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Published by: Datamonitor
Published: Jul. 21, 2003 - 52 Pages
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
Hot topic
The future decoded
Action points
CHAPTER 2 THE FUTURE DECODED
Introduction
Why learn from online health?
A receptive audience: the highly health-conscious
Key health-conscious consumer groups
Seniors
Seniors need information on health topics and healthy lifestyles
Women
Social needs: helping women care for others
Lifestyle needs: an opportunity for building relationships
Consumer packaged goods meeting health needs
Nutraceuticals
Foods and drinks with strong health associations
Low ‘n’ lite
Kids’ products
Personal care
Conclusions
CHAPTER 3 ACTION POINTS
Introduction
Target lifestyles
Provide general information
Case study: Teva and Copaxone
Key lessons from case study
Use PR to inform the public
CPG companies can become portals to wider health information
Use non-branded marketing for added authority
Case study: Novartis and Lamisil
Key lessons from case study
Build brand relationships online: make sales offline
Case study: Bristol-Myers Squibb and Vaniqa
Lessons from the case study
Precise customer targeting
CHAPTER 4 APPENDIX
Definitions
Research methodology
How to contact experts in your industry
LIST OF FIGURES
Figure 1: Health-consciousness and information-seeking activity, US
Europe 2002
Figure 2: Popularity of health information channels, US and Europe, 2002
Figure 3: Growth in Seniors population of western Europe by gender (per
of total population), 2000-2010
Figure 4: Health-consciousness among Seniors in Germany, the UK and the
Figure 5: Online, health-information seekers in Germany, UK and the US
Figure 6: Seniors are interested in accessing information on living a healthy
lifestyle
Figure 7: Female population growth over 60 will drive Internet uptake in Europe
Figure 8: Younger women are more likely to use online resources to look
health information
Figure 9: Women act as information portals for other family members
Figure 10: Women are more active than men in looking for non-personal health
information
Figure 11: Percentage of women who are looking for health information
personal issues
Figure 12: Key consumer groups for functional food and drinks
Figure 13: Viactiv Calcium Chews, packaging analysis
Figure 14: The Slimfast UK Web site, www.slimfast.co..uk
Figure 15: Prevalence of hypertension, 2000, core countries
Figure 16: EggsPlus packaging analysis
Figure 17: Re-vitalised Sainsbury’s “Be Good To Yourself” packaging
Figure 18: Nesquik’s www.verybestkids.com Web site
Figure 19: Dove product Web site (www.dove.com)
Figure 20: Teva’s non-branded Web site - www.mswatch.com
Figure 21: Novartis’ non-branded Web site, www.stepwise.co.uk
Figure 22: Bristol-Myers Squibb’s Web site to raise brand awareness of Vaniqa
AbstractIntroduction
The real expertise in marketing to the health-conscious consumer belongs to the pharmaceutical companies. By learning from the techniques they use CPG players can effectively target key health-conscious consumer groups.
Scope
Key data and detailed analysis of 8 leading country markets: France, Germany, Italy, The Netherlands, Spain, Sweden, the UK and the US
Examination of the opportunity for health-boosting products
Detailed analysis of the techniques used by pharmaceutical marketers to reach health-conscious consumers
Qualitative and quantitative studies of key health-conscious consumer groups and their attitudes to health products
Report Highlights
The number of women over 50 - the key health-conscious consumer group - will grow by 13% over the next 7 years. Women frequently search for health information for children and partners - they are the gateway to wider consumer groups
Most health-conscious consumers actively search for information on living a healthy lifestyle - in which diet plays a vital role. General information and low emphasis on the brand are the key to winning consumer trust.
Targeting lifestyle needs is the key to marketing health products. Focusing specifically on health benefits makes consumption of the product a necessary task, not a pleasure. Fitting the product into the consumer's lifestyle makes it far more attractive.
Reasons to Purchase
Identify the key consumer groups for all health-related issues
Learn from the experts in health marketing
Discover how to get consumers to trust you as a source of health information
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