Adults Who Use Coupons for Prescriptions are More Likely to Value Healthcare Ads and Take Actions

by Michele Deutschman

26% of adults have used some sort of prescription assistance, savings or loyalty offer in 2013, according to Kantar Media’s 2014 MARS Consumer Health Study. Compared to non-coupon users, these adults are more likely to have seen healthcare ads. They are 38% more likely to have seen them in pharmacy and 33% more likely to have seen them in a doctor’s office, for example.  

These adults are also more likely than all adults to value healthcare advertising. They are:

• 39% more likely to value newspaper ads
• 33% more likely to value Internet ads
• 30% more likely to value TV ads
• 28% more likely to value magazine ads
• 22% more likely to value ads in doctors’ offices

Perhaps an even more compelling fact for pharma marketers is that 40% of discount savings users who saw an ad in their doctor’s office discussed the ad with their doctor, requested a product sample, or asked that a specific drug be prescribed. Further, they are 68% more likely to have discussed an ad with their doctor due to healthcare advertisements and 43% more likely to have visited a pharmaceutical company's website due to healthcare advertisements.

Using data from this study can help agencies and marketers understand ailment sufferers, treatment and how to best reach them. For more information about accessing full study results, contact us here.

Kantar Media’s MARS Consumer Health Study helps agencies, marketers and media make better healthcare media and marketing decisions. It ties multimedia consumption to medical ailments, pharma brands, attitudes and opinions about healthcare and many other data points. A large sample of about 20,000 respondents provides stable and reliable information across categories and brands. Gain insights into category and product usage for 500+ OTC and Rx remedies, detailed information for 70 health conditions, including treatment options and much more.