Marketing Health to Women - US - July 2007

SCOPE AND THEMES
What you need to know
Resources used for consumer sections
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
America is aging, but striving to stay healthy
Media and popular culture
Health topics of interest to women
Who do women consult for guidance?
Women’s opinions about pharmaceuticals, medical treatments, and insurance
The practitioners and services that women use
Exercise—how does it fit into a woman’s life?
Diet management
Reasons for diet management
Women’s nutritional and shopping behaviors
Future trends
What older women want
Pharmaceuticals, medical and alternative practitioners, and insurance
Retail medicine
Focus on prevention and nutrition
Marketing to the 20%
MARKET BACKGROUND
America is aging, but women want to stay young
Figure 1: Female population by age, 2002-12
Women embrace cosmetic enhancements
Women seek strength and health
Women strive to balance work and family
What women aged 50+ think about aging
The disconnect: knowing what’s good for you and doing it
What women are actually practicing
Areas where women can improve
Influential Internet sites and blogs
WOMEN AND BODY IMAGE
The influence of popular cultural and body image
“Standards” of beauty
Women and eating disorders
HEALTH TOPICS OF INTEREST TO WOMEN
Age makes a difference
Figure 2: Interest in health-related topics, by age, June 2007
Marital status
Figure 3: Interest in health-related topics, by marital status, June 2007
Children in the house
Figure 4: Interest in health-related topics, by number of children in the household, June 2007
Education
Figure 5: Interest in health-related topics, by education, June 2007
WHERE DO WOMEN GO FOR GUIDANCE?
Reported sources for guidance
Figure 6: Sources for guidance regarding health issues, by age, June 2007
Figure 7: Sources for guidance regarding health issues, by marital status, June 2007
WOMEN’S OPINIONS ABOUT PHARMACEUTICALS, MEDICAL TREATMENTS, AND INSURANCE
Attitudes about pharmaceuticals
Figure 8: Attitudes about pharmaceuticals, by age, Jan-Oct 2006
Pharmaceutical trends
Figure 9: Trends in attitudes about pharmaceuticals, 2002-06
Insurance coverage
Figure 10: Ownership of life/health insurance, total, Jan-Oct 2006
Types of insurance coverage
Figure 11: Ownership of life/health insurance, by age, Jan-Oct 2006
Figure 12: Ownership of life/health insurance, by race/ethnicity, Jan-Oct 2006
THE PRACTITIONERS AND SERVICES THAT WOMEN USE
Professional visitations
Figure 13: Practitioners visited at least once a year, by age, June 2007
Figure 14: Practitioners visited at least once a year, by income, June 2007
Other health services
Figure 15: Health services tried in the last year, by age, June 2007
Figure 16: Health services tried in the last year, by education, June 2007
EXERCISE—HOW DOES IT FIT INTO A WOMAN’S LIFE?
Exercise participation
Figure 17: Participation in regular exercise program in the past year, by income, Jan-Oct 2006
Frequency of exercise
Figure 18: Exercise frequency, Jan-Oct 2006
ADVERTISING
Advertisements for women’s health products
Actonel
Figure 19: Advertisement for Actonel
Astrazeneca
Figure 20: Advertisement for Astrazeneca
Bristol-Myers Squibb
Figure 21: Advertisement for Bristol-Myers Squibb
Citracal
Figure 22: Advertisement for Citracal
Clearblue
Figure 23: Advertisement for Clearblue
Estroven
Figure 24: Advertisement for Estroven
Fosamax
Figure 25: Advertisement for Fosamax
Gardasil
Figure 26: Advertisement for Gardasil
Loestrin
Figure 27: Advertisement for Loestrin
Boniva
Figure 28: Advertisement for Boniva
Viactiv
Figure 29: Advertisement for Viactiv
Wyeth know menopause
Figure 30: Advertisement for Wyeth
DIET MANAGEMENT
 AGING
Figure 31: Watching/controlling diet, by age, Jan-Oct 2006
 RACE/ETHNICITY
Figure 32: Watching/controlling diet, by race and ethnic origin, Jan-Oct 2006
Figure 33: Household income distribution by Hispanic origin of householder, 2005
Trends 2002-06
Figure 34: Trends in watching or controlling diet, 2002-06
 REASONS FOR DIET MANAGEMENT
Figure 35: Reason for watching diet, by age, Jan-Oct 2006
WOMEN’S NUTRITIONAL AND SHOPPING BEHAVIOR
 SHOPPING PRACTICES
Age
Figure 36: Nutritional and food shopping habits, by age, June 2007
Income
Figure 37: Nutritional and food shopping habits, by income, June 2007
Juggling work and family
Energy and diet snacks and bars
Figure 38: Consumption of energy/diet snacks and bars, Jan-Oct 2006
Brands of snack bars
Figure 39: Brand of energy/diet snacks and bars consumed, by age, Jan-Oct 2006
Quantity
Figure 40: Amount of energy/diet snacks and bars consumed in last 30 days, Jan-Oct 2006
 VITAMINS AND MINERALS
More as they age
Figure 41: Vitamin consumption, by age, Jan-Oct 2006
Families
Figure 42: Vitamin consumption, by cohort, Jan-Oct 2006
Frequency of vitamin/supplements taken
Figure 43: Frequency of vitamin consumption, Jan-Oct 2006
FUTURE TRENDS
Older women will make up more of the female population
Pharmaceuticals, medical and alternative practitioners, and insurance
Retail medicine
Focus on prevention and nutrition
Exercise
Medical research
Ethnicity and race
Misuse of medicine
Concepts of beauty and body image
Images of women on television
Strong in mind and community as well
APPENDIX: TRADE ORGANIZATIONS
APPENDIX: SIMMONS COHORTS
Figure 44: Married couples cohorts
Figure 45: Single women cohorts
Figure 46: Single men cohorts