BETA RESEARCH CORPORATION
SYOSSET, NEW YORK

Contact:
Jerome Kossoff
CEO, Beta Research Corporation
516-935-3800; E-mail: jerome@nybeta.com

FOR IMMEDIATE RELEASE
January 4, 2000

NEW RESEARCH DETAILS THE PROACTIVE ROLES WOMEN NOW PLAY IN THEIR OWN HEALTHCARE, AND THE GATEKEEPING DUTIES THEY PERFORM FOR FAMILIES AND AGING PARENTS.

Syosset, NY -- January 4, 2000:
Beta Research Corp. has announced the availability of "The Confidential Study Of Women's Health Issues, an intimate look at how women in the U.S. now act to control their own healthcare destinies and those of their loved ones. Also examined are: specific types and titles of magazines, newspapers and other media that health-conscious women are turning to for information; and, the impact that direct-to-consumer prescription and over-the-counter drug advertising is having on women's adoption of those products.

In discussing the importance of the project, Gail Disimile, Beta's Executive Vice President, noted that, "For years, there's been far more information about the health needs and activities of men... with relatively little attention focused on women. But all of that is quickly changing, with dramatic strides made in the awareness, diagnosis and treatment of breast and ovarian cancer, osteoporosis, menopause and many other conditions. Combined with the trend toward greater fitness and well being, women today are playing a much more proactive role in healthcare overall.

This extensive study is based on over 4,100 adult women of all ages (a 41% response rate). And it documents the attitudes they have about health, the conditions they're subject to, and the activities they engage in to procure health for themselves, their spouses, children and parents. This information will give the public a perspective on where women are today and allow them to compare their situations with others.

A few examples of the findings include...

• 55% believe women's healthcare has generally improved over the last 5 years.
  
  
• 65% are more involved in their own healthcare compared to 5 years ago.
  
  
• 62% now research ailments or treatments that affect them or their families.
  
  
• 78% are now questioning their doctors' choice of treatments.
  
  
• 59% "would pay just about anything when it comes to their health.
  
  
• And 46% feel that their family's healthcare needs come before their own.

The study looks at care-giving issues... including the levels of stress women face as caregivers and whether care-giving has improved or diminished their lives.

The study examines women's use of/satisfaction with dozens of healthcare products...

• Over-the-counter drugs
  
  
• Health/diet supplements/nutraceuticals
  
  
• Prescription drugs
  
  
• Estrogen replacement products
  
  
• Contraceptive products
  
  
• In-home diagnostic equipment

The findings will also be of exceptional value to marketers and the media, because it offers a better understanding of women's health needs and insight into their power of decision making. Plus it details how women are accessing information today and how they can best be reached with healthcare sales messages. Included are:

• Overall sources of information... healthcare professionals, print, online sites, displays, TV, etc.
  
  
• The incidence of readership of specific titles of women's magazines, general magazines and major newspapers.

And of specific importance to pharmaceutical marketers are in-depth findings on direct-to-consumer prescription drug advertising: opinions of DTC ads; the media they find most appropriate for DTC ads; exposure to DTC ads by medium; actions taken based DTC ads.

All of the above information is available by the following demographics: age; specific conditions/diseases being treated; types of doctors seen; types of healthcare coverage; household size/income; education; occupation; race/ethnic origin; and geographic region.

Beta Research has been fielding custom and syndicated studies for 30 years and is a full-service market research firm. Its clients include hundreds of pharmaceutical companies, consumer goods manufacturers, healthcare organizations, publishers, direct marketers and ad agencies. For more information, contact Gail Disimile, Executive Vice President (contact information above).