Insights into Local Advertising – Healthcare Vertical


Examine how the Healthcare vertical will spend in local advertising in 2021 in the report, “Insights in Local Advertising 2021 – Healthcare Vertical.” Using BIA’s 2021 U.S. Ad Forecast, the report examines how advertising dollars are being allocated and spent across traditional and digital media and the estimated ad spend for 2020-2025.

Healthcare is a large vertical for local sellers and includes seven important sub-verticals including Health and Personal Care Stores, Hospitals, Nursing and Residential Care, Offices of Optometrists, Offices of physicians/Dentists/Chiropractors, Personal Care Services and Pharmaceutical and Medicine Manufacturers. This report examines spend within each sub-vertical across media platforms (i.e., Television, OTT, Radio, Digital, Direct Mail, Cable and more.)

The report is part of a series designed to help local media organizations understand the media spending trends and behaviors of advertisers within key vertical industries. Published: August 2021

Number of Pages: 11

The report “Insights in Local Advertising 2021 – Healthcare Vertical” examines local media spending trends across traditional and digital media. The report offers the following analysis:

  • Delivers detailed overview of Healthcare spending in all TV markets across 16 media for 2021 and 2025.
  • Examines spending by seven Healthcare sub-verticals.
  • Profiles Healthcare spending by media for 2021 and 2025 to reveal growth and declines in traditional and digital media.
  • Assesses effect of pandemic on the Healthcare vertical and new trends in advertising.
  • Profiles digital strategies for the vertical.
  • Examines the Healthcare ad spend in the top 10 U.S. markets.
  • Offers five strategic sales strategies for local media sellers looking to sell into or retrain/build ad revenue with Healthcare businesses.

Who should read this report?

  • Local media sellers seeking a strategic approach to sell to businesses in the Healthcare vertical
  • Marketers and sales leaders in media and government
  • Marketing platform developers
  • Media sales professionals
  • Analysts, Investors

Figures and tables included in the report include: 

  • Distribution of Healthcare Spending by Media 2021 and 2025
  • Healthcare Spending in Digital vs. Traditional Media
  • Healthcare Digital Ad Channel Spending
  • Healthcare Spending in Top 10 Markets 2021
  • Healthcare Sub-Vertical Ad Spend

NOTE: BIA ADVantage subscribers can login to access the report and run custom Healthcare reports for local markets.