The U.S. andChina accounted for 86 percent of 2018 spending with the U.S.contributing $15.9 billion and China $14.4 billion. (Photo:Shutterstock)
Make no mistake about it: health care is a for-profit industry.And like any for-profit business, health care companies are bankingon advertising to earn consumers' dollars. Globally, companiesspent $36 billion on health care advertising in 2018.
According to Zenith Media's Healthcare Advertising Expenditure Forecasts,advertising overall is expected to log a growth rate of 4.8 percentin 2019 and 4.3 percent in 2020 across 13 key global markets.Health care advertising globally isn't hitting the same breakneckpace, though. Health care brands are expected to boost spending by3.6 percent this year and match that pace in 2020.Research costs and the current battle over the cost of health careare depressing advertising spending by health care firms. But newtechnology, new OTC products and new services, as well as anaging population needing more care, areexpected to fuel increased spending in the years to come.
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Marlene Satter
Marlene Y. Satter has worked in and written about the financial industry for decades.
