Nan McCann
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M2W-HC At-A-Glance


Women account for 93% OTC pharmaceutical purchases
Tom Peters, in the forward to Marketing to Women, by Marti Barletta


In 92% of households, women are the number one decision makers for most if not all purchases.

More than 80% of healthcare purchasing decisions are made by women.
Daria Blackwell, Knowledge Clinic Inc., at Women’s Health and Wellness Conference, 2008


As household income decreases during the economic crisis, people place more value on their health and also think about it more.
“Health Is the New Wealth” international study by DDB Health and M/A/R/C Research 2009


Women account for merely 60% of all hospital admissions. The impact that quality women’s health has on our nation is tremendous.
The Sixth Annual HealthGrades Women’s Health in American Hospitals Study, June 2009


Nine of 10 Women Online Seek Health Info via Web:
The internet – rather than healthcare professionals – is by far online US households’ main source for healthcare information, and women more than men seek such information online.

Sales within the U.S. consumer packaged goods health and wellness industry reached more than $112 billion in 2008, representing growth of 9% over 2007
Natural Marketing Institute, 2009


The internet, more than the family doctor, is the primary source of health info

Online health information is sought out by all age segments:


78.1% of respondents use the internet to gather health information


Women more than men go online for health info -- 83.5% vs. 72.4%


90.1% of women age 25-34 search for health information online


More than three-quarters of those 65 years and older say they go online for health information


Burst Media Survey, 2007

· Women are more likely than men (63% vs.53%) to see Google searches as a reliable source of information about healthcare
Public Policy Polling/Capstrat, 2010


One in Four Hospital, Urgent Care Patients Influenced by Social Media:
Social media has some type of influence on nearly 40% of recent hospital or urgent-care center patients, with more than half of 25-to-34 year olds reporting they are influenced by it.

Women account for approximately 60% of those who researched family doctors online.
Ad-ology Media Influence on Consumer Choice
survey, Ad-ology Research, 2009




70% of all prescriptions used in the United States are for generics. In 2000, generics accounted for only 49% of prescriptions.

The New York Times



92% of physicians polled say their clinical knowledge and 88% say a patient's unique situation greatly influence their prescribing decisions. 35% point to patients' health insurance coverage as an important factor in prescribing, while only 5% say they often give the patient a prescription for the medicine requested.


Additionally, 50% of doctors report that they frequently recommend lifestyle or behavior changes, 18% recommend over-the-counter options and 14% recommend no treatment at all.

KRC Research



73% of physicians polled stated that DTC ads helped patients ask thoughtful questions, and 91% said the patient did not try to influence the course of treatment in a way that would have been harmful.

FDA survey of physicians