$12B Projected In 2024 For Local Health Care Advertising

A health care survey by SalesFuel and BIA Advisory Services reveals that health care marketers will spend more than $12 billion in local advertising in 2024. Hospitals and offices of physicians, dentists and chiropractors are top spenders with direct mail, PC/Laptop and TV OTA the media channels getting the most spend. In the survey, more than 60% of respondents said they have either explored or intend to explore generative artificial intelligence for marketing assistance.

The survey, hosted by local advertising analysts at BIA and sales intelligence expert SalesFuel, engaged health care professionals from hospitals, physician groups, medical clinics, dental and vision care organizations, mental health care providers, assisted living facilities, sports medicine, medical suppliers and other health care facilities. The goal was to delve into the strategies and current thinking of health care marketers to get insights into their marketing and advertising preferences for media and services. They also sought to identify how health care marketers plan to allocate their budgets now and soon to fulfill their goals and objectives. The survey was conducted in the summer of 2023 and included more than three hundred respondents with senior marketing titles.

“The health care advertising landscape continues to be rapidly evolving, and this survey provides essential insights for marketers to stay ahead of the game,” said C. Lee Smith, founder-CEO of SalesFuel. “Working with BIA, we were able to combine our health care audience insights with their industry advertising forecasts to develop a survey that got to the core of health care marketers. Our findings reveal valuable opportunities for health care marketers or anyone who wants to work with them.”

The survey findings shed light on the dynamic landscape of health care marketing, revealing how marketers plan to spend their advertising dollars across various platforms. The results reveal that health care marketers are extending their budgets beyond paid advertising, engaging in various marketing activities to effectively reach their target audiences. Notable highlights include the increasing significance of Connected TV (CTV) and Over-The-Top (OTT) advertising in health care marketing strategies.

For example, the survey found that marketers at hospitals were more likely to place CTV/OTT ads through local television and radio representatives than doctors’ offices (47.2% vs 20.0%.)

“Marketing within the health care sector requires a multi-faceted approach, and our survey shows that health care marketers are embracing this mindset,” commented BIA’s VP forecasting, Nicole Ovadia. “The survey highlights the increasing adoption of CTV/OTT advertising that spans multiple platforms and genres. This reflects the diversity of marketing approaches within the health care sector to reach consumers.”

The survey also explores the collaborative efforts of health care marketers with media sales and marketing firms, providing a comprehensive view of industry partnerships. Other survey data covers key areas including:

• The rise of AI (artificial intelligence) in health care and health care marketing.
• Internal pressures health care professionals face when making marketing and advertising decisions.
• The current specific behaviors of decision-makers in large vs. medium vs. small health care organizations when allocating their marketing and advertising budgets.

Get more details on the survey here.