 interconnected areas:
Health is Individual
9
● Health is variable from day to day
● Health is not a state of being, but a form of practice and routine
● The health journey is not linear
Physical Mental Spiritual

10. Health is Multidimensional
Health means very different things to different
people
● For some, health can be physical - weight, cholesterol, diet, fitness, etc.
● For others, health is happiness and quality of life
● For some, health can be staying off medication and not visiting the
hospital
● For others, health is rooted in family and community
“Health is a full package
of body, mind & spirit.”
“Health is not just what you eat
or exercise but it is also being
happy and active.”
10

11. ● Health is a lifestyle not a goal
● Programs only worked
individual stuck to them
● Reverted to old behaviors
when no longer following
program
Health changes are personal
and require discipline to
maintain
It's easier to stick with
changes if they are ritualized
or part of a program
Health is a Practice, Not a State of Being
“I’m pretty independent.
But I didn’t feel like
anybody was in my
way.”
“There are multiple dimensions
in health that involve
interactions between your
mental and physical health”
11

12. WE ASKED PEOPLE TO
SHARE IMAGES ABOUT
WHAT HEALTH MEANS TO
THEM…
12

13. 13
Health Means Different Things to Different People
Health is Multidimensional
Mental health
Key Themes:

14. 14
Health Means Different Things to Different People

15. 15
Plenty of Room for
Health Improvement:
Most Rate Their
Health as “Meh”
02.

16. On a scale of 1 to 10, how do you rate
your current overall health?
“Meh”: Average Health Rating: 6.5 on a 10-Point Scale
16
Average
Total 6.5
Male 6.4
Female 6.4
<$50K 6.0
$50-99K 6.7
$100K 6.9
<34 6.6
35-54 6.3
55+ 6.2

17. Ratings of Specific Pillars of Health
Are Lower than “Overall” Health
17
% 8-10 on
10 pt scale
Average on
10-pt scale
Extremely
satisfied
Somewhat
satisfied
My Mental Health/ Stress Management 25% 6.0 16% 31%
Quality/ Quantity of the Food I Eat (diet) 21% 6.1 16% 23%
Quality/ Quantity of Sleep 21% 5.9 15% 23%
My Weight 20% 5.8 15% 20%
Quality/ Quantity of Exercise 19% 5.6 18% 26%

18. A Majority Believes They Are Health Conscious
Our data shows a high
percentage of Proactives
23andMe data shows a high
percentage of Fatalists

19. 19
The Pillars of Health
are Interconnected
03.

20. Benefits to Mental Health Spark Other Health
Changes
A positive change in one
behavior triggers other
positive health changes.
Actions intended to help
mental health have positive
physical health effects.
Community, Family, and Faith
play a substantial role in
influencing mental health.
Sleep
Moderate
Correlation
r=0.54
Mental Health
20

21. Exercise
Moderate
Correlation
r=0.53
Weight
Exercise and Weight are Interconnected
People who are not satisfied
with their weight, are not
satisfied with their exercise.
If people are satisfied with
their exercise, they are also
satisfied with their weight.
21

22. 22
Attempts to Change
Are Common… But
Lasting Change Is Rare
04.

23. Most Attempts At Change Are Unsuccessful
23
% ever attempting this kind of change
Weight is the
habit people
want to change
the most.
Success: 8-10
on 10 pt scale
Sleep is the
habit people
fail to change
the most.

24. Most Health Changes are Very Difficult to Make
24
Diet/Nutrition is
the easiest habit
for people to
change.
Exercise is the
most common
habit people
attempt to
change.

25. 25
Health Change is
Gradual
05.

26. Health Changes Gradually Over Time
26
20s When people are younger, they tend to take
their health for granted, eating more junk food,
drinking more alcohol, and taking more risks.
30s Lifestyles begin to change as metabolism
slows and people find motivation in their children,
spouses, and friends. 30s are a transitional point
for many as life events progress.
40s Health becomes more of a priority as people
age. Health changes may have occurred in others
around them and they may begin to prioritize
nutrition and exercise more.
Does health change suddenly or gradually?
25%
75%

27. 27
People Know What
to Do, They Just
Don’t Do It.
06.

28. 28
Key Barriers (averaged across health domains)
Consistency is Key, Motivation is the Driver

29. Lack of Information Isn’t the Problem
29
Diet Sleep Exercise Weight Mental
Health
I don’t know how to get
better in this area.
15% 33% 13% 17% 29%
I know how to get better in
this area, but I just can’t
get started.
35% 34% 39% 38% 39%
I know how to get better in
this area, but I just can’t
stick with it.
50% 33% 49% 46% 32%

30. 30
Yes, Was
Helpful
Yes, Not
Helpful
No, Haven’t
Tried
Small Steps / Bitesize Goals (Breaking large goals down into smaller, easier-to-achieve goals) 42% 31% 27%
Self Monitoring (Keeping records or tracking the behavior you are trying to change) 37% 32% 31%
“SMART” Goal Setting (Setting goals that are Specific, Measurable, Attainable, Relevant, and
Timely)
36% 26% 38%
Adjusted Routine / “Habit Pairing” (Combine habits to increase the likelihood of
remembering/implementing them (for example, taking medication before brushing teeth)
35% 31% 34%
Physical Activity “Prescription” (List the specific physical activities you will engage in,
including type, amount and frequency)
31% 30% 39%
Problem-Solving Barriers (Identifying possible barriers to change and develop solutions) 31% 35% 34%
Support Network (Building a supportive community that encourages your effort to change) 28% 32% 40%
Small Changes Are More Helpful Than One Big One
Average Moderate
Correlation r=0.52

31. Someone may be open to trying other
behavior change strategies if they have
used other strategies, successfully.
If someone is not aware of one behavior
change strategy, they may not be aware of
the other strategies.
If someone finds one strategy
unsuccessful, they may find other
strategies unsuccessful as well.
31
⅔ of People Tried Behavior Change Strategy
34%
31%
34%
Half Say it is Successful, Half Say it is Unsuccessful
Behavior Change Strategies Averaged

32. 32
07.
“Too Busy” is a
common excuse, but
not convincing

33. ● Many respondents said they DO have time, but they don’t make it a
priority.
● Individuals, especially females are engrossed in family commitments
and often don’t prioritize their health.
● Most people won’t prioritize health, until they have a reason or trigger.
● Most individuals find it hard to be proactive while balancing a busy
life.
People Are Not Too Busy, They Just Do Not Prioritize a Routine
“Health is a priority, finding
the time and making the
effort to workout is
troublesome.”
“Haven't added new
exercise because can’t
add to the routine - I have
time, just haven’t done
it.”
“Lack of motivation and
diligence, it’s just so
easy not to do
anything.”
33

34. A Body at Rest Will Stay at Rest…
● People ARE health conscious, but there are mental barriers stopping
them from acting.
● It’s easy to do nothing. It’s challenging to incorporate physical activity
into lifestyle.
● Accessibility to facilities like gyms, hospitals, and healthy food is a big
factor in sustaining healthy lifestyles.
● It’s more convenient to eat unhealthy processed food than it is to cook.
“It’s easy to be sedentary.
It’s hard to start moving.”
“Convenience always plays a part. If the
situation is inconvenient, you will probably
lack access to a lot of healthcare
resources.”
34

35. 35
08.
People DO NOT Always
Act on Trusted
Sources

36. Trust & Usage of Info Correlate Strongly…
But Imperfectly
36
Highest on
both
dimensions;
skews older
Over-index on usage vs. trust
Over-index on trust vs. usage
% high/some trust
%
always/
often use

37. But Information from a Doctor Doesn't
Instigate Change
Doctors are viewed as
consultants for immediate
problems, not proactive sources
of advice/information
Access to information from a
health professional by itself
does not lead to change
Individuals are more likely to act
on information they gather
themselves
“I don’t want to go to
the doctor to give me a
bunch of medications. I
read a lot of reliable
articles on internet.”
37

38. 38
09.
Health Decisions are
Individual but Health
Discussions are
Communal

39. Women Inspire Changes In Each Other
Women’s health is communal
Emotional connection is vital to
creating change in women
● Women discuss issues among
themselves.
● They trust other women over male
doctors.
● Women take cues on their health from
other women.
● Gaining information from someone who
has gone through something leads to
change.
● Connecting to a community in which any
question could be asked without a fear of
being ignored, led women to make a
change
“You could just ask them like their
experiences, the friends, I actually
reached out to them and say okay
well give me your experience.”
39

40. Experience and Stories Instigate Change
Individuals make changes based on the experiences of others
“I talked to individuals
about what they did
and I researched a lot
online. Google
became my best
friend.”
“I would talk to my close
friend. It makes me feel
that I am not alone, you
know. Everyone has
problems”
“Talking to somebody who's actually
experienced weight issue you know dealing with
negative self talk, I can get a firsthand
experience on how they dealt with it.”
“I do a lot of forums so i'll ask
people or i'll just read
comments to see what other
people's experiences are.”
40

41. 41
Family, Friends, and Online Communities
Influence Individual Health Decisions
Family, Friends, and
Online Communities are
used at almost the same
level as doctors and
much more than other
sources

42. 42
Key Take-Aways…
…The Health
Opportunity Gap and
Beyond

43. Health Is Individual & Multi-Dimensional
● Health is variable and subjective;
23andMe is very objective
● Health is not a state of being, but a
form of practice and routine
● The health journey is not linear; think
outside the box to appreciate it
● “Health” is encompassed in each level
of Maslow’s hierarchy of needs
● 23andMe must integrate into people’s
lives to bridge the HOG
● Still: diet, exercise and stress were
consistent themes in qual research 43

44. 44
Overall: People know what to do… but don’t do it
In slightly more detail:
● A few don’t know what to do
● Many don’t know how to get started
● Most get started but can’t stick with it
It seems less about getting stuck in pre-contemplation
(uncertainty about whether they want to change)…
It seems less about uncertainty about what to do… (we all hear
the same advice: “eat right, exercise, meditate, be social…”)
It seems more about struggling with persistence, maintaining
motivation, and effectively rebounding from setbacks
But Aspects of the “HOG” Are Highly Consistent

45. 45
Questions to Ask Yourselves:
Can health-related information help people bridge their personal HOGs?
Maybe. But. Information by itself rarely inspires change. Inspiration is
more often triggered by acute health or life stage changes
Information must address people’s fundamental health question…
● … which is NOT “How do I get healthier?
● …but rather “How do I stick with it?
Can 23andMe lead in this – the final frontier of health? Can 23andMe
create a compelling, information-driven subscription service?
Business Possibilities
Partnerships with science-based
experts in lasting health-related
behavior change (e.g., Noom,
cognitive-behavioral therapists)
Sales channels: Those in the
business of selling personal
change, but who you may not
want formal partnerships with
(e.g., Tony Robbins, influencers)
59% agree: I know what I should do to get healthier, but I struggle to follow-through
Can 23andMe Leverage Health Insight To Empower?

46. Can leading in the science of persistence and health
success help DNA testing and 23andMe…
● Be seen as more than a luxury?
● Fuel repeat purchases and subscription revenue?
● “cross the chasm”?
Can a “Steady Diet” of Health Content Grow 23andMe?

47. 47
The Personalization Possibilities
56%
I wish I could find
health-related information
that is more customized to
me and my personal health
situation
57%
The health-related advice I
get from my doctor can be
more personalized (can
include information
regarding my genetics,
body-type, and routine, etc.)
Consumers hunger for more customized health guidance, but
feel they rarely get it. Can 23andMe relate genetic markers to
specific lifestyle advice? This would be a massive leap.
53% agree: When I look for health-related information, I see the same pieces of advice over and over

48. 48
Community, families, friends play a substantial role in influencing
our perceptions and behaviour.
We humans are social beings. It is ingrained in our DNA to learn
and adapt by observing others. It is scientifically proven. People are
highly influenced by community and family to change attitudes and
perceptions
Women are particularly socially-focused and can help drive
23andme into the future of genetically backed healthcare industry
23andMe could tell compelling stories that has brought significant
positive changes in one’s health/ life which could trigger a positive
ripple effect among its target consumers & community at large. -
Use all mediums available to tell compelling stories.
Create Compelling Experiences & Stories

49. Renaming the HOG
Health
Opportunity
Gap
The Health Roadmap:
DNA Decoded +
The New Science of
Healthy Living
49

50. Happiness is nothing more than a
good health and a bad memory
- Albert schweitzer
Thank You!
50
This project is in collaboration with the University of San Francisco School of Management’s
Master of Science in Marketing Intelligence 2021-2022 cohort

51. Qualitative Video Clips