2021 MARS Consumer Health Study Directory Inside, find details about the MARS 2021 study content. Data collected in the study can be used to identify target audiences, behaviors, attitudes, media usage, and demographics.
Updates to study content in 2021 are noted in blue text.
UNDERSTAND PEOPLE. INSPIRE GROWTH 2021 MARS Consumer Health Study: info.kantarmedia.com/MARS
Table of Contents
Conditions...... 3 Purchasing Medication...... 18 Condition-Related Details...... 6 Overall Health & Wellness...... 18 Treatments...... 7 Health Lifestyles...... 19 Women’s Health...... 8 Healthcare Advertising...... 19 Health Insurance...... 8 Caregivers & Family Members...... 20 Information Sources...... 9 Attitudes & Opinions...... 21 Magazines...... 10 Sports & Leisure Activities...... 23 Newspapers...... 11 Demographics...... 23 Radio, Streaming Music and Podcasts...... 11 Television...... 11 Internet & Websites/Apps...... 14 Device Ownership & Online Behavior...... 14 DIRECTORY NAVIGATION: Click on any item in the Medical Professionals & Services, Telemedicine...... 16 ToC to jump to that page. To come back, click the “Return to Table of Contents” link located at the .COVID-19 Insights...... 17 bottom of each page. Medical Tests & Vaccinations...... 17
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w Insect Allergy w Pet Allergy Conditions w Ragweed Allergy w Tree Pollen Allergy CONDITIONS KEY Anaphylaxis/Severe Allergy Condition Specific Prescription Drugs Anemia Condition Specific Non-Prescription Drugs Anxiety (frequently felt anxious, nervous, or worried) At Risk For Arthritis Satisfied with Rx Treatment w Ankylosing Spondylitis Professionally Diagnosed w Osteoarthritis /Degenerative arthritis Pain-Related Condition w Psoriatic Arthritis When First Diagnosed w Rheumatoid Arthritis (RA) Severity: Mild/Moderate/Severe Asthma Updates to study content in 2021 Bipolar Disorder are noted in blue text Blood clots in the legs (DVT) or Pulmonary Embolism (PE) LAST 12 MONTHS/EVER Cancer Acid Reflux/GERD w Breast Acne w Colon/Colorectal ADD/ADHD w Head and Neck (including mouth, nose and throat) Age Related Memory Loss (moderate or severe) w Leukemia w Allergies/Allergic Reaction Liver w Food Allergy w Lung w Grass Allergy w Non-Hodgkin’s Lymphoma w Ovarian Return to Table of Contents 3 2021 MARS Consumer Health Study: info.kantarmedia.com/MARS
Cancer, continued Diabetes w Pancreatic w Type 1 w Prostate w Type 2 w Skin Diabetic Nerve Pain w Stomach Eczema/ Atopic Dermatitis w Thyroid w Urinary/Bladder/Kidney Enlarged Prostate/Benign Prostate Hyperplasia w Uterine/Cervical Erectile Difficulty (More than one episode) Cardiovascular/Heart Disease Eye problems/Eye disease w Acute Coronary Syndrome/Heart Attack w Cataracts w Angina w Dry Eye w Atrial Fibrillation (A-Fib) or Arrhythmia w Glaucoma w Coronary Artery Disease /CAD (sometimes called w Macular Degeneration “hardening” or “clogging” of the arteries) w Other cardiovascular or heart disease Fibromyalgia Cold Flu Constipation/Irregularity (More than one episode) Gout COPD Heartburn/Indigestion (including Chronic Bronchitis & Emphysema) Hepatitis B Cough Hepatitis C Depression Herpes
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High Cholesterol HIV Hyperhidrosis/Excessive Sweating
Hypertension/High Blood Pressure Hypothyroidism /Low Thyroid Function Inflammatory Bowel Disease (IBD) w Crohn’s Disease w Ulcerative Colitis
Irritable Bowel Syndrome (IBS) Kidney Disease
Low Testosterone Lupus
Migraine Headache Multiple Sclerosis Obesity Osteopenia Osteoporosis Sleep-related Issues Overactive Bladder w Sleep Apnea (frequently gasp or stop breathing while asleep) Pain w Insomnia w Back w Head (other than headaches) Stroke w Joint Urinary Tract Infection w Muscle Yeast Infection w Neck w Nerve Women’s Health w Other w Endometriosis w Infertility Pneumonia w Menstrual Cramps/PMS Post Traumatic Stress Disorder (PTSD) w Uterine Fibroids Psoriasis w Menopause Symptoms w Hot Flashes Restless Leg Syndrome (RLS) (also called Willis w Irregular Periods or Absence of Menstruation Ekbom Disease) w Night Sweats Rosacea w Painful Intercourse/Dyspareunia Seizures/Epilepsy w Vaginal Atrophy or Dryness Shingles Sinus Headache/Sinus Congestion ASKED ONLY AT FEEL AT RISK FOR QUESTION Alzheimer’s Disease
Return to Table of Contents 5 2021 MARS Consumer Health Study: info.kantarmedia.com/MARS Condition-Related Details
BLOOD CLOTS IN THE LEGS (DVT) OR Related Conditions/Complications PULMONARY EMBOLISM (PE) w Cardiovascular/ w Hearing Impairment Have ever experienced a pulmonary embolism (PE) Heart Conditions w Hypertension/ w DKA and Ketones High Blood Pressure CANCER w Eye Conditions w Kidney Disease Stage at the time of diagnosis w Foot Conditions w Skin Conditions Current stage of treatment w Gastroparesis w Stroke Spread to other Locations HIV CONSTIPATION/IRREGULARITY Has the disease progressed to AIDS Caused by Prescription Medication MIGRAINE HEADACHE Is it Chronic (<3 bowel movements/week) Episodic (occasional) or Chronic (15+ days/month) DEPRESSION PAIN Severity rating Interference with Ability to Sleep w Mild – I feel sad but it doesn’t interrupt my daily activities of life Is your pain a symptom of… w Moderate – I feel sad and lonely, and have long w Arthritis periods of time where I cannot perform normal, w Cancer everyday functions of life w Crohn’s disease w Severe – I have long periods of time where I simply lie in bed and don’t interact with people, and cannot w Ulcerative colitis perform normal daily activities w Blood clots in legs (DVT) or Pulmonary Embolism (PE) DIABETES w Diabetic Nerve Pain Important features of glucose meter/monitoring system w Fibromyalgia w Alternate site testing w Gout w Automatic coding of test strips w Lupus w Bluetooth capability w Migraine Headache w Communicates wirelessly with insulin pump w Multiple Sclerosis w Compact size/portability w Restless Leg Syndrome (RLS) w Connects directly to my smartphone w Shingles w Continuous 24/7 monitoring w No finger pricks PSORIASIS w Provides insights such as patterns, averages, or Severity/Percent of body surface affected estimated HbA1C levels w Mild – Less than 3% body coverage w Results are uploaded automatically to share with doctor/other w Moderate – 3% - 10% body coverage w Single device monitors blood glucose AND blood w Severe – More than 10% body coverage pressure or blood ketone levels w Syncs with fitness, diet or medication trackers/apps WOMEN’S HEALTH: PAINFUL INTERCOURSE/ DYSPAREUNIA OR VAGINAL ATROPHY/DRYNESS Frequency of Daily Blood Glucose Meter Use Used an over-the-counter personal lubricant or vaginal moisturizer in last 12 months Hemoglobin A1C Level Maintaining the Recommended A1C Level
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w Phototherapy Treatments in bold make up the general w Physical Therapy treatment list for all conditions, while those that are not bold are specialty treatments associated w Psychological Therapy/Counseling with specific conditions. w Radiation w Spinal Cord Stimulation w Non-Prescription Drugs w Surgery w Prescription Drugs w Topical Medication w Diet or Exercise w Traditional Immunosuppressants w Herbal or Home Remedy w Transdermal/Skin Patch, Spray or Gel w Vitamins/Supplements w Transplants w Biologics – infusion/injection/oral w Vaginal Estrogen Insert or Cream w Birth Control Add-on Treatment: Would consider taking add-on Rx w Blood Product Donation/Transfusion Would consider using as a treatment w Chemotherapy w Medical marijuana w Dialysis w Cannabidiol/CBD (oil, cream, edibles, etc.) w ImmunoOncology/Immunotherapy Types of Vitamins/Mineral Supplements used w Immunotherapy (tablets or shots) Reasons for using Vitamins/Mineral Supplements w Infusion Therapy w Additional nutrients w Injections w Bone health w Inhaler w Digestive health w Insulin w Healthy aging w Non-insulin Injectable w Heart health w Medical Marijuana w Immune health w Increased energy w Oral Medication w Joint health w Oral Hormone Therapy w Overall health/wellness benefits w Oral Non-hormonal Treatment w Prenatal health w Oxygen Therapy w Weight management
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Long-term methods of birth control used Women’s Health w Implant w IUD Methods of birth control used in last 12 months w Patch w Abstinence w Ring w Barrier methods (e.g., condoms, diaphragm) w Shot w Fertility awareness (e.g., temperature method) w Long-term methods (e.g., implant, IUD, patch) w Oral contraceptives/birth control pills Health Insurance w Permanent procedures (e.g., tubal ligation) Type of health insurance coverage w Withdrawal method w Employer or union provided Most important factor when choosing a birth control w Government issued for low income people (Medicaid) w Advice from friends or family w Government issued for retiree (Medicare) w Convenience (e.g., easy to use) w Health insurance marketplace/exchange w Cost (Affordable Care Act) w Health benefits (e.g., reduced risk of STD’s) w Military or other Government employee w How effective it is (risk of pregnancy) w Private (self-pay) insurance w How long it lasts or how easily it can be reversed w No insurance w It’s my partner’s preferred method w Religious or cultural beliefs Type of Medicaid or Medicare plan w Side effects w Managed care - My choice of healthcare providers is limited to those who are in network Birth control brands/products used in last 12 months w Fee for service - I can choose any healthcare provider who accepts Medicaid or Medicare
8 Return to Table of Contents Learn more about Kantar audience segments Information Sources
PUBLICATIONS POINT OF CARE w Health-related publications w Alternative/holistic medical practitioners w Magazine ads w Doctor w Magazine articles w Nurse/Physician Assistant w Magazine websites w Pharmacists w Magazines in the Sunday newspaper w Brochures, posters, other health education materials w Newspaper ads in a doctor’s office/waiting room w Newspaper articles w Digital educational materials provided by a doctor w Newspaper websites (e.g., video links, digital brochures) ONLINE w General magazines in a doctor’s office/waiting room w Association/non-profit websites w w Health-related magazines Diet or Fitness websites in a doctor’s office/waiting room w Drug company/brand websites w Health-related television programming w Drug review/ratings websites in a doctor’s office/waiting room w Email newsletters w Tablet computer in the exam room w General news websites POINT OF PURCHASE w Government websites w Ads/brochures/magazines in pharmacies w Health information websites w In-store radio, TV or video w Insurance provider websites w Medication packaging/labels w Online advertisements OTHER w Online communities or support groups w Online videos (e.g., YouTube) w Condition or health-related events (such as seminars, classes, expos, etc.) w Search engine results w Direct mail w Social networking sites w Friends or family w Websites dedicated to a particular health condition w Posters/wallboards at gyms or health clubs TELEVISION w Printed newsletters w Television programs w Television advertisements All information sources are ranked on a four point value scale: very much, somewhat, not very much, not at all.
Return to Table of Contents 9 2021 MARS Consumer Health Study: info.kantarmedia.com/MARS Magazines
MAGAZINES w AARP The Magazine w In Touch w Woman’s Day w Allrecipes Magazine w InStyle w Woman’s World w Allure w Marie Claire w Women’s Health w The American Legion Magazine w Martha Stewart Living w Architectural Digest w Men’s Health w Better Homes and Gardens w Midwest Living w Bloomberg Businessweek w National Geographic w Bon Appétit w The New Yorker w Car and Driver w OK! w Condé Nast Traveler w Parents w Cooking with Paula Deen w People w Cosmopolitan w People en Español w Country Living w Popular Mechanics w Diabetes Forecast* w Prevention w Diabetic Living* w Psychology Today w EatingWell w Reader’s Digest w The Economist w Real Simple w Elle w Rolling Stone w Entertainment Weekly w The Saturday Evening Post* w Esquire w Scientific American Magazine metrics include w Essence w Shape print estimated audiences, w The Family Handyman w Smithsonian combination print or digital w First for Women w Southern Living estimated audiences, average w Food & Wine w Sports Illustrated monthly reach for websites, w Food Network Magazine w Star* frequency for print issue w Forbes w Sunset readership and website w Fortune w Taste of Home visitation. w Golf Digest w This Old House w Golf Magazine w Time *Magazine website reach and w Good Housekeeping w Travel + Leisure frequency data not reported. Only w GQ w TV Guide Magazine print and digital audience, and print w Guideposts w Us Weekly frequency are available for these w Harper’s Bazaar w Vanity Fair publications. w Health w Vogue **WebMD.com visitation measured/ w HGTV Magazine w WebMD Magazine** reported with Internet & Website w House Beautiful w Wired Usage
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Newspapers Television
How often read/look at newspaper Devices used to watch TV Number of newspapers read/looked at in last 7 days w Desktop or laptop PC w Gaming Console w Smartphone w Streaming device Radio, Streaming w Tablet w Television Music and w Smart TV/Internet-enabled TV Types of TV watched and Proportion of time spent watching each type in a typical week (0%-100%) Podcasts w Antenna/’over the air’ - live broadcast Time spent listening to radio, including streaming w Cable/satellite/telephone service - live broadcast radio, music or podcasts w Recorded TV/DVR Listening via AM/FM/Satellite/Internet/Apps w Streaming services/Video on Demand Radio/Music/Podcast streaming services used Weekday/Weekend Viewing by Daypart w Amazon Music (Unlimited or Prime) (adjusted based on time zone) w Apple Music w 6AM to 9AM w iHeartRadio w 9AM to 6PM w Pandora w 6PM to 8PM w SiriusXM w 8PM to 11PM w Spotify w 11PM to 1:30AM w 1:30AM to 6AM
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TELEVISION GENRES Streaming services/apps used in the last month w Animation/Cartoons - Daytime w Amazon Prime Video w Animation - Evening w Apple TV+ w Award Ceremony w AT&T TV Now (formerly Direct TV Now) w Comedy - Dramedy/Other w CBS All Access w Comedy - Sitcom w Crackle w Comedy - Variety w Disney+ w Cooking w HBO/HBO Max w Court Shows w Hulu w Dramas/Soaps - Daytime w Netflix w Drama w Peacock w Crime Drama w Showtime w True Crime/Crime Documentary w Sports streaming channels or major league apps w Faith-based/Religious w YouTube TV (includes access to live and cable TV w Financial News content) w Game Shows - Daytime Tendency to watch programming with commercials w Game Shows - Evening vs. commercial-free w Health Tendency to watch on demand (streaming/VoD/DVR) vs. live TV (OTA/cable) w Home/Garden Improvements w Home Shopping TELEVISION SPORTS PROGRAMS w Movies w Auto racing - Formula 1 w Music w Auto racing - NASCAR w News - Celebrity Gossip/Entertainment w College Baseball w News - Morning News Shows w College Basketball w News - Evening newscasts between w College Football 4pm-7pm w Esports (e.g., League of Legends, Fortnite) w News - Other Local/National/World w Extreme Sports (e.g., BMX) w News Magazine w Figure Skating w Reality - Competition w Golf w Reality - Other w Horse Racing w Sci-Fi/Fantasy w MLB Baseball w Superhero w NBA Basketball w Supernatural/Horror w NFL Football w Self Improvement or Makeover w NHL Hockey w Spanish Language w Professional Boxing w Sports Event w Soccer w Sports: Non Live Event w Tennis w Talk/Conversation - Daytime w Track & Field w Talk/Variety - Late Night w Travel Sports programs are selected if watched regularly during the last season.
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TELEVISION NETWORKS w A&E w Lifetime w ABC w LMN (formerly Lifetime Movies) w Adult Swim w MeTV w AHC (American Heroes Channel) w MSNBC w AMC w MTV w Animal Planet w National Geographic w BBC America w NBC w BET w NBCSN w Bravo w NFL Network w Cartoon Network w Nick @ Nite w CBS w OWN (Oprah Winfrey Network) w CMT w Oxygen w CNBC w Paramount Network w CNN w PBS w Comedy Central w Science w Cooking Channel w Syfy w The CW w TBS w Discovery Channel w Telemundo w Discovery Life Channel w TLC w E! w TNT w ESPN (e.g., ESPN, ESPN2, w Travel Channel ESPNNews) w truTV w Food Network w TV Land w FOX w Univision w FOX News Channel w USA Network w FOX Sports (e.g., FS1, FS2) w VH1 w Freeform w WE tv w FX w The Weather Channel w GSN w WGN America w Hallmark Channel w Hallmark Movies & Mysteries w HGTV w History For both television genres and w HLN television networks, respondents are asked to identify what they w ID (Investigation Discovery) have watched in the last seven w INSP days. w ION Television
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w Tumblr Internet & w Twitter w Verywell health Websites/Apps w WebMD w Wikipedia Dayparts and time spent online w Yahoo! Frequency of Internet use for health & wellness w YouTube w More often than once a day w Once a day w 4-6 times a week Websites/Apps are measured by use in the last w 2-3 times a week six months and by frequency of visits to each w Once a week site/app. w 2-3 times a month w Once a month or less w Never WEBSITES/APPS Device Ownership & w Amazon w CDC w Cooking Light Online Behavior w Delish Devices own or regularly use w Drugs.com w Desktop/Laptop PC w Everyday Health w Gaming Console w Facebook w Cell Phone w Glamour w Smartphone w GoodRx w Streaming device w Google w Tablet w Healthcare.gov w Television w Health Central w Smart TV/Internet-enabled TV w Healthgrades w Smart speaker (e.g., Amazon Echo, Google Home) w Healthline w Wearable fitness tracker: smartwatch, activity w HelloGiggles band or clip-on w Instagram Smart speaker use w Linkedln w Ask general questions s or play games w Livestrong.com (e.g., sports scores, history, trivia, jokes, etc.) w Mayo Clinic w Ask health-related questions (e.g., find a doctor or clinic, how to treat a condition, etc.) w Medical News Today w Check the weather w MedicineNet.com w Follow the news w Medscape w Listen to music, streaming radio, audiobooks, or w NIH.gov podcasts w Pinterest w Make calls w Reddit w Online shopping w Self w Set general reminders/alarms w Sharecare w Set health-related reminders (e.g., take medication, refill prescriptions, doctor appointments) w Snapchat w Smart home commands (e.g., control lights, w TikTok security, thermostat)
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MOBILE & SOCIAL MEDIA CONDITION OR TREATMENT-RELATED Time spent online using a mobile device w Looked for alternative (non-medical) treatments (smartphone or tablet) or home remedies Time spent on social media w Looked for information about a particular health condition MOBILE APP TYPES w Researched or read reviews of medications or types of treatments HEALTH CONDITIONS w Researched symptoms I/someone else w Blood sugar or diabetes was experiencing w Health testing/tracking tools (e.g., blood pressure) w Looked for other opinions/options after w Specific ailment education or support a doctor’s diagnosis or treatment advice w Symptom checker DOCTORS AND HEALTH SERVICES DIET & EXERCISE w Looked for a doctor w Calorie counter/Diet tracker w Looked for information about pharmacies, w Exercise/Fitness hospitals, treatment centers, urgent care or w Healthy recipes/Nutrition surgery centers w Read reviews of doctors or other healthcare MEDICAL PROFESSIONALS & INSURANCE professionals w Doctor locator w Scheduled an appointment with a healthcare w Medical records access professional w Insurance provider w Used a patient portal to access electronic medical records (e.g., MyChart) w Pharmacy/ER/Fast clinic locator MEDICATION SHOPPING w Drug or general health reference tool w Compared prices of medications or other health products or services w Pill reminder/Medication tracker w Purchased an at-home medical testing kit GENERAL HEALTH/WELLNESS (e.g., food sensitivity, STD, COVID-19) w Sleep tracker w Purchased medications or other health products or services w Stress/Relaxation/Meditation w Refilled a prescription online
ONLINE ACTIVITIES INTERNET, SOCIAL MEDIA AND LIFESTYLE GENERAL w Looked for healthy recipes or other healthy lifestyle information w Caught up on local news w Read about others’ experiences with conditions, w Caught up on national news/politics medications or treatments w Caught up on sports news w Participated in virtual workout or fitness sessions (e.g., Peloton, Zoom workout class, YouTube w Caught up on celebrity news/gossip exercise video) w Caught up or post on a social network w Tracked my diet/exercise w Checked the weather w Watched online videos to learn more about w Listened to or viewed podcasts symptoms, conditions or treatments w Used a voice assistant on your mobile device (e.g., Siri, Google Assistant) Respondents are asked to identify what devices w Watched video clips (e.g., YouTube) (desktop/laptop PC, tablet, smartphone) they use for all online activities.
Return to Table of Contents 15 2021 MARS Consumer Health Study: info.kantarmedia.com/MARS Medical Professionals & Services
RELATIONSHIP WITH PRIMARY CARE PHYSICIAN TELEMEDICINE Reasons used telemedicine in the last 12 months HEALTHCARE PROFESSIONALS Most likely reasons to use in the future w Acupuncture/Acupressure Practitioner w Counseling/therapy session w Allergist w Discuss non-urgent concerns about an existing w Cardiologist condition or treatment plan w Chiropractor w Discuss test or lab results w Dentist/Oral Hygienist w Follow-up appointment after a procedure or w Dermatologist surgery w Diabetes Educator/Specialist w Get a new prescription w Ear, Nose & Throat Specialist w Renew/refill a prescription w Endocrinologist w Looking for a diagnosis for symptoms I was experiencing w Gastroenterologist w Referral for a specialist w Gynecologist w Routine visit or annual check-up w Hematologist w Urgent care w Nephrologist w w Neurologist Other purpose w Nurse Practitioner/Physician Assistant w Nutritionist ACTIONS TAKEN AFTER SEEING PROFESSIONALS w Obstetrician w Conducted an online search about a condition w Oncologist w Conducted an online search about a drug or treatment options w Ophthalmologist w w Optometrist Filled a prescription w Orthopedist w Looked into alternative treatments after receiving prescription w Pain Specialist w Looked up cost of medication or insurance w Physical Therapist/Sports Medicine coverage before filling a prescription w Podiatrist w Made an effort to eat healthier or exercise more w Primary Care Doctor w Received a prescription for a new drug w Psychiatrist w Signed up for a prescription savings program I w Psychologist/Therapist saw or heard about at my doctor’s office or w Pulmonologist pharmacy w Rheumatologist w Switched to a different prescription w Surgeon – Cosmetic/Plastic w Took medication as prescribed w Surgeon – Other w Visited a pharmaceutical company w Urologist or drug brand website w Visited a social media site related to condition HEALTHCARE FACILITIES/SERVICES or prescribed treatment w Doctor’s office (private or group practice) w Went for x-rays, medical tests, or vaccines w Emergency Room w Went to see a specialist w Hospital w Infusion Center w Retail Health or In-store Clinic w Surgery Center w Urgent or Immediate Care Center Both healthcare professionals and healthcare facilities/services are measured by frequency of visits w Outpatient or Specialized Care Clinic over the last 12 months (1 time, 2–3 times, 4–6 times, w Telemedicine/Virtual or Online Doctor Visit 7 or more times). (using a smartphone, tablet or computer)
16 Return to Table of Contents Learn more about Kantar audience segments COVID-19 Medical Tests & Insights Vaccinations
ATTITUDES & OPINIONS Importance of regular medical check-ups w COVID-19 has made me fearful of visiting my Most recent annual physical doctor in person w 6 months ago or less w I rely on my doctor more as a result of COVID-19 w 6 months to 1 year w I worry that my underlying condition increases my w 1 year to 2 years risk for COVID-19 w 2 years to 3 years w Coronavirus news reports have made me more w 3 years to 5 years anxious w More than 5 years ago w I am confident I won’t get sick with COVID-19 if I w Never Been take precautions w Until a vaccination is available to everyone, I will MEDICAL TESTS continue social distancing w Allergy (skin or blood test) w Blood glucose ACTIONS TAKEN AS A RESULT OF COVID-19 w Bone density w Avoiding going to the ER or urgent care center w Cardiac/heart tests (e.g., EKG, stress test, etc.) w Delaying an elective procedure or surgery w Cholesterol w Delaying routine doctor visits or annual check-ups w Colonoscopy w Putting off seeking diagnosis or treatment for w CT scan non-COVID-19 symptoms w Diabetic Retinopathy w Increasing my use of online resources to manage w my condition Glaucoma w w Looking for ways to reduce stress HIV (e.g., meditation, exercise, art/music, etc.) w Kidney function w Ordering medications online that I previously filled w Mammogram in person w Pap smear w Stockpiling prescription refills or other w Pregnancy medications w Prostate Exam w Taking the recommended safety precautions to prevent infection/spread (e.g., frequent hand w Prostate Specific Antigen (PSA) washing, wearing a mask, social distancing, etc.) w STD/STI (e.g., chlamydia, genital herpes, HPV) MEDICAL TESTS VACCINES w COVID-19 antibody test w Flu w COVID-19 virus test w Hepatitis w HPV w Meningitis w Pneumonia w Shingles w Whooping cough
Both medical tests and vaccines are measured over a 12 month period.
Return to Table of Contents 17 2021 MARS Consumer Health Study: info.kantarmedia.com/MARS Purchasing Overall Health & Medication Wellness
Number of prescription medications filled for self HEALTH STATUS w None Current health status w 1 to 2 w Excellent/Very good/Good/Fair/Poor w 3 to 5 Health compared to a year ago w Much better/Somewhat better/About the same/ w 6 to 9 Somewhat worse/Much worse w 10 or more STRESS LEVEL HOW PURCHASED RX DRUGS Current stress level w A prescription assistance program w Very stressed/Somewhat stressed/Not very from a drug brand stressed/Not at all stressed w A prescription drug plan separate Stress level compared to a year ago from my health insurance w Much higher/Somewhat higher/About the same/ w A prescription savings program discount card/mobile Somewhat lower/Much lower app (e.g., GoodRx, SingleCare, CVS Reduced Rx) OUTLOOK & CONTROL OVER HEALTH w Brand-specific coupons, rebates or loyalty cards Outlook regarding future health w I pay for all prescriptions myself because I have no prescription coverage w Very optimistic/Somewhat optimistic/Neutral/ Somewhat pessimistic/Very pessimistic w I usually pay for prescriptions myself because my plan has a high deductible Personal control over health w Medicare Prescription Drug Plan w Complete control/Mostly in control/Some control/Little or no control w Prescriptions are included in my health insurance plan MOTIVATION FOR IMPROVING HEALTH How much do each of these motivate you to maintain WHERE PURCHASED MEDICATION (Rx or OTC) or improve your health (scale question) w Club Store (e.g., Costco, Sam’s Club, BJ’s) w To live a long life w Club Store’s website w To look good w Drug Store Chain (e.g., Rite Aid, Walgreens, CVS) w Drug Store Chain’s website w Local Non-chain Drug Store w Mass Merchandiser (e.g., Walmart, Target) w Mass Merchandiser’s website w Grocery Store w Health/Natural Food Store w Amazon.com w Online pharmacy w Mail order pharmacy provided by your insurance w Online purchase (Net)
Medication purchasing is measured over a 12 month period.
18 Return to Table of Contents Learn more about Kantar audience segments Health Lifestyles Healthcare DIET & EXERCISE Advertising Frequency of exercise Barriers to a regular exercise program WHERE SEEN/HEARD Body mass index w Direct mail Evaluation of the diet at home in terms of health and w In a doctor’s office wellness w In a pharmacy Overall level of concern regarding the healthiness of the diet w In a magazine Reasons for managing diet/nutrition w In a newspaper (daily or weekend) Types of foods eaten on diet/nutrition plan w On television w Fat free w On the Internet w Gluten free w On a mobile device (smartphone or tablet) w Grain free w On social media w High fiber/whole grain w On the radio w High protein w On a smart speaker (e.g., Amazon Echo, Google w Lactose free Home) w Low calorie w Outdoors (e.g., billboards) w Low carbohydrate w Somewhere else w Low cholesterol w Low fat ACTIONS TAKEN AS A RESULT w Low sodium w Asked your doctor for a product sample w Natural or organic of a prescription drug w Nutritional drinks/shakes (e.g., Boost, Glucerna) w Asked your doctor to prescribe a specific drug w Probiotic w Called a toll free number to get additional w Raw food information w Sugar free w Conducted an online search w Vegetarian w Consulted a pharmacist w Vegan w Discussed an ad with a friend or relative Weight loss goal w Discussed an ad with your doctor Weight loss programs used w Downloaded an app w Doctor-created w Made an appointment to see a doctor w Self-created w Purchased a non-prescription product w Non-prescription weight loss drugs w Referred to a book, journal or magazine w Low carbohydrate/high protein or fat for additional information (e.g., Atkins, Ketogenic, Paleo, South Beach) w Refilled a prescription w Points- or calorie-based nutrition program w Signed up for a mail/email list to receive (e.g., WW, Noom) more information w Prepared meal plan w Switched to a different brand (e.g., Jenny Craig, NutriSystem) w Took medication w Other weight loss program w Used a coupon w Visited a pharmaceutical company’s website TOBACCO USE AND CESSATION METHODS w Visited some other website Tobacco use on a regular basis w Watched a video online Packs smoked in the last 7 days Have you ever tried to quit smoking/using tobacco
Return to Table of Contents 19 2021 MARS Consumer Health Study: info.kantarmedia.com/MARS Caregivers & Family Members
HEALTH CONDITIONS CAREGIVER SUPPORT ACTIVITIES w Acne w Administer or monitor medications w Acute Coronary Syndrome/Heart Attack w Arrange for outside services w ADD/ADHD w Assist with daily household chores w Age Related Memory Loss (moderate or severe) w Assist with personal care (e.g., bathing, dressing, eating) w Alzheimer’s/Dementia w Buy medication or refill prescriptions w Allergies w Discuss conditions or treatments with their doctor w Anaphylaxis/Severe Allergy w Encourage doctor visits w Osteoarthritis/Degenerative arthritis w Make doctor appointments w Rheumatoid Arthritis (RA) w Make sure vaccines are received w Asthma w Manage finances or provide financial support w Autism w Monitor state of condition w Bipolar Disorder w Provide transportation to doctor/medical w Cancer treatment w Chronic Pain w Research health information w COPD (Including Chronic Bronchitis and Emphysema) Caregiver in same household w D epression w Diabetes Caregiver level of involvement in medical decisions w w Eczema /Atopic Dermatitis Very involved w w Enlarged Prostate Somewhat involved w w Eye problems/Eye disease (Including Cataracts, Not very involved Glaucoma, and Other Eye/Vision Problems) w Not at all involved w Heart Disease w Hepatitis C Caregivers identify the conditions and w High Cholesterol/High Triglycerides ages of family members for whom they w Hypertension/High Blood Pressure provide support. w Multiple Sclerosis w Nutritional Deficiency w Obesity w Parkinson’s Disease w Psoriasis w Seizures/Epilepsy w Schizophrenia w Shingles w Stroke
20 Return to Table of Contents Learn more about Kantar audience segments Attitudes & Opinions
ANTI-AGING Normally, I only use drug brands that are Everyone should just age naturally recommended by my physician I feel younger than other people my age I always do what my doctor tells me to do I spend a lot of money on beauty I research treatment options on my own and then ask and skincare products my doctor about them I would consider cosmetic surgery for myself, I do not seek help from doctors or nurses unless I am now or in the future very sick or injured I would consider non-surgical cosmetic treatments The convenience of using telemedicine is more or procedures (botox, fillers, laser treatments, peels, important than seeing my doctor face-to-face coolsculpting, body contouring, etc.) DRUGS CHILDREN’S HEALTH As a preventative measure it is important my children I am hesitant to take prescription drugs take vitamins every day with side effects that concern me I actively participate in decisions regarding the types I am willing to pay extra for prescription drugs of vaccines my children receive not covered by health insurance I always take my child to the doctor when he/she I prefer to try OTC remedies before is sick seeking prescriptions I trust my doctor to be cautious about I sometimes stop taking a prescribed medication over-prescribing medications for my children without consulting a doctor I will only buy the brands of medicine recommended I will try another drug brand if I get a coupon for it by my child’s doctor When a prescription drug becomes available as an I dislike needles too much to consider a drug over-the-counter medication, I will switch my children treatment that uses injections to the over-the-counter version It is very important that my health insurance covers The benefits of having my children immunized all my prescription medication outweigh the risks It’s worth paying more for branded prescription medications rather than getting generic products Non-prescription medicines are safer than DIET & EXERCISE prescription medicines Diet plans usually work for me Non-prescription store brand drugs work as well as Exercise is important to my diet and nutrition plan national advertised brands I can’t seem to adhere to a diet plan and often “cheat” when I’m on one Prescription drugs are more effective than non-prescription remedies I diet to look good more than I diet to feel good Weight loss surgery is an option for me HEALTH INSURANCE The high cost of healthcare prevents me from being DOCTORS/TREATMENTS as healthy as I would like I am willing to ask my doctor for a prescription I’m willing to pay more for high quality health medication or drug sample that I have seen or insurance heard advertised I often discuss new prescription medicines with my doctor
Return to Table of Contents 21 2021 MARS Consumer Health Study: info.kantarmedia.com/MARS
HEALTHCARE ADVERTISING I feel health and wellness advertising on the Internet is trustworthy Friends come to me for advice about healthcare and medications I feel the Internet is a good way to confirm a diagnosis I always read the small print in magazine/newspaper pharmaceutical ads I refer my friends to certain websites I find helpful I trust pharmaceutical companies that advertise I typically conduct research online prior to a doctor’s the medications I take appointment I trust the opinions of my family and friends I trust the medical information other people share about health-related issues on social media Pharmaceutical advertisements make me more Researching online gives me confidence to speak knowledgeable about medicines knowledgeably about a medical condition The pharmaceutical healthcare information at my The Internet is the first source I turn to when doctor’s office is credible and useful researching health and wellness
PERSONAL HEALTH MOBILE HEALTH & WEARABLES I am concerned that my unhealthy habits will soon I believe there are mobile apps available that would catch up with me improve my current health I do everything I can to promote and maintain my I would be willing to use a mobile app offered personal health and wellness by my insurance health plan I always try to eat healthy foods and maintain a I would be willing to use a mobile app recommended balanced diet to me by my doctor I am better informed about my health than I prefer using apps instead of websites when I want most people health-related information or tools I believe that vitamins and nutritional supplements I believe a wearable fitness tracker that connects to make a difference in long-term health my mobile device or the internet would make it easier to track my diet and exercise I participate in preventative healthcare Using an app to share my personal health/fitness data I prefer alternative/holistic approaches to standard with my doctor or others would motivate me medical practices I am concerned about my personal health and I research healthcare information so that I am fitness data being securely stored online better informed about different healthcare treatment options Web-connected devices are too complicated to use My condition makes it difficult to do/complete ONLINE HEALTH day-to-day tasks
I am comfortable registering on a website which VACCINES consistently offers useful information about my particular health condition I am willing to ask my doctor for a vaccine that I have seen or heard advertised I am more comfortable talking about health and wellness concerns online than I am face-to-face I trust my doctor to recommend the vaccines that are essential to my continued health I am more likely to visit a health website that was recommended by my doctor or that I saw in my I am first among my peers to investigate vaccines doctor’s office that are recommended but not required I am very cautious about which websites I access I am concerned about the possible side effects for health and wellness information related to my vaccinations
22 Return to Table of Contents Learn more about Kantar audience segments Sports & Leisure Activities w Adult education courses w Tennis w Aerobics w Travel w Attend concerts/Live events w Use a health club/gym w Attend professional/college sports events w Video gaming w Baseball/Softball w Visit museums w Basketball w Volunteer your time w Bicycling w Weight training w Bird watching w Yoga/Pilates w Bowling w Cooking for fun w Crossword puzzles/word games w Dancing Demographics w Entertaining friends/family Age w Fantasy sports league Gender w Fine dining/eating out Education w Fishing Employment Status w Fitness walking LGBT w Football Marital Status w Gardening Number of Adults in Household w Go to bars/Nightclubs Parent/Children in Household w Go to the movies Household Income w Golf w Hiking Personal Income w Hunting Race/Ethnicity w Photography w W hite w Play a musical instrument w Spanish/Hispanic/Latino w Poker w American Indian or Alaska Native w Reading books w Black or African American w Running/Jogging w Asian or Pacific Islander w Sailing/Water Skiing w Other Race w Shopping for fun Spanish Language w Snow Skiing/Snowboarding w Only Spanish at home w Soccer w Mostly Spanish, but some English w Spa Services w Spanish and English about equally at home w Spend time with pets w Mostly English, but some Spanish w Swimming w Only English at home
Extend your planning and reach your target audience segments 300+ predefined audience segments from the MARS Consumer Health Study are available via LiveRamp, Tru Optik and Eyeota to most major programmatic platforms for activation. Visit https://www.kantar.com/north-america/campaigns/audiences-for-activation for more information about our off-the-shelf segments or contact us to help onboard your custom targets.
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2021 MARS Consumer Health Study Since 2001, the MARS Consumer Health Study has been the go-to information source for ad agencies, pharmaceutical marketers, and media companies seeking stable and reliable media and healthcare data that is projectable to the U.S. population. No other study provides this level of data and a 360 degree view of your target patient groups.
Features of the 2021 MARS Study include:
w 100+ health conditions, including 20+ low-incidence w Digital insights: Online activities and device use, ailments (e.g., Crohn’s, Lupus, MS): Ailment-specific dayparts, website visitation for 35+ sites (including social, follow-up questions capture condition details, treatment health-related, others), health-related mobile app use, options and drug brand usage time spent online with mobile and social media, and w 500+ Rx and over-the-counter remedies more w Caregivers: Caregiver support activities, medical decision w Media effectiveness insights: Where consumers involvement, conditions of those receiving care, etc. encounter healthcare advertising and actions taken as a result w Extensive Point of Care coverage: HCPs and medical services used, actions taken after seeing HCP, medical w 40+ healthcare information sources: Value of various testing and vaccinations point of care, point of purchase, media and other sources for health information w Special content available with the 2021 MARS release: COVID-19 insights including attitudes, behaviors, use w 70+ attitudes and opinions toward healthcare of telemedicine and medical testing related to the advertising, doctors and treatments, online and mobile COVID-19 outbreak health, diet and exercise, children’s health, and more w 75 publications w Extensive demographic data: Geographic information, gender, age, generation, race, marital status, education, w Newspaper readers: How often read, how many read in employment, income past week w Solutions for targeting key consumer healthcare w Radio & streaming music: Time spent, ways typically audiences: MARS Patient, Sources Valued, and Health listen (AM/FM, satellite, internet), streaming services Tech IQ Segmentations used w Television coverage: Dayparts and time spent watching, network and genre coverage, services and devices used (including streaming)
If you have any questions or would like to learn more about the study, please contact:
Michele Deutschman VP Strategic Partnerships & Business Development 212-991-6008 [email protected] Visit our website at Bernadette Cognac info.kantarmedia.com/MARS VP Agency Relations 312-543-7078 for more information about [email protected] the 2021 study content
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