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.
Pub Date: August 21, 2008
Type: Market Report
Segments: B2B STM
Keywords: Advertising, Advertising-Classified Ads, Advertising-Display Ads, Advertising-Pay Per Click, Market Analysis, Market Statistics, STM Publishing
Pages: 17
Format: PDF 
We provide a link to download a PDF at the end of the purchase process.
Table of Contents
- Why This Topic?
- Methodology
- Profile of Healthcare Advertisers
- Market Dynamics and Key Trends
- Continued Change in Healthcare Advertising and Marketing as Online Percentages Grow Strongly
- Healthcare Advertisers Rate Google Search Keywords Higher than Yahoo!’s, but Rate Other Methods Higher
- Branding and Lead Generation Spending in Transition
- Factors Affecting the Selection and Use of Marketing Tactics
- Essential Actions
- Related Research
- Table 1. Industries Represented by Healthcare Advertisers
- Figure 1. Size of Healthcare Advertisers’ Firms by Revenue
- Figure 2. Healthcare Allocation and Growth of Total Advertising and Marketing Budgets: Spending Percentage by Media Type
- Figure 3. Effectiveness of Keyword, Contextual, and Behavioral Methods for Healthcare Advertisers
- Figure 4. Effectiveness and Use of Marketing Tactics for Branding by Healthcare Advertisers
- Figure 5. Effectiveness and Use of Marketing Tactics for Lead Generation by Healthcare Advertisers
- Figure 6. Factors Affecting the Selection and Use of Marketing Tactics by Healthcare Advertisers
Tables & Figures
Companies Mentioned