In the second in our series of dedicated adspend forecasts for categories, we focus on the healthcare market, and how brands are responding to regulatory and technological pressures to transform their business models.

Healthcare advertising is growing at a slower rate than advertising as a whole. High research costs and persistent downward pressure on prices are hindering the prescription medicine business and restraining advertising spend by the big healthcare companies. However, this will begin to change as the ageing global population creates a higher demand for healthcare, combined with new over-the-counter products and services that will expand the supply, enabled by new technologies like personal data tracking, telemedicine and AI.

These trends pose unique challenges to healthcare brands, but also open up new opportunities, as we discuss in this report.

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