US Healthcare Advertising Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2018-2023

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Health related issues are growing rapidly all over the world making healthcare a major issue of concern. Health problems are fuelled by poverty, aging population and obesity in both developed and developing societies. As the economies grow and global disposable incomes rise, individuals demand better care and advanced medical interventions. Thus, the pace of growth in global health care spending, particularly in developing nations, is expected to accelerate rapidly for the foreseeable future. The healthcare spending in the United States is far greater than other countries. Currently, the United States has one of the highest per capita expenditure on healthcare with estimates suggesting that by 2020 the US will spend approximately 28% of its GDP on healthcare.                                                        

The increasing value that people place on social media and advertisements has brought about the integration of marketing and healthcare in the recent past. 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.

The key healthcare segments analysed in this report are the Pharmaceutical (small molecule drugs) Market, Biopharmaceutical 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/e-mailing, 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.

IMARC’s new report “US Healthcare Advertising: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2018-2023” provides an analytical and statistical insight into the advertising trends in the healthcare sector in the United States. The market analysis includes market trends, key players in the healthcare sector, sales and advertising trends in the different sectors, breakup by advertising channels, etc. The study, which is based both on desk research and multiple waves of qualitative primary research, is a must-read for entrepreneurs, investors, researchers, consultants, business strategists and all those who are planning to foray into US healthcare advertising market in any manner.

Key Questions Answered in this Report:

  • How is healthcare advertising different from conventional advertising?
  • What are the different channels for healthcare advertising?
  • What drives the healthcare advertising market in the US?
  • What is the value chain of the healthcare advertising market in the US?
  • What are the current trends in the US healthcare advertising industry?
  • What are the historical, current and future trends of the advertising spend on healthcare sector in the US?
  • What are the historical, current and future sales value trends and advertising spend of the pharmaceutical (small molecule drugs) market in the healthcare sector in the US?
  • What are the historical, current and future sales value trends and advertising spend of the biopharmaceutical market in the US?
  • What are the historical, current and future sales value trends and advertising spend of the vaccines market in the US?
  • What are the historical, current and future sales value trends and advertising spend of the Over-the-Counter (OTC) drugs market in the US?
  • What is the breakup of the key advertising channels of the pharmaceutical market in the US?
  • What is the breakup of the key advertising channels of the biopharmaceutical market in the US?
  • What is the breakup of the key advertising channels of the vaccines market in the US?
  • What is the breakup of the key advertising channels of the Over-the-Counter (OTC) drugs market in the US?
  • Who are the key players in the pharmaceutical market, biopharmaceutical market, vaccines market and Over-the-Counter (OTC) drugs market in the US and what is their advertising spend?
  • Who are the key players in the US healthcare advertising market and what are the trends of their sales and advertising spend?
  • What are the challenges of the healthcare advertising market in the US?

1 Research Methodology and Market Definitions
2 Executive Summary
3 An Overview of Healthcare Advertising in the United States
4 What Drives the Healthcare Advertising Market in the United States?

    4.1 Digitalization and other Technological Advancements
    4.2 Increasing Presence of Generic and Me-too Drugs
    4.3 Government Regulations Supporting DTC Advertising
    4.4 Launch of New Drugs
    4.5 Increased Consumer Reach through Mobile Advertising
    4.6 Other Key Drivers
5 Healthcare Advertising Market: Value Chain
    5.1 DTC Advertising
    5.2 Detailing
6 Current Trends in Healthcare Advertising
    6.1 Focus on Content
    6.2 Rise of Multichannel Marketing
    6.3 Targeting Consumers with Local Advertising
    6.4 Reliance on Social Media
    6.5 Surging Mobile Marketing
    6.6 Consumers Becoming Researchers
    6.7 Information Dispensed through Videos
    6.8 Increasing Importance of Online Reviews
7   US Healthcare Advertising Market: SWOT Analysis
    7.1 Strength
    7.2 Weakness
    7.3 Opportunities
    7.4 Threats
8   US Healthcare Advertising market: Porter’s Five Forces Analysis
    8.1    Overview
    8.2    Bargaining Power of Buyers
    8.3    Bargaining Power of Suppliers
    8.4    Degree of Competition
    8.5    Threat of New Entrants
    8.6    Threat of Substitutes
9 US Healthcare Advertising Market
    9.1 Historical and Current Market Trends
    9.2 Market Segmentation by Product Type
        9.2.1 Pharmaceutical (Small Molecule Drugs) Advertising Market
            9.2.1.1 Historical, Current and Future Trends in the Pharmaceutical (Small Molecule Drugs) Market  
            9.2.1.2 Historical, Current and Future Trends in the Pharmaceutical (Small Molecule) Advertising Market
            9.2.1.3 Market Breakup by Advertising Channel
            9.2.1.4 Advertising Spend by Key Players
        9.2.2 Biopharmaceutical Market
            9.2.2.1 Historical, Current and Future Market Trends in the Biopharmaceutical Market        
            9.2.2.2 Historical, Current and Future Market Trends in the Biopharmaceutical Advertising Market
            9.2.2.3 Market Breakup by Advertising Channel
            9.2.2.4 Advertising spend by Key Players
        9.2.3 Vaccines Market
            9.2.3.1 Historical, Current and Future Market Trends in the Vaccines Market
            9.2.3.2 Historical, Current and Future Market Trends in the Vaccines Advertising Market
            9.2.3.3 Market Breakup by Advertising Channel
            9.2.3.4 Advertising Spend by Key Players
        9.2.4 Over-the-Counter Drugs Market
            9.2.4.1 Historical, Current and Future Market Trends in the OTC Drugs Market
            9.2.4.2 Historical, Current and Future Market Trends in the OTC Drugs Advertising Market
            9.2.4.3 Market Breakup by Channel
            9.2.4.4 Advertising Spend by Key Players
10 Major Players: Sales and Advertising Spend
    10.1 Advertising Spend by Major Pharma Companies
        10.1.1 Johnson & Johnson
            10.1.1.1 US Sales
            10.1.1.2 Advertising Spend by Channel
            10.1.1.3 Global Sales and Advertising Spend
        10.1.2 Pfizer
            10.1.2.1 US Sales
            10.1.2.2 Advertising Spend by Channel
            10.1.2.3 Global Sales and Advertising Spend
        10.1.3 Merck & Co.
            10.1.3.1 US Sales
            10.1.3.2 Advertising Spend by Channel
            10.1.3.3 Global Sales and Advertising Spend
        10.1.4 GlaxoSmithKline
            10.1.4.1 US Sales
            10.1.4.2 Advertising Spend By Channel
            10.1.4.3 Global Sales and Advertising Spend
        10.1.5 Eli Lilly
            10.1.5.1 US Sales
            10.1.5.2 Advertising Spend by Channel
            10.1.5.3 Global Sales and Advertising Spend
        10.1.6 Novartis
            10.1.6.1 US Sales
            10.1.6.2 Total Sales of Different Segments
            10.1.6.3 Advertising Spend by Channel
            10.1.6.4 Global Sales and Advertising Spend
        10.1.7 Sanofi
            10.1.7.1 US Sales
            10.1.7.2 Advertising Spend on Different Segments
            10.1.7.3 Global Sales and Advertising Spend
        10.1.8 AstraZeneca
            10.1.8.1 US Sales
            10.1.8.2 Advertising Spend by Channel
            10.1.8.3 Global Sales and Advertising Spend
        10.1.9 Roche
            10.1.9.1 US Sales
            10.1.9.2 Advertising Spend on Different Segments
            10.1.9.3 Global Sales and Advertising Spend
        10.1.10 Bayer HealthCare
            10.1.10.1 US Sales
            10.1.10.2 Advertising Spend on Different Segments
            10.1.10.3 Global Sales and Advertising Spend
        10.1.11 Bristol- Myers Squibb
            10.1.11.1 US Sales
            10.1.11.2 Advertising Spend by Channel
            10.1.11.3 Global Sales and Advertising Spend
11 Market Challenges
    11.1 Trust Gap between Consumers and Advertisers
    11.2 Strict Rules and Regulations by FDA
    11.3 Unethical Practices
    11.4 Macroeconomic Scenario
    11.5 Other Challenges
 

List of Figures

Figure 1: US: Breakup of Healthcare Market
Figure 2: US: Healthcare Industry Digital Ad Spending (in US$ Billion), 2013-2019
Figure 3: US Healthcare Advertising Market: SWOT Analysis
Figure 4: US Healthcare Advertising Market: Porter’s Five Forces Analysis
Figure 5: US: Pharmaceutical (Small Molecule Drugs) Market: Sales (in US$ Billion), 2010-2017
Figure 6: US: Pharmaceutical (Small Molecule Drugs) Market: Sales Forecast (in US$ Billion), 2018-2023
Figure 7: US: Pharmaceutical (Small Molecule Drugs) Market: Advertising Spend (in US$ Billion), 2010-2017
Figure 8: US: Pharmaceutical (Small Molecule Drugs) Market: Advertising Spend Forecast (in US$ Billion), 2018-2023
Figure 9: US: Pharmaceutical (Small Molecule Drugs) Market Advertising Spend: Breakup by Channels (in US$ Billion), 2010-2017
Figure 10: US: Biopharmaceutical Market: Sales (in US$ Billion), 2010-2017
Figure 11: US: Biopharmaceutical Market: Sales Forecast (in US$ Billion), 2018-2023
Figure 12: US: Biopharmaceutical Market: Advertising Spend (in US$ Billion), 2010-2017
Figure 13: US: Biopharmaceutical Market: Advertising Spending Forecast (in US$ Billion), 2015-2020
Figure 14: US: Biopharmaceutical Market: Advertising Spend: Breakup by Channels (in %), 2017
Figure 15: US: Biopharmaceutical Market: Advertising Spend Breakup by Different Providers (in %), 2017
Figure 16: US: Vaccines Market: Sales (in US$ Billion), 2010-2017
Figure 17: US: Vaccines Market: Sales Forecast (in US$ Billion), 2018-2023
Figure 18: US: Vaccines Market: Advertising Spend (in US$ Billion), 2010-2017
Figure 19: US: Vaccines Market: Advertising Spend (in US$ Billion), 2018-2023
Figure 20: US: OTC Drugs Market: Sales (in US$ Billion), 2010-2017
Figure 21: US: OTC Drugs Market: Sales Forecast (in US$ Billion), 2018-2023
Figure 22: US: OTC Drugs Market: Advertising Spend (in US$ Billion), 2010-2017
Figure 23: US: OTC Drugs Market: Advertising Spend Forecast (in US$ Billion), 2018-2023
Figure 24: US: OTC Drugs Market: Advertising Spend: Breakup by Channels (in %), 2017
Figure 25: US: Advertising Spend by Top Companies Breakup (in %), 2017
Figure 26: US: Pharmaceutical Marketing: Expenditure Breakup by Type (in %), 2017
Figure 27: Johnson & Johnson: US and Rest of the World Sales (in US$ Billion), 2013-2016
Figure 28: Johnson & Johnson: Advertising Spend: Breakup by Different Channels (in %), 2016
Figure 29: Johnson & Johnson: Global Sales and Advertising Spend (in US$ Billion), 2013-2016
Figure 30: Pfizer: US and Rest of the World Sales (in US$ Million), 2013-2016
Figure 31: Pfizer: Advertising Spend: Breakup by Different Channels in USA (in %), 2012
Figure 32: Pfizer: Global Sales and Advertising Spend (in US$ Million), 2013-2016
Figure 33: Merck & Co: US and Rest of the World Sales (in US$ Million), 2013-2016
Figure 34: Merck & Co: Advertising Spend: Breakup by Different Channels (in %), 2017
Figure 35: Merck & Co: Global Sales and Advertising Spend (in US$ Million), 2013-2016
Figure 36: GSK: US and Rest of the World Sales (in US$ Million), 2013-2016
Figure 37: GSK: Advertising Spend: Breakup by Different Channels in the US (in %), 2012
Figure 38: GSK: Global Sales and Advertising Spend (in US$ Million), 2013-2016
Figure 39: Eli Lilly: US and Rest of the World Sales (in US$ Million), 2013-2015
Figure 40: Eli Lilly: Advertising Spend: Breakup by Different Channels in the US (in %), 2012
Figure 41: Eli Lilly: Global Sales and Advertising Spend (in US$ Million), 2013-2016
Figure 42: Novartis: US and Rest of the World Sales (in US$ Million), 2013-2016
Figure 43: Novartis: Advertising Spend on Different Channels (in %), 2014
Figure 44: Novartis: Global Sales and Advertising Spend (in US$ Million), 2013-2016
Figure 45: Sanofi: US and Rest of the World sales (in US$ Million), 2013-2016
Figure 46: Sanofi: Breakup of Spending on Different Products (in %), 2015
Figure 47: Sanofi: Global Sales and Advertising Spend (in US$ Million), 2013-2016
Figure 48: AstraZeneca: US and Rest of the World sales (in US$ Million), 2013-2016
Figure 49: AstraZeneca: Advertising Spend: Breakup by Different Channels in the US (in %), 2012
Figure 50: AstraZeneca: Global Sales and Advertising Spend (in US$ Million), 2013-2016
Figure 51: Roche: US and Rest of the World sales (in US$ Million), 2013-2016
Figure 52: Roche: Breakup of Spending on Different Divisions (in %), 2014
Figure 53: Roche: Global Sales and Advertising Spend (in US$ Million), 2013-2016
Figure 54: Bayer Healthcare: US and Rest of the World sales (in US$ Million), 2013-2016
Figure 55: Bayer & Healthcare: Breakup of Spending on Different Channels (in %), 2015
Figure 56: Bayer Healthcare: Global Sales and Advertising Spend (in US$ Million), 2013-2016
Figure 57: Bristol-Myers Squibb: US and Rest of the World Sales (in US$ Million), 2013-2016
Figure 58: Bristol-Myers Squibb: Breakup of Spending on Different Channels (in %), 2014
Figure 59: Bristol-Myers Squibb: Global Sales and Advertising Spend (in US$ Million), 2013-2016


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
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 US$ Million)
Table 6: Pfizer: Advertising Spend on Different Channels (in US$ Million)
Table 7: Merck & Co: Advertising Spend on Different Channels (in US$ Million)
Table 8: GSK: Advertising Spend on Different Channels (in US$ Million)
Table 9: Eli Lilly: Advertising Spend on Different Channels (in US$ Million)
Table 10: Novartis: Total Sales of Different Segments (in US$ Million), 2013-2016
Table 11: Sanofi: Advertising Spend on Different Products (in US$ Million)
Table 12: AstraZeneca: Advertising Spend on Different Channels in the US (in US$ Million)
Table 13: Roche: Total Spending on Different Divisions (in US$ Million)


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