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Health-Conscious Women are Sixty Percent More Likely to Prefer Popular Brand-Name Drugs

The Top Local Markets for Health-Conscious Women are Providence, RI; Rochester, NY and Hartford, CT
Oct 25, 2012
New York, NY
Market Highlights

October is Breast Cancer Awareness month and in observance, consumer market research firm Scarborough has analyzed women and healthcare, or, “Health-Conscious Women.” Defined by Scarborough as American adult women who agree that they go to the doctor regularly for checkups, generally feel they eat right and follow a regular exercise routine, Health-Conscious Women make up 16 percent of the U.S. adult population and 32 percent of the female adult population.

The healthcare statistics on Health-Conscious Women show that they have strong opinions on healthcare. They are 36 percent more likely than all U.S. adults to agree strongly that they take medicine as soon as they don’t feel well and 60 percent more likely to strongly agree that they prefer popular brand-name drugs even if they cost more. Thirty-four percent agree that they are often the first to try the most advanced medicines while 44 percent agree that they prefer alternative medicine to traditional medicine. Eighty-nine percent of Health-Conscious Women agree that vitamin supplements improve one’s health.

Where do these Health-Conscious Women reside? The top local markets are: Providence, RI (20% of adult residents are Health-Conscious Women); Rochester, NY (20%) and Hartford, CT (20%). For the complete list of markets, see below.

Health-Conscious Women are 57 percent more likely than all U.S. adults to be part of the Silent Generation*. Thirteen percent of Health-Conscious Women belong to Generation Y, 21 percent belong to Generation X and 38 percent are Baby Boomers. Health-Conscious Women may exist within every generation, but nearly one-quarter (21%) are age 70 or older. Additionally, 13 percent identify as Black and 14 percent as Hispanic.

Health-Conscious Women are 42 percent more likely than all U.S. adults to receive Medicare benefits, due to both their age and being 11 percent more likely to have an annual household income of less than $35K. Thirty percent of Health-Conscious Women have PPO (Preferred Provider Organization) coverage and 15 percent have HMO (Health Maintenance Organization) coverage.
With regard to specific insurance providers, 35 percent of Health-Conscious Women have Blue Cross/Blue Shield, 12 percent have United Healthcare and seven percent have Aetna. They are also 26 percent more likely to have purchased prescription drugs by mail order in the past 30 days.

To reach Health-Conscious Women, on an average weekday, forty-one percent of Health-Conscious Women read the print or e-edition of their local daily newspaper and they are 23 percent more likely than all adults to read the food and cooking section. Twenty-eight percent of Health-Conscious Women watched the Lifetime network on television in the past 7 days and 26 percent watched the Food Network in the same time frame. The top radio formats for Health-Conscious Women are Adult Contemporary (26%), Country (22%) and Pop Contemporary Hit (21%).

DMA % of Adult Residents Who are Health-Conscious Women
Providence, RI 20
Rochester, NY 20
Hartford, CT 19
Philadelphia, PA 19
Buffalo, NY 18
Pittsburgh, PA 18
Boston, MA 18
Fort Myers, FL 18
Harrisburg, PA 18
Sacramento, CA 18
New Orleans, LA 18
Syracuse, NY 18
New York, NY 17
Little Rock, AL 17
Greenville, SC 17
Tampa, FL 17
Portland, OR 17
Detroit, MI 17
San Francisco, CA 17
Minneapolis, MN 17
Tuscon, AZ 17
Austin, TX 17
San Diego, CA 17
Greensboro, NC 17
Houston, TX 17
Orlando, FL 17
Kansas City, MO 17
Tulsa, OK 17
Miami, FL 17
Seattle, WA 16
St. Louis, MO 16
Baltimore, MD 16
Chicago, IL 16
Denver, CO 16
Fresno, CA 16
Los Angeles, CA 16
El Paso, TX 16
West Palm Beach, FL 16
Milwaukee, WI 16
Washington, DC 16
Albany, NY 16
Memphis, TN 16
Norfolk, VA 16
Richmond, VA 16
Chattanooga, TN 16
Harlingen, TX 16
Colorado Springs, CO 16
Dallas, TX 16
Atlanta, GA 15
Birmingham, AL 15
Spokane, WA 15
Albuquerque, NM 15
Roanoke, VA 15
Jacksonville, FL 15
Cleveland, OH 15
Phoenix, AZ 15
Green Bay, WI 15
Raleigh, NC 15
Mobile, AL 15
Louisville, KY 15
Charlotte, NC 15
Nashville, TN 15
San Antonio, TX 15
Las Vegas, NV 15
Cincinnati, OH 15
Bakersfield, CA 14
Des Moines, IA 14
Flint, MI 14
Oklahoma City, OK 14
Indianapolis, IN 14
Columbus, OH 14
Toledo, OH 14
Grand Rapids, MI 14
Knoxville, TN 14
Salt Lake City, UT 14
Honolulu, HI 13
Lexington, KY 12

*Scarborough defines the different American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+).

Continue the conversation or share your opinions with Scarborough via Twitter by reaching out to @ScarboroughInfo.

This data is from Scarborough USA+, Release 1, 2012 - Scarborough/GfK MRI Attitudinal Insights Data. Scarborough measures 210,000 adults aged 18+ annually across a wide variety of media, lifestyle, shopping and demographic categories.

About Scarborough: 

Scarborough (, brings the local market to life like no other company. Our consumer insights reflect the shopping patterns, media usage behaviors across multiple platforms, and the lifestyle trends of American adults. Media professionals, marketers and agencies use Scarborough insights to: create a smarter, more informed marketing mix; conduct market-competitive analyses; plan event sponsorships and partnerships; geo-target prospective consumers; increase product sales, grow customer loyalty and for overall marketing strategy. Scarborough’s core offering of individual local-market studies spanning 120+ markets (including Puerto Rico). 77 local markets are MRC accredited. Other products and services include Analytics (customized research and express analysis) Sports and Hispanic insights and attitudinal data to help our clients address the why behind consumer behavior.  Scarborough surveys more than 210,000 adults annually, and studies more than 2,000 consumer categories. Scarborough has been in business for 40 years and is a joint venture between Arbitron Inc. ( and The Nielsen Company (