AdTheorent Issues AdTheorentRx Healthcare Advertising Report Examining the Role of Digital Advertising Throughout the Patient Journey
According to eMarketer, digital ad spend in the healthcare and pharmaceutical industry is expected to grow 11.5% in 2022, reaching
DIGITAL DOMINATES THE PATIENT JOURNEY: Majority of Consumers are turning to their digital devices throughout the patient journey
- 72% of consumers use their mobile devices to complete health-related tasks along their patient journey, such as:
- Research health conditions (40%)
- Research medications (35%)
- Research or find a doctor (30%)
- Find the nearest pharmacy (26%)
- Access medical app(s) (25%)
- Access an online pharmacy (25%)
- Attend telehealth appointments (23%)
- 75% of consumers turn to their computers (laptop or desktop) for healthcare services, such as:
- Research health conditions (45%)
- Research medications (41%)
- Research or find a doctor (33%)
- Access an online pharmacy (26%)
- Attend telehealth appointments (23%)
- Access medical app(s) (23%)
- Find the nearest pharmacy (20%)
- Consumers discover new prescription medications by:
- Talking with a doctor or healthcare provider (54%)
- Ads on a TV or Connected TV (41%)
- A pharmacist (29%)
- Digital ads (27%)
- Word of mouth (24%)
- Magazine ads (14%)
- Radio ads (11%)
- Consumers discover new over-the-counter medications by:
- Ads on a TV or Connected TV (49%)
- Talking with a doctor or healthcare provider (39%)
- Word of mouth (34%)
- Digital ads (32%)
- A pharmacist (29%)
- Magazine ads (16%)
- Radio ads (12%)
MOBILE AND CTV ADS DRIVE RESEARCH, ENGAGEMENT AND PURCHASE: Multiple engagements across devices drive increased engagement
- Mobile advertising drives actions -- after seeing an ad for a medication on a mobile device consumers are very or somewhat likely to:
- Ask their doctor about a prescription medication (71%)
- Research an over-the-counter (OTC) medication (66%)
- Purchase an OTC medication (61%)
- Connecting with patients on Connected TV: after viewing an ad for a medication on CTV, consumers are very or somewhat likely to:
- Ask their doctor questions about a prescription medication (67%)
- Research an OTC medication (62%)
- Purchase an OTC medication (58%)
- Scan a QR code to get more information (45%)
- 71% of consumers are more likely to take an action if they receive the same medication ad on multiple devices; the actions they would take include:
- Ask their doctor about the medication (31%)
- Remember the medication (27%)
- Look for more information on the medication (24%)
- Pay attention to the ad (22%)
- Visit the brand's website (21%)
- Consider purchasing the over-the-counter medication (20%)
- Purchase the over-the-counter medication (13%)
- Request a prescription from their doctor (12%)
- Medication ads which most effectively motivate action are ads that:
- Present medication benefits (51%)
- Talk about a medical condition with a link to a branded medication webpage (45%)
- Feature a rebate/special offer for the medication (41%)
- Are interactive (e.g., allows users to select a symptom, scroll through images, take a quiz, find a treatment plan) (38%)
- Use more visuals than text (30%)
- Are tailored to a person's location (29%)
ADS MUST BE PROPERLY TARGETED AND RELEVANT: Customization is key to drive purchase intent, but retargeting based on browsing activity may alienate consumers
- 55% of consumers find it very/somewhat annoying when they visit a health website and then repeatedly receive ads for a related medication
- 52% of consumers are not at all or not very comfortable receiving ads based on browsing activity
- 52% of consumers are very/somewhat comfortable receiving ads based on non-personal information (e.g., signals which include device type, time of day, operating system, publisher and keyword data, etc.)
- The top three scenarios that would make a consumer more likely to respond (e.g., click on an ad, ask doctor questions, research medication) to an ad for a medication are:
1. The ad is relevant to the consumer (56%)
2. The ad conveys a relevant message and is delivered at the right time (32%)
3. The ad is received at a moment when the consumer can give it attention (23%)
PAYMENT: Many consumers would use a debit or credit card for medication purchases, and cryptocurrency could be an emerging payment method
- Debit card (58%)
- Credit card (51%)
- Cash (45%)
- Healthcare spending account/flexible spending account (23%)
- Cryptocurrency (9%)
TRUSTED SOURCE: Consumers see value in education from Pharmaceutical companies
- 74% say it would be valuable to receive educational information from a pharmaceutical company about a health condition that they or someone in their household has
- 70% would trust educational information from pharmaceutical companies
- 69% value having a pharmaceutical company to turn to for educational information throughout their patient journey
NON-TRADITIONAL METHODS: Majority of consumers are open to various alternative methods for health management
- Precision medicine (71%)
- Natural remedies (71%)
- Telemedicine (66%)
- Alternative medicine (64%)
- Wearable technology (59%)
"At AdTheorent, our core business premise is that it is possible to drive campaign performance and tangible business results while respecting consumer privacy interests and sensitivities," said
To view and download the AdTheorentRx Healthcare Advertising Trends Report, please visit: info.adtheorent.com/health-trends
About
The AdTheorentRx Healthcare Advertising Trends Report Survey Methodology:
This survey was conducted online within
About The Harris Poll:
The Harris Poll is one of the longest running surveys in the
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SOURCE
Melanie Berger, AdTheorent, melanie@adtheorent.com