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New Innovations in Local Healthcare Advertising: How Advanced Marketing Techniques are Shaping a $12B Market

by | Jan 23, 2024 | BIA, BIA ADVantage, Blog, Verticals

In today’s increasingly digital world, healthcare advertising is ripe for innovation and growth. A recent survey by BIA and SalesFuel reveals fascinating trends in local healthcare advertising.

Projected to reach $12 billion in 2024, healthcare marketers are not only increasing their advertising budgets but also embracing new technological advancements to stay ahead of the curve. With the integration of generative artificial intelligence services and the growing popularity of Connected TV (CTV) and Over-The-Top (OTT) platforms, healthcare marketers have new frontiers to reach wider audiences more effectively.

BIA and SalesFuel analyzed the spending trends and strategies of various healthcare professionals and organizations. The respondents included individuals from various sectors of the healthcare industry with senior marketing titles who provided their input on current market trends and advertising preferences.

One of the significant survey findings signifies a strategic shift in healthcare advertising, highlighting the need for marketers to adopt innovative techniques such as CTV and OTT advertising to reach their target audiences. These platforms offer several advantages due to their ability to precisely target audiences based on location and demographics.

In addition, the survey found that hospitals were more likely to place CTV/OTT ads through local television and radio representatives than doctor’s offices (47.2% vs. 20.0%, respectively). This demonstrates how healthcare marketers are embracing a multi-faceted approach to reach their target audience while adapting to changing consumer behaviors.

The survey also revealed the growing interest amongst healthcare marketers in utilizing generative artificial intelligence services for marketing assistance. More than 60% of respondents either explored or expressed plans to explore these advanced AI solutions. AI-driven tools and analytics platforms provide valuable data on customer behavior and preferences, enabling marketers to tailor their campaigns more effectively and make informed budget allocation decisions.

The survey results also emphasize the importance of adapting to the dynamic healthcare advertising landscape. As healthcare marketers continue to leverage innovative solutions like artificial intelligence, CTV, and OTT platforms, it is essential for businesses within this sector to stay informed, engaged, and proactive in adapting their strategies accordingly. As spending trends across the industry continue to climb, healthcare marketers need to embrace emerging media channels to keep pace with the competition. They will look for the best solutions.

Full results from the survey are offered for sale as a bundle with other healthcare insights and reports, including:

  • Full Survey of Questions and Responses
  • Healthcare Advertising Report for 2024 (includes BIA’s 2024 U.S. Local Advertising Forecast estimates)
  • Hospital Expenditure Trends and Analysis in CTV/OTT
  • Healthcare Audience Profiles: Five AudienceScan® Profiles from AdMall for Potential Physician Switchers, Injectable Filler/Botox/Collagen Clients, Elective Surgery Planners, and Eldercare/Nursing Home Shoppers. (AudienceSCAN®, SalesFuel’s proprietary yearly study, examines online shoppers’ behaviors and digital audiences in the United States.)

Upon purchase for $495, an on-demand briefing is also available featuring BIA’s Nicole Ovadia and SalesFuel’s C. Lee Smith, discussing the full survey results and the advertising forecast for healthcare and key healthcare audience profiles.

Get more details and purchase the healthcare bundle hereIf you are a BIA ADVantage subscriber, log in to access the healthcare bundle.