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MARS Study Outlines Online Habits of Health Consumers


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Published in 2010, the MARS study outlines how consumers use the Web according to condition type and interests.

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MARS Study Outlines Online Habits of Health Consumers

  1. 1. MARS Consumer Health | 2010 Online Behavior Study DTC Fall Conference – Marketing to the Digital Consumer November 10, 2010 Jayne Krahn & Michele Deutschman
  2. 2. MARS Consumer HealthThe MARS OTC/DTC Study (Core Study)Since 2001, MARS has been the leading National market research used inDTC media planning/buying. It has been developed in partnership withall major pharmaceutical companies via media agencies. Paper questionnaire Oversample of Completed by over mailed to 46,800 ailments for greater 21,000 adults 18+ households stability of data English language only Projected to the total 70 different conditions U.S. adult population © 2010 Kantar Media 2
  3. 3. MARS Consumer HealthThe MARS OTC/DTC Study Content Media Consumption Habits: Overall health and wellness: Attitudes and Opinions on key healthcare topics: • 70 ailments/sufferers • 102 Consumer pubs • Role/use of generics • Use of 500+ drugs/remedies • 27 Health-related pubs • Communications/interactions with • Vaccinations/Overall healthcare advisors • National Newspapers Health/Diet-Nutrition/Medical Testing/Insurance/Buying • Insurance coverage • 52 Television networks Habits • Actions taken after exposure to • Radio listening healthcare advertising • Internet – general usage (18 sites) And much more… © 2010 Kantar Media 3
  4. 4. The Changing Face of Healthcare Advisors from The Core StudyValued sources of information – very much/somewhat 2005 2010 83% 78%Of 35 different sources , HCPs 64% 64%remain #1 and traditional media isstill important. 40% 26%Digital media has grown the most asa valued source for healthcareinformation. Healthcare Traditional Online Professionals Media Source: MARS 2010 OTC/DTC Study © 2010 Kantar Media 4
  5. 5. Findings From The Core Study About The InternetTotal US PopulationRoughly 1 out of every 4 adult who use the Internet, access it forresearching health and medical information Among the 50+ Population: • 2 out of 3 accessed in last 30 days • 1 in 4 spend at least three hours a day online • Those using social networking increased 2.5x in last 2 years Source: MARS 2010 OTC/DTC Study © 2010 Kantar Media 5
  6. 6. MARS Online Behavior Study The Internet has become an integral part of Healthcare decisionsThe 2010 MARS Online Behavior study was developed as a valuable tool inassisting healthcare marketers make better decisions on how to incorporateonline into traditional marketing and media strategies. © 2010 Kantar Media 6
  7. 7. MARS Online Behavior Study Provides:• An understanding of consumer opinions and behaviors regarding the Internet as a health and wellness source.• Insight into the use of different types of digital media - from diet/nutrition sites and social media to ailment specific resources.• Background into the website characteristics that drive consumers to sites and keep them coming back.• Ailments consumers are researching online, the stage of the condition and types sources they go to.• Direct linkage to the core MARS study of drug usage, attitudes, media behavior, etc. © 2010 Kantar Media 7
  8. 8. MARS Online Behavior Study – Quick Overview• According to the 2010 MARS OTC/DTC Study, 78% has accessed the Internet in the past 30 days. This Internet population is represented by 15,298 respondents. •These 15,298 respondents were invited to go online to participate in the Online Behavior Study.• Among those who completed, 5,007 respondents matched back to the original respondents of the MARS 2010 study.• The MARS 2010 Online Behavior study projects back to the 178 million MARS 2010 Internet users, integrating data from the core 2010 study. © 2010 Kantar Media 8
  9. 9. How important is the Internet as health information source? 83% find the Internet important as a source of health & wellness information. Very important Somewhat important Somewhat unimportant Not important at all Source: 2010 MARS Online Behavior Study © 2010 Kantar Media 9
  10. 10. What prompts people to look for health & wellness informationonline?Reasons for going Online for Health Research in the Past Year Gain knowledge about a condition 71% Research symptoms 59% Gather info about medication 48% Research a condition you feel at-risk for 42% Research a condition after Dr visit 37% Find healthcare professionals 33% Find an alt. medication to treat symptoms 30% Prep for a Drs appointment 14% Read reviews about doctors 14% Source: 2010 MARS Online Behavior Study © 2010 Kantar Media 10
  11. 11. Attitudes about the Internet as a Health Research Tool 57% of the online population agree the Internet is the first source they turn to when researching health and wellnessOn the positive … I use the Internet to supplement 80% information from other sources The Internet is a good way to get a 69% second opinion I refer friends to sites I find helpful 65%On the negative … I am cautious about which sites I access 81% Websites are invading my privacy when I 67% have to register to access information Its hard to know which sites I can trust 57% Source: 2010 MARS Online Behavior Study © 2010 Kantar Media 11
  12. 12. Characteristics that make a Website TrustworthyTop 3 when it comes to health and wellness informationA healthcare professional recommended it 56% 56%Has academic articles & scientific research 46% Easy to understand Information 39% Association or non-profit site 38% Friend or family member recommended it 33% Has articles written by a high profile Dr 20% Has a well known brand name or logo 16% Has minimal advertising 14% Seen or heard ads for it 8% Has articles written by someone like me 5% Sponsored by a pharma company 4% 4% 0% 10% 20% 30% 40% 50% 60% Source: 2010 MARS Online Behavior Study © 2010 Kantar Media 12
  13. 13. The 3 most useful resources for locating health & wellness websitesThe #1 most cited resource ishealthcare professional (59%),followed by search (48%) andfriends & family (41%).Our data confirms the importance of the healthcare professional Source: 2010 MARS Online Behavior Study © 2010 Kantar Media 13
  14. 14. The use of the internet for health and wellness varies by:• the stage of the condition• the type of ailment• if researching for oneself or someone else © 2010 Kantar Media 14
  15. 15. Stage of a Condition First medical Prevention appointment 28% 2% Experiencing Symptoms 36% Recently Diagnosed 12% Undergoing Treatment Recovering 36% 12% Ongoing Condition 38% Just Curious 28% No longer have symptoms 29% The greatest number of people going online are those with ongoing conditions, followed by those undergoing treatment and experiencing symptoms.Source: 2010 MARS Online Behavior Study © 2010 Kantar Media 15
  16. 16. Where do they go for information?Varies by Stage100% 89% Experiencing Symptoms 90% 85% 79% Undergoing Treatment 78% 80% 70% 67% 60% 57% 55% 50% 50% 40% 30% 23% 24% 20% 15% 15% 10% 0% Healthcare Conducted research Friends or Family Printed publications Television Other (includes Professional online radio programs) Source: 2010 MARS Online Behavior Study © 2010 Kantar Media 16
  17. 17. The type of site varies by stage Websites Health Online Association or Drug brand dedicated to this Diet and fitness information communities or non-profit websites particular websites websites support groups websites conditionPrevention 4 3 3 4 4 3Experiencing Symptoms 1 4 4 3 3 4Undergoing Treatment 3 2 1 1 2 1Ongoing Condition 2 1 2 2 1 2 Ranked by the stage of the condition. Source: 2010 MARS Online Behavior Study © 2010 Kantar Media 17
  18. 18. Conditions vary whether you are researching for yourself or forsomeone else… Researched for Myself Researched for Someone else 20% 18% 17% 16% 16% 17% 12% 11% 10% 10%Backache/ Cold/Flu Body Ache High Allergy Cancer Diabetes Depression Acid Cold/Flu Pain Cholesterol Reflux Average of 5.5 Ailments Average of 4.0 Ailments Source: 2010 MARS Online Behavior Study © 2010 Kantar Media 18
  19. 19. 50 million Americans accessed social networking sitesin the last 30 days – twice as many vs 2008.• Regardless of the condition, close to 60% who go online to research a condition also use social media.• 1 out of 4 users have embraced the use of online video/audio*, yet nearly 1 out of 2 diabetes researchers use them for health & wellness information.• 10% of the online population claim to have used mobile apps to track health content – 62% are using prescription medications – 65% have a BMI >25 * podcasts, video clips, full-length programs/episodes, vlogs Source: 2010 MARS Online Behavior Study © 2010 Kantar Media 19
  20. 20. 33 million Americans have gone online to research Diabetes in the last year.65% researched diabetes for someone else: 42% researched for themselves:• She’s more likely to read parenting magazines • He’s more likely to read newsweeklies & watch reality TV & health magazines and watches• The Internet is her 1st source for information science fiction & sports television• She reads blogs • He uses the Internet to supplement information from other sources• She shops for medicine online & prints coupons • He likes online videos• She uses the Internet to gather info on medications & does research after a Dr visit • He goes online to read reviews of meds and buy them online• She listens to healthcare professionals to find sites • He uses the Internet to find alternatives• She trusts sites that have articles written by high to meds and prepare for doctor visits profile doctors • He finds that newspapers & magazines • And she likes sites that have online tools are useful to find websites like BMI calculators/health quizzes, have Q&A capabilities & sites that connect • He trusts articles written by someone her to a larger community with similar like himself & sites with minimal issues advertising • He like sites where the information is easy to understand and like her, he wants to be connected to a larger community with similar issues Source: 2010 MARS Online Behavior Study © 2010 Kantar Media 20
  21. 21. Thank youFor more information about the MARS OTC/DTC Studyor the MARS Online Behavior Study, please contactMichele Deutschman at (212) 991-6008.