OCTOBER 1999
BETA UNVEILS NEW STUDY OF WOMEN'S HEALTH ISSUES
Background
Most doctors and other health care professionals know from experience that women usually control the household's decision-making process regarding healthcare issues. Women are more likely to juggle their family's healthcare needs and their career responsibilities compared to their male counterparts and, with the ever increasing senior population, have become care-givers to aging parents as well.
Statistics indicate that women are more likely to suffer from depression than men, and while heart disease has always been a major cause of death among men, more women are now being diagnosed with heart problems. Over the last ten years, medical researchers have made dramatic strides in recognizing inherent health conditions in women. Breakthroughs in the treatment of breast cancer, ovarian cancer, and osteoporosis have made the public more aware of these diseases, and have given women the knowledge to make crucial lifestyle choices to avoid potentially debilitating health problems.
By evaluating the healthcare needs of women at different stages of their lives, critical insights into the products and services aimed at these stages can be determined. Pharmaceutical companies wishing to remain competitive in an industry where marketing guidelines have yet to be defined, must find better ways to cultivate women as prospective customers—the gateway to the healthcare millennium.
Survey Objectives
The objectives of the survey are to ascertain the opinions and attitudes of a sample of U.S. women 21+, in the following areas:
- General Health Issues
- Specific Health Conditions They Suffer From/Types of Medication They Use
- Specific Health Issues
- Actions Taken In Response To DTC Advertising
- Sources Of Information Regarding Health/Readership Of Publications
- Household Demographics
Universe Under Study
Questionnaires were mailed to a random stratified sample of 5,000 U.S. women 21 years of age or older (which was balanced by age to match the most recent census data). In addition, questionnaires were mailed to a supplemental sample of 5,000 women 35 years of age or older, in order to guarantee that the sample contained a significant number of women who are most likely to incur health problems. Based on past experience, we expect to generate a 35-40% usable response rate utilizing one mailing. The sample was purchased from Survey Sampling Corporation.
Survey Methodology
To meet research objectives, Beta Research used a mail methodology. The following was mailed to one designated female member within each household:
- A pre-alert postcard informing her of the forthcoming survey,
- A mailing packet containing an explanatory cover letter and the self-administered questionnaire,
- A $5.00 honorarium as a token of appreciation for respondent participation,
- A postage-paid return envelope addressed to Beta Research Corporation.
Data Access
In addition to hard-copy reports, data will be available through Telmar, IMS and New Age on-line services. This facilitates cross-tabulations and other analyses.
Survey Advantages
The principal advantage of this research is that for the first time, pharmaceutical companies have an independent source for vital information regarding women's health. By better understanding the healthcare needs of women, pharmaceutical companies can market their products (both Rx and OTC) more effectively to women both as individuals and as healthcare decision-makers for their families.
Also, those publications wishing to attract pharmaceutical advertising now have an additional source to design and target their advertising strategies more effectively.
Timing
The survey was fielded in July of 1999, with results being published on or about December 1st, 1999. In order to track the changes in women's healthcare, the study will be duplicated in the year 2000.
Beta Research Corporation
Established in 1970, Beta Research is a full-service market research firm with offices in New York, Boston and California. Beta Research offers both customized and syndicated research services to a wide range of clients including pharmaceutical companies, manufacturers, healthcare organizations, publishers, and direct marketers, as well as their advertising agencies.
For more information, questions, and to order your subscription, please contact:
Ms. Gail Disimile
Executive Vice President
Beta Research Corp.
6400 Jericho Turnpike
Syosset, NY 11791
T: (516) 935-3800
F: (516) 935-4092
Gail@NYBeta.com |
