How Best To Reach Women With Health Care Needs

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.HomeWorkCol.-Univ.
10 Sites Combined8,6305,9242,432482
Weightwatchers.com1,5771,159 44349
Trimlife.com524442 8616 470356127<15
Fatfree.com207167 34<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.

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