2022 MARS Consumer Health Study Directory - Kantar Media
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2022 MARS Consumer Health Study Directory Inside, find details about the MARS 2022 study content. Data collected in the study can be used to identify target audiences, behaviors, attitudes, media usage, and demographics. Updates to study content in 2022 are noted in blue text. UNDERSTAND PEOPLE. INSPIRE GROWTH
2022 MARS Consumer Health Study: info.kantarmedia.com/MARS
Table of
Contents
Conditions............................................................... 3 Purchasing Medication............................................ 18
Condition-Related Details......................................... 6 Overall Health & Wellness........................................ 18
Treatments.............................................................. 7 Health Lifestyles...................................................... 19
Women’s Health....................................................... 8 Healthcare Advertising............................................ 19
Health Insurance...................................................... 8 Caregivers & Family Members................................. 20
Information Sources................................................. 9 Attitudes & Opinions................................................ 21
Magazines..............................................................10 Sports & Leisure Activities........................................23
Newspapers.............................................................11 Demographics........................................................23
Radio, Streaming Music and Podcasts.......................11
Television.................................................................11
Internet & Websites/Apps........................................ 14
Device Ownership & Online Behavior........................ 14 DIRECTORY NAVIGATION: Click on any item in the
Medical Professionals & Services, Telemedicine......... 16 ToC to jump to that page. To come back, click the
“Return to Table of Contents” link located at the
.COVID-19 Insights...................................................17
bottom of each page.
Medical Tests & Vaccinations.................................... 17
2 Return to Table of Contents
Learn more about Kantar audience segments
Insect Allergy
Conditions
w
w Pet Allergy
w Ragweed Allergy
w Tree Pollen Allergy
CONDITIONS KEY
Anaphylaxis/Severe Allergy
Condition Specific Prescription Drugs
Alopecia Areata
Condition Specific Non-Prescription Drugs
Anemia
At Risk For
Satisfied with Rx Treatment Anxiety Disorder (e.g., generalized anxiety disorder, social
anxiety disorder, PTSD, OCD, phobias)
Professionally Diagnosed
Pain-Related Condition Arthritis
w Ankylosing Spondylitis
When First Diagnosed
w Osteoarthritis /Degenerative arthritis
Severity: Mild/Moderate/Severe
w Psoriatic Arthritis
Updates to study content in 2022 w Rheumatoid Arthritis
are noted in blue text Asthma
Bipolar Disorder
LAST 12 MONTHS/EVER
Blood clots in the legs (DVT) or Pulmonary
Acid Reflux/GERD
Embolism (PE)
Acne
Cancer
ADD/ADHD w Breast
Age Related Memory Loss (moderate or severe) w Colon/Colorectal
w Head and Neck
Allergies/Allergic Reaction (including mouth, nose and throat)
w Food Allergy w Leukemia
w Grass Allergy w Liver
Return to Table of Contents 3
2022 MARS Consumer Health Study: info.kantarmedia.com/MARS
Diabetes
Cancer, continued w Type 1
w Lung w Type 2
w Non-Hodgkin’s Lymphoma
Diabetic Nerve Pain
w Ovarian
w Pancreatic Eczema/ Atopic Dermatitis
w Prostate Enlarged Prostate/Benign Prostate Hyperplasia
w Skin
Erectile Difficulty (More than one episode)
w Stomach
w Thyroid Eye Disease or Vision Issues
w Urinary/Bladder/Kidney w Astigmatism
w Cataracts
w Uterine/Cervical
w Dry Eye
Cardiovascular/Heart Disease
w Glaucoma
w Acute Coronary Syndrome/Heart Attack
w Macular Degeneration
w Angina w Myopia (“nearsighted”)
w Atrial Fibrillation (A-Fib) or Arrhythmia
Fibromyalgia
w Coronary Heart/Artery Disease
w Heart Failure Flu
Cold Gout
Constipation/Irregularity (More than one episode) Heartburn/Indigestion
COPD Hepatitis B
(including Chronic Bronchitis & Emphysema)
Hepatitis C
Cough
Herpes
Depression
High Cholesterol
4 Return to Table of Contents
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HIV
Hyperhidrosis/Excessive Sweating
Hypertension/High Blood Pressure
Hypothyroidism /Low Thyroid Function
Inflammatory Bowel Disease (IBD)
w Crohn’s Disease
w Ulcerative Colitis
Irritable Bowel Syndrome (IBS)
Kidney Disease
Low Testosterone
Lupus
Migraine Headache
Multiple Sclerosis
Obesity
Osteopenia
Osteoporosis
Overactive Bladder
Pain Stroke
w Back Urinary Tract Infection
w Head (other than headaches)
Yeast Infection
w Joint
w Muscle Women’s Health
w Neck w Endometriosis
w Nerve w Infertility
w Other w Menstrual Cramps/PMS
w Uterine Fibroids
Pneumonia
w Menopause Symptoms
Psoriasis w Hot Flashes
Restless Leg Syndrome (RLS) (also called Willis w Irregular Periods or Absence of Menstruation
Ekbom Disease) w Night Sweats
Rosacea w Painful Intercourse/Dyspareunia
w Vaginal Atrophy or Dryness
Seizures/Epilepsy
Shingles
ASKED ONLY AT FEEL AT RISK FOR QUESTION
Sinus Headache/Sinus Congestion
Alzheimer’s Disease
Sleep-related Issues
w Sleep Apnea
w Insomnia
Return to Table of Contents 5
2022 MARS Consumer Health Study: info.kantarmedia.com/MARS
Condition-Related Details
BLOOD CLOTS IN THE LEGS (DVT) OR Frequency of Daily Blood Glucose Meter Use
PULMONARY EMBOLISM (PE)
Have ever experienced a pulmonary embolism (PE) Hemoglobin A1C Level
Maintaining the Recommended A1C Level
CANCER
Stage at the time of diagnosis Related Conditions/Complications
w Cardiovascular/ w Hearing Impairment
Current stage of treatment Heart Conditions w Hypertension/
Spread to other Locations w DKA and Ketones High Blood Pressure
w Eye Conditions w Kidney Disease
CARDIOVASCULAR/HEART
w Foot Conditions w Skin Conditions
Coronary surgeries or procedures
w Gastroparesis w Stroke
w Angioplasty or stent implant
w Bypass HIV
w Heart valve replacement/repair Has the disease progressed to AIDS
w Pacemaker implant
MIGRAINE HEADACHE
CONSTIPATION/IRREGULARITY Episodic (occasional) or Chronic (15+ days/month)
Caused by Prescription Medication
PAIN
Is it Chronic (
Learn more about Kantar audience segments
Treatments
w Physical Therapy
Treatments in bold make up the general
w Prescription lenses (contacts or glasses)
treatment list for all conditions, while those that
are not bold are specialty treatments associated w Psychological Therapy/Counseling
with specific conditions. w Radiation
w Spinal Cord Stimulation
w Non-Prescription Drugs w Surgery
w Prescription Drugs w Topical Medication
w Diet or Exercise w Traditional Immunosuppressants
w Herbal or Home Remedy w Transdermal/Skin Patch, Spray or Gel
w Vitamins/Supplements w Transplants
w Biologics – infusion/injection w Vaginal Estrogen Insert or Cream
w Birth Control
Add-on Treatment: Would consider taking add-on Rx
w Blood Product Donation/Transfusion
Would consider using as a treatment
w Chemotherapy
w Medical marijuana
w Dialysis w Cannabidiol/CBD (oil, cream, edibles, etc.)
w ImmunoOncology/Immunotherapy
Types of Vitamins/Mineral Supplements used
w Immunotherapy (tablets or shots)
Reasons for using Vitamins/Mineral Supplements
w Infusion Therapy
w Additional nutrients
w Injections
w Bone health
w Inhaler w Digestive health
w Insulin w Healthy aging
w Non-insulin Injectable w Heart health
w Medical Marijuana w Immune health
w Increased energy
w Oral Medication
w Joint health
w Oral Hormone Therapy
w Overall health/wellness benefits
w Oral Non-hormonal Treatment w Prenatal health
w Oxygen Therapy w Weight management
w Phototherapy
Return to Table of Contents 72022 MARS Consumer Health Study: info.kantarmedia.com/MARS
Women’s Health
Long-term methods of birth control used
w Implant
w IUD
Methods of birth control used in last 12 months w Patch
w Abstinence w Ring
w Barrier methods (e.g., condoms, diaphragm) w Shot
w Fertility awareness (e.g., temperature method)
w Long-term methods (e.g., implant, IUD, patch)
w Oral contraceptives/birth control pills Health Insurance
w Permanent procedures (e.g., tubal ligation)
Type of health insurance coverage
w Withdrawal method
w Employer or union provided
Most important factor when choosing a birth control
w Government issued for low income people (Medicaid)
w Advice from friends or family
w Government issued for retiree (Medicare)
w Convenience (e.g., easy to use)
w Health insurance marketplace/exchange
w Cost
(Affordable Care Act)
w Health benefits (e.g., reduced risk of STD’s)
w Military or other Government employee
w How effective it is (risk of pregnancy)
w Private (self-pay) insurance
w How long it lasts or how easily it can be reversed
w No insurance
w It’s my partner’s preferred method
w Religious or cultural beliefs Type of Medicaid or Medicare plan
w Side effects w Managed care - My choice of healthcare providers is
limited to those who are in network
Birth control brands/products used in last 12 months w Fee for service - I can choose any healthcare
provider who accepts Medicaid or Medicare
8 Return to Table of ContentsLearn more about Kantar audience segments
Information Sources
PUBLICATIONS POINT OF CARE
w Health-related publications w Alternative/holistic medical practitioners
w Magazine ads
w Doctor
w Magazine articles
w Nurse/Physician Assistant
w Magazine websites
w Pharmacists
w Magazines in the Sunday newspaper
w Brochures, posters, other health education materials
w Newspaper ads
in a doctor’s office or hospital
w Newspaper articles
w Digital educational materials provided by a doctor or
w Newspaper websites hospital (e.g., video links, digital brochures)
ONLINE w Health-related television programms or digital screens
in a doctor’s office or hospital
w Association/non-profit websites
w Diet or Fitness websites w Magazines in a doctor’s office or hospital
w Drug company/brand websites POINT OF PURCHASE
w Drug review/ratings websites
w Printed brochures or other take-home health materials
w Email newsletters from a pharmacy
w General news websites OTHER
w Government websites w Condition or health-related events
w Health information websites (such as seminars, classes, expos, etc.)
w Direct mail
w Insurance provider websites
w Online advertisements w Friends or family
w Online communities or support groups w Posters/wallboards at gyms or health clubs
w Online videos (e.g., YouTube) w Printed newsletters
w Search engine results
w Social networking sites
w Websites dedicated to a particular health condition
TELEVISION
w Television programs
w Television advertisements
All information sources are ranked on a
four point value scale: very much, somewhat, not
very much, not at all.
Return to Table of Contents 92022 MARS Consumer Health Study: info.kantarmedia.com/MARS
Magazines
MAGAZINES
w AARP The Magazine w In Touch
w Allrecipes Magazine w InStyle
w Allure w Martha Stewart Living
w The American Legion Magazine w Men’s Health
w Architectural Digest w Midwest Living
w Better Homes and Gardens w National Geographic
w Bloomberg Businessweek w The New Yorker
w Bon Appétit w OK!
w Car and Driver w Parents
w Condé Nast Traveler w People
w Cosmopolitan w People en Español
w Country Living w Popular Mechanics
w EatingWell w Prevention
w The Economist w Reader’s Digest
w Elle w Real Simple
w Entertainment Weekly w Rolling Stone
w Esquire w Shape
w Essence w Smithsonian
w The Family Handyman w Southern Living Magazine metrics include
w Food & Wine w Sports Illustrated print estimated audiences,
w Food Network Magazine w Star* combination print or digital
w Forbes w Taste of Home estimated audiences, average
w Fortune w Time monthly reach for websites,
Travel + Leisure frequency for print issue
w Golf Digest w
readership and website
w Golf Magazine w TV Guide Magazine
visitation.
w Good Housekeeping w Us Weekly
w GQ w Vanity Fair
w Harper’s Bazaar w Vogue *Magazine website reach and
frequency data not reported. Only
w Health w Wired
print and digital audience, and print
w HGTV Magazine w Woman’s Day frequency are available for these
w House Beautiful w Women’s Health publications.
10 Return to Table of ContentsLearn more about Kantar audience segments
Newspapers Television
How often read/look at newspaper Devices used to watch TV
Number of newspapers read/looked at in last 7 days w Desktop or laptop PC
w Gaming Console
w Smartphone
Radio, Streaming
w Streaming device
w Tablet
Music and
w Television
w Smart TV/Internet-enabled TV
Podcasts
Types of TV watched and Proportion of time spent watching
each type in a typical week (0%-100%)
w Antenna/’over the air’ - live broadcast
Time spent listening to radio, including streaming w Cable/satellite/telephone service - live broadcast
radio, music or podcasts w Recorded TV/DVR
Listening via AM/FM/Satellite/Internet/Apps w Streaming services/Video on Demand
Radio/Music/Podcast streaming services used Weekday/Weekend Viewing by Daypart
w Amazon Music (Unlimited or Prime) (adjusted based on time zone)
w Apple Music w 6AM to 9AM
w iHeartRadio w 9AM to 6PM
w Pandora w 6PM to 8PM
w SiriusXM w 8PM to 11PM
w Spotify
w 11PM to 1:30AM
w 1:30AM to 6AM
Return to Table of Contents 112022 MARS Consumer Health Study: info.kantarmedia.com/MARS
TELEVISION GENRES Streaming services/apps used in the last month
w Animation/Cartoons - Daytime w Amazon Prime Video
w Animation - Evening w Apple TV+
w Award Ceremony w AT&T TV Now
w Comedy - Dramedy/Other w Crackle
w Comedy - Sitcom w Disney+
w Comedy - Variety/Sketch w HBO/HBO Max
w Cooking w Hulu
w Court Shows w Netflix
w Dramas/Soaps - Daytime w Paramount+ (formerly CBS All Access)
w Drama w Peacock
w Crime Drama w Showtime
w True Crime/Crime Documentary w Sports streaming channels or major league apps
w Faith-based/Religious w YouTube TV (includes access to live and cable TV
w Financial News content)
w Game Shows - Daytime Tendency to watch programming with commercials
w Game Shows - Evening vs. commercial-free
w Health Tendency to watch on demand (streaming/VoD/DVR)
vs. live TV (OTA/cable)
w Home/Garden Improvements
w Home Shopping TELEVISION SPORTS PROGRAMS
w Movies w Auto racing - Formula 1
w Music w Auto racing - NASCAR
w News - Celebrity Gossip/Entertainment w College Baseball
w News - Morning News Shows w College Basketball
w News - Evening newscasts between w College Football
4pm-7pm
w Esports (e.g., League of Legends, Fortnite)
w News - Other Local/National/World
w Extreme Sports (e.g., BMX)
w News Magazine
w Figure Skating
w Reality - Competition
w Golf
w Reality - Other
w Horse Racing
w Sci-Fi/Fantasy
w MLB Baseball
w Superhero
w NBA Basketball
w Supernatural/Horror
w NFL Football
w Self Improvement or Makeover
w NHL Hockey
w Spanish Language
w Professional Boxing
w Sports Event
w Soccer
w Sports: Non Live Event
w Tennis
w Talk/Conversation - Daytime w Track & Field
w Talk/Variety - Late Night
w Travel
Sports programs are selected if watched regularly
during the last season.
12 Return to Table of ContentsLearn more about Kantar audience segments
TELEVISION NETWORKS
w A&E w Lifetime or LMN
w ABC w MeTV
w Adult Swim w MSNBC
w AHC (American Heroes Channel) w MTV
w AMC w National Geographic
w Animal Planet w NBC
w BBC America w NBCSN
w BET w NewsNation (formerly WGN America)
w Bravo w NFL Network
w Cartoon Network w Nick @ Nite
w CBS w OWN (Oprah Winfrey Network)
w CMT w Oxygen
w CNBC w Paramount Network
w CNN w PBS
w Comedy Central w Science Channel
w Cooking Channel w Syfy
w The CW w TBS
w Discovery Channel w Telemundo
w Discovery Life Channel w TLC
w E! w TNT
w ESPN (e.g., ESPN, ESPN2, w Travel Channel
ESPNews)
w truTV
w Food Network
w TV Land
w FOX
w Univision
w FOX News Channel
w USA Network
w FOX Sports (e.g., FS1, FS2)
w VH1
w Freeform
w WE tv
w FX
w The Weather Channel
w Game Show Network (GSN)
w Hallmark (e.g., Hallmark Channel,
Hallmark Movies & Mysteries)
w HGTV
w History For both television genres and
television networks, respondents
w HLN
are asked to identify what they
w ID (Investigation Discovery) have watched in the last seven
w INSP days.
w ION
Return to Table of Contents 132022 MARS Consumer Health Study: info.kantarmedia.com/MARS
Internet &
w Twitter
w Verywell health
Websites/Apps
w Whattoexpect
w WebMD
w Wikipedia
Dayparts and time spent online w Yahoo!
Frequency of Internet use for health & wellness w YouTube
w More often than once a day
w Once a day
w 4-6 times a week Websites/Apps are measured by use in the last
w 2-3 times a week six months and by frequency of visits to each
w Once a week site/app.
w 2-3 times a month
w Once a month or less
w Never
WEBSITES/APPS Device Ownership &
Online Behavior
w Amazon
w CDC
w Cooking Light
w Delish Devices own or regularly use
w Drugs.com w Desktop/Laptop PC
w Everyday Health w Gaming Console
w Facebook w Cell Phone
w Glamour w Smartphone
w GoodRx w Streaming device
w Google w Tablet
w Healthcare.gov w Television
w Health Central w Smart TV/Internet-enabled TV
w Healthgrades w Smart speaker (e.g., Amazon Echo, Google Home)
w Healthline w Wearable fitness tracker: smartwatch, activity
w Instagram band or clip-on
w Linkedln Smart speaker use
w Livestrong.com w Ask general questions s or play games
w Mayo Clinic (e.g., sports scores, history, trivia, jokes, etc.)
w Medical News Today w Ask health-related questions (e.g., find a doctor
or clinic, how to treat a condition, etc.)
w MedicineNet.com
w Check the weather
w Medscape
w Follow the news
w NIH.gov
w Listen to music, streaming radio, audiobooks, or
w Pinterest podcasts
w Reddit w Make calls
w Self w Online shopping
w Sharecare w Set general reminders/alarms
w Snapchat w Set health-related reminders (e.g., take
medication, refill prescriptions, doctor appointments)
w TikTok
w Smart home commands (e.g., control lights,
w Tumblr security, thermostat)
14 Return to Table of ContentsLearn more about Kantar audience segments
MOBILE & SOCIAL MEDIA CONDITION OR TREATMENT-RELATED
Time spent online using a mobile device w Looked for information about a particular
(smartphone or tablet) health condition
Time spent on social media w Researched or read reviews of medications
or types of treatments
MOBILE APP TYPES w Researched symptoms I/someone else
was experiencing
HEALTH CONDITIONS
w Looked for other opinions/options after
w Blood sugar or diabetes a doctor’s diagnosis or treatment advice
w Health testing/tracking tools (e.g., blood pressure)
w Specific ailment education or support DOCTORS AND HEALTH SERVICES
w Symptom checker w Looked for a doctor
w Looked for information about pharmacies,
DIET & EXERCISE hospitals, treatment centers, urgent care or
w Calorie counter/Diet tracker surgery centers
w Exercise/Fitness w Read reviews of doctors or other healthcare
w Healthy recipes/Nutrition professionals
w Scheduled an appointment with a healthcare
MEDICAL PROFESSIONALS & INSURANCE professional
w Doctor locator w Used a patient portal to access electronic
w Medical records access medical records (e.g., MyChart)
w Insurance provider SHOPPING
w Pharmacy/ER/Fast clinic locator w Compared prices of medications
MEDICATION or other health products or services
w Drug or general health reference tool w Purchased medications
or other health products or services
w Pill reminder/Medication tracker
w Refilled a prescription online
GENERAL HEALTH/WELLNESS
w Sleep tracker INTERNET, SOCIAL MEDIA AND LIFESTYLE
w Stress/Relaxation/Meditation w Looked for healthy recipes or other healthy
lifestyle information
w Read about others’ experiences with conditions,
ONLINE ACTIVITIES medications or treatments
GENERAL w Tracked my diet/exercise
w Watched online videos to learn more about
w Caught up on local news symptoms, conditions or treatments
w Caught up on national news/politics
w Caught up on sports news
w Caught up on celebrity news/gossip
w Caught up or post on a social network
w Checked the weather
w Listened to or viewed podcasts
w Used a voice assistant on your mobile device Respondents are asked to identify what devices
(e.g., Siri, Google Assistant) (desktop/laptop PC, tablet, smartphone) they
w Watched video clips (e.g., YouTube) use for all online activities.
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Medical Professionals & Services
RELATIONSHIP WITH PRIMARY CARE PHYSICIAN TELEMEDICINE
Most likely reasons to continue or consider using
HEALTHCARE PROFESSIONALS
w Counseling/therapy session
w Acupuncture/Acupressure Practitioner
w Discuss non-urgent concerns about an existing
w Allergist condition or treatment plan
w Cardiologist w Discuss test or lab results
w Chiropractor w Follow-up appointment after a procedure or
w Dentist/Oral Hygienist surgery
w Dermatologist w Get a new prescription
w Diabetes Educator/Specialist w Renew/refill a prescription
w Ear, Nose & Throat Specialist w Looking for a diagnosis for symptoms I was
experiencing
w Endocrinologist
w Referral for a specialist
w Gastroenterologist
w Routine visit or annual check-up
w Gynecologist
w Urgent care
w Hematologist
w Nephrologist w Other purpose
w Neurologist
w Nurse Practitioner/Physician Assistant ACTIONS TAKEN AFTER SEEING PROFESSIONALS
w Nutritionist w Conducted an online search about a condition
w Obstetrician w Conducted an online search about a drug
w Oncologist or treatment options
w Ophthalmologist w Filled a prescription
w Optometrist w Looked into alternative treatments
after receiving prescription
w Orthopedist
w Pain Specialist w Looked up cost of medication or insurance
coverage before filling a prescription
w Physical Therapist/Sports Medicine
w Made an effort to eat healthier or exercise more
w Podiatrist
w Received a prescription for a new drug
w Primary Care Doctor
w Signed up for a prescription savings program I
w Psychiatrist saw or heard about at my doctor’s office or
w Psychologist/Therapist pharmacy
w Pulmonologist w Switched to a different prescription
w Rheumatologist w Took medication as prescribed
w Surgeon – Cosmetic/Plastic w Visited a pharmaceutical company
w Surgeon – Other or drug brand website
w Urologist w Visited a social media site related to condition
or prescribed treatment
HEALTHCARE FACILITIES/SERVICES w Went for x-rays, medical tests, or vaccines
w Doctor’s office (private or group practice) w Went to see a specialist
w Emergency Room
w Hospital
w Infusion Center
w Retail Health or In-store Clinic
w Surgery Center
w Urgent or Immediate Care Center Both healthcare professionals and healthcare
facilities/services are measured by frequency of visits
w Outpatient or Specialized Care Clinic
over the last 12 months (1 time, 2–3 times, 4–6 times,
w Telemedicine/Virtual or Online Doctor Visit 7 or more times).
(using a smartphone, tablet or computer)
16 Return to Table of ContentsLearn more about Kantar audience segments
COVID-19 Medical Tests &
Insights Vaccinations
ATTITUDES & OPINIONS Importance of regular medical check-ups
w COVID-19 has made me fearful of visiting my Most recent annual physical
doctor in person w 6 months ago or less
w I rely on my doctor more as a result of COVID-19 w 6 months to 1 year
w I worry that my underlying condition increases my
w 1 year to 2 years
risk for COVID-19
w 2 years to 3 years
w Coronavirus news reports have made me more
anxious w 3 years to 5 years
w I am confident I won’t get sick with COVID-19 if I w More than 5 years ago
take precautions w Never Been
ACTIONS TAKEN AS A RESULT OF COVID-19 MEDICAL TESTS
w Avoiding going to the ER or urgent care center w Allergy (skin or blood test)
w Delaying an elective procedure or surgery w Blood glucose
w Delaying routine doctor visits or annual check-ups w Bone density
w Increasing my use of online resources to manage w Cardiac/heart tests (e.g., EKG, stress test, etc.)
my condition w Cholesterol
w L ooking for ways to reduce stress w Colonoscopy
(e.g., meditation, exercise, art/music, etc.) w CT scan
w O rdering medications online that I previously filled
w Diabetic Retinopathy
in person
w Taking the recommended safety precautions to w Glaucoma
prevent infection/spread (e.g., frequent hand w HIV
washing, wearing a mask, social distancing, etc.) w Kidney function
w Using telemedicine/virtual or online doctor visits w Mammogram
instead of in-person medical appointments
w Pap smear
MEDICAL TESTS w Pregnancy
w COVID-19 antibody test w Prostate Exam
w COVID-19 virus test
w Prostate Specific Antigen (PSA)
VACCINES w STD/STI (e.g., chlamydia, genital herpes, HPV)
w COVID-19
VACCINES
w Flu
w Hepatitis
w HPV
w Meningitis
w Pneumonia
w Shingles
w Whooping cough
Both medical tests and vaccines are measured
over a 12 month period.
Return to Table of Contents 172022 MARS Consumer Health Study: info.kantarmedia.com/MARS
Purchasing Overall Health &
Medication Wellness
Number of prescription medications filled for self HEALTH STATUS
w None Current health status
w 1 to 2 w Excellent/Very good/Good/Fair/Poor
w 3 to 5 Health compared to a year ago
w Much better/Somewhat better/About the same/
w 6 to 9
Somewhat worse/Much worse
w 10 or more
STRESS LEVEL
HOW PURCHASED RX DRUGS Current stress level
w A prescription assistance program w Very stressed/Somewhat stressed/Not very
from a drug brand stressed/Not at all stressed
w A prescription drug plan separate Stress level compared to a year ago
from my health insurance w Much higher/Somewhat higher/About the same/
w A prescription savings program discount card/mobile Somewhat lower/Much lower
app (e.g., GoodRx, SingleCare, CVS Reduced Rx)
OUTLOOK & CONTROL OVER HEALTH
w Brand-specific coupons, rebates or loyalty cards
Outlook regarding future health
w I pay for all prescriptions myself
because I have no prescription coverage w Very optimistic/Somewhat optimistic/Neutral/
Somewhat pessimistic/Very pessimistic
w I usually pay for prescriptions myself
because my plan has a high deductible Personal control over health
w Medicare Prescription Drug Plan w Complete control/Mostly in control/Some
control/Little or no control
w Prescriptions are included in my health insurance
plan MOTIVATION FOR IMPROVING HEALTH
How much do each of these motivate you to maintain
WHERE PURCHASED MEDICATION (Rx or OTC)
or improve your health (scale question)
w Club Store (e.g., Costco, Sam’s Club, BJ’s) w To live a long life
w Club Store’s website w To look good
w Drug Store Chain (e.g., Rite Aid, Walgreens, CVS)
w Drug Store Chain’s website
w Local Non-chain Drug Store
w Mass Merchandiser (e.g., Walmart, Target)
w Mass Merchandiser’s website
w Grocery Store
w Health/Natural Food Store
w Amazon.com
w Online pharmacy
w Mail order pharmacy provided by your insurance
w Online purchase (Net)
Medication purchasing is measured over
a 12 month period.
18 Return to Table of ContentsLearn more about Kantar audience segments
Health Lifestyles Healthcare
DIET & EXERCISE
Frequency of exercise
Advertising
Barriers to a regular exercise program WHERE SEEN/HEARD
Body mass index w Direct mail
Evaluation of the diet at home in terms of health and w In a doctor’s office
wellness
w In a pharmacy
Overall level of concern regarding the healthiness of
the diet w In a magazine
Reasons for managing diet/nutrition w In a newspaper (daily or weekend)
Types of foods eaten on diet/nutrition plan w On television
w F at free w On the Internet
w G luten free w On a mobile device (smartphone or tablet)
w G rain free w On social media
w H igh fiber/whole grain w On the radio
w H igh protein w On a smart speaker (e.g., Amazon Echo, Google
w L actose free Home)
w L ow calorie w Outdoors (e.g., billboards)
w L ow carbohydrate w Somewhere else
w L ow cholesterol
w L ow fat ACTIONS TAKEN AS A RESULT
w L ow sodium w Asked your doctor for a product sample
w N atural or organic of a prescription drug
w N utritional drinks/shakes (e.g., Boost, Glucerna) w Asked your doctor to prescribe a specific drug
w P robiotic w Called a toll free number to get additional
w R aw food information
w S ugar free w Conducted an online search
w V
egetarian w Consulted a pharmacist
w V
egan w Discussed an ad with a friend or relative
Weight loss goal w Discussed an ad with your doctor
Weight loss programs used w Downloaded an app
w D octor-created w Made an appointment to see a doctor
w S elf-created w Purchased a non-prescription product
w Non-prescription weight loss drugs w Referred to a book, journal or magazine
w L ow carbohydrate/high protein or fat for additional information
(e.g., Atkins, Ketogenic, Paleo, South Beach) w Refilled a prescription
w P oints- or calorie-based nutrition program w Signed up for a mail/email list to receive
(e.g., WW, Noom) more information
w P repared meal plan w Switched to a different brand
(e.g., Jenny Craig, NutriSystem) w Took medication
w Other weight loss program w Used a coupon
w Visited a pharmaceutical company’s website
TOBACCO USE AND CESSATION METHODS
w Visited some other website
Tobacco use on a regular basis
w Watched a video online
Packs smoked in the last 7 days
Have you ever tried to quit smoking/using tobacco
Return to Table of Contents 192022 MARS Consumer Health Study: info.kantarmedia.com/MARS
Caregivers &
Family Members
HEALTH CONDITIONS CAREGIVER SUPPORT ACTIVITIES
w A
cne w Administer or monitor medications
w A
cute Coronary Syndrome/Heart Attack w Arrange for outside services
w A
DD/ADHD w Assist with daily household chores
w A
ge Related Memory Loss (moderate or severe) w Assist with personal care
(e.g., bathing, dressing, eating)
w A
lzheimer’s/Dementia
w Buy medication or refill prescriptions
w A
llergies
w Discuss conditions or treatments with their doctor
w A
naphylaxis/Severe Allergy
w Encourage doctor visits
w O
steoarthritis/Degenerative arthritis
w Make doctor appointments
w R
heumatoid Arthritis (RA)
w Make sure vaccines are received
w A
sthma
w Manage finances or provide financial support
w A
utism
w Monitor state of condition
w B
ipolar Disorder
w Provide transportation to doctor/medical
w C
ancer treatment
w C
hronic Pain w Research health information
w C
OPD (Including Chronic Bronchitis and
Emphysema)
Caregiver in same household
w D
epression
w D
iabetes Caregiver level of involvement in medical decisions
w E
czema/Atopic Dermatitis w Very involved
w E
nlarged Prostate w Somewhat involved
w E
ye problems/Eye disease (Including Cataracts, w Not very involved
Glaucoma, and Other Eye/Vision Problems) w Not at all involved
w H
eart Disease
w H
epatitis C Caregivers identify the conditions and
w H
igh Cholesterol/High Triglycerides ages of family members for whom they
w H
ypertension/High Blood Pressure provide support.
w M
ultiple Sclerosis
w N
utritional Deficiency
w O
besity
w P
arkinson’s Disease
w P
soriasis
w S
eizures/Epilepsy
w S
chizophrenia
w S
hingles
w S
troke
20 Return to Table of ContentsLearn more about Kantar audience segments
Attitudes & Opinions
ANTI-AGING Normally, I only use drug brands that are
Everyone should just age naturally recommended by my physician
I feel younger than other people my age I always do what my doctor tells me to do
I spend a lot of money on beauty I research treatment options on my own and then ask
and skincare products my doctor about them
I would consider cosmetic surgery for myself, I do not seek help from doctors or nurses unless I am
now or in the future very sick or injured
I would consider non-surgical cosmetic treatments The convenience of using telemedicine is more
or procedures (botox, fillers, laser treatments, peels, important than seeing my doctor face-to-face
coolsculpting, body contouring, etc.)
I feel that my doctor listens to my concerns and input
about my health or treatment plans
CHILDREN’S HEALTH
As a preventative measure it is important my children DRUGS
take vitamins every day I am hesitant to take prescription drugs
I actively participate in decisions regarding the types with side effects that concern me
of vaccines my children receive
I am willing to pay extra for prescription drugs
I always take my child to the doctor when he/she not covered by health insurance
is sick
I prefer to try OTC remedies before
I trust my doctor to be cautious about
seeking prescriptions
over-prescribing medications for my children
I will only buy the brands of medicine recommended I sometimes stop taking a prescribed medication
by my child’s doctor without consulting a doctor
When a prescription drug becomes available as an I will try another drug brand if I get a coupon for it
over-the-counter medication, I will switch my children I dislike needles too much to consider a drug
to the over-the-counter version treatment that uses injections
The benefits of having my children immunized It is very important that my health insurance covers
outweigh the risks all my prescription medication
DIET & EXERCISE It’s worth paying more for branded prescription
Diet plans usually work for me medications rather than getting generic products
Exercise is important to my diet and nutrition plan Non-prescription medicines are safer than
prescription medicines
I can’t seem to adhere to a diet plan and often
“cheat” when I’m on one Non-prescription store brand drugs work as well as
I diet to look good more than I diet to feel good national advertised brands
Weight loss surgery is an option for me Prescription drugs are more effective than
non-prescription remedies
DOCTORS/TREATMENTS
I am willing to ask my doctor for a prescription HEALTH INSURANCE
medication or drug sample that I have seen or
heard advertised The high cost of healthcare prevents me from being
as healthy as I would like
I often discuss new prescription medicines with I’m willing to pay more for high quality health
my doctor insurance
Return to Table of Contents 212022 MARS Consumer Health Study: info.kantarmedia.com/MARS
HEALTHCARE ADVERTISING I feel health and wellness advertising on the Internet
is trustworthy
Friends come to me for advice about healthcare and
medications I feel the Internet is a good way to confirm
a diagnosis
I always read the small print in magazine/newspaper
pharmaceutical ads I refer my friends to certain websites I find helpful
I trust pharmaceutical companies that advertise I typically conduct research online prior to a doctor’s
the medications I take appointment
I trust the opinions of my family and friends I trust the medical information other people share
about health-related issues on social media
Pharmaceutical advertisements make me more Researching online gives me confidence to speak
knowledgeable about medicines knowledgeably about a medical condition
The Internet is the first source I turn to when
MOBILE HEALTH & WEARABLES researching health and wellness
I believe there are mobile apps available that would PERSONAL HEALTH
improve my current health
I am concerned that my unhealthy habits will soon
I would be willing to use a mobile app recommended
catch up with me
to me by my doctor
I do everything I can to promote and maintain my
I believe a wearable fitness tracker that connects to
personal health and wellness
my mobile device or the internet would make it
easier to track my diet and exercise I am better informed about my health than
most people
I am concerned about my personal health and
fitness data being securely stored online I believe that vitamins and nutritional supplements
make a difference in long-term health
Web-connected devices are too complicated to use
I participate in preventative healthcare
Using a home-based or mobile monitoring device that
I prefer alternative/holistic approaches to standard
sends health data (vital signs, blood sugar levels, etc.)
medical practices
to my doctor would help them make better decisions
about my health I research healthcare information so that I am
better informed about different healthcare
treatment options
ONLINE HEALTH
My condition makes it difficult to do/complete
I am comfortable registering on a website which day-to-day tasks
consistently offers useful information about my
particular health condition My condition is never far from the forefront of my
mind
I am more comfortable talking about health
and wellness concerns online than I am face-to-face
VACCINES
I am more likely to visit a health website that was
recommended by my doctor or that I saw in my I am willing to ask my doctor for a vaccine
doctor’s office that I have seen or heard advertised
I am very cautious about which websites I access I trust my doctor to recommend the vaccines
for health and wellness information that are essential to my continued health
I am first among my peers to investigate vaccines
that are recommended but not required
I am concerned about the possible side effects
related to my vaccinations
22 Return to Table of ContentsLearn more about Kantar audience segments
Sports & Leisure
w Tennis
w Travel
Activities
w Use a health club/gym
w Video gaming
w Virtual workout or fitness sessions (e.g., Peloton,
YouTube exercise video)
w Adult education courses
w Visit museums
w Aerobics
w Volunteer your time
w Attend concerts/Live events
w Weight training
w Attend professional/college sports events
w
w
w
Baseball/Softball
Basketball
Bicycling
Demographics
Age
w Bird watching Gender
w Bowling
Education
w Cooking for fun
Employment Status
w Crossword puzzles/word games
LGBT
w Dancing
Marital Status
w Entertaining friends/family
Number of Adults in Household
w Fantasy sports league
Parent/Children in Household
w Fine dining/eating out
Household Income
w Fishing
Personal Income
w Fitness walking
Race/Ethnicity
w Football
w White
w Gardening
w Spanish/Hispanic/Latino
w Go to bars/Nightclubs
w American Indian or Alaska Native
w Go to the movies
w Black or African American
w Golf
w Asian or Pacific Islander
w Hiking
w Other Race
w Hunting
w Photography Spanish Language
w Play a musical instrument w Only Spanish at home
w Poker w Mostly Spanish, but some English
w Reading books w Spanish and English about equally at home
w Running/Jogging w Mostly English, but some Spanish
w Sailing/Water Skiing w Only English at home
w Shopping for fun Personal beliefs or ideology
w Snow Skiing/Snowboarding w Very liberal
w Soccer w Somewhat liberal
w Spa Services w Moderate
w Spend time with pets w Somewhat conservative
w Swimming w Very conservative
Extend your planning and reach your target audience segments
260+ predefined audience segments from the MARS Consumer Health Study are available
via LiveRamp, TruAudience (formerly Tru Optik) and Eyeota to most major programmatic platforms for
activation. Visit https://www.kantar.com/north-america/campaigns/audiences for more information about
our off-the-shelf segments or contact us to help onboard your custom targets.
Return to Table of Contents 23Flexible data access
MARS data is available to clients via multiple platforms and formats for maximum convenience and utility. Dat
delivery options include:
• Database access through various third-party services that provide custom software for data analysis or
mediaFeatures
planning of the 2022 MARS Study include:
• wKantar alsoconditions,
100+ health offers database access
including 20+ via our Choices crosstabulation
low-incidence software
w Digital insights: Online orand
activities TGI360
deviceOnline, an easy
use, dayparts,
and intuitive web-based analytical tool for exploring
ailments (e.g., Crohn’s, Lupus, MS): Ailment-specific data sets and obtaining insights for sales, targeting
website visitation for 37+ sites (including social, health-
strategy,follow-up
and morequestions capture condition details, treatment related, others), health-related mobile app use, time
• Custom
options data tables,
and drug brandreports
usage or dashboards spent online with mobile and social media, and more
w 500+
Rx and over-the-counter remedies w Media effectiveness insights: Where consumers encounter
Modeling and respondent level data is also available for advanced analytics
w C
data
aregivers: Caregiver support activities, medical decision healthcare advertising and actions taken as a result
Flexible access
involvement, conditions of those receiving care, etc. w 40+ healthcare information sources: Value of various point
MARS wdata
E is available
xtensive to clients
Point of Care via
coverage: multiple
HCPs platforms andofformats
and medical care, point
forof maximum
purchase, media and other and
convenience sources for
utility. Dat
deliveryservices
options include:
used, actions taken after seeing HCP, medical health information
• Database
testing andaccess through various third-party services
vaccinations w 7that provide
0+ attitudes andcustom
opinionssoftware for data
toward healthcare analysis or
advertising,
media wplanning
COVID-19 insights including attitudes, behaviors, use doctors and treatments, online and mobile health, diet
• Kantar also offers
of telemedicine, database
and medical testsaccess via our
and vaccines Choices crosstabulation
received software
and exercise, children’s health,or TGI360
and more Online, an easy
and intuitive web-based
in relation analytical tool for exploring data sets and obtaining insights for sales, targeting
to COVID-19
w Extensive demographic data: Geographic information,
strategy,
w 6 and
0+ more
publications gender, age, generation, race, marital status, education,
• Custom data tables, reports or dashboards
w N ewspaper readers: How often read, how many read in employment, income, personal ideology (e.g.,
past week conservative or liberal)
Modeling and respondent level data is also available for advanced analytics
w R
adio & streaming music: Time spent, ways typically listen w Solutions for targeting key consumer healthcare
(AM/FM, satellite, internet), streaming services used audiences: MARS Patient, Sources Valued, and Health
w Television coverage: Dayparts and time spent watching, Tech IQ Segmentations
network and genre coverage, services and devices used
(including streaming)
Flexible data access
MARS data is available to clients via multiple platforms and formats for maximum convenience and utility. Data delivery
options include:
w D
atabase access through various third-party services that provide custom software for data analysis or media planning
w K
antar also offers database access via our Choices cross tabulation software or TGI360 Online, an easy and intuitive
web-based analytical tool for exploring data sets and obtaining insights for sales, targeting strategy, and more
w C
ustom data tables, reports or dashboards
Modeling and respondent level data is also available for advanced analytics.
Contact Us
If you have any questions or would like to learn more about the study, please contact:
Michele Deutschman Bernadette Cognac
VP Strategic Partnerships & Business Development VP Agency Relations
212-991-6008 312-543-7078
michele.deutschman@kantar.com bernadette.cognac@kantar.com
info.kantarmedia.com/MARS
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