What Are Adults Doing As a Result of Healthcare Advertising?

by Jayne Krahn

Did you know that 85% of all adults say they saw or heard a healthcare advertisement in the last 12 months? That could have included ads on the Internet, magazines, newspapers, magazines in newspapers, doctors' offices, pharmacies, mail solicitations, outdoors, radio or TV. About 40% of those 202 million adults say that they saw or heard a healthcare ad on the Internet and 41% say they saw or heard an ad in a doctor's office.

Of those adults who saw/heard a healthcare ad in the last year, 72% say they took some action due to healthcare advertising in the last 12 months with the highest number saying that they made an appointment to see a doctor. The majority of these actions are related to compliance, demonstrating that healthcare advertising may be an effective way to reminde consumers to do something related to the medications they take.

What else are they doing because of these ads?

For more information about accessing full study results, contact us here.

Kantar Media’s MARS OTC/DTC 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.