Professional Research Consultants, Inc. (PRC) recently introduced its special silver anniversary report: “Uncovering 25 Years of the Healthcare Market 1984-2009.” The study features insights regarding the characteristics of healthcare consumers—from age and household income to payment methods and primary factors that influence healthcare decisions. Here are a few excerpts from the study.

Age of Healthcare Consumers
Screening for the primary household decision-maker regarding healthcare services, PRC found that female respondents still tend to be more prominent than their male counterparts, with females comprising approximately 70% of this population. The highest percentage of male primary healthcare decision-makers was found in 1999 with 35.7%, while the lowest percentage was reported in 2004 with 28.7%.
In 2009…

• 13.9% are 18-34 years old
• 19.2% are 35-44 years old
• 24.3% are 45-54 years old
• 24.3% are 55-64 years old
• 18.3% are 65+ years old

Annual Household Income of Healthcare Consumers
Annual household incomes have grown steadily since the study’s inception. In 2009…

• 16% reported household incomes of $25,000 and under
• 25.4% reported household incomes of $25,001 to $49,999
• 21.8% reported household incomes of $50,000 to $74,999
• 16.5% reported household incomes of $75,000 to $99,999
• 20.3% reported household incomes of $100,000+

Healthcare Consumers and Hospital Publications
Beginning in 1997 and continuing through 2009, PRC researched consumers’ recall of local healthcare publications and the actions taken with them. In 2009…

• 60.1% recalled receiving a local healthcare publication.
• 90.7% of recipients read or skimmed at least a portion of the publication.

Of those who read all or most of local healthcare publications…

• 51.3% lived in the area three years or less
• 42.8% are 55-64 years old
• 42.7% are 65 years and older
• 36.9% have no children living at home

For more information on the PRC report or to order a copy, call 1-800-428-7455 or email info@prconline.com.