2017 MARS
Consumer Health Study


The only dedicated, syndicated research in the healthcare industry that ties ailments, pharma brands, attitudes about healthcare and many other data points to consumers’ media consumption habits.

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Better Healthcare Media & Marketing


Evolving consumer trends are shaping the future of healthcare. Similarly, healthcare marketing is adopting a more targeted, patient-centric model, resulting in a growing need for more data and deeper insights. To address this need, the most successful agencies and marketers reach for Kantar Media's MARS Consumer Health Study.


Since 2001, Kantar Media's MARS Consumer Health Study has been the go-to information source for ad agencies, pharmaceutical marketers, and media companies seeking stable and reliable media and healthcare data that is projectable to the U.S. population.





Features of the 2017 MARS Study include:


  • Respondent-base of nearly 20,000 U.S. consumers and improved coverage of the U.S. Hispanic population
  • Media effectiveness insights: Where consumers encounter healthcare advertising and actions taken as a result
  • Knowledge about online and offline media usage for 100+ consumer magazines, newspapers and health-related publications as well as TV, radio, and internet usage
  • An extensive collection of healthcare information sources at point of care, point of purchase, online and offline
  • Detailed information on 90+ health conditions, including 20+ lower incidence ailments
  • Ailment-specific follow-up questions that capture treatment options and drug brand usage for 500+ Rx and over-the-counter remedies
  • An understanding of those who provide care to other family members
  • Use of telemedicine and walk-in healthcare facilities (such as in-store clinics and immediate care centers), and health insurance information
  • Expanded internet and device content that covers wearables and online health and wellness activities
  • Comprehensive attitudes and opinions, including use of the internet and mobile for health and wellness related activities, and extensive demographic data
  • MARS Patient Segmentation and Sources Valued Segmentation: Two new solutions for targeting key consumer healthcare segments
  • A variety of healthcare profiles for targeting patient groups with specific characteristics




Digital Insights


  • Health-related online activities conducted on a computer or mobile device
  • Visitation and frequency for select websites
  • Where consumers use mobile devices to access health information
  • Types of mobile apps used for health and wellness
  • Use of web-connected wireless devices for monitoring fitness, health or medical conditions


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