Author: Vikas Kumar
11 January 2023
Healthcare facilities use a variety of communication channels to present themselves to their patient populations. In addition, the marketing communications mix external channels, such as advertising, direct marketing, personal selling, sales promotion, public relations, and others. The growing adoption of the communication tests and measurement market can be attributed to the growing internet traffic and increasing demand for reliable internet connectivity across the globe. For instance, according to the world bank, as of 2022, there are more than 4.9 billion internet users around the globe. Furthermore, the rising development of new innovative technologies, such as IoT and Artificial Intelligence (AI), is enabling the need for faster internet communication standards.
The Healthcare Marketing & Communications Market is expected to grow at a steady rate of around 20% during the forecast period (2022-2028) owing to the increasing digital innovation coupled with the growing adoption of scientific discoveries which play an important role in helping healthcare professionals to create, communicate, and provide value to their target market. In addition, modern marketers start from customers rather than from products or services.
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Based on type, the market is segmented into multi-channel, and omnichannel. The multi-Channel category is to witness a significant CAGR during the forecast period. This is mainly due to the multi-channel is a more business-centric view of the buying experience, whereas omnichannel is marketing through the eyes of the customer.
On the basis of end-user, the market is categorized into healthcare payers, healthcare provider, patient, and others. Among these, the healthcare payer to hold a significant share of the market in 2020. This is mainly due to the healthcare payer driven by rising insurance enrollments, an increase in healthcare fraud, and an increased usage of analytics in healthcare during the projected period.
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For a better understanding of the market adoption of the Healthcare marketing & communications industry, the market is analyzed based on its worldwide presence in the countries such as North America (U.S., Canada, Rest of North America), Europe (Germany, U.K., France, Spain, Italy, Rest of Europe), Asia-Pacific (China, Japan, India, Rest of Asia-Pacific), Rest of World. North America is anticipated to grow at a substantial CAGR during the forecast period. This is mainly due to its responsiveness toward the latest technological advancements and increased disease prevalence and healthcare expenditures. In addition, improved healthcare IT infrastructure and increasing adoption of wireless technologies are playing a significant role in the growth of this market in the region.
Some of the major players operating in the market include Publicis Groupe SA, Parexel International Corporation, NexgenRx Inc., Experian PLC, Myadvice, comHes, Iqvia Holdings Inc, Indegene Inc., Levo Healthcare Consulting LLC., OPEN Health Communications LLP.
Global Healthcare Marketing & Communications Market Segmentation
Market Insight, by Type
• Multi-Channel
• Omnichannel
Market Insight, by End User
Market Insight, by Region
Top Company Profiles
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