Recent healthcare reforms have changed the healthcare marketplace, empowering consumers to take charge of their own health. Reaching consumers directly and effectively is more critical than ever for healthcare marketing and advertising campaigns.
Nielsen Scarborough’s joint service with Kantar Media’s MARS Consumer Health Study brings new insights in the planning and execution of marketing strategies and buying and selling of media for consumer healthcare initiatives. This 360-degree consumer profile provides marketers with actionable data and understandings to identify business potential, to develop new products, to reach new customers and to create effective messaging to influence healthcare decisions.
The Kantar MARS study is combined with the 2000+ insights reported in the Nielsen Scarborough survey, creating a single dataset where information can be crossed, combined and analyzed. This new data module, available in 77 local markets and on a national level, includes the following healthcare categories:
- Anti-aging procedures
- Body Mass Index (BMI)
- Brand usage by condition (Rx and OTC)
- Diet and nutrition
- Healthcare and pharmaceutical opinions and attitudes
- Health and prescription insurance
- Health conditions
- Medical professionals and services
- Overall health
- Physical exams and medical testing
- Tobacco usage
- MARS healthcare segmentations
The Nielsen Scarborough MARS Healthcare Module is available for purchase on a local and national basis, as well as report-by-report or as an in-depth analysis. For a sampling of the insights in action, click here.
If you’re looking for a comprehensive locally-focused perspective on consumer healthcare behaviors and attitudes, contact us today.
Patients utilizing WHC/GWU during the past 3 years:
Conditions currently have or have had in past 12 months:
Primary source for healthcare advertising: