Health Care Marketing To Younger Women.

New research findings from Solucient’s HealthViewPlus survey of 20,000 health care consumers suggest that marketers would do well to pay less attention to how women look and more attention to how they feel. Depression and migraines rank right behind weight problems on a list of health issues that are critical to women ages 18-34.

As expected, 29 percent of women respondents age 18-34 reported having weight problems. More notably, however, in this critically important demographic group, 13 percent of women reported suffering from depression and 26 percent reported suffering from migraines. These findings compare to 10 percent who had a cholesterol test, 8 percent who take yoga classes, and 9 percent who report sleeping or stomach problems.

“The findings are surprising,” said Ruth Colby, senior vice president of Solucient’s planning and marketing unit. “Our clients often focus marketing dollars for this age group on obstetrics programs and diet and fitness classes. We’re not going to recommend they stop focusing on these areas by any means. We are, however, suggesting they develop a more comprehensive approach to women’s health.”

Solucient’s findings also indicate that marketers may be spending marketing dollars on the wrong media channels. While women age 18-34 are broadly exposed to health care advertising on radio and television, they are more likely to respond to direct mail or advertisements found in the physician office. Those suffering from depression are 40 percent more likely to respond to direct mail than television advertising. Younger women suffering from migraines are 100 percent more likely to respond to physician office information than television commercials.

“Consumers today have become savvier health care customers as they find themselves paying more out-of-pocket expenses for services,” Colby said. “By providing consumers with the information they want through the most appropriate media channels, health care providers can make their marketing efforts more relevant.”

The study, conducted in the summer of 2002, surveyed a random sample of 20,000 health care consumers across the country on a number of wellness topics. The survey was conducted using a consumer panel from National Family Opinion (NFO).

For more information at http://www.solucient.com