screenshot_264POST SUMMARY: Among women across markets, regardless of their marital status and whether they have children, 94 percent make decisions for themselves and 59 percent make healthcare decisions for others. Among those who work and have children under the age of 18, 94 percent make decisions for others. These decision makers, whom we call the Chief Medical Officers (CMOs)** of the family, comprise the industry’s core consumer segment, as they set the health and wellness agenda for themselves and others, choose treatment regimens, and hire and fire doctors, pharmacists, and insurance providers.