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Customized Health - US - January 2009

Customized health - designing healthcare services based on the unique needs of consumers - is one of the most important trends in the healthcare category, and holds significant opportunities for companies that offer the right products and services.

Topics covered in this report include:

  • Which demographics are most likely to be interested in customized health

  • How and where respondents seek health information, what they think of its quality, and how this has changed the healthcare landscape

  • Specific insights and opportunities for creating customized health products and services

  • Market forces and other drivers responsible for the growing interest in these offerings

  • Respondents' attitudes towards health, wellness, pharmaceuticals, and complementary and alternative medicines, as well as other related products and services

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                  • Market snapshot
                    • The internet drives demand for customized health
                      • Snapshot of insurers
                        • Insights and opportunities
                          • Attitudes towards health
                            • Who handles health concerns
                              • Where they get information
                                • Attitudes towards pharmaceuticals
                                  • Attitudes towards CAM
                                    • Attitudes towards diet and dieting
                                      • Snapshot of advertising efforts
                                      • Insights and Opportunities

                                        • Health Web 3.0
                                            • Figure 1: When sources are consulted for health information, October-November 2008
                                          • Moms (the decision maker) and 18-34 year-olds (the resident expert): two key demographics
                                              • Figure 2: Attitudes towards health, by age, October-November 2008
                                              • Figure 3: Health/lifestyle practices, by gender/age, April 2007-June 2008
                                            • Carrots, not sticks
                                              • The new paradigm
                                              • Fast Forward Trends

                                                • Trend: Cyberchondria—a very modern condition
                                                  • A society of cyberchondriacs, bypassing doctors and self-diagnosing based on the first search result found
                                                    • The dark side of the web…
                                                      • …holds significant opportunities for all parties
                                                        • Implications
                                                          • Trend: Medical wellness
                                                            • In the old days, we went to hospital to get well. Now we go to get wellness
                                                              • A changing paradigm
                                                                • Implications
                                                                • Competitive Context: A Healthcare System in Crisis

                                                                  • The Healthcare Services Market

                                                                    • Key points
                                                                      • The big picture
                                                                        • Figure 4: U.S. healthcare services value, 2003-08
                                                                        • Figure 5: Gross domestic product, government expenditures, and national health expenditures, 1995-2005
                                                                      • The golden years become golden decades
                                                                        • Unhealthy lifestyle choices also increase the bill
                                                                          • High-tech medicine pumps up the bills
                                                                            • Paying the most
                                                                              • Figure 6: Per capita health expenditures in dollars, by selected countries, 2000-04
                                                                              • Figure 7: Per capita U.S. national health expenditures, 1995, 2000, 2003, 2004 and 2005
                                                                            • Who is paying
                                                                              • Figure 8: U.S. healthcare services segmentation, 2007
                                                                          • Leading Insurers

                                                                            • Key points
                                                                              • Blue Cross and Blue Shield and United Health dominate
                                                                                • Aetna goes after college students
                                                                                  • Figure 9: U.S. healthcare services market shares, 2007
                                                                              • Customized Health Plans

                                                                                  • Current customized health plan examples
                                                                                    • Customized health works
                                                                                    • Market Drivers

                                                                                      • Key points
                                                                                        • Americans want customized health
                                                                                          • Five types of Americans, the graying of America, and implications
                                                                                              • Figure 10: Population by age, 2003-13
                                                                                            • Going online to take control of their health
                                                                                                • Figure 11: Most popular online health resources for 13-24s, October 2008
                                                                                              • Doctors also going online
                                                                                                • Figure 12: Top 10 pharma product websites visited by primary care physicians, ranked by number of visitors, June 2008
                                                                                              • A tough economy throws a wrench in the works
                                                                                                • Product introductions favor Boomers, older Americans
                                                                                                  • Figure 13: New healthcare product launches, 2003-08
                                                                                              • Brand Qualities

                                                                                                • Overview
                                                                                                  • United Health embodies compassion and altruism
                                                                                                    • Thriving at Kaiser Permanente
                                                                                                      • Aetna goes Green, local, and hip (sort of)
                                                                                                      • Innovation and Innovators

                                                                                                        • United Health leads in innovation
                                                                                                          • Kaiser Permanente goes seriously online
                                                                                                            • Aetna launches innovative web efforts
                                                                                                              • Take a hike with Blue Cross Blue Shield
                                                                                                                • Other innovators
                                                                                                                • Advertising and Promotion

                                                                                                                  • Overview
                                                                                                                    • Does DTC advertising work?
                                                                                                                      • Challenges lurk ahead
                                                                                                                        • Figure 14: Spend on advertising for key drug products by top healthcare advertisers, 2006-07
                                                                                                                      • Snapshot of marketing efforts at insurers
                                                                                                                        • Web marketing efforts
                                                                                                                          • Introduction
                                                                                                                            • Lunesta
                                                                                                                              • Cymbalta
                                                                                                                                • Nasonex
                                                                                                                                  • United Health Group
                                                                                                                                    • Kaiser Permanente
                                                                                                                                      • Analysis of television commercials
                                                                                                                                        • Insurers
                                                                                                                                          • Figure 15: Blue Cross Blue Shield Illinois television ad, 2008
                                                                                                                                          • Figure 16: Blue Cross of California television ad, 2008
                                                                                                                                          • Figure 17: Cigna Healthcare television ad, 2008
                                                                                                                                          • Figure 18: Aetna, television ad, 2008
                                                                                                                                        • Medications
                                                                                                                                          • Figure 19: Cymbalta television ad, 2008
                                                                                                                                          • Figure 20: Ambien television ad, 2008
                                                                                                                                      • Perceptions of Health

                                                                                                                                        • Key points
                                                                                                                                          • One in five in excellent health
                                                                                                                                              • Figure 21: Self-health rating, topline, October-November 2008
                                                                                                                                            • Healthy choices abound
                                                                                                                                              • Figure 22: Personal diet/lifestyle practices, by gender, October-November 2008
                                                                                                                                            • 18-24 year-olds go organic, alternative
                                                                                                                                              • Figure 23: Personal diet/lifestyle practices, by age, October-November 2008
                                                                                                                                            • Affluence translates into healthy choices
                                                                                                                                              • Figure 24: Personal diet/lifestyle practices, by household income, October-November 2008
                                                                                                                                            • Respondents with health insurance make healthier choices
                                                                                                                                              • Figure 25: Health/lifestyle practices, by insurance status, April 2007-June 2008
                                                                                                                                          • Who Handles Health Concerns

                                                                                                                                            • Key points
                                                                                                                                              • Females more proactive about health concerns
                                                                                                                                                • Figure 26: Attitudes towards health, by gender, October-November 2008
                                                                                                                                              • Going online, using home remedies, and the resident expert: a snapshot of 18-34 year-olds
                                                                                                                                                • Figure 27: Attitudes towards health, by age, October-November 2008
                                                                                                                                              • The affluent more likely to be informed
                                                                                                                                                • Figure 28: Attitudes towards health, by household income, October-November 2008
                                                                                                                                            • Sources of Information

                                                                                                                                              • Key points
                                                                                                                                                • Doctors first, internet second
                                                                                                                                                  • Figure 29: Sources consulted for health information, by gender, October-November 2008
                                                                                                                                                • Younger respondents use more resources
                                                                                                                                                  • Figure 30: Sources consulted for health information, by age, October-November 2008
                                                                                                                                                • The affluent are more resourceful
                                                                                                                                                  • Figure 31: Sources consulted for health information, by household income, October-November 2008
                                                                                                                                                • Presence of children drives searching
                                                                                                                                                  • Figure 32: Sources consulted for health information, by children in HH, October-November 2008
                                                                                                                                                • Satisfaction with sources not guaranteed
                                                                                                                                                  • Figure 33: Satisfaction with sources consulted for health information, by gender, October-November 2008
                                                                                                                                              • Who to Turn to… and When?

                                                                                                                                                • Key points
                                                                                                                                                  • Who to turn to
                                                                                                                                                    • Figure 34: Which key people are consulted before, after or instead of visiting a doctor, October-November 2008
                                                                                                                                                  • Curious before the diagnosis; most satisfied after
                                                                                                                                                    • Figure 35: Which key health resources are consulted before, after or instead of visiting a doctor, October-November 2008
                                                                                                                                                • Attitudes towards Pharmaceuticals and CAM

                                                                                                                                                  • Key points
                                                                                                                                                    • Aware of medications
                                                                                                                                                      • Figure 36: Attitudes towards prescription drugs, by gender, October-November 2008
                                                                                                                                                    • 18-24 year-olds pay less attention
                                                                                                                                                      • Figure 37: Attitudes towards prescription drugs, by age, October-November 2008
                                                                                                                                                    • Affluent more discerning
                                                                                                                                                      • Figure 38: Attitudes towards prescription drugs, by household income, October-November 2008
                                                                                                                                                    • Affluent more likely to take CAM with pharmaceuticals
                                                                                                                                                      • Figure 39: Taking complementary products with conventional, by household income, October-November 2008
                                                                                                                                                    • 18-24 year-olds partial to CAM
                                                                                                                                                      • Figure 40: Taking complementary products with conventional, by age, October-November 2008
                                                                                                                                                    • Without insurance and preferring CAM
                                                                                                                                                      • Figure 41: Use of and attitudes towards medication, by insurance status, April 2007-June 2008
                                                                                                                                                  • Attitudes towards Diet and Dieting

                                                                                                                                                    • Key points
                                                                                                                                                      • Gender matters
                                                                                                                                                          • Figure 42: Eating habits, by gender, October-November 2008
                                                                                                                                                        • Trends in dieting
                                                                                                                                                          • Figure 43: Incidence of controlling diet, trended, May 2003-June 2008
                                                                                                                                                        • Affluent eat healthier
                                                                                                                                                          • Figure 44: Eating habits, by household income, October-November 2008
                                                                                                                                                        • Trying to eat healthier
                                                                                                                                                            • Figure 45: Food/lifestyle practices, by gender, April 2007-June 2008
                                                                                                                                                          • Age-related illness drives dieting
                                                                                                                                                            • Figure 46: Reasons for controlling diet, trended, May 2003-June 2008
                                                                                                                                                        • Cluster Analysis

                                                                                                                                                            • Unaware & Uninterested
                                                                                                                                                              • Who they are
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Conventional & Moderate
                                                                                                                                                                    • Who they are
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Healthy & Informed
                                                                                                                                                                          • Who they are
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                • Figure 47: Health clusters, October-November 2008
                                                                                                                                                                                • Figure 48: Healthy diet/lifestyle practices, by cluster, October-November 2008
                                                                                                                                                                                • Figure 49: Self-health rating, by cluster, October-November 2008
                                                                                                                                                                                • Figure 50: Sources consulted for health information, by cluster, October-November 2008
                                                                                                                                                                                • Figure 51: Attitudes towards prescription drugs and CAM, by cluster, October-November 2008
                                                                                                                                                                                • Figure 52: Eating habits, by cluster, October-November 2008
                                                                                                                                                                                • Figure 53: Attitudes towards health, by cluster, October-November 2008
                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                • Figure 54: Health clusters by gender, October-November 2008
                                                                                                                                                                                • Figure 55: Health clusters by age, October-November 2008
                                                                                                                                                                                • Figure 56: Health clusters by household income, October-November 2008
                                                                                                                                                                                • Figure 57: Health clusters by race/Hispanic origin, October-November 2008
                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                              • Older respondents do what the doctor says
                                                                                                                                                                                • Figure 58: Relationship with doctor, by gender/age, April 2007-June 2008
                                                                                                                                                                              • Older females use health resources
                                                                                                                                                                                • Figure 59: Sources of information used, by gender/age, April 2007 – June 2008
                                                                                                                                                                              • Older females making healthier choices
                                                                                                                                                                                • Figure 60: Diet habits, by gender/age, April 2007-June 2008
                                                                                                                                                                              • Males with children and healthy living
                                                                                                                                                                                • Figure 61: Healthy eating habits, by gender/presence of children in HH, October-November 2008
                                                                                                                                                                              • Young exercise, the older take preventive steps
                                                                                                                                                                                • Figure 62: Healthy lifestyle habits, by gender/age, October-November 2008
                                                                                                                                                                            • Appendix: Experian Simmons Cohort Analysis

                                                                                                                                                                              • Young men live large
                                                                                                                                                                                • Figure 63: Health/lifestyle practices, by select male cohorts, April 2007-June 2008
                                                                                                                                                                              • Grandma goes to the doctor
                                                                                                                                                                                • Figure 64: Health/lifestyle practices, by select female cohorts, April 2007-June 2008
                                                                                                                                                                              • Aware and taking action
                                                                                                                                                                                • Figure 65: Health/lifestyle practices, by select cohorts, April 2007-June 2008
                                                                                                                                                                              • Brett & Tracey are all over it
                                                                                                                                                                                • Figure 66: Health/lifestyle practices, by select cohorts, April 2007-June 2008
                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                              • Do one, do them all
                                                                                                                                                                                • Figure 67: Personal diet/lifestyle practices, by eating habits, October-November 2008
                                                                                                                                                                              • Older respondents willing to pay for meds
                                                                                                                                                                                • Figure 68: Health/lifestyle practices, by age, April 2007-June 2008
                                                                                                                                                                              • Dental, vision, and disability insurance on the rise
                                                                                                                                                                                • Figure 69: Type of health/hospital/life insurance owned, trended, May 2003-June 2008
                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • American Association of Retired Persons (AARP)
                                                                                                                                                                              • American Cancer Society (ACS)
                                                                                                                                                                              • American Heart Association, Inc.
                                                                                                                                                                              • American Medical Association (AMA)
                                                                                                                                                                              • CIGNA Healthcare
                                                                                                                                                                              • Department of Health
                                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                                              • GlaxoSmithKline (USA)
                                                                                                                                                                              • Google, Inc.
                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                              • Henry J. Kaiser Family Foundation
                                                                                                                                                                              • Merck & Co. Inc.
                                                                                                                                                                              • Microsoft USA
                                                                                                                                                                              • MySpace.com
                                                                                                                                                                              • National Institutes of Health
                                                                                                                                                                              • Pfizer Inc
                                                                                                                                                                              • Sanofi-Aventis (USA)
                                                                                                                                                                              • Sepracor Inc.
                                                                                                                                                                              • Takeda Pharmaceuticals North America, Inc.
                                                                                                                                                                              • The Blue Cross
                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                                                              • UnitedHealth Group Incorporated
                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                              • Weight Watchers International Inc.
                                                                                                                                                                              • WellPoint, Inc.
                                                                                                                                                                              • Yahoo! Inc
                                                                                                                                                                              • YMCA of the USA

                                                                                                                                                                              Customized Health - US - January 2009

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