市场调查报告书
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1466107
医疗保健行销和传播市场:按类型、服务和最终用户 - 2024-2030 年全球预测Healthcare Marketing & Communications Market by Type (Multi-Channel, Omnichannel), Services (Customer Relationship Management (CRM), Digital Marketing Services, Healthcare Advertising & Public Relations), End-User - Global Forecast 2024-2030 |
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2023年医疗保健行销与传播市场规模预计为490.8亿美元,预计2024年将达到526.4亿美元,2030年将达到808亿美元,复合年增长率为7.38%。
医疗保健行销和传播涵盖各种策略和管道,促进医疗保健提供者、患者和其他医疗保健组织之间的联繫。这些技术在医疗保健系统中的主要目的是建立信任和信心,从而鼓励在医疗服务、保险和产品方面做出明智的决策。随着对改善患者体验和高效沟通的需求的增加,医疗保健行销和通讯解决方案的使用正在加速。然而,医疗保健行销和传播解决方案的高成本可能会阻碍其在医疗保健行业的采用。此外,医疗保健行销和通讯解决方案的快速数位化以及创新功能的引入预计将扩大其在全球医疗保健领域的使用。
主要市场统计 | |
---|---|
基准年[2023] | 490.8亿美元 |
预测年份 [2024] | 526.4亿美元 |
预测年份 [2030] | 808亿美元 |
复合年增长率(%) | 7.38% |
对多通路医疗保健行销和传播解决方案的需求不断增长
医疗保健领域的多通路行销是指透过多种管道与潜在患者互动。这包括直邮、网站、电子邮件、社交媒体等。多通路策略吸引了希望与医疗服务提供者互动时具有弹性的医疗保健消费者。全通路行销为患者提供无缝且一致的沟通流程,无论他们使用哪种管道。确保消费者体验一致且完整,无论他们使用哪种管道。全通路帮助医疗保健提供者与患者的互动更加个人化。多通路行销的目标是透过尽可能多的数位接触点接触消费者,而全通路行销的目标是提供一致、全面的使用者体验,无论关注哪个管道。
服务:顾客关係管理(CRM)服务显着渗透
客户关係管理 (CRM) 管理患者互动资料并实现个人化护理。医疗保健提供者越来越与 CRM 系统亲和性,并优先考虑资料分析功能。数位行销服务透过社群媒体、电子邮件和网站等管道吸引和培育潜在患者。数位行销专注于将人工智慧融入数位行销策略。医疗保健广告和公共关係服务着重于品牌定位、危机缓解和社会认知管理。对医疗保健沟通透明度的需求正在加速这些服务的使用。病人参与策略使医疗保健体验人性化,并提高满意度和忠诚度。虚拟通讯工具被广泛用于改善患者体验。 CRM 和病人参与和体验专注于个人化护理,而数位行销服务和医疗保健广告和公共关係则透过提高患者信任度和满意度并影响决策做出间接贡献。
最终用户:医疗保健提供者的快速采用
医疗保健提供者主要包括保险公司、政府(就公共医疗保健而言)和营运医疗计画的雇主。它们是医疗保健服务模式不可或缺的一部分,因为它们在资金筹措和支出中发挥关键作用。这些营业单位通常更喜欢能够简化流程、减少官僚和行政开销、更好地管理医疗风险并改善客户体验的解决方案。医疗保健提供者包括医院、诊所和药房,处于医疗服务的第一线。我们直接为患者提供必要的诊断、治疗和护理。他们的需求集中在透过改进服务、高效预约处理和升级医疗技术来加强护理。医疗保健提供者专注于患者互动、尖端医疗技术和护理品质。同时,付款人专注于有效管理资金、最大限度地减少诈欺并确保遵守不断变化的法规。
区域洞察
由于医疗保健行业的成熟、先进技术的采用以及对个人化患者沟通的重视,美洲的医疗保健行销和传播市场正在发展。亚太地区是医疗保健行销和传播的新兴市场,病患推广不断提高,智慧型手机和网路普及不断提高,健康意识不断提高,以及对人工智慧和远端医疗。在欧洲、中东和非洲地区,人口老化和慢性病快速增加等人口变化,以及整个医疗保健产业数位化的努力,正在为该地区的医疗保健行销和传播解决方案创造巨大的潜力。此外,巨量资料和预测分析等先进技术的整合预计将改善决策并更有效地利用患者资料和习惯。
FPNV定位矩阵
FPNV 定位矩阵对于评估医疗保健行销和传播市场至关重要。我们检视与业务策略和产品满意度相关的关键指标,以对供应商进行全面评估。这种深入的分析使用户能够根据自己的要求做出明智的决策。根据评估,供应商被分为四个成功程度不同的像限:前沿(F)、探路者(P)、利基(N)和重要(V)。
市场占有率分析
市场占有率分析是一种综合工具,可以对医疗保健行销和传播市场中供应商的现状进行深入而详细的研究。全面比较和分析供应商在整体收益、基本客群和其他关键指标方面的贡献,以便更好地了解公司的绩效及其在争夺市场占有率时面临的挑战。此外,该分析还提供了对该行业竞争特征的宝贵见解,包括在研究基准年观察到的累积、分散主导地位和合併特征等因素。详细程度的提高使供应商能够做出更明智的决策并制定有效的策略,从而在市场上获得竞争优势。
1. 市场渗透率:提供有关主要企业所服务的市场的全面资讯。
2. 市场开拓:我们深入研究利润丰厚的新兴市场,并分析其在成熟细分市场的渗透率。
3. 市场多元化:提供有关新产品发布、开拓地区、最新发展和投资的详细资讯。
4. 竞争评估和情报:对主要企业的市场占有率、策略、产品、认证、监管状况、专利状况和製造能力进行全面评估。
5. 产品开发与创新:提供对未来技术、研发活动和突破性产品开发的见解。
1. 医疗保健行销与传播市场的市场规模与预测是多少?
2.在医疗保健行销和传播市场的预测期内,有哪些产品、细分市场、应用程式和领域需要考虑投资?
3. 医疗保健行销与传播市场的技术趋势与法规结构是什么?
4.医疗保健行销与传播市场主要供应商的市场占有率是多少?
5. 进入医疗保健行销与传播市场的适当型态和策略手段是什么?
[187 Pages Report] The Healthcare Marketing & Communications Market size was estimated at USD 49.08 billion in 2023 and expected to reach USD 52.64 billion in 2024, at a CAGR 7.38% to reach USD 80.80 billion by 2030.
Healthcare marketing & communications encompass various strategies and channels fostering connections between healthcare providers, patients, and other medical institutions. A primary aim of these techniques within the healthcare system is to build trust and credibility and, consequently, stimulate informed decisions about health services, insurance, and products. Growing focus on enhancing the patient experience and the need for efficient communication is accelerating the use of healthcare marketing & communications solutions. However, the high cost of healthcare marketing & communications solutions may impede their adoption by the healthcare industry. Moreover, rapid digitalization and the introduction of innovative features in healthcare marketing & communications solutions are expected to expand their use across the healthcare sector globally.
KEY MARKET STATISTICS | |
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Base Year [2023] | USD 49.08 billion |
Estimated Year [2024] | USD 52.64 billion |
Forecast Year [2030] | USD 80.80 billion |
CAGR (%) | 7.38% |
Type: Proliferating demand for multi-channel healthcare marketing & communication solutions
In the healthcare sector, multi-channel marketing refers to interacting with potential patients through various channels. These could include direct mail, websites, email, and social media. Multi-channel strategies appeal to healthcare consumers who prefer flexibility in their interactions with providers. Omnichannel marketing provides a seamless and consistent communication process to patients on any channel. It ensures that regardless of the channel used, the consumer experience is consistent and integrated. Omnichannel helps healthcare providers achieve more personalized interactions with their patients. Multi-channel marketing aims to reach consumers at as many digital touchpoints as possible, whereas omnichannel marketing focuses on delivering a consistent, holistic user experience irrespective of channel. mmulti-channel is a one-to-many communication model, omnichannel favors a one-to-one relationship.
Services: Significant penetration of Customer Relationship Management (CRM) services
Customer Relationship Management (CRM) maintains patient interaction data, enabling personalized care. Healthcare providers have an increased affinity for CRM systems, prioritizing data analysis capabilities. Digital marketing services engage and nurture potential patients through channels such as social media, emails, and websites. Digital marketing emphasizes the integration of AI in digital marketing strategies. Healthcare Advertising & Public Relations services focus on brand positioning, mitigating crises, and managing public perception. The need for transparency in healthcare communication is accelerating the use of these services. Patient engagement strategies humanize care experiences, thus boosting satisfaction and loyalty. Virtual communication tools are widely used to enhance patient experience. CRM and Patient Engagement & Experience focus on personalizing care, while Digital Marketing Services and Healthcare Advertising & Public Relations indirectly contribute by building patient trust and satisfaction, thereby influencing decision-making.
End-User: Burgeoning adoption by the healthcare providers
Healthcare Payers primarily include insurance firms, the government (in the case of public healthcare), and employers running staff health plans. They are essential in the healthcare delivery model due to their key role in financing and disbursement of funds. The preference of these entities often orientates towards solutions that streamline their processes, reduce bureaucratic and administrative overhead, better manage healthcare risks, and improve customer experience. Healthcare providers comprise hospitals, clinics, and pharmacies and are on the frontline of health services. They provide the necessary diagnosis, treatment, and care for patients directly. Their needs focus on service improvement, efficient appointment handling, and upgrading medical technologies for enhanced care. Providers focus on patient interaction, cutting-edge medical technology, and care quality. Concurrently, Payers focus on efficient fund management, minimizing fraud, and ensuring compliance with evolving regulations.
Regional Insights
The healthcare marketing & communications market is evolving in the Americas owing to the well-established healthcare sector, adoption of advanced technologies, and significant emphasis on personalized patient communication. The APAC region represents a rapidly developing market for healthcare marketing & communications due to the focus on improving patient outreach, high smartphone and internet penetration, increasing health consciousness, and the region's significant investments in digital health technologies, like AI and telemedicine. In the EMEA region, demographic changes, such as an aging population and a surge in incidences of chronic diseases, initiatives for digitalization across the healthcare sector are creating immense potential for healthcare marketing & communications solutions in the region. Besides, the integration of advanced technologies such as big data and predictive analytics is anticipated to improve decision-making and efficiently leverage patient data and habits.
FPNV Positioning Matrix
The FPNV Positioning Matrix is pivotal in evaluating the Healthcare Marketing & Communications Market. It offers a comprehensive assessment of vendors, examining key metrics related to Business Strategy and Product Satisfaction. This in-depth analysis empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success: Forefront (F), Pathfinder (P), Niche (N), or Vital (V).
Market Share Analysis
The Market Share Analysis is a comprehensive tool that provides an insightful and in-depth examination of the current state of vendors in the Healthcare Marketing & Communications Market. By meticulously comparing and analyzing vendor contributions in terms of overall revenue, customer base, and other key metrics, we can offer companies a greater understanding of their performance and the challenges they face when competing for market share. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With this expanded level of detail, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.
Key Company Profiles
The report delves into recent significant developments in the Healthcare Marketing & Communications Market, highlighting leading vendors and their innovative profiles. These include Advice Media, LLC, Austin Williams, Cheenti, Comhes, Evolve Healthcare Marketing, Experian PLC, Fishawack Health Group, Indegene Limited, Inizio Group Limited, Insignia Communications Private Limited, IQVIA Inc., LEVO Healthcare Consulting, LLC, Mauldin Group, McCann Worldgroup, MediaMedic Communications Pvt. Ltd., MedTrix Healthcare Pvt Ltd, NexgenRx Inc., Open Health Communications LLP, Publicis Groupe, SCALE Healthcare, Sigma Healthcare Communications, Spectrio, Inc., Syneos Health, Inc, The Brains Healthacre, and Toppan Merrill LLC.
Market Segmentation & Coverage
1. Market Penetration: It presents comprehensive information on the market provided by key players.
2. Market Development: It delves deep into lucrative emerging markets and analyzes the penetration across mature market segments.
3. Market Diversification: It provides detailed information on new product launches, untapped geographic regions, recent developments, and investments.
4. Competitive Assessment & Intelligence: It conducts an exhaustive assessment of market shares, strategies, products, certifications, regulatory approvals, patent landscape, and manufacturing capabilities of the leading players.
5. Product Development & Innovation: It offers intelligent insights on future technologies, R&D activities, and breakthrough product developments.
1. What is the market size and forecast of the Healthcare Marketing & Communications Market?
2. Which products, segments, applications, and areas should one consider investing in over the forecast period in the Healthcare Marketing & Communications Market?
3. What are the technology trends and regulatory frameworks in the Healthcare Marketing & Communications Market?
4. What is the market share of the leading vendors in the Healthcare Marketing & Communications Market?
5. Which modes and strategic moves are suitable for entering the Healthcare Marketing & Communications Market?