25 Days of Data - Day 19 - Healthcare Trends

How are US consumers approaching their health and wellness?

Evolving consumer trends are shaping the future of healthcare in the United States, and healthcare marketers are responding by adopting a more targeted, patient-centric model, resulting in a growing need for more data and deeper insights.

Kantar Media’s MARS Consumer Health Study is an essential part of that equation, providing connected insights into healthcare consumers’ attitudes and how they interact with media and brands. Here are just a few examples of healthcare trends the study revealed in 2018.

  • Alternative treatments and dietary supplements – The 2018 MARS Consumer Health Study reports that 65% of US adults have taken a non-prescription vitamin or mineral supplement in the last 12 months. In turn, advertisers spent almost $239 million on vitamins and minerals and almost $640 million on nutritional supplements in the last year. In August, we released a report detailing consumer lifestyle trends and attitudes towards alternative treatments and dietary supplement use. It also explores how health-conscious consumers approach healthcare and obtain health information.
  • The growth of digital for health research – 8 in 10 adults say they use the internet for health and wellness purposes, an increase of 13% since 2015 – and nearly half (49%) of consumers turn to the internet first when searching for health and wellness information. One of the driving forces of this increase is the ubiquity and availability of health information everywhere. Mobile adoption creates more access to health information.
  • Everybody hurts. Millions of U.S. adults suffer from pain – Nearly 70.6 million U.S. adults currently have or had experienced pain in the last year. Among the close to 30% of that have pain, 3 in 4 classify it as either moderate or severe. What conditions do these consumers suffer from, and what treatments are they pursuing to manage their pain?

The way consumers get healthcare information is evolving. So is the way doctors and patients interact with each other. To learn more about our healthcare research, click here