New TNS Healthcare Research Shows Healthcare Positions of Both Presidential and Vice Presidential Candidates Are Key in Determining Voting Decisions NEW YORK, Aug. 26
NEW YORK, Aug. 26 /PRNewswire/ -- Most Americans say that healthcare
issues will be very important in determining which presidential candidate will
get their vote, according to new TNS Healthcare research. Healthcare concerns
are particularly important to voters 65 or older, with 75% indicating health
issues will play a major role in their presidential choice. Even among the
youngest voters-those 18 - 29-59% give very high importance to health topics.
Concerns around healthcare issues are strong across genders, as well as
across age groups. Almost 70% of women and 63% of men say that they will give
high importance to healthcare topics when deciding which presidential
candidate to support.
The healthcare views of the candidates' running mates also hold great
importance to Americans. Almost 60% say they will strongly consider the
healthcare positions of potential vice presidents when deciding how to cast
their votes.
In fact, among all the issues voters are considering in choosing the next
president, healthcare ranks fourth, after economy/jobs, the war in Iraq and
energy/alternative fuels. Voters give healthcare higher importance than
terrorism, the financial crisis, social security, immigration, education, the
environment and the trade deficit.
"Clearly, the candidates' views on healthcare and prescription drug issues
will be extremely important in determining who will win in November," says
Jonathan Kay, President, US Portfolio for TNS Healthcare. "Out of 12 major
issues, more than 50% of voters put healthcare in the top third, when asked
which they will consider in choosing a president -- and almost 70% put it in
the top half."
Age and Income Determine Preferences though Many Voters Are Not Satisfied
with Either Candidate on Health Issues
Age is a key factor in determining which candidate voters believe best
represents them on healthcare issues. The majority of Americans 40 and older
believe that John McCain best represents their views on healthcare and
prescription drug issues. Conversely, most voters younger than 40 think that
Barack Obama best represents their healthcare positions. The split is most
noticeable at the two ends of the age spectrum, with about 60% of voters over
75 favoring McCain's healthcare views and an almost equal percent of voters 18
- 29 favoring Obama's.
Income also plays a part in whether voters believe McCain or Obama is the
better candidate on healthcare issues. Voters with incomes of less than
$50,000 a year are more likely to believe that Obama best represents their
healthcare and prescription drug interests, while those earning more than
$50,000 annually give higher marks to McCain.
"Interestingly, across all income levels, a significant portion of voters
don't think either major party candidate is a good choice for meeting their
healthcare and prescription drug needs," says Kay. "In fact, more than a third
of our highest-income respondents -- those making $75,000 or more a year --
don't see either McCain or Obama as representing their healthcare views.
Clearly, both the Republicans and the Democrats need to do a better job
communicating their healthcare positions and convincing Americans they can
effectively address the country's healthcare challenges."
Candidates' Healthcare Messages Are Not Getting through to Most Americans
Most voters --70% -- do not recall seeing or hearing political campaign
ads on healthcare-related topics. Of those who do recall healthcare-focused
ads, two-thirds saw them on network TV. The vast majority -- 91% -- remember
seeing healthcare ads featuring Obama. Two-thirds recall ads with McCain
sharing his healthcare views.
The healthcare messages that are resonating with voters vary by age group.
Americans who are 18 - 29 or 50 - 64 consider "making health insurance
coverage universal" the most important healthcare message. Voters who are 40 -
49 are more likely to consider "All Americans will ultimately have access to
meaningful and affordable coverage" most important. Almost 40% of those 65 or
older say that "making prescription drugs more affordable for more people" is
the most important issue they are seeing addressed in political ads.
Voters with chronic health conditions indicate a different set of
priorities, with almost two-thirds choosing "those who need it will receive
income-related subsidies to keep health premiums affordable" as the most
important issue. That was followed closely in importance by "providing
insurance for catastrophic coverage." More than 60% of those with chronic
medical problems also give high importance to messages around improving
disease prevention and management of chronic conditions, receiving tax credits
toward healthcare coverage and addressing rising drug costs.
"TNS Media Intelligence cmag data tells us that in June alone, political
and advocacy groups ran healthcare-focused messages 23,000 times in 161
markets across 47 states at a cost of $16.6 million -- yet few healthcare ads
appear to be sticking in consumers' minds," according to Kay. "Though which
specific healthcare messages are most important to voters vary by age group,
overall, themes of coverage and affordability are of universal interest."
Voters Share Their Healthcare Views
TNS Healthcare's findings are based on an Internet survey with 300
Americans, 18 and older, conducted between July 24 and July 29, 2008. More
than 90% of participants are planning to vote in the November presidential
election. All respondents are members of TNS's Chronic Ailment Panel, which
includes information on more than 100,000 US consumers across more than 100
medical conditions.
About TNS Healthcare...
TNS Healthcare provides market research consulting to the worldwide
pharmaceutical, biotech and medical device industries, as well as
health-focused ad agencies, media and analysts. It offers globally consistent
solutions and custom advisory services to support product introductions;
brand, treatment and sales performance optimization; and physician and DTC
promotional assessment.
Informing decisions across the life cycle, TNS Healthcare offers
action-ready insights for pre-launch landscaping, market and opportunity
assessment, segmentation, positioning, message and campaign creation, pricing,
forecasting, attitude and awareness measurement and post-launch tracking. It
delivers information across stakeholders-including physicians, patients and
consumers-to help companies anticipate and impact customers' behaviors. TNS
Healthcare provides both qualitative and quantitative offerings, using
traditional and on-line methodologies, combining worldwide reach with local
expertise.
About TNS
TNS is a global market information and insight group.
Its strategic goal is to be recognized as the global leader in delivering
value-added information and insights that help its clients make more effective
business decisions.
TNS delivers innovative thinking and excellent service across a network of
80 countries. Working in partnership with clients, TNS provides high-quality
information, analysis and insight that improve understanding of consumer
behavior.
TNS is the world's leading provider of customized services, combining
sector knowledge with expertise in the areas of Product Development &
Innovation, Brand & Communications, Stakeholder Management and Retail &
Shopper. TNS is a major supplier of consumer panel, media intelligence and
audience measurement services.
TNS is the sixth sense of business(TM).
SOURCE TNS Healthcare
