Healthcare brands should be making more use of national newspapers to put
their messages across to consumers, new research has shown. New quantitative research on the category and newspapers, and new qualitative research on online national newspapers, shows that national newspapers are a valued resource by women making healthcare decisions for themselves and their families. Analysis by the NMA of TNS Worldpanel sales data shows that regular national newspaper readers spent 6% more on healthcare products in 2009 than an equivalent number of heavy TV viewers. Find out more...
To demonstrate that national newspapers, with their strong emotional bond with readers, who trust them as a source of advice and information on health, are a compelling proposition for healthcare brands.
To demonstrate the importance of newspaper readers in general, and of readers of "quality", mid-market and "popular" titles, for specific healthcare categories and brands.
To provide insight into consumer response to a range of healthcare ads.