Michele Deutschman
Health and Wellness Research Goes Digital, But Differs by Device
When it comes to looking up information related to one’s health or ailments, it’s all about digital. Almost all adults (92%) use a desktop/laptop for health research, according to Kantar Media’s 2014 MARS Online Behavior Study. When it comes to devices on the go, 51% use smartphones and 34% use tablets for health... Read More
Almost Everyone Goes Online for Health Research
More adults are using the Internet as one of their primary research tools when it comes to information about their health. Almost all (9 in 10) online adults have used the internet for health research in the past year, according to Kantar Media’s 2014 MARS Online Behavior Study. Of those: 83% say, “The internet provides... Read More
Nurses and Physicians Assistants are Almost as Valued as Doctors to Consumers
Despite the fact that most adults get some healthcare information from a digital source, doctors still remain the most valued source of healthcare information to the majority of consumers, according to Kantar Media’s 2014 MARS Consumer Health Study. In the last four years, the number of adults who value their doctor as... Read More
Adults Who Use Coupons for Prescriptions are More Likely to Value Healthcare Ads and Take Actions
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... Read More
Adults with COPD & Kidney Disease are More Likely to Eat Unhealthy
Which ailments have a high percentage of adults eating unhealthy? Excluding excessive sweating, data on more than 70 ailments in Kantar Media’s 2014 MARS Consumer Health Studyshows the majority of the conditions listed with high percentages of adults eating an unhealthy diet are more chronic diseases that have a... Read More
Healthcare Advertising Drives 1 in 5 Consumers to Take Digital Action
Almost all (86%) of adults saw or heard healthcare advertising in the last 12 months, according to the 2014 MARS Consumer Health Study. More importantly, we also found that healthcare advertising drives about 29% of consumers to take a digital action. What are these digital actions? We found that one in five... Read More
Tablets as Tools for Healthcare in 2014
There are currently 86 million adults who own/use tablet devices in the U.S., according to the 2014 MARS Consumer Health Study. Unsurprisingly, 71% of device owners use tablets to access email, 56% use it watch video clips and 48% use it to catch up or post on social networks. But what actions are they taking related... Read More
Which Ailment Sufferers Are More Likely to Watch Live TV?
Suffer from migraine headaches? According to the 2014 MARS Consumer Health Study, that means you’re more likely to watch TV programming on a DVR. Currently, 76% of adults (180 million) watch live television. Further, almost all (85%) osteoporosis sufferers watch TV live and they are 12% more likely to watch live TV... Read More
Healthcare Advertisements & Their Impact on Consumers
Almost all adults have seen or heard some form of healthcare advertising this year, according to the 2014 MARS Consumer Health Study. But is advertising affecting their behaviors? We found that 2/3 of all adults have taken some kind of action as a result of seeing or hearing healthcare advertising. After exposure... Read More
The Value of Point-of-Care Media Differs by Patient Group/Physician Specialty
The type of doctor or specialist you visit may affect the media you value in the doctor’s office. Above, you’ll find a comparison of those who value doctors and various point-of-care media (magazines, TV and other information sources found in the doctors’ offices) in relationship to the specialty the patient has seen... Read More
Patients Who Start Conversations with Their Doctor Are More Likely To Recall an Ad Seen at the Point-of-Care
Patients who initiate discussion with their doctors are more likely to have been exposed to healthcare advertising. Where? It’s no surprise that TV is #1 with a large percentage of initiators saying they saw a healthcare ad on TV, according to the 2013 MARS OTC/DTC Study. TV still leads in dollars being spent for... Read More
Today's Consumer Still Values Healthcare Professionals but the Discussions Have Changed
More than 8 out of 10 adults have seen at least one or more doctors in the last year, according to the 2013 MARS OTC/DTC Study. There are nearly 20% of consumers who have not seen any type of healthcare professional in the past year, most likely the young/uninsured or underinsured population. The majority of those... Read More
Profiling Adults with Irritable Bowel Syndrome
Nearly 7 million adults say they have or have had Irritable Bowel Syndrome (IBS) in the last 12 months, according to the MARS OTC/DTC Study. About 2 out of 3 have been professional diagnosed. 39% are not treating this condition, 33% are treating it with Rx and 21% are treating it with a non-prescription product. Here... Read More
5 Facts about Smokers in America and How They Differ from All Adults
Almost 40 million U.S. adults say that they currently smoke cigarettes - about 17% of the population, according to the 2013 MARS OTC/DTC Study. About 17% are between 18 and 24 years old and 22% are between 25 and 34. Here are five ways smokers differ from all U.S. adults. Almost half (45%) of smokers have an unhealthy... Read More
Almost Half of Adults Researched Medications, Products or Services Online in the Last Year
Of the 175 million adults who used the Internet for health research in the past year, the majority are using the Web as empowered patients, whether it is looking for other treatments, browsing medical reviews or researching drug recalls. The chart above highlights their most common actions related to digital health... Read More
Generic vs. Prescription Drugs: Perceptions and Actions
About 16% of adults (37 million) agree that it’s worth paying more for branded prescription medications rather than getting generic products, according to the 2013 OTC/DTC Study. In contrast, 45% of adults (106 million) disagree with that statement. Despite that disparity in attitudes, there are nearly 40 million adults... Read More
Adults More Likely to Return to Healthcare Sites if Info is Easy to Find
Almost one in four adults say they use the Internet one or more times per week for health information. For pharma marketers and others, it has become increasingly important to create content on their websites that will not only be appealing for their prospects but so useful that the users return to their sites. So, what... Read More
Top Health Apps for Consumers are Fitness-Related
Among adults who have used the Internet in the last 30 days, the most popular mobile health apps for tracking health content are fitness-related, according to Kantar Media's 2013 Online Behavior Study. Currently, 44 million adults use mobile fitness apps and 40 million use nutrition and dieting apps. These numbers have... Read More
5 Facts for Marketers about Caregivers and Caretakers
More than 27.4 million adults say they are a primary caregiver or caretaker, according to Kantar Media's 2013 OTC/DTC Study. Almost half say they've been in this role for 5 years or more and 27% said 10 or more. Caregivers are key decision makers in healthcare management, especially as more baby boomers age. Caregivers... Read More
5 Facts for Marketers about Adults with Hypertension
More than 38 million U.S. adults say that they have hypertension/high blood pressure, according to Kantar Media’s 2013 MARS OTC/DTC Study. Nine of 10 of adults with hypertension say they have been professionally diagnosed and 83% say they are treating the condition. Here are a few more data points on these adults pulled... Read More