Kantar Media Healthcare Research
Top 5 DTC Ad Spend Categories in First Three Quarters of 2012
Consumer health ad dollars surpassed $2.6 billion in the first three quarters of 2012, according to Kantar Media. Out of the hundreds of prescription drugs tracked, the top 5 DTC categories in regards to advertising spend were: Prescription Anti-Depression Medications Prescription Impotence Medications Prescription... Read More
2 Big Reasons You Might Need a Healthcare Research Service Bureau
You really need an ad hoc competitive search. You have a list of journals or websites that you want ranked against a target audience. You can use Kantar Media Healthcare Research Service Bureau services for these and other projects to get your work done on time and within budget. We track thousands of products and... Read More
Medical Recordkeeping Is Now Mostly Digital
Physicians have shifted from print to digital tools for accessing and maintaining medical records, according to Kantar Media’s March 2012 Sources & Interactions Study. Nearly 400,000 physicians among 21 office and hospital-based specialties now use one or more digital devices (computer/smartphone/tablet) to... Read More
How Physicians Use Digital Technology
Since 2009, the way physicians use digital devices and consume online media has seen major changes. While only half of physicians used a personal digital assistant (PDA) for professional purposes three years ago, now almost three in four use a smartphone. Most physicians use a smartphone professionally, and 1/3... Read More
A Simple Guide to Digital Device Usage of Pharmacists
Kantar Media asked more than 1,100 retail and hospital full-time pharmacists about their mobile device usage for professional purposes in the 2012 Pharmacy Sources & Interactions Study. Results reveal that about half of all pharmacists are using some type of smartphone for professional purposes. Here's more of a deeper... Read More
3 Reasons to Use MARS Re-Contact Studies
Each year the MARS Consumer team conducts custom re-contact studies for DTC and OTC advertisers and agencies, cost-effectively targeting specific ailment groups within the robust 40,000 respondent MARS doublebase. Here's why you should consider implementing one of these studies: You can integrate your brands' customized... Read More
4 Ways Consumers Use Smartphones for Health Information
Nearly 92 million adults own a smartphone and about half of these owners (45.7 million) use their phones to look up health and wellness information. Slightly over 32 million adults currently own a tablet with 59% (19 million) of them looking up healthcare information on their tablets in the past month. How are these... Read More
Why You Should Include Point-of-Care Media in Your Marketing Plans
For consumers, the most valued source of healthcare information is the physician. Among those who have been to a physician in the last year, the vast majority (77%) value the information they receive. However, for marketers and ad professionals, reaching the patient right before they have met with their doctor can have... Read More
What is the MARS Doublebase Study?
We're often citing information from the MARS OTC/DTC Study as well as the MARS Online Behavior Study. Those are pretty cut and dry, but when you hear us mention the MARS Doublebase study, maybe that's not as clear. Each year the MARS Doublebase study of 40,000 U.S. adults combines two years of data from MARS Consumer... Read More
Media Consumption Insights from Kantar Media's 2012 MARS OTC/DTC Study
According to the Kantar Media's 2012 MARS OTC/DTC Study, close to 80% (184 million) of U.S. adults now own a device that can access the Internet—whether it's a desktop PC, laptop, tablet, e-reader or smartphone. Understanding how these consumers use those devices and how they engage with media brands is an... Read More
Multimedia Planning in MARS Medical Online
Did you know that you have the option of using MARS Medical Online to analyze the script productivity of all sorts of media vehicles, not only journals? And we don't mean only prescription pads, patient record forms and cooperative mailers either. We've expanded our coverage of multi-platform vehicles to include digital... Read More
3 Insights You Can Access Through New Healthcare Dashboards from Sources & Interactions
Kantar Media Sources & Interactions results are now available in user-friendly dashboards delivering interactive visualization of the study's insights into healthcare professionals’ media consumption habits. In addition to the detailed study reports, dashboards are available for the following audiences: Medical/Surgical... Read More
The Power of the MARS Publisher Dashboard
The MARS Publisher Dashboard is a new, easy-to-use tool that provides magazine sales teams with topline Consumer Study data and profiling of publication audiences. The Dashboard is an interactive, graphical sales aid that can profile any of the 92 studied publications by ailment, demographics, use of media and... Read More
Healthcare Readership Metrics: Quickly and Easily
Print media evaluation has come a long way since the first medical journal studies were released in the late 1970s. Today, planners and publishers have an array of metrics to help them plan or sell print advertising. Kantar Media offers a full complement of professional health readership metrics. Current metrics... Read More
How Physicians Consume Medical Journals
As part of the Sources & Interactions Study, Kantar Media surveyed nearly 1,600 physicians in 21 specialties to gather insight into their media consumption habits and which media succeed at capturing their attention. We asked which versions of the most recent issue of medical journals they've read, explored whether... Read More
Find Out The Top Sources of Consumer Healthcare Information
According to Kantaar Media's 2012 MARS OTC/DTC Study, almost 4 out of 5 American adults see their HCP as the #1 valued source of healthcare information. This statisic hasn’t changed much in the past 5 years but what has changed is the role the Internet plays with the healthcare consumer. As Internet usage continues to... Read More
Search Professional Health Ad Images Using Categories
Researching competitive ad images? Easily find what you’re looking for, using MARS 3.8 image search fields. Do you use MARS Medical Online for planning professional health media? Did you know you can filter your MARS Image Search data by product, headline, image, company, class, category and date?A “Category” is defined... Read More
How Do Managed Care Execs Consume Media?
Kantar Media’s 2012 Managed Care Readership Study has been released, highlighting insights into how this audience consumes media. One key finding: Between managed care executives and clinical decision makers, the latter not only received the highest number of publications (7.4) but also read the highest percentage of... Read More
Increased Print Ad Rates in Professional Health Publications
For the first time in four years, overall print ad rate increases averaged slightly less than 3%. Of the publications we follow, 73% showed an increase, 6% a decrease and 21% maintained their rates at 2012 levels. Of those showing an increase, 71% limited it to 3% or less and 29% raised it 4% or more. The... Read More
The MARS OTC/DTC Study is Now in the Field
Did you know? Since 2001, the annual MARS OTC/DTC Study of 20,000 adults has been used by agencies, advertisers and media to make healthcare media and marketing decisions. The comprehensive study ties multimedia consumption to medical ailments, pharmaceutical brands and attitudes. Once the results are ready, be sure to... Read More