Healthcare advertising drives 1 in 5 consumers to take digital action

Almost all (86%) of adults saw or heard healthcare advertising in the last 12 months, according to the 2014 MARS Consumer Health Study. More importantly, we also found that healthcare advertising drives about 29% of consumers to take a digital action.

What are these digital actions? We found that one in five adults conducted an online search, perhaps to look up more information about an ailment they may have or a product, 11% visited a website and 8% of adults downloaded an app.  Adults that downloaded an app as a result of seeing or hearing healthcare advertising are 47% more likely to be primary caregivers. Furthermore, 10% of the US adult population watched a video online as a result of healthcare advertising.

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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