Insights into Local Advertising – Healthcare Vertical


Examine how the Healthcare vertical will spend in local advertising in 2022 in the report, “Healthcare Vertical Local Ad Report.” Using BIA’s 2022 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 2019-2026.

Healthcare is a large vertical for local sellers and examines the ad spend of seven important sub-verticals (i.e., Dentists, Physicians, Hospitals, Medicine Manufacturers) across media platforms (i.e., Television, OTT, Radio, Digital, Direct Mail, Cable, Mobile/Social).

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: Sept. 2022

Number of Pages:  20

The report “Healthcare Vertical Local Ad Report” 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 2022 and 2026.
  • Examines spending by seven Healthcare sub-verticals:
    • Health and Personal Care Stores
    • Hospitals
    • Nursing and Residential Care Facilities
    • Offices of Optometrists
    • Offices of Physicians / Dentists / Chiropractors
    • Personal Care Services
    • Pharmaceutical and Medicine Manufacturer
  • Profiles Healthcare spending 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
  • Healthcare Spending in Digital vs. Traditional Media
  • Healthcare Digital Ad Channel Spending
  • Per Capita Healthcare Spending in Top 10 Markets
  • Healthcare Sub-Vertical Ad Spend

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