Up Front With Pharma Users - Simmons Research

Upfronts are in full swing! Simmons Research is here to support your upfront sales efforts with data and storytelling that puts your network up front and center to advertisers. In this post, we’ll be comparing and contrasting some targets within the pharmaceutical industry and showing how Simmons data can help you build a story to close the deal.


For this pharma example, we’re looking at three targets, all of which pharmaceutical companies may be interested in reaching.


  1. Prescription drug users: those who have taken a prescription medication in the last 12 months for any of a number of ailments.
  2. OTC users: those who have taken an over-the-counter medication in the last 12 months for any of a number of ailments
  3. Caregivers: those who are responsible for the care of a family member or friend suffering from any of a number of ailments


Health and Well-Being Segmentation

Simmons has a number of prebuilt segmentation systems that can be used to build a quick profile of any target. Our Health and Well-Being segments group the US adult population into 5 segments, based on their attitudes and behaviors regarding health, food, exercise, and preventative care. When we compare and contrast our three targets against these segments, we can see that all three of our groups are more likely than the general population to be Weight Reformers, who constantly struggle with healthy food choices to improve their diet and health. This is also the largest segment for each group. In terms of the other segments, our prescription drug users are, not surprisingly, more likely to be Trusting Patients (23%; 130), who rely on doctors and medicine, tend to be older, actively manage their health, and seek out health information. Our OTC users (16%; 121) and Caregivers (15%; 116) overindex for being Healthy Holistics – who are active in personal health management and are committed to exercise, organic food, and healthy choices. For more information on these (and other) segments, visit the segmentation page on our website.



Health and Medicine Attitudes

Drilling down a little into the specific attitudes that differentiate our three segments, we can see that OTC users are more likely to proactively gather health and wellness information. Since they do not get sick or are unconcerned about their health, they also self-manage their healthcare. Prescription drug users on the other hand, not surprisingly, are more likely to have a high regard for doctor recommendations and prescription drugs. The Caregiver group, however, is the lowest of the three groups for each of the categories.





Top Ailments by Target

With over 20 ailments measured in the Simmons National Consumer Study, we are able to take a deeper look into the similarities and differences between our three target groups. As a topline overview, OTC users complain of backache and heartburn, whereas prescription drug users have hypertension and high cholesterol. Our Caregivers have acid reflux and are 30 pounds or more overweight.





Time Spent on Streaming TV Apps

TV streaming app usage is also telling as a way to differentiate between our segments and find a way to reach each through streaming services. Caregivers are spending 293 minutes watching Tubi TV, while prescription drug users spent 147 minutes watching Freeform and OTC users watched PBS Kids for 147 minutes. On average, Caregivers watched TV streaming apps for 254 minutes, prescription drug users for 311 minutes, and OTC users for 300. The median for each of these groups was 55 minutes, 98 minutes, and 75 minutes, respectively.



For more information on how you can position your network across these targets (or other advertiser categories), please contact us today!

Greg Hahn
Greg Hahn
Greg is a Senior Account Manager Media with over 20 years’ experience assisting media, agency and brands to effectively target and reach their audience and customers.