5 things marketers should know about ptsd sufferers

Almost 3.4 million U.S. adults say they currently have or have had Post Traumatic Stress Disorder in the last 12 months compared to 2.5 million adults in 2012, according to Kantar Media’s 2013 MARS OTC/DTC Study. About 61% of these adults have been professional diagnosed and 56% are seeking some treatment for their condition.

PTSD is an anxiety disorder that certain individuals get after seeing or living through a traumatic or dangerous event. As this ailment continues to affect more and more people each year, it’s becoming increasingly important for marketers and agencies to understand how these adults differ from the general population.

Here are 5 facts to know about this group of adults.

  1. These adults show high comorbidity with other psychological disorders. People with PTSD are 8 times more likely to also have any of the following ailments: Anxiety/Panic Disorder, Anxiety/Social Anxiety Disorder, Bipolar, and Depression.
  2. This group believes their health has improved over the past year but they don’t believe that they are in control of it. People with PTSD are 18% more likely to say that their health is better than it was last year and are 65% more likely to say that they have little or no control over their health.
  3. These adults tend to be heavier magazine and newspaper readers. Adults with PTSD are about 20% more likely to read magazines and are three times more likely than the general population to read Men’s magazines.
  4. According to the United States Department of Veterans Affairs, PTSD occurs in about 11-20% of Veterans of the Iraq and Afghanistan wars. That complements what our study has found regarding this group and their health insurance. We found that the majority of individuals with PTSD are insured; they are also 6 times more likely to say they are insured due to Military or government employment.  
  5. Adults with PTSD are 83% more likely to watch late night talk/variety TV programs and 79% more likely to watch travel TV programs than the general U.S. population.

Using the data from this study can help agencies and marketers understand ailment sufferers, treatment and how to best reach them. For more information about accessing full study results, contact us here.

Kantar Media’s MARS OTC/DTC Study helps agencies, marketers and media make better healthcare media and marketing decisions. It ties multimedia consumption to medical ailments, pharma brands, attitudes and opinions about healthcare and many other data points. A large sample of about 20,000 respondents provides stable and reliable information across categories and brands. Gain insights into category and product usage for 500+ OTC and Rx remedies, detailed information for 70 health conditions, including treatment options and much more.

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