Abstract
About this report
Customized health - designing healthcare services based on the unique needs of consumers - is one of the most important trends in the healthcare category, and holds significant opportunities for companies that offer the right products and services.
- Topics covered in this report include:
- Which demographics are most likely to be interested in customized health
- How and where respondents seek health information, what they think of its quality, and how this has changed the healthcare landscape
- Specific insights and opportunities for creating customized health products and services
- Market forces and other drivers responsible for the growing interest in these offerings
- Respondents' attitudes towards health, wellness, pharmaceuticals, and complementary and alternative medicines, as well as other related products and services
Table of Contents
- Scope and ThemesWhat you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market snapshot
- The internet drives demand for customized health
- Snapshot of insurers
- Insights and opportunities
- Attitudes towards health
- Who handles health concerns
- Where they get information
- Attitudes towards pharmaceuticals
- Attitudes towards CAM
- Attitudes towards diet and dieting
- Snapshot of advertising efforts
- Competitive Context: A Healthcare System in Crisis
- The Healthcare Services Market
- Key points
- The big picture
- Figure 4: U.S. healthcare services value, 2003-08
- Figure 5: Gross domestic product, government expenditures, and national
health expenditures, 1995-2005
- The golden years become golden decades
- Unhealthy lifestyle choices also increase the bill
- High-tech medicine pumps up the bills
- Paying the most
- Figure 6: Per capita health expenditures in dollars, by selected
countries, 2000-04
- Figure 7: Per capita U.S. national health expenditures, 1995, 2000,
2003, 2004 and 2005
- Who is paying
- Figure 8: U.S. healthcare services segmentation, 2007
- Leading Insurers
- Key points
- Blue Cross and Blue Shield and United Health dominate
- Aetna goes after college students
- Figure 9: U.S. healthcare services market shares, 2007
- Customized Health Plans
- Current customized health plan examples
- Customized health works
- Market Drivers
- Key points
- Americans want customized health
- Five types of Americans, the graying of America, and implications
- Figure 10: Population by age, 2003-13
- Going online to take control of their health
- Figure 11: Most popular online health resources for 13-24s, October 2008
- Doctors also going online
- Figure 12: Top 10 pharma product websites visited by primary care
physicians, ranked by number of visitors, June 2008
- A tough economy throws a wrench in the works
- Product introductions favor Boomers, older Americans
- Figure 13: New healthcare product launches, 2003-08
- Brand Qualities
- Overview
- United Health embodies compassion and altruism
- Thriving at Kaiser Permanente
- Aetna goes Green, local, and hip (sort of)
- Innovation and Innovators
- United Health leads in innovation
- Kaiser Permanente goes seriously online
- Aetna launches innovative web efforts
- Take a hike with Blue Cross Blue Shield
- Other innovators
- Advertising and Promotion
- Overview
- Does DTC advertising work?
- Challenges lurk ahead
- Figure 14: Spend on advertising for key drug products by top healthcare
advertisers, 2006-07
- Snapshot of marketing efforts at insurers
- Web marketing efforts
- Introduction
- Lunesta
- Cymbalta
- Nasonex
- United Health Group
- Kaiser Permanente
- Analysis of television commercials
- Insurers
- Figure 15: Blue Cross Blue Shield Illinois television ad, 2008
- Figure 16: Blue Cross of California television ad, 2008
- Figure 17: Cigna Healthcare television ad, 2008
- Figure 18: Aetna, television ad, 2008
- Medications
- Figure 19: Cymbalta television ad, 2008
- Figure 20: Ambien television ad, 2008
- Perceptions of Health
- Key points
- One in five in excellent health
- Figure 21: Self-health rating, topline, October-November 2008
- Healthy choices abound
- Figure 22: Personal diet/lifestyle practices, by gender,
October-November 2008
- 18-24 year-olds go organic, alternative
- Figure 23: Personal diet/lifestyle practices, by age, October-November
2008
- Affluence translates into healthy choices
- Figure 24: Personal diet/lifestyle practices, by household income,
October-November 2008
- Respondents with health insurance make healthier choices
- Figure 25: Health/lifestyle practices, by insurance status, April
2007-June 2008
- Who Handles Health Concerns
- Key points
- Females more proactive about health concerns
- Figure 26: Attitudes towards health, by gender, October-November 2008
- Going online, using home remedies, and the resident expert: a snapshot of
18-34 year-olds
- Figure 27: Attitudes towards health, by age, October-November 2008
- The affluent more likely to be informed
- Figure 28: Attitudes towards health, by household income,
October-November 2008
- Sources of Information
- Key points
- Doctors first, internet second
- Figure 29: Sources consulted for health information, by gender,
October-November 2008
- Younger respondents use more resources
- Figure 30: Sources consulted for health information, by age,
October-November 2008
- The affluent are more resourceful
- Figure 31: Sources consulted for health information, by household
income, October-November 2008
- Presence of children drives searching
- Figure 32: Sources consulted for health information, by children in HH,
October-November 2008
- Satisfaction with sources not guaranteed
- Figure 33: Satisfaction with sources consulted for health information,
by gender, October-November 2008
- Who to Turn to... and When?
- Key points
- Who to turn to
- Figure 34: Which key people are consulted before, after or instead of
visiting a doctor, October-November 2008
- Curious before the diagnosis; most satisfied after
- Figure 35: Which key health resources are consulted before, after or
instead of visiting a doctor, October-November 2008
- Attitudes towards Pharmaceuticals and CAM
- Key points
- Aware of medications
- Figure 36: Attitudes towards prescription drugs, by gender,
October-November 2008
- 18-24 year-olds pay less attention
- Figure 37: Attitudes towards prescription drugs, by age,
October-November 2008
- Affluent more discerning
- Figure 38: Attitudes towards prescription drugs, by household income,
October-November 2008
- Affluent more likely to take CAM with pharmaceuticals
- Figure 39: Taking complementary products with conventional, by household
income, October-November 2008
- 18-24 year-olds partial to CAM
- Figure 40: Taking complementary products with conventional, by age,
October-November 2008
- Without insurance and preferring CAM
- Figure 41: Use of and attitudes towards medication, by insurance status,
April 2007-June 2008
- Attitudes towards Diet and Dieting
- Key points
- Gender matters
- Figure 42: Eating habits, by gender, October-November 2008
- Trends in dieting
- Figure 43: Incidence of controlling diet, trended, May 2003-June 2008
- Affluent eat healthier
- Figure 44: Eating habits, by household income, October-November 2008
- Trying to eat healthier
- Figure 45: Food/lifestyle practices, by gender, April 2007-June 2008
- Age-related illness drives dieting
- Figure 46: Reasons for controlling diet, trended, May 2003-June 2008
- Appendix: Experian Simmons Cohort Analysis
- Young men live large
- Figure 63: Health/lifestyle practices, by select male cohorts, April
2007-June 2008
- Grandma goes to the doctor
- Figure 64: Health/lifestyle practices, by select female cohorts, April
2007-June 2008
- Aware and taking action
- Figure 65: Health/lifestyle practices, by select cohorts, April
2007-June 2008
- Brett & Tracey are all over it
- Figure 66: Health/lifestyle practices, by select cohorts, April
2007-June 2008
- Appendix: Other Useful Consumer Tables
- Do one, do them all
- Figure 67: Personal diet/lifestyle practices, by eating habits,
October-November 2008
- Older respondents willing to pay for meds
- Figure 68: Health/lifestyle practices, by age, April 2007-June 2008
- Dental, vision, and disability insurance on the rise
- Figure 69: Type of health/hospital/life insurance owned, trended, May
2003-June 2008
- Appendix: Trade Associations
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