NMA News: Healthcare Special (published 2010) features insight from consumers, brands and health journalists on the power of the medium.
Access the report here (PDF)

Healthcare: The Charts (2010) supplies the numbers to support the claims in the NMA News.
Access the report here (PPT)

Pharmaceuticals & National Newspapers (2005) examines how newspapers can promote engagement, action and generate sales.
Access the report here (PDF)

Pharmaceuticals: The Charts (2005) presents the empirical data to accompany "Pharmaceuticals & National Newspapers".
Read/download the charts here (PPT)

Five key facts about newspapers and healthcare:

• Newspapers' health editorial, both in print and online, is actively read and highly valued
• Newspaper readers are an important audience for healthcare brands to address. The majority mainly buy brands, but 44% would consider switching to retailers' own-labels
• Regular newspaper readers spent more on healthcare products in 2009 than an equivalent group of heavy TV viewers
• Brand ads can combine with public service ads and brand ads for related products to produce a "problem-resolution" effect on a health issue
• TV-only campaigns over-deliver to an audience that is less predisposed to buy brands. Adding newspapers to TV gives balance to a campaign