Multicultural Marketing of Health and Wellness to Women. the Trend Report Examines Ethnic & Demographic Differences in Health-care-related Opinions and Behaviors

NEWTOWN, Pa , August 28, 2007 – The fourth installment of The Trend Report, which was distributed with the August issue of Med Ad News, contains survey results from a study of 1,000 women and 200 men (as a comparison group) in an effort to better understand the factors that contribute to patient-centered health care and their implications for health-care communications, marketing, and patient interaction. Also studied in this survey is cultural competence, which focuses on understanding patients’ cultural ethnicity and has become closely aligned with the notion of patient-centered care. Published quarterly by Guideline Inc. and Med Ad News, The Trend Report is a distinctive publication featuring statistical analysis of hot topics in the pharmaceutical industry, utilizing primary market research and insight into potential implications for the industry.  

This issue of The Trend Report focuses on understanding the differences and diversity of patients’ perspectives in an effort to improve health care. Some of the findings include:

• The majority of respondents are taking some proactive measures in their own health care
• 3 out of 4 women need help and advice on how to manage their health-care needs
• Medical needs of prevalent disease populations are currently not being met
• Of retail channels, pharmacies are most valuable for meeting health needs
• African American women may be best positioned for patient-centered care, while Asian women are currently underutilizing health-care measures

These and other findings are detailed and analyzed in the August issue of The Trend Report, “Multicultural Marketing of Health and Wellness to Women”. To order reprints of this issue of The Trend Report, contact Fran Mehesz at 215-867-0044, ext. 211.

About Med Ad News
The pharmaceutical industry’s publication of record for 25 years, Med Ad News provides broad coverage and incisive analysis of the issues, events, trends, and strategies shaping pharmaceutical business, marketing, and sales. More than 16,000 readers – comprising corporate executives, marketing, sales, and product managers – receive Med Ad News 12 times per year. For more information, contact Fran Mehesz at 215-867-0044, x211, or fmehesz@engelpub.com.

About Guideline Inc.
Founded in 1969, Guideline (OTC Bulletin Board: GDLN) is the nation’s premier provider of customized research and analysis designed to help companies make more informed decisions about critical business issues. Guideline’s suite of research capabilities includes Custom Market Research, Strategic Intelligence, and On-Demand Research. Guideline specializes in nearly all major industries, including health care and pharmaceuticals, consumer packaged goods, financial and business services, media and entertainment, and manufacturing. Guideline is located at 625 Avenue of the Americas, New York, N.Y., 10011. More information is available by calling 212-645-4500 or visiting www.guideline.com.

Posted: August 2007