Jayne Krahn
Health Research on Social Media is on the Rise
As more adults turn to social media sites like Facebook, Twitter and Pinterest, and post personal information, it’s not too surprising that they are also using these platforms to research health information. There has been a 25% increase in social media use for healthcare research in the last two years, according to Kant... Read More
Magazines and Health Information Websites More Likely To Motivate Doctor Discussions
With all the resources available, it isn’t surprising that 3 out of 4 US adults have conducted some type of research about a particular health condition in the past year, according to Kantar Media’s 2014 MARS Online Behavior Study. Besides their doctor, consumers are more likely to reach out to those close to them -... Read More
MARS Consumer Health Study is Transitioning Online, Yielding Tremendous Benefits to Clients
Evolving consumer trends are shaping the future of healthcare. Similarly, healthcare marketing is adopting a more targeted, patient-centric model. Simply put, agencies and advertisers need more data for marketing and planning. In order to continue collecting the data that clients need, Kantar Media’s MARS Consumer... Read More
69% of Adults Used a Prescription Discount or Savings Card in the Last Year
More and more consumers and physicians are increasingly choosing to treat ailments with generics over branded drugs. In fact, only 16% of adults agree that it’s worth paying more for branded prescription medications rather than getting generic products. To combat this, pharma began to offer coupons and rebates to... Read More
Young Adults Make Up the Mobile Healthcare Market
More than half (59%) of the U.S. population now owns a smartphone, according to Kantar Media’s 2014 MARS Consumer Health Study. That includes almost all (80%) of 18-34 year-olds and 50% of adults 35 years and older – both up 10% year-over-year But it’s that 18-34 age range that makes up the mobile healthcare market. This... Read More
The Impact of POC Advertising on Brand Discussions
Did you know that almost half of adults (44%) have seen or heard healthcare advertising at a doctor’s office or pharmacy in the last 12 months? That means that point-of-care advertising is now the second highest-reaching channel for hearing or seeing healthcare related advertising behind TV. We found that 11 million... Read More
What Healthcare Activities Are Adults Doing on their Smartphones?
Currently, almost all (90%) U.S. adults use or own a cellphone, according to the 2014 MARS Consumer Health Study. 66% of those cellphones are smartphones, meaning 142 million smartphones are owned or being used by adults in America this year. Four in five adults are using their devices to take/send photos, more than... Read More
TV Continues to Be the Most Recognized Healthcare Advertising Medium; But The Ways Consumers Are Watching is Changing
Almost 70% of adults say they have seen or heard healthcare-related advertising on television in the last 12 months, according to the 2014 MARS Consumer Health Study. That makes TV the most recognized healthcare advertising medium, but the ways in which adults are watching TV is rapidly changing. In the last decade,... Read More
Who is the Mobile Health Consumer?
As more healthcare and pharma marketers are trying to optimize their mobile strategies to reach their target group of consumers, it’s first critical to get a handle around what the average mobile consumer looks like. According to the MARS OBS Study, mobile health consumers are: 55% female 48% 18-34 (vs. 34% of total... Read More
5 Facts for Marketers about Adults with Dry Skin or Eczema
More than 17 million adults say they have or had dry skin/eczema in the last 12 months, according to the MARS OTC/DTC Study. About 47% of these adults have been professional diagnosed and 41% are treating it with a non-prescription product. About 28% are treating it with Rx and 33% are not treating the condition at... Read More
How Do Online Health Info Seekers Feel About the Internet as a Research Tool?
About 82% of adults who've used the Internet for health research in the last year say they feel the Internet provides them with a wealth of resources when searching for health and wellness information, according to the 2013 Online Behavior Study. When it comes to health and wellness, 69% say that having access to... Read More
New Year, New You: The Effect of Mobile Devices on Dieting
Nearly 25 million adults have a weight loss goal of over 10 pounds, according to the 2013 MARS OTC/DTC Study. Now that it’s a new year, many Americans are focusing their resolutions on dieting and smartphones are making it easier than ever for adults to monitor their eating and exercising while on the go. We found that... Read More
New Year, New You: More Adults Use E-Cigarettes to Curb Smoking than Other OTC or Rx Products
Every year when the ball drops, Americans everywhere commit to their personal New Year resolutions. Many times they revolve around health, specifically exercising more, eating better or for some adults, quitting smoking. Currently, 17% of adults (39 million) say that they smoke cigarettes, according to the 2013 MARS... Read More
Insights into the Evolving Doctor-Patient Relationship
Adults in "excellent" health are more likely to rate their relationship with their doctors positively and vice versa, according to the 2013 MARS OTC/DTC Study. For example, adults in fair or poor health are 52% more likely to describe their relationship as poor and 37% more likely to rate it as fair. Conversely, adults... Read More
44% of Adults Received the Flu Vaccine Last Year
About 104 million adults said they received the flu vaccine in the last year – a 9% increase year-over-year, according to the 2013 MARS/OTC DTC Study. Still, less than half of all U.S. adults (44%) say they received the vaccine. Of those that did receive, the majority are over the age of 50. We also found that overall... Read More
What Characteristics Make a Healthcare Website Trustworthy?
Many adults feel a bit hesitant when asked to submit personal information in order to access content on a website. In today’s world, that feeling is relatively normal. But how can healthcare marketers convince their target audiences that their brand’s websites are not only legitimate but completely trustworthy? The... Read More
How Are Baby Boomers Using the Internet for Health Information?
About 195 million U.S. adults used the Internet in the last 30 days. Almost 90% of these adults say they used the Internet for health research in the last year, according to Kantar Media’s Online Behavior Study. While younger adults make up a large chunk of the respondents who use the Internet, Baby Boomers also use... Read More
Nurses and Physicians Assistants are Closing the Gap with Doctors as Valuable Healthcare Information Sources
Despite the fact that digital and social have increased the number of ways we can access health and wellness information, doctors continue to be the most valued source of healthcare information to the majority of consumers, according to Kantar Media's 2013 MARS OTC/DTC Study. In the last three years, the number of... Read More
Profiling Adults with Bipolar Disorder
More than 5 million U.S. adults say that they have bipolar disorder, according to Kantar Media’s 2013 MARS OTC/DTC Study. More than 70% of these adults have been professionally diagnosed and more than half say they are treating the condition. Here are 5 things we learned from the study about adults with bipolar... Read More
More Consumers Using Social Media for Health Research
Social on the rise. In the last two years, there has been a 21% increase in social media use for healthcare research, according to Kantar Media’s 2013 Online Behavior Study. The biggest jump came via health videos but health blogs also saw a huge increase. Social media represents a growing space for the healthcare... Read More