博雅公关中国和Kantar Health联合发布了一项中国医疗健康消费趋势的调研。调研以网上问卷形式，采访了1,000名来自中国第一、二线城市的消费者。超过一半的受访者年龄在26岁以上，大学毕业。并有超过七成是专业人士和中高层管理人员。

1.
China Healthcare & Wellness Consumer Survey
& Kantar Health
2011 6

2. 




4. 
+ 70%

+
+ 80%

+ 73% 69%
 “ ”
+ 96%


6.  Kantar
Health 2011 2 1000
• 1000
• 3 11
•
•

7. [1]
83 63 57 418
22 37 45 294
50 50 50 352
[2]
55 50 52 360
25 – 35 27 18 23 554
36 – 45 33 38 62 112
46 45 44 17 46
N = 1019 105 100 102 712
[1]
[2] 6000-9999
10000
 50%
 70%

9. 63%
49%
45%

10. 70%
55%
66%
67%

11. =
72%
72%
70%
69%
75%
72%

12. 67%
70%
77%
80%
88%

14. 26‐35 36‐45 46

15. …
#
#
#
/

17. /
3
1.
2.
3. /

18. /
1/3

19. 80%
n= 1019 105 100 102 712 622 245 152

20. /

21. /
“ ”

22. BBS

23. BBS
BBS
60%
BBS
1
2 3 4 5 6
N = 1019

24. BBS …
• BBS
o
o
o
o
o
• BBS
25
o
o
N = 1019

25. —— BBS
1
36%
2
BBS 3
BBS 4
10% 5
6
7
8
9
n = 553
ParEcipate rate of different BBS forums

26. ——
1 36%
(Sina.com.cn)
2
3
4
39
5
6
7
7
8
9
n = 140
ParEcipate rate of different websites

27. 96%
96%
68%
Key aMributes for healthcare/wellness informaEon
N = 1019

28. /
1
/
N = 1019

30. 
+ “ ” “ ”
 “ ”
+
+

+
+ :
+ :

31. I.

32.
China Healthcare & Wellness Consumer Survey
Efen Huang Simon Li
Senior Healthcare Strategist General Manager
Burson‐Marsteller China Kantar Health
efen.huang@bm.com Simon.li@kantarhealth.com