5 things marketers should know about depression sufferers

About 24 million U.S. adults say they currently have or have had depression in the last 12 months, according to Kantar Media’s 2013 MARS OTC/DTC Study. About 71% of the adults who say they currently have or have had depression in the last year have been professionally diagnosed and about the same percentage say they are treating the condition.

Here are 5 data points on these adults pulled from the study.

  1. Adults with depression don’t have the best relationships with their primary care physicians. They are 25% more likely than all adults to say their relationship with their PCP is fair or poor.
  2. When it comes to the healthcare information sources this group values, they are 45% more likely very much or somewhat value alternative/holistic medical practitioners and 31% more likely to value magazines in a doctor's office compared to all U.S. adults.
  3. Adults with depression are 48% more likely to watch health programming on TV and 40% more likely to watch music programs compared to all adults. When asked about the radio programs they listen to, they are 78% more likely to listen to alternative/progressive.
  4. Adults with depression are more than twice as likely to have government issued health insurance for low income people, like Medicaid, compared to all U.S. adults.
  5. They tend to take more actions due to healthcare advertisements than the general U.S. adult population. Depression sufferers are more than twice as likely to say an ad caused them to switch to a different brand and 72% more likely to say they asked their doctor to prescribe a specific drug.

Using 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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