Want to reach young women concerned about their health?
Forget MTV—the best channel might be direct mail.
That’s the finding of a new survey of 20,000 health care consumers by Solucient.
The survey found that while women age 18-34 are widely exposed to health care advertising on television and radio, they are more likely to respond to direct mail or handouts in the doctor’s office.
Women suffering from depression are 40% more likely to respond to direct mail than television. And those afflicted with migraines are 100% more likely to respond to physician office information than to television spots.
The study found that 29% of the women in that age category have weight problems. In addition, 13% suffer from depression, and 26% reported that they have migraines.
"The findings are surprising," said Ruth Colby, senior vice president of Solucient’s planning and marketing division in a statement. "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 in these areas by any means. We are, however, suggesting they develop a more comprehensive approach to women’s health."
Solucient, Evanston, IL, surveyed a random sample of 20,000 health care consumers.
