Healthcare advertisements & their impact on consumers

Almost all adults have seen or heard some form of healthcare advertising this year, according to the 2014 MARS Consumer Health Study. But is advertising affecting their behaviors? We found that 2/3 of all adults have taken some kind of action as a result of seeing or hearing healthcare advertising. After exposure to healthcare advertising, 43% of adults took actions related to compliance/adherence. 39% of adults made an appointment with a doctor as a result of healthcare advertising, and 1 in 5 went online to conduct a search.

That their ads still resonate with consumers is good news for DTC marketers. Data from Kantar Media Intelligence shows that more than half of DTC advertising spend in 2013 went to TV with 30% of the spend going toward magazine. Internet advertising comprised about 11% of the total share. Spend in all three mediums increased from 2012 to 2013. There was a 15% increase in TV spend a 12% increase in Internet spend. Magazine spend also had a respectable growth of 4%.

Kantar Media’s MARS Consumer Health 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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