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DDB Worldwide and M/A/R/C Research Find in Time of Economic Crisis: Health Is the New Wealth, Survey Shows Empowering Patients Is Key to Influence
Date:4/6/2009

NEW YORK, April 6 /PRNewswire/ -- Against a background of economic uncertainty, people across the globe are beginning to feel vulnerable, not only in terms of their wealth but also their health, according to a study by DDB Health, the global healthcare practice of DDB Worldwide Communications Group Inc.

The study, recently conducted by DDB and M/A/R/C Research, both units of Omnicom Group Inc., compares perceptions about health among more than 1,800 consumers and physicians in 11 countries, including the US, Canada, Mexico, Brazil, UK, France, Germany, China, India, Australia and Singapore.

The research revealed that as household income decreases, the value people place on their health and the amount of time they spend thinking about it increase.

Indicating the world is turning its attention away from that which is beyond its control (the economy) to anything that is (mostly) controllable, 42% of those surveyed ranked health as a major preoccupation while 31% made "living without illness" their first health priority. Conversely, only 9% ranked "achieving my potential" as a priority.

"Recognizing they must be healthy in order to make things go their way again, people are regressing to the fundamental, specifically what they need and not necessarily what they want," Mark Goldstone, President, DDB Health Worldwide, said. "There are huge implications for both purchasing and motivation here."

Noted Maria Tender, DDB Director of Brand Planning, "Consumers are not going to be as motivated to take action based solely on higher-order/emotional end benefits in the pharmaceutical, or even in the well-being space. Today, more than ever, they will need to see tangible benefits ascribed to brands."

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SOURCE DDB Health Worldwide
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