According to a just-released study from SalesFuel and BIA Advisory Services, hospitals and offices of physicians, dentists and chiropractors are top spenders in the healthcare marketing realm. For 2024, billions will go into local advertising — and over-the-air TV is a top media channel when it comes to spending.
The survey finds that healthcare marketers will spend more than $12 billion in local advertising in 2024.
Where’s Radio? It is not poised to benefit from a bevy of dollars. But, direct mail, PC/Laptop and TV OTA the media channels will be getting the most spend, data show.
How will the media planning and budgeting commence? The survey also finds that upward of 60% of survey respondents have either explored or intend to explore generative artificial intelligence for marketing assistance.
The survey engaged healthcare professionals from hospitals, physician groups, medical clinics, dental and vision care organizations, mental health care providers, assisted living facilities, sports medicine, medical suppliers, and other healthcare facilities.
The goal, SalesFuel and BIA say, was to delve into the strategies and current thinking of healthcare marketers to get insights into their marketing and advertising preferences for media and services. They also sought to identify how healthcare marketers plan to allocate their budgets now and soon to fulfill their goals and objectives.
The survey was conducted in Summer 2023 and included more than 300 respondents with senior marketing titles.
“Marketing within the healthcare sector requires a multi-faceted approach, and our survey shows that healthcare marketers are embracing this mindset,” BIA VP of Forecasting Nicole Ovadia said. “The survey highlights the increasing adoption of Connected TV/OTT advertising that spans multiple platforms and genres. This reflects the diversity of marketing approaches within the healthcare sector to reach consumers.”
For example, the survey found that marketers at hospitals were more likely to place Connected TV/OTT ads through local television and radio representatives than doctors’ offices (47.2% vs 20.0%.)
The survey also explores the collaborative efforts of healthcare marketers with media sales and marketing firms, providing a comprehensive view of industry partnerships.
