the importance of healthcare advertising beyond the pandemic

The healthcare industry has been facing a lot of uncertainty in recent times. The COVID-19 pandemic had a major impact on healthcare delivery and operations, and the current economic downturn has created new challenges for healthcare organizations. Between 2020 and 2022, healthcare digital advertising experienced a significant increase as more people turned to online sources for healthcare information and services due to the pandemic. According to a report by eMarketer, healthcare and pharma advertising spend on digital channels surged 27.6% to nearly $11 billion. But what’s top of mind for healthcare marketers now is the current state of the economy.  

Advertising is key in times of uncertainty

In times of uncertainty, healthcare organizations may be tempted to decrease their advertising spend as a way to cut costs. However, this approach may not always be the best course of action. While decreasing advertising spend may provide short-term cost savings, it can have long-term negative effects on a healthcare organization’s brand.

Healthcare advertising is essential for promoting services and products that can help people improve their health and well-being. In times of economic uncertainty, people may be more hesitant to spend money on healthcare services and products. Healthcare advertising can help alleviate these concerns by highlighting the benefits of different products and services and demonstrating their value.  

Want to build trust and credibility with patients and consumers? Advertise. In a rapidly changing healthcare landscape, it is important for healthcare organizations to communicate effectively with their target audience. Advertising can help healthcare organizations establish a strong brand identity and showcase their expertise and capabilities. This can help build trust and credibility with patients and consumers, who are more likely to choose a healthcare provider or product that they perceive as reliable and trustworthy.  

Advertising can help organizations stay ahead of the competition. As economic conditions change, it is important for healthcare organizations to be proactive and adapt their strategies to stay competitive. Advertising can help organizations differentiate themselves from their competitors and position themselves as leaders in the industry. This can help healthcare organizations maintain their market share and even gain new customers during difficult economic times.  

Rising demand for telemedicine  

Telehealth and telemedicine have experienced significant growth in recent years, driven by advances in technology, increased demand for remote healthcare services, and the COVID-19 pandemic. As people avoided in-person healthcare visits due to the pandemic, telemedicine became an attractive alternative.  

According to a report by Grand View Research, the global telemedicine market size was valued at USD 41.4 billion in 2020 and is expected to grow at a compound annual growth rate (CAGR) of 15.1% from 2021 to 2028. The report attributes this growth to factors such as increased government funding and initiatives to promote telehealth, rising prevalence of chronic diseases, and the convenience and cost-effectiveness of telemedicine.  

Healthcare organizations should consider increasing their investment in digital marketing and advertising to promote their telehealth services and reach a broader audience.  

Key takeaways

Healthcare digital advertising has become a critical component of healthcare marketing strategies in the past few years. As healthcare organizations continue to navigate the changing landscape of healthcare delivery and operations, digital advertising will remain an important tool for reaching patients and promoting healthcare services and products.  

Instead of cutting advertising spend, healthcare organizations should consider shifting their marketing strategy to focus on more cost-effective channels and targeting their advertising efforts towards specific demographics or audiences. They can also consider adjusting their messaging to reflect the current economic climate and consumer behavior.