• by Jack Loechner , Staff Writer @mp_research, January 10, 2003

How Best To Reach Women With Health Care Needs

New research findings from Solucient's HealthViewPlus survey of 20,000 health care consumers suggest that marketers would do well to pay less attention to how women look and more attention to how they feel. 29 percent of women respondents age 18-34 reported having weight problems, 13 percent of women reported suffering from depression and 26 percent reported suffering from migraines.

Ruth Colby, senior vice president of Solucient's planning and marketing unit, says "Our clients often focus marketing dollars for this age group on obstetrics programs and diet and fitness classes. We are suggesting they develop a more comprehensive approach to women's health."

Solucient's findings also indicate that marketers may be spending marketing dollars on the wrong media channels. While women age 18-34 are broadly exposed to health care advertising on radio and television, they are more likely to respond to direct mail or advertisements found in the physician office. Those suffering from depression are 40 percent more likely to respond to direct mail than television advertising. Younger women suffering from migraines are 100 percent more likely to respond to physician office information than television commercials.

And, if it’s weight problems you’re addressing, a recent comScore Media Metrix study ranks the top diet and fitness sites.

Diet and Fitness Sites(000)
November 2002

	Total U.S.	Home	Work	Col.-Univ.
10 Sites Combined	8,630	5,924	2,432	482
Ediets.com	5,299	3,482	1,482	367
Weightwatchers.com	1,577	1,159	443	49
Trimlife.com	524	442	86	16
Fitnessheaven.com	470	356	127	<15
Atkinscenter.com	426	259	171	19
Bowflex.com	248	168	73	19
Slimfast.com	214	166	47	<15
Fatfree.com	207	167	34	<15
Ballyfitness.com	195	101	88	17
Nutrisystem.com	145	104	43	<15

Colby said. "By providing consumers with the information they want through the most appropriate media channels, health care providers can make their marketing efforts more relevant."

You can find out more here.