Healthcare Advertising Landscape 2008

This report updates our "Annual Ad Spending Study 2006: Healthcare Advertising Landscape" report, which was the first in the industry to uncover detailed trends about companies that advertise in the healthcare space. It finds that the healthcare advertising industry leads the field in its use of online techniques such as contextual and behavioral ads, and new media such as wireless. Still, the explosive growth rate of healthcare advertising and marketing we saw in 2006 has now slowed, with total healthcare spending rates below the total industry average. This study is essential reading for healthcare publishers and information providers that are attracting, or need to attract, advertisers. It updates our previous report with 2008 data on:

- Healthcare advertisers’ adoption rates for online advertising and marketing;
- Budget allocation, growth rates, and trade-offs across all types of media;
- The effectiveness of Google vs. Yahoo! and Microsoft;
- The performance of keyword ads vs. contextual and behavioral ads;
- The factors driving advertising and marketing spending decisions;
- Essential actions for healthcare publishers and information providers.