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US Healthcare Advertising Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2022-2027

Market Overview:

The US healthcare advertising market reached a value of US$ 21.3 Billion in 2021. Looking forward, IMARC Group expects the market to reach 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 on different end use industries. These insights are included in the report as a major market contributor.

Healthcare advertising refers to the process of developing communication and marketing strategies for reaching new patients and enhancing patient care by creating an open line of communication between patients and healthcare organizations. It relies on highly segmented and targeted online and offline strategies to boost engagement and accelerate enterprise growth. At present, there is a rise in the demand for healthcare advertising in the US to raise awareness about available drugs and procedures and various diseases and health problems.

 

 
 

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US Healthcare Advertising Market Trends:

The growing expenditure on advertising by various healthcare organizations in the US through television, print ads, and social media platforms represent one of the key factors driving the market. Moreover, rapid digital transformation in the healthcare system of the country with the introduction of electronic health records, telemedicine, and remote medical monitoring is propelling the growth of the market. In addition, Google, one of the widely used search engines, has allowed advertisers to post advertisements for prescription drugs, human immunodeficiency virus (HIV) home tests, addiction services, and clinical trial recruitment using relevant keywords. This, in turn, is positively influencing the market in the country. Besides this, there is an increase in the utilization of multiple synchronized communication channels by various pharmaceutical companies to boost their consumer reach. This, along with the rising digital promotions, such as product websites, online display advertising, and social media campaigns, is bolstering the growth of the market. Other growth-inducing factors are new drug launches, technological advancements, healthcare reforms, aging population, and an increasing presence of generic and me-too drugs.

Key Market Segmentation:

IMARC Group provides an analysis of the key trends in each sub-segment of the US healthcare advertising market report, along with forecasts for growth at the regional level from 2022-2027. Our report has categorized the market based on product type.

Breakup by Product Type:

 

 
 

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  • Pharmaceuticals (Small Molecule Drugs)
  • Biopharmaceuticals
  • Vaccines
  • Over-the-Counter (OTC) Drugs

 

Advertisements of pharmaceuticals (small molecule drugs) exhibit a clear dominance in the market to promote medication and medical products while growing exposure to millions of potential customers.

Competitive Landscape:

The competitive landscape of the market has been analyzed in the report, along with the detailed profiles of the major players operating in the industry. Some of these players are Johnson & Johnson Services, Inc., Pfizer Inc., Merck & Co., Inc., GlaxoSmithKline plc., Eli Lilly and Company, Novartis International AG, Sanofi S.A, AstraZeneca PLC, F. Hoffmann-La Roche Ltd. (Roche), Bayer AG, and Bristol- Myers Squibb (BMS).

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

List of Figures

Figure 1: US: Breakup of Healthcare Market
Figure 2: US: Healthcare Industry Digital Ad Spending (in Billion US$), 2016-2021
Figure 3: United States: Healthcare Advertising Industry: Value Chain Analysis of DTC Advertising
Figure 4: US: Healthcare Advertising Industry: SWOT Analysis
Figure 5: US: Healthcare Advertising Industry: Porter’s Five Forces Analysis
Figure 6: US: Healthcare Advertising Market: Sales Value (in Billion US$), 2016-2021
Figure 7: US: Healthcare Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 8: US: Healthcare Advertising Market: Breakup by Product Type (in %), 2021
Figure 9: US: Pharmaceutical (Small Molecule Drugs) Market: Sales Value (in Billion US$), 2016-2021
Figure 10: US: Pharmaceutical (Small Molecule Drugs) Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 11: US: Pharmaceutical (Small Molecule Drugs) Market: Advertising Spend (in Billion US$), 2016-2021
Figure 12: US: Pharmaceutical (Small Molecule Drugs) Market Forecast: Advertising Spend (in Billion US$), 2022-2027
Figure 13: US: Pharmaceutical (Small Molecule Drugs) Market Advertising Spend Breakup by Channels (in Billion US$), 2016-2021
Figure 14: US: Biopharmaceutical Market: Sales Value (in Billion US$), 2016-2021
Figure 15: US: Biopharmaceutical Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 16: US: Biopharmaceutical Market: Advertising Spend (in Billion US$), 2016-2021
Figure 17: US: Biopharmaceutical Market Forecast: Advertising Spending (in Billion US$), 2022-2027
Figure 18: US: Biopharmaceutical Market: Advertising Spend: Breakup by Channels (in %), 2021
Figure 19: US: Biopharmaceutical Market: Advertising Spend: Breakup by Different Providers (in %), 2021
Figure 20: US: Vaccines Market: Sales Value (in Billion US$), 2016-2021
Figure 21: US: Vaccines Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 22: US: Vaccines Market: Advertising Spend (in Billion US$), 2016-2021
Figure 23: US: Vaccines Market Forecast: Advertising Spend (in Billion US$), 2022-2027
Figure 24: US: OTC Drugs Market: Sales Value (in Billion US$), 2016-2021
Figure 25: US: OTC Drugs Market: Sales Forecast (in Billion US$), 2022-2027
Figure 26: US: OTC Drugs Market: Advertising Spend (in Billion US$), 2016-2021
Figure 27: US: OTC Drugs Market Forecast: Advertising Spend (in Billion US$), 2022-2027
Figure 28: US: OTC Drugs Market: Advertising Spend: Breakup by Channels (in %)
Figure 29: US: Advertising Spend by Top Companies Breakup (in %),
Figure 30: US: Pharmaceutical Marketing: Expenditure Breakup by Type (in %), 
Figure 31: Johnson & Johnson: The US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 32: Johnson & Johnson: Advertising Spend: Breakup by Different Channels (in %), 2017
Figure 33: Johnson & Johnson: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 34: Pfizer: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 35:  Pfizer: Advertising Spend: Breakup by Different Channels in the US (in %), 2017
Figure 36: Pfizer: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 37: Merck & Co.: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 38: Merck & Co.: Breakup of Spending on Different Divisions (in %), 2017
Figure 39: Merck & Co.: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 40: Glaxosmith Kline: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 41: GSK: Breakup of Spending on Different Channels (in %), 2017
Figure 42: GSK: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 43: Eli Lilly: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 44: Eli Lilly: Breakup of Spending on Different Channel (in %), 2017
Figure 45: Eli Lilly: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 46: Novartis: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 47: Novartis: Breakup of Spending on Different Channel (in %), 2017
Figure 48: Novartis: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 49: Sanofi: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 50: Sanofi: Breakup of Spending on Different Products (in %), 2015
Figure 51: Sanofi: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 52: AstraZeneca: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 53: AstraZeneca: Advertising Spend: Breakup by Different Channels in the US (in %), 2012
Figure 54: AstraZeneca: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 55: Roche: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 56: Roche: Breakup of Spending on Different Divisions (in %), 2015
Figure 57: Roche: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 58: Bayer Healthcare: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 59: Bayer Healthcare: Breakup of Spending on Different Channels (in %), 2015
Figure 60: Bayer Healthcare: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 61: Bristol-Myers Squibb: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 62: Bristol-Myers Squibb: Breakup of Spending on Different Channels (in %), 2014
Figure 63: Bristol-Myers Squibb: Global Sales and Advertising Spend (in Billion US$), 2014-2017

List of Tables

Table 1: US: Pharmaceutical (Small Molecule Drugs) Market: Advertising Spend by Key Players
Table 2: US: Biopharmaceutical Market: Advertising Spend by Key Players (in US$ Million)
Table 3: US: Vaccines Market: Advertising Spend by Key Players
Table 4: US: OTC Drugs Market: Advertising Spend by Key Players
Table 5: US: Advertising Spend by Major Players, (in Million US$)
Table 6: Merck & Co.: Total Spending on Different Divisions (in Million US$), 2017
Table 7: GSK: Advertising Spend on Different Channels (in Million US$), 2017
Table 8: Eli Lilly: Advertising Spend on Different Channels (in Million US$), 2017
Table 9: Novartis: Total Sales of Different Segments (in Million US$), 2017
Table 10: Sanofi: Advertising Spend on Different Products (in Million US$), 2015
Table 11: AstraZeneca: Advertising Spend on Different Channels in the US (in US$ Million), 2012
Table 12: Roche: Total Spending on Different Divisions (in Million US$), 2015


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Key Questions Answered in This Report

The US healthcare advertising market was valued at US$ 21.3 Billion in 2021.

We expect the US healthcare advertising market to exhibit a CAGR of 4.81% during 2022-2027.

Various healthcare corporations in the United States are heavily investing on online display
advertising, brand websites, and social media campaigns, which are currently driving the US
healthcare advertising market.

The sudden outbreak of the COVID-19 pandemic has resulted in the increasing adoption of electronic
health records, telemedicines, and remote medical monitoring, thereby positively influencing the
market for healthcare advertising in the US.

Based on the product type, the US healthcare advertising market can be bifurcated into
pharmaceuticals (small molecule drugs) market, biopharmaceuticals market, vaccines market, and
Over-the-Counter (OTC) drugs market. Among these, pharmaceuticals (small molecule drugs)
advertising accounts for the majority of the total market share.

Some of the major players in the US healthcare advertising market include Johnson & Johnson,
Pfizer, Merck & Co., GlaxoSmithKline, Roche, etc.

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