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RESEARCH: Newspapers can make the case for healthcare brands

Provided by Newsworks
National newspapers - both print and online - are an important resource in healthcare decision-making for millions of women

What was the Challenge / Background of the Campaign?

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...

What was the Campaign Objective?

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.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsWomen 20-64
16 - 24
25 - 34
35 - 44
45 - 54
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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