Health-Care Marketing in for Overhaul as Consumer Attitudes Shift
Ad Age Insights Report Suggests Messaging Should Address Cost Concerns, Caregivers
AdAge article published March 26, 2012 - According to a recent AdAge / Ipsos Observer survey of nearly 4,000 households about their opinions on healthcare and other issues, a consumer's receptiveness to healthcare messaging will change as they get older. The survey helped identify why it is important for marketers to understand the mechanics of how consumer attitudes shift over time, and across generations.
The study conducted for Ad Age Insights and Modern Healthcare examined current generational attitudes toward healthcare and health decisions, and how the role of caregivers can influence healthcare purchases.