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Health-Conscious Women are Sixty Percent More Likely to Prefer Popular Brand-Name Drugs, Even if They Cost More
Date:10/25/2012

NEW YORK, Oct. 25, 2012 /PRNewswire/ -- October is Breast Cancer Awareness month and in observance, consumer market research firm Scarborough has analyzed women and healthcare, or, "Health-Conscious Women." Defined by Scarborough as American adult women who agree that they go to the doctor regularly for checkups, generally feel they eat right and follow a regular exercise routine, Health-Conscious Women make up 16 percent of the U.S. adult population and 32 percent of the female adult population.

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The healthcare statistics on Health-Conscious Women show that they have strong opinions on healthcare. They are 36 percent more likely than all U.S. adults to agree strongly that they take medicine as soon as they don't feel well and 60 percent more likely to strongly agree that they prefer popular brand-name drugs even if they cost more. Thirty-four percent agree that they are often the first to try the most advanced medicines while 44 percent agree that they prefer alternative medicine to traditional medicine. Eighty-nine percent of Health-Conscious Women agree that vitamin supplements improve one's health.

Where do these Health-Conscious Women reside? The top local markets are: Providence, RI (20% of adult residents are Health-Conscious Women); Rochester, NY (20%) and Hartford, CT (20%). For the complete list of markets, see below.

Health-Conscious Women are 57 percent more likely than all U.S. adults to be part of the Silent Generation*. Thirteen percent of Health-Conscious Women belong to Generation Y, 21 percent belong to Generation X and 38 percent are Baby Boomers. Health-Conscious Women may exist within every generation, but nearly one-quarter (21%) are age 70 or older. Additionally, 13 percent identify as Black and 14 percent as Hispanic.

Health-Conscious Women are 42 perc
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SOURCE Scarborough Research
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