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)
|10 Sites Combined||8,630||5,924||2,432||482|
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.