The US healthcare advertising market was worth nearly US$ 66 Billion in 2018. 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. Looking forward, we expect the US healthcare advertising market to reach a value of US$ 82 Billion by 2024, expanding at a CAGR of around 4% during 2019-2024.
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/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.
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 market?
- What are the historical, current and future trends of the advertising spend in the US healthcare market?
- What are the historical, current and future trends in the advertising spend in the US pharmaceutical (small molecule drugs) market?
- What are the historical, current and future trends in the advertising spend in the US biopharmaceutical market?
- What are the historical, current and future trends in the advertising spend in the US vaccine market?
- What are the historical, current and future trends in the advertising spend in the US Over-the-Counter (OTC) drugs market?
- What is the breakup of the key advertising channels of the US pharmaceutical market?
- What is the breakup of the key advertising channels of the US biopharmaceutical market?
- What is the breakup of the key advertising channels of the US vaccines market?
- What is the breakup of the key advertising channels of the US Over-the-Counter (OTC) drugs market?
- 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 are their advertising spend?
- What are the key drivers and challenges 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 Market Breakup by Product Type
10.2.1 Pharmaceuticals (Small Molecule Drugs) Advertising Market
10.2.1.1 Historical, Current and Future Trends
10.2.1.2 Market Breakup by Advertising Channel
10.2.1.3 Advertising Spend by Key Players
10.2.2 Biopharmaceuticals Market
10.2.2.1 Historical, Current and Future Market Trends
10.2.2.2 Market Breakup by Advertising Channel
10.2.2.3 Advertising Spend by Key Players
10.2.3 Vaccines Market
10.2.3.1 Historical, Current and Future Market Trends
10.2.3.2 Market Breakup by Advertising Channel
10.2.3.3 Advertising Spend by Key Players
10.2.4 Over-the-Counter Drugs Market
10.2.4.1 Historical, Current and Future Market Trends
10.2.4.2 Market Breakup by Channel
10.2.4.3 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$), 2013-2019
Figure 3: United States: Healthcare Advertising Industry: Value Chain Analysis of DTC Advertising
Figure 4: US: Healthcare Advertising Industry: SWOT Analysis
Figure 5: US: Healthcare Advertising Industry: Porter’s Five Forces Analysis
Figure 6: US: Healthcare Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 7: US: Healthcare Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 8: US: Healthcare Advertising Market: Breakup by Product Type (in %), 2018
Figure 9: US: Pharmaceutical (Small Molecule Drugs) Market: Sales Value (in Billion US$), 2011-2018
Figure 10: US: Pharmaceutical (Small Molecule Drugs) Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 11: US: Pharmaceutical (Small Molecule Drugs) Market: Advertising Spend (in Billion US$), 2011-2018
Figure 12: US: Pharmaceutical (Small Molecule Drugs) Market Forecast: Advertising Spend (in Billion US$), 2019-2024
Figure 13: US: Pharmaceutical (Small Molecule Drugs) Market Advertising Spend: Breakup by Channels (in Billion US$), 2011-2018
Figure 14: US: Biopharmaceutical Market: Sales Value (in Billion US$), 2011-2018
Figure 15: US: Biopharmaceutical Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 16: US: Biopharmaceutical Market: Advertising Spend (in Billion US$), 2011-2018
Figure 17: US: Biopharmaceutical Market Forecast: Advertising Spending (in Billion US$), 2019-2024
Figure 18: US: Biopharmaceutical Market: Advertising Spend: Breakup by Channels (in %), 2017
Figure 19: US: Biopharmaceutical Market: Advertising Spend Breakup by Different Providers (in %), 2018
Figure 20: US: Vaccines Market: Sales Value (in Billion US$), 2011-2018
Figure 21: US: Vaccines Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 22: US: Vaccines Market: Advertising Spend (in Billion US$), 2011-2018
Figure 23: US: Vaccines Market Forecast: Advertising Spend (in Billion US$), 2019-2024
Figure 24: US: OTC Drugs Market: Sales Value (in Billion US$), 2011-2018
Figure 25: US: OTC Drugs Market: Sales Forecast (in Billion US$), 2019-2024
Figure 26: US: OTC Drugs Market: Advertising Spend (in Billion US$), 2011-2018
Figure 27: US: OTC Drugs Market Forecast: Advertising Spend (in Billion US$), 2019-2024
Figure 28: US: OTC Drugs Market: Advertising Spend: Breakup by Channels (in %)
Figure 29: US: Advertising Spend by Top Companies Breakup (in %), 2017
Figure 30: US: Pharmaceutical Marketing: Expenditure Breakup by Type (in %), 2018
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