One consumer trend that continues to be strong is the demand for health-related information, products and services. Health conscious consumers, especially those who are trying to delay or hide the inevitable effects of aging, continue to allocate a portion of their discretionary income toward feeling good and looking good. The average direct response buyer of health products is age 52 and spends an average of $65 each time he or she places an order.
Given the strong summer results for new customer acquisition, the seasonality of health conscious buyers can help to offset dependency on fourth-quarter sales. Furthermore, the average 2012 first-quarter hotline for health-related catalog files is up 18% compared with the same period last year. This is based on aggregate rate card information for Dr. Leonard’s Healthcare Catalog Buyers, Swanson Health Products and 22 other media titles, according to Universe Trend’s health buyers report.
Subscribers to health-related publications tend to be a bit younger, are predominantly female, and have a slightly higher net income than health product buyers. Although these generalizations are based on response list metadata, the individual data cards provide much more information for media planners looking to home in on specific criteria. For example, the organic lifestyle category of food buyers is a growing segment that makes more sense for environmental fundraisers or gardening offers. The demographics and buyer behaviors of these holistic individuals may differ from the health market in general, and the same principle applies if you drill-down within specific ailment categories.
Most important, marketers must continue to act responsibly with regard to data applied in the acquisition and customer engagement processes. While health information privacy legislation currently protects personal information, it also provides for the flow of health information needed to provide and promote high-quality healthcare and to protect the public’s health and well-being. There is adequate flexibility to accommodate a variety of needs in a diversified healthcare marketplace, but the balancing act between privacy and promotion must be handled with mutual respect.
The list popularity index (LPI) for each file below shows each list’s rating on a range from 0 to 100, with 100 being the highest. The scores are calculated using an algorithm that analyzes the recency and frequency of more than 100,000 outside list recommendations made in the trailing 12 months of the scoring date.
Boardroom Health Masterfile
Every one of the individuals on this list have receive at least one wellness-related product from Boardroom.
Universe: 850,825
Price: $120/M
List Popularity Index: 99
Selections: Paid subscribers and buyers, 90-day paid hotline, 90-day paid and bill me, one-three month hotline, six-month hotline, 12-month hotline, gender, paid, state/SCF/ZIP
Contact: Boardroom, Inc., Kristina Cassell, [email protected], 203-973-6220
Datacard: http://www.nextmark.com/media-finder/listing/?id=64221
Dr. Leonard’s Healthcare Catalog Buyers
These mature consumers are mail order buyers who have purchased at least one of a variety of personal care products.
Universe: 2,038,282
Price: $90/M
List Popularity Index: 100
Selections: 90-day paid hotline, 90-day paid and bill me, one-three month hotline, six-month hotline, 12-month hotline, gender, paid, state/SCF/ZIP
Contact: Infogroup, Tiffany Ayres, [email protected], 845-732-7046
Datacard: http://lists.nextmark.com/market?page=order/online/datacard&id=72979
Mayo Clinic Health Letter
This file consists of subscribers to an eight page monthly newsletter that offers information on today's health and medical news: Fitness & exercise, medical treatment breakthroughs, nutrition & healthy eating, and tips on treating and preventing hundreds of illnesses.
Universe: 440,628
Price: $110/M
List Popularity Index: 100
Selections: Monthly hotline, quarterly hotline, six-month hotline, gender, 12-month change of address, 12-month expires, state/SCF/ZIP
Contact: RMI Direct Marketing, Courtney Kowcheris, [email protected], 203-825-4620
Datacard: http://lists.nextmark.com/market?page=order/online/datacard&id=153566
Prevention Magazine
This Rodale publication delivers information, breaking news, and lifestyle advice that readers can use today for a happier, healthier, stronger life tomorrow and beyondPrevention continually helps readers to discover health, beauty, fitness, and nutrition.
Universe: 2,037,148
Price: $105/M
List Popularity Index: 100
Selections: Monthly, quarterly, six-month subscribers, adult age, change of address, contributors or donors, dwelling size/type, ethnicity, gender, gift givers, income, presence of childe, religion, state/SCF/ZIP
Contact: Lake Group Media, Nancy Arbuco, [email protected], 914-925-2400
Datacard: http://lists.nextmark.com/market?page=order/online/datacard&id=314384
Swanson Health Products
Swanson Health Products provides nutritional supplements by mail.
Universe: 1,498,321
Price: $105/M
List Popularity Index: 100
Selections: Three-, six-, 12-, 24-month buyers, amount spent, gender, state/SCF/ZIP
Contact: Conrad Direct, Jenifer Gluckman, [email protected], 201-567-3200
Datacard: http://lists.nextmark.com/market?page=order/online/datacard&id=101171
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