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Information Sources
The industry’s most comprehensive dataset of health consumers, connecting conditions, treatments, media usage, health behaviors and attitudes
Since 2001, the MARS Consumer Health Study has been the industry’s most widely used platform for audience planning and profiling. MARS is used by ad agencies, brands, consultancies, and media companies seeking stable and reliable media and healthcare data that is projectable to the U.S. population. No other study provides this level of data and a 360-degree view of your target patient groups.
Actionable data and insight for agencies, brands, and media
- Develop detailed patient and caregiver profiles to understand health behaviors, attitudes and media consumption
- Identify key targets including patient condition groups and those who are motivated to take action for their health
- Build multi-channel marketing strategies
- Optimize your communication plan based on information source preferences and channel/media usage
- Reach relevant targets with the right message and creative
Study Content Overview
A complete picture of a patient population, with health and lifestyle intersecting media consumption.
Patients & Caregivers
Health Conditions
- 100+ health conditions
- Professionally diagnosed
- Severity
- When first diagnosed
- At risk
- Treatments
Prescription & Non-Prescription Drugs
- 400+ Rx and OTC brands
- Satisfaction with Rx
- Vitamin use
Caregivers & Other Family Members
- 30+ Health conditions of family members
- Caregiver relationship
- Support activities
- Medical decision involvement
Healthcare Professionals, Point of Care & Insurance
Medical Professionals & Services
- Relationship with PCP
- HCPs specialties visited past year
- Actions taken after seeing HCP
- Healthcare facilities/services
- POC media and education materials
Medical Tests & Vaccinations
- Annual physical
- Importance of medical check-ups
- Medical tests taken
- Vaccinations
Health Insurance & Purchasing Medication
- Type of coverage
- Number of Rx purchased for self
- How and where purchased Rx
Health Information Sources & Attitudes
Health Information Sources Valued
- Online
- TV
- Point of Care (doctor, nurse/PA, digital education materials)
- Point of purchase (take-home materials, pharmacist)
- Publications and other (friends/family, direct mail, etc.)
Healthcare & Pharma Attitudes & Opinions
- Drugs
- Online health
- Social media
- Mobile health
- Doctors/treatments
- Healthcare advertising
- Personal health
- Vaccines
- Diet & exercise
- Anti-aging
- Children’s health
Lifestyle behaviors & Demographics
Overall Health
- Health status
- Stress level
- Outlook for future
- Preventative health
- Personal control over health and motivation for improving health
- Tobacco use
Diet & Exercise
- Exercise frequency & barriers
- BMI
- Evaluation/concern about diet
- Reasons for managing diet
- Foods eaten on diet/nutrition plan
- Weight loss programs & goals
Demographics
- Gender
- Age
- Race
- Hispanic
- Spanish language
- Marital status
- Education
- Employment
- Income
- Geographic
Sports & Leisure
- Regular participation in activities (sports/exercise, outdoors, leisure/entertainment, self-improvement)
Media Consumption
Device Ownership & Brands
- Smart TVs
- Media streaming devices
- Smart speakers
- Fitness trackers
Time Spent with Media (hours in a typical day)
- Television: Any platform, live, streaming, etc
- Radio, streaming music & podcasts
- Internet
- Social media
- Magazines
- Newspapers
Television - Linear and Digital
How TV is Watched
- Time of day
- Devices
- Proportion of viewership from streaming vs live
- Smart TV/streaming device brands
Platforms & Networks
- Streaming platforms used
- 40+ TV genres and sports watched
Websites, Social, Streaming Audio/podcasts
Websites
- Health & general websites: Visitation & frequency
- Types of sites valued for health information
Social Media
- Platforms used & frequency
- Value for health information
- Where saw/heard advertising
- Visited social site related to a condition/treatment after HCP visit
Online Health Resources
- Internet use and frequency for health & wellness
- Health apps used
- Online health-related activities
- Online & mobile health attitudes
- Online actions taken after HCP visit
Online Interests
- 20+ topics regularly researched or followed online
Magazines, Newspapers, Radio/Streaming Music & Podcasts
Magazines
- Titles and genres read, print, print/digital, and websites
Newspapers
- Readership frequency & number read
Radio, Streaming Music & Podcasts
- Weekday/weekend daypart listening/streaming
- Devices used
- Music streaming services & podcast platforms used
- Podcast listening frequency
Healthcare Advertising
Health Advertising Exposure & Actions Taken
- Where saw/heard healthcare ads (social, podcasts, TV, doctor’s office, etc.)
- Actions taken as a result
Accessing the Data
MARS data is available to clients via multiple platforms and formats for maximum convenience and utility
- Online crosstabulation software incorporating media measurement and consumer behavior data, allowing users to explore more granular targets and insights
- Dashboards – interactive data visualization tools for quick views and exporting to PowerPoint
- Custom data tables & charts
- Syndicated or Custom Audiences for Addressable advertising and analysis
- Respondent level data for analysis and linkage
- Custom solutions
Our Approach
Rigorous Methodology, Calibration, & Transparent Weighting
- Deep Insights
With robust sample sizes and broad coverage of lower incidence conditions, the MARS Study provides deep insights into the behaviors and attitudes of consumers, patients and caregivers connected to healthcare information, pharma and omnichannel media.
- Industry-leading methodology
An annual, bilingual survey of U.S. adults, sourced from a representative sample and projectable to the total adult population. MARS Study data is calibrated to government and industry sources to provide reliable and trendable results.
- Compliant & Privacy Protected
All data is privacy and HIPAA compliant, with no personal information associated with results, and all survey respondents are 100% opt-in for aggregated data analysis and statistical modelling.