BIA/Kelsey estimates that the health care advertising category will grow at a 1.8% compound annual rate to $11.56 billion in 2021.
The television industry is anticipating an advertising bonanza related to the rollout of the federal health overhaul, with as much as $1 billion expected to be spent on ads by insurers alone, according a story in today’s Wall Street Journal. States are already running commercials to promote the online exchanges they are launching on Oct. 1 to allow people to buy coverage mandated by the Affordable Care Act. Insurance companies will also try to woo new customers shopping on those exchanges. TVB expects that about $700 million of the insurers’ ad spending will go to stations. WSJ subscribers can read the story here.
Pricing and spending on Portland television were running even to last year in what’s been a healthy market. Now, a big push is coming in the second half of the year as the Affordable Care Act rolls out. Also hot: auto, telecom and retail, driven by back-to-school dollars.
Kaiser Permanente is launching a multimillion-dollar campaign that focuses its messaging around health care delivery and choice. The effort, from Lowe Campbell Ewald, includes TV, radio, digital display, print and out-of-home.
Looking to address what will be a key group for the new health care laws starting up next year, Univision Communications will be starting an advertising/marketing campaign with two health care companies to target Hispanic-Americans. The companies, WellPoint and HolaDoctor, will join with Univision in mounting a marketing/awareness campaign — sponsored television and radio segments, weekly e-newsletters and an online area, to offer information about the new healthcare laws, including how to select a health plan.