New York – July 16, 2014 – Nielsen, a leading global provider of information and insights into what consumers watch and buy, today announced an alliance between Nielsen Scarborough and Kantar Media to deliver a new health care insights service: the Nielsen Scarborough MARS Healthcare Module. Combining the MARS Consumer Health Study, which tracks data on ailments, health care advertising impact and attitudes toward wellness, with Nielsen Scarborough, health care marketers and advertisers will now have new tools to combine health care behaviors with an in-depth understanding of media consumption, lifestyle habits and consumer patterns in more than 75 local markets.
As the newest addition to the Nielsen Local Insights suite of services, which is powered by Nielsen Scarborough and offers a comprehensive set of solutions connecting what consumers watch, listen to and read with their lifestyles and buying behaviors, this new service comprehensively covers consumer healthcare behaviors, attitudes, conditions and treatments. These in-depth health and wellness attributes can be tied to over 2000 local market insights that include lifestyles, shopping preferences, brand affinity and media usage on a local, regional and national level. The Nielsen Scarborough MARS Healthcare Module provides unmatched health and wellness insights to help media planners and marketers make more informed decisions when working with health, wellness and pharmaceutical campaigns.
“During this transformative time for healthcare in our country, marketers need actionable insights to help them identify where to reach their most important customers and to create effective messages to influence healthcare decisions” said Matt O’Grady, EVP Managing Director, Local Media, Nielsen. “By leveraging the rich local data from Nielsen Scarborough in combination with the Kantar MARS Healthcare Study, a leading source of health care insights, this new service will be a powerful 360-degree roadmap for marketers and media to connect to consumers with regard to their health and wellness needs.”
“Consumers are increasingly empowered and in control of health-related decisions, about health plans and providers, products, activities and information sources they rely on,” said Dave Emery, General Manager of Kantar Media Healthcare Research. “This new, local perspective on health care consumers combines two rich but largely unique data sets. The resulting Nielsen Scarborough MARS Healthcare Module puts new, actionable insights into the hands of healthcare marketers, agencies and media partners.”
An example of the kinds of insights available from the Nielsen Scarborough MARS Healthcare Module, focusing on women’s wellness, can be found here.
Nielsen (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.
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