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Health Styles of The 40-Everything Woman
Health Styles of The 40-Everything Woman
Health Styles of The 40-Everything Woman
Her Outlook is Significantly More Positive than Her Younger Counterparts I strongly agree with the following statements (top 2 on a 7-pt. scale):
Life is difficult
AGES:
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(Cont'd)
2.
YA H O O ! I N S I G H TS
Information is experienced as much emotionally as it is functionally. Not surprisingly, information plays an important functional role in making health decisions for this life stage. When asked what is important to them in health information sources, 69% strongly valued "expertise" and 67% strongly valued "making information easy to digest and understand." However, our unexpected learning was that emotional factors were equally important. Women indicated that they also valued emotional factors in their information sources"have my best interests in mind" (66%) and have "no hidden agenda (66%)."
What Kind of Information do Women Want? I strongly value the following in health information sources (top 2 on a 7-pt. scale): Expertise
No hidden agenda
3.
The Web offers multiple touch points to help women "realize to decide." Approximately 34.5 million women aged 40-59 go online each month and 56% of the women we spoke to say they turn to online sources frequently as sources of health information and/or support. Long recognized as sources of support, online communities are also being recognized more often today as information sources in their own right. 43% of women in mid-life who turn to them do so to gather general health information and, giving is as important as getting.
of the women we spoke to turn to online sources frequently as sources of health information and/or support
56%
4.
"Yes Doctor" has become "Yes Doctor, but..." There has been a fair amount of research about how patients are doing research online before their doctors visit, and it remains true for this age group. Nearly half of women 40-59 strongly agree that patients have more of a role in diagnosis and treatment these days because so much information is available online. Interestingly, what women said they want from doctors, but dont (often) get is "a partner
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(Cont'd)
who makes decisions with her, based on who she is and her context." While 60% say their conversations with doctors are productive, barely 34% say they are comfortable. There is a real opportunity to enable more comfortable doctor-patient conversations.
YA H O O ! I N S I G H TS
5.
We have identified 5 health styles that come at the intersection between her outlook and her situation. Each of these styles defines a distinct approach to health decision-making and thus presents a unique opportunity for marketers looking to reach this audience. Stereotypes of women based on their life stage are obsolete and these approaches provide a fresh perspective for brands to have a better conversation with women. Optimistic and proactive She keeps a positive attitude and does everything she can to stay healthy: for her, its about healthy actions.
of women 40-59 strongly agree that patients play more of a role in diagnosis and treatment
48%
Savvy explorers She loves researching online, leaving no stone unturned to base her decision on a solid, well-rounded understanding. Connected consensus seeking Her decision-making style is driven by connecting with people and talking through her options turning to friends, family and especially others like her who speak from personal experience. Detached and disinterested She practically ignores the whole subject of health including her own. Relatively healthy and skeptical, she is least engaged in health related issues. Constrained and overwhelmed This is the group that is most frustrated and overwhelmed by coping with chronic conditions and illness and has driven perceptions of a broad negative outlook at this life stage.
For more info on this study, please contact your Yahoo! account manager or call 866-747-7327.
advertising.yahoo.com
marketingsolutions@yahoo-inc.com