Health Care Marketers Moving Ad Budgets From TV to Digital

by | 2 minute read

There’s money to be made in health care advertising: $36 billion to be exact. That global figure comes from Zenith Media’s Health Care Advertising Expenditure Forecasts. In both 2019 and 2020, health care providers will increase their ad budgets by 3.6%.

The Growing Power of Digital

That growth rate isn’t as high as it is for overall advertising increases that will amount to about 4.8% this year. But at least $15.9 billion of ad spending last year in the U.S. resulted from health care provider activity.

In the past few years, health care marketers relied on television advertising to get their messages to consumers. Over half, 54%, of the typical health care marketer’s ad budget went to TV. With scrutiny by regulators on the rise, health care marketers are shifting focus. This year, out-of-home health care advertising will likely jump 15% over last year’s level. And digital ad formats will grow beyond the 34% of media mix share they had last year. Analysts predict spending on digital ad formats will rise at least 16% this year.

Consumers are spending more time researching health conditions online. In that regard, they make prime targets for health care marketers. Zenith analysts believe that “successful health care companies of the future will be the ones that eventually become viewed as lifestyle brands.” Personalized treatment plans will become the norm as wearable devices feed consumer data to health care service providers.

The Rise of Direct Selling

Another change in the health care vertical is the rise of direct-to-consumer product delivery. Products that can be sold over-the-counter will increasingly be sold online instead of in traditional stores. As these business models develop, online ad spending to support them will increase as well.

In the local marketplace, consumers notice advertising, whether it’s from urgent care clinics or primary care physicians. With digital advertising becoming so important in the space, your clients need to know where they stand vis-a-vis the competition. You can let them know by running an Digital Audit and then sharing the results that can serve as a discussion outline for ad planning. The tool is available at AdMall from SalesFuel.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.