Healthcare redefined

Gleeson, Siobhan; Camber, Chloe
October 2004
Brand Strategy;Oct2004, Issue 186, p40
Trade Publication
This article focuses on the importance of health care in marketing. Today, health has become a global preoccupation, a watchword for the way people live their everyday lives. Healthcare spending absorbs nearly a tenth of GDP in rich countries and is steadily rising. In addition, JWT's Anxiety Index research has found that rising healthcare costs consistently rank as the top concern of the U.S. public, above military hostilities and the threat of terrorism. With healthcare systems under pressure, there is a new desire to improve knowledge. An estimated one in four Europeans uses the Internet to investigate health concerns. As it becomes the primary portal for health education, the Internet is aiding the emergence of the expert patient. In turn, pharmaceutical brands are making the most of opportunities to foster interactive relationships. According to the World Health Organisation, more than one billion adults are overweight, of whom 300 million are clinically obese.


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