Articles: Direct to Consumer: Women are a powerful, but untapped, audience

"Women influence many family decisions—from choosing what's for dinner to selecting the medications their children take. In fact, nearly two-thirds of women are responsible for family healthcare decisions, according to a 2004 national survey conducted by Plan for Your Health. Many women also assume the care-giving role outside their nuclear families. Today's middle-aged woman may also look after her parents and in-laws too, often determining how long they can live on their own and how to best care for them. In addition, she often influences the important health decisions of grandchildren, co-workers, and friends." Read more at PharmExec.