Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
Health Styles of the 40-Everything Woman

Health Styles of the 40-Everything Woman

Ratings: (0)|Views: 120|Likes:
Published by Digitas Health
Women in their 40s and 50s are a critical audience for advertisers today based on their tremendous spending power. For marketers in the health sector, this segment is especially critical since roughly 3 out or 4 women in this age range have at least one health condition. Yahoo! and Digitas Health partnered to thoroughly understand these women as people, not just as patients.
Women in their 40s and 50s are a critical audience for advertisers today based on their tremendous spending power. For marketers in the health sector, this segment is especially critical since roughly 3 out or 4 women in this age range have at least one health condition. Yahoo! and Digitas Health partnered to thoroughly understand these women as people, not just as patients.

More info:

Published by: Digitas Health on Mar 19, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

05/13/2014

pdf

text

original

 
advertising.yahoo.com
   Y   A   H   O   O   !   I   N   S   I   G   H   T   S
marketingsolutions@yahoo-inc.com
For more ino on this study, please contact your Yahoo! account manager or call 866-747-7327.
women 20-59 to quantiy ndings.
Five major insights emerged:
1. Mid-lie is mostly "wow" ollowed by a little good natured "ugh.":
Mid-lie is approached with a new zeal, as nearly hal o women 40-59 strongly agree that they have apositive outlook on lie, compared to only 36% or women 20-39. In act, women in mid-lie today arecondent with nearly 50% strongly agreeing that they can do just about anything they really set theirmind to. Likewise, when asked about her current lie stage, 60% o women 40-59 strongly agree that sheis less concerned with what others think about her, compared to 43% o younger women.Women in their 40s and 50s are a critical audience oradvertisers today based on their tremendous spendingpower. For marketers in the health sector, this segment isespecially critical since roughly 3 out o 4 women in thisage range have at least one health condition. Yahoo! andDigitas Health partnered to thoroughly understand thesewomen as people, not just as patients.We talked to thousands o women across America to movebeyond the stereotypes and understand how women thinkand eel about their lie stage, their health and caring orothers with health conditions—so we can help marketerscreate more meaningul connections with this audience.Our comprehensive methodology included interviewswith 100+ women 40-59, ollowed by a survey o 2,500+
Health Styles o the 40-Everything Woman
by Yahoo! and Digitas Health
I strongly agree with the ollowing statements (top 2 on a 7-pt. scale):
I have a positive outlook about lieLie is diicult
46
%
31
%
36
%
48
%
20-3940-59AGES:
Her Outlook is Signifcantly More Positive than Her Younger Counterparts
 
advertising.yahoo.com
   Y   A   H   O   O   !   I   N   S   I   G   H   T   S
marketingsolutions@yahoo-inc.com
For more ino on this study, please contact your Yahoo! account manager or call 866-747-7327.
2. Inormation is experienced as much emotionally as it is unctionally.
Not surprisingly, inormation plays an important unctional role in making health decisions or thislie stage. When asked what is important to them in health inormation sources, 69% strongly valued"expertise" and 67% strongly valued "making inormation easy to digest and understand." However, ourunexpected learning was that emotional actors were equally important. Women indicated that they alsovalued emotional actors in their inormation sources—"have my best interests in mind" (66%) and have"no hidden agenda (66%)."
3. The Web oers multiple touch points to helpwomen "realize to decide."
Approximately 34.5 million women aged 40-59go online each month and 56% o the womenwe spoke to say they turn to online sourcesrequently as sources o health inormationand/or support.Long recognized as sources o support, onlinecommunities are also being recognized moreoten today as inormation sources in their ownright. 43% o women in mid-lie who turn tothem do so to gather general health inormation
(Cont'd)
What Kind o Inormation do Women Want?
I strongly value the ollowing in health inormation sources (top 2 on a 7-pt. scale):
69%67%
Expertise
(ino that comes rom respected sources)
66%66%
Makes ino easy to digest& understandHas my best interests in mindNo hidden agenda
and, giving is as important as getting.
4. "Yes Doctor" has become "Yes Doctor, but..."
There has been a air amount o research about how patients are doing research online beore theirdoctor’s visit, and it remains true or this age group. Nearly hal o women 40-59 strongly agree thatpatients have more o a role in diagnosis and treatment these days because so much inormation isavailable online. Interestingly, what women said they want rom doctors, but don’t (oten) get is "a partner
o the women we spoke to turn toonline sources
frequently
 as sources o health inormationand/or support
56%

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->