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BIA/Kelsey estimates health care organizations will spend more than $10.85 billion on local advertising in the U.S. in 2017. This represents 7% of the $147.94 billion total estimated local advertising market.

The vertical report, “Insights in Local Advertising – Health Care Vertical,” delivers an in-depth account of where this important vertical is spending ad dollars across traditional and digital media. It also identifies which media will experience growth in ad revenue in the next five years.

The report is designed for media executives with vested interest in health care, national advertisers or agencies, investors and vendors that sell products/services related to health care.

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As the healthcare industry becomes more important in the U.S., how the participants spend their advertising budgets is even more significant. Overall, the total spending is nearly $11 billion with a healthy mix of both traditional and digital/online media. Often the use of these two types of media are very complimentary as to provide the necessary information to existing and potential customers.

Dr. Mark Fratrik, SVP and Chief Economist BIA/Kelsey, Report Co-author

The report Insights in Local Advertising – Health Care Vertical,” covers six of the prominent industry verticals:

  • Hospitals
  • Physicians
  • Dentists
  • Optometrists
  • Chiropractors
  • Residential care facilities

Data featured in the report includes BIA/Kelsey’s Annual U.S. Local Media Forecast, Media Ad View Reports and Local Commerce Monitor™ (LCM), an ongoing survey of small and medium–sized businesses, a significant segment of health care advertisers.

Figures and tables featured in the report:

  • Most Effective Marketing Tactics for Senior Living Facilities
  • Total Health Care Local Advertising: 2016 – 2021
  • 2017 Distribution of Health Advertising Spending by Media
  • 2021 Health Advertising Spending by Local Media
  • Distribution of Online Spending by Type in 2017 for Health Vertical
  • Top 5 Media Used by Medical, Dental or Health Services Small Businesses

The report offers customized takeaways for different business segments and actionable advice on where businesses should focus their efforts within the heath care vertical.

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Executive Summary

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BIA has unique and proprietary data on local advertising, including historical numbers, forecasts, broadcast media databases, advertiser research and expert opinions, all refreshed on a daily, weekly and monthly basis by our research and call-out team.

Access it all now, along with reports such as the Health Care Vertical Ad Report, with BIA ADVantage.

BIA ADVantage is an online dashboard that delivers local and nationwide advertising intelligence.

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