US Healthcare Advertising Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2022-2027
The US healthcare advertising market reached a value of US$ 21.3 Billion in 2021. Looking forward, IMARC Group expects the market to reach a value of US$ 28.1 Billion by 2027, exhibiting a CAGR of 4.81% during 2022-2027. Keeping in mind the uncertainties of COVID-19, we are continuously tracking and evaluating the direct as well as the indirect influence of the pandemic. These insights are included in the report as a major market contributor.
Healthcare advertising is increasingly becoming important in the United States to create awareness about various diseases and health issues along with the drugs and procedures required for treatments. Unlike advertising in other industries, healthcare advertising is very different and has multiple layers of regulations. Advertising in the healthcare sector is subjected to regulations not just by the Federal Trade Commission and state consumer protection agencies but also by a host of other regulatory bodies.
In the United States, healthcare corporations are increasing their expenditure on advertising through various channels like, television, print ads, social media, detailing, etc. and there is a shift of healthcare brands putting more money into the digital space. Digital advertising is slowly but steadily becoming an integral part of the healthcare and pharmaceutical advertising in the US. There is an increased spending on digital channels like social networking websites, online advertisements, mobile web, etc. as consumers and healthcare providers spend most of their time online and on mobile devices. The U.S. healthcare system is also in the midst of this digital transformation with the introduction of electronic health records, telemedicine and remote medical monitoring. Some of the other factors that are driving the US healthcare advertising market include new drug launches, technological advancements, healthcare reforms, ageing population and an increasing presence of generic and me-too drugs.
The key healthcare segments analysed in this report are the Pharmaceuticals (small molecule drugs) Market, Biopharmaceuticals Market, Vaccines Market and Over-the-Counter (OTC) Drugs Market in the United States. For each of the healthcare segments, the report provides the share of various advertising channels such as detailing, sampling, Direct-to-Consumer (DTC), mailing/emailing, print advertising, etc. The report finds that detailing represents the most preferred mode of promotion across all the healthcare segments.
The healthcare market in the United States comprises of major players like Johnson & Johnson, Pfizer, Merck & Co., GlaxoSmithKline and Roche, among many others. All these pharmaceutical corporations spend a large amount of their earnings on promotions and advertising of their drugs and healthcare products. Key Questions Answered in this Report
1. What is the market size for the US healthcare advertising market?
2. What is the US healthcare advertising market growth?
3. What are the US healthcare advertising market drivers?
4. What are the key industry trends in the US healthcare advertising market?
5. What is the impact of COVID-19 on the US healthcare advertising market?
6. What is the US healthcare advertising market breakup by product type?
7. Who are the key companies/players in the US healthcare advertising market?
- 1 Preface
- 2 Scope and Methodology
- 2.1 Objectives of the Study
- 2.2 Stakeholders
- 2.3 Data Sources
- 2.3.1 Primary Sources
- 2.3.2 Secondary Sources
- 2.4 Market Estimation
- 2.4.1 Bottom-Up Approach
- 2.4.2 Top-Down Approach
- 2.5 Forecasting Methodology
- 2.6 Study Assumptions
- 3 Executive Summary
- 4 An Overview of Healthcare Advertising in the United States
- 5 What Drives the Healthcare Advertising Market in the US?
- 5.1 Digitalization and other Technological Advancements
- 5.2 Increasing Presence of Generic and Me-too Drugs
- 5.3 Government Regulations Supporting DTC Advertising
- 5.4 Launch of New Drugs
- 5.5 Increased Consumer Reach through Mobile Advertising
- 5.6 Other Key Drivers
- 6 Healthcare Advertising Market: Value Chain
- 6.1 DTC Advertising
- 6.2 Detailing
- 7 Current Trends in Healthcare Advertising
- 7.1 Focus on Content
- 7.2 Rise of Multichannel Marketing
- 7.3 Targeting Consumers with Local Advertising
- 7.4 Reliance on Social Media
- 7.5 Surging Mobile Marketing
- 7.6 Consumers Becoming Researchers
- 7.7 Information Dispensed through Videos
- 7.8 Increasing Importance of Online Reviews
- 8 US Healthcare Advertising Market: SWOT Analysis
- 8.1 Overview
- 8.2 Strengths
- 8.3 Weaknesses
- 8.4 Opportunities
- 8.5 Threats
- 9 US Healthcare Advertising Market: Porter’s Five Forces Analysis
- 9.1 Overview
- 9.2 Bargaining Power of Buyers
- 9.3 Bargaining Power of Suppliers
- 9.4 Degree of Rivalry
- 9.5 Threat of New Entrants
- 9.6 Threat of Substitutes
- 10 US Healthcare Advertising Market
- 10.1 Historical and Current Market Trends
- 10.2 Impact of COVID-19
- 10.3 Market Breakup by Product Type
- 10.3.1 Pharmaceuticals (Small Molecule Drugs) Advertising Market
- 10.3.1.1 Historical, Current and Future Trends
- 10.3.1.2 Market Breakup by Advertising Channel
- 10.3.1.3 Advertising Spend by Key Players
- 10.3.2 Biopharmaceuticals Market
- 10.3.2.1 Historical, Current and Future Market Trends
- 10.3.2.2 Market Breakup by Advertising Channel
- 10.3.2.3 Advertising Spend by Key Players
- 10.3.3 Vaccines Market
- 10.3.3.1 Historical, Current and Future Market Trends
- 10.3.3.2 Market Breakup by Advertising Channel
- 10.3.3.3 Advertising Spend by Key Players
- 10.3.4 Over-the-Counter Drugs Market
- 10.3.4.1 Historical, Current and Future Market Trends
- 10.3.4.2 Market Breakup by Channel
- 10.3.4.3 Advertising Spend by Key Players
- 11 Major Players: Sales and Advertising Spend
- 11.1 Advertising Spend by Major Pharma Companies
- 11.1.1 Johnson & Johnson
- 11.1.1.1 US Sales
- 11.1.1.2 Advertising Spend by Channel
- 11.1.1.3 Global Sales and Advertising Spend
- 11.1.2 Pfizer
- 11.1.2.1 US Sales
- 11.1.2.2 Advertising Spend by Channel
- 11.1.2.3 Global Sales and Advertising Spend
- 11.1.3 Merck & Co.
- 11.1.3.1 US Sales
- 11.1.3.2 Advertising Spend on Different Segments
- 11.1.3.3 Global Sales and Advertising Spend
- 11.1.4 Glaxosmith Kline
- 11.1.4.1 US Sales
- 11.1.4.2 Advertising Spend on Different Segments
- 11.1.4.3 Global Sales and Advertising Spend
- 11.1.5 Eli Lilly
- 11.1.5.1 US Sales
- 11.1.5.2 Advertising Spend on Different Segments
- 11.1.5.3 Global Sales and Advertising Spend
- 11.1.6 Novartis
- 11.1.6.1 US Sales
- 11.1.6.2 Total Sales of Different Segments
- 11.1.6.3 Global Sales and Advertising Spend
- 11.1.6.4 Global Sales and Advertising Spend
- 11.1.7 Sanofi
- 11.1.7.1 US Sales
- 11.1.7.2 Advertising Spend on Different Segments
- 11.1.7.3 Global Sales and Advertising Spend
- 11.1.8 AstraZeneca
- 11.1.8.1 US Sales
- 11.1.8.2 Advertising Spend on Channel
- 11.1.8.3 Global Sales and Advertising Spend
- 11.1.9 Roche
- 11.1.9.1 US Sales
- 11.1.9.2 Advertising Spend on Different Segments
- 11.1.9.3 Global Sales and Advertising Spend
- 11.1.10 Bayer Healthcare
- 11.1.10.1 US Sales
- 11.1.10.2 Advertising Spend on Different Channel
- 11.1.10.3 Global Sales and Advertising Spend
- 11.1.11 Bristol- Myers Squibb
- 11.1.11.1 US Sales
- 11.1.11.2 Advertising Spend by Channels
- 11.1.11.3 Global Sales and Advertising Spend
- 12 Market Challenges
- 12.1 Trust Gap between Consumers and Advertisers
- 12.2 Strict Rules and Regulations by FDA
- 12.3 Unethical Practices
- 12.4 Macroeconomic Scenario
- 12.5 Other Challenges
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