Marketing Medical Services to Overweight Consumers

About 1/​3 of US adult consumers are obese and many of these consumers suffer from back pain, migraines and sleep problems. These consumers respond at a slightly higher rate than non-​obese consumers to marketing by health care services such as physicians and hospitals. Is one form of marketing more effective than another?

Thomson Healthcare survey results indicate the following response rates:

Non-​Obese Adults

  • Television: 6%
  • Direct: 5%
  • Newspaper: 4%
  • Magazines: 4%
  • Radio: 3%
  • Internet: 3%

Obese Adults

  • Television: 8%
  • Direct: 7%
  • Newspaper: 6%
  • Magazines: 5%
  • Radio: 3%
  • Internet: 4%

Note that the response rate was highest for direct mail when it came to obese married women ages 45–54 who had children and moderate income.

Keep these details in mind when you plan the media spend for your healthcare products and services clients.

[Source: Thomson Healthcare survey published in Richard K. Miller Associates 2008 Healthcare Business Research Handbook]

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.