US Healthcare Advertising Market Driven by New Drug Launches and Increasing Manufacturing of Me-Too and Generic Drugs

Several trends and factors such as the integration of marketing and healthcare due to rising popularity of digital platforms, increase in Direct-to-Consumer advertising, increasing number of drug launches and manufacturing of me-too and generic drugs have contributed to the growth of the US healthcare advertising market.

IMARC Group’s published report, titled “US Healthcare Advertising Market Report & Forecast: 2016-2021”, extensively analyses the US healthcare advertising market. According to the report, advertising in the healthcare industry is quite different than in other industries and involves multiple layers of regulations. Healthcare advertising is subject to regulations by the Federal Trade Commission and state consumer protection agencies along with several other regulatory bodies. The report has found that the healthcare spending in the US has been far greater than in other countries. Currently, the US has one of the highest per capita expenditure on healthcare with estimates suggesting that by 2020, it will spend approximately 28% of its GDP on healthcare.

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The report provides a detailed analyses of several trends and factors that are transforming and shaping the healthcare advertising market in the US. The growing popularity of digital platforms have integrated marketing and healthcare which has encouraged healthcare corporations to increase their expenditure on advertising via various channels like television, social media, print ads, detailing, etc. Rising number of drug launches and increasing manufacturing of me-too and generic drugs have also led to a growing need for promotional activities so as to widen consumer reach. Increase in Direct-to-Consumer advertising due to a rising demand for educational content in the form of white papers, blogs, social media, emails, videos, etc. have further helped the US healthcare advertising market to grow. Some of the other key factors such as growing health consciousness among consumers, rising prevalence of lifestyle diseases and aging population have also promoted the growth of the US healthcare advertising market.

The report has analysed the key segments of the market: the Pharmaceutical (small molecule drugs) Market, Biopharmaceutical Market, Vaccines Market and Over-the-Counter (OTC) Drugs Market in the US. The report provides the share of various advertising channels such as Detailing, Direct-to-Consumer (DTC), Sampling, Mailing/E-Mailing, Print advertising, etc. for each of the aforementioned healthcare segments. Currently, detailing represents the preferred mode of promotion across all the healthcare segments. The report has also analysed the competitive landscape of the US healthcare advertising market with some of the key players being Johnson & Johnson, Merck, Pfizer, GlaxoSmithKline, Roche, Sanofi, etc. 

This report provides an analytical and statistical insight into the advertising trends in the healthcare sector in the US. 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 advertising in the US healthcare industry in any manner.

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About IMARC Group: IMARC Group is a leading market research and consulting company that offers management strategy and market research worldwide. The company has done multiple projects on the cross-laminated timber industry, which has enabled the clients to successfully setup and expand their businesses. Some of the company’s offerings include:

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