市場調查報告書
商品編碼
1466107
醫療保健行銷和傳播市場:按類型、服務和最終用戶 - 2024-2030 年全球預測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年醫療保健行銷與傳播市場規模預計為490.8億美元,預計2024年將達到526.4億美元,2030年將達到808億美元,複合年成長率為7.38%。
醫療保健行銷和傳播涵蓋各種策略和管道,促進醫療保健提供者、患者和其他醫療保健組織之間的聯繫。這些技術在醫療保健系統中的主要目的是建立信任和信心,從而鼓勵在醫療服務、保險和產品方面做出明智的決策。隨著對改善患者體驗和高效溝通的需求的增加,醫療保健行銷和通訊解決方案的使用正在加速。然而,醫療保健行銷和傳播解決方案的高成本可能會阻礙其在醫療保健行業的採用。此外,醫療保健行銷和通訊解決方案的快速數位化以及創新功能的引入預計將擴大其在全球醫療保健領域的使用。
主要市場統計 | |
---|---|
基準年[2023] | 490.8億美元 |
預測年份 [2024] | 526.4億美元 |
預測年份 [2030] | 808億美元 |
複合年成長率(%) | 7.38% |
對多通路醫療保健行銷和傳播解決方案的需求不斷成長
醫療保健領域的多通路行銷是指透過多種管道與潛在患者互動。這包括直郵、網站、電子郵件、社交媒體等。多通路策略吸引了希望與醫療服務提供者互動時具有彈性的醫療保健消費者。全通路行銷為患者提供無縫且一致的溝通流程,無論他們使用哪種管道。確保消費者體驗一致且完整,無論他們使用哪種管道。全通路幫助醫療保健提供者與患者的互動更加個人化。多通路行銷的目標是透過盡可能多的數位接觸點接觸消費者,而全通路行銷的目標是提供一致、全面的使用者體驗,無論關注哪個管道。
服務:顧客關係管理(CRM)服務顯著滲透
客戶關係管理 (CRM) 管理患者互動資料並實現個人化護理。醫療保健提供者越來越與 CRM 系統親和性,並優先考慮資料分析功能。數位行銷服務透過社群媒體、電子郵件和網站等管道吸引和培育潛在患者。數位行銷專注於將人工智慧融入數位行銷策略。醫療保健廣告和公共關係服務著重於品牌定位、危機緩解和社會認知管理。對醫療保健溝通透明度的需求正在加速這些服務的使用。病人參與策略使醫療保健體驗人性化,並提高滿意度和忠誠度。虛擬通訊工具被廣泛用於改善患者體驗。 CRM 和病人參與和體驗專注於個人化護理,而數位行銷服務和醫療保健廣告和公共關係則透過提高患者信任度和滿意度並影響決策做出間接貢獻。
最終用戶:醫療保健提供者的快速採用
醫療保健提供者主要包括保險公司、政府(就公共醫療保健而言)和營運醫療計畫的雇主。它們是醫療保健服務模式不可或缺的一部分,因為它們在資金籌措和支出中發揮關鍵作用。這些營業單位通常更喜歡能夠簡化流程、減少官僚和行政開銷、更好地管理醫療風險並改善客戶體驗的解決方案。醫療保健提供者包括醫院、診所和藥房,處於醫療服務的第一線。我們直接為患者提供必要的診斷、治療和護理。他們的需求集中在透過改進服務、高效預約處理和升級醫療技術來加強護理。醫療保健提供者專注於患者互動、尖端醫療技術和護理品質。同時,付款人專注於有效管理資金、最大限度地減少詐欺並確保遵守不斷變化的法規。
區域洞察
由於醫療保健行業的成熟、先進技術的採用以及對個人化患者溝通的重視,美洲的醫療保健行銷和傳播市場正在發展。亞太地區是醫療保健行銷和傳播的新興市場,病患推廣不斷提高,智慧型手機和網路普及不斷提高,健康意識不斷提高,以及對人工智慧和遠端醫療。在歐洲、中東和非洲地區,人口老化和慢性病快速增加等人口變化,以及整個醫療保健產業數位化的努力,正在為該地區的醫療保健行銷和傳播解決方案創造巨大的潛力。此外,巨量資料和預測分析等先進技術的整合預計將改善決策並更有效地利用患者資料和習慣。
FPNV定位矩陣
FPNV 定位矩陣對於評估醫療保健行銷和傳播市場至關重要。我們檢視與業務策略和產品滿意度相關的關鍵指標,以對供應商進行全面評估。這種深入的分析使用戶能夠根據自己的要求做出明智的決策。根據評估,供應商被分為四個成功程度不同的像限:前沿(F)、探路者(P)、利基(N)和重要(V)。
市場佔有率分析
市場佔有率分析是一種綜合工具,可以對醫療保健行銷和傳播市場中供應商的現狀進行深入而詳細的研究。全面比較和分析供應商在整體收益、基本客群和其他關鍵指標方面的貢獻,以便更好地了解公司的績效及其在爭奪市場佔有率時面臨的挑戰。此外,該分析還提供了對該行業競爭特徵的寶貴見解,包括在研究基準年觀察到的累積、分散主導地位和合併特徵等因素。詳細程度的提高使供應商能夠做出更明智的決策並制定有效的策略,從而在市場上獲得競爭優勢。
1. 市場滲透率:提供有關主要企業所服務的市場的全面資訊。
2. 市場開拓:我們深入研究利潤豐厚的新興市場,並分析其在成熟細分市場的滲透率。
3. 市場多元化:提供有關新產品發布、開拓地區、最新發展和投資的詳細資訊。
4. 競爭評估和情報:對主要企業的市場佔有率、策略、產品、認證、監管狀況、專利狀況和製造能力進行全面評估。
5. 產品開發與創新:提供對未來技術、研發活動和突破性產品開發的見解。
1. 醫療保健行銷與傳播市場的市場規模與預測是多少?
2.在醫療保健行銷和傳播市場的預測期內,有哪些產品、細分市場、應用程式和領域需要考慮投資?
3. 醫療保健行銷與傳播市場的技術趨勢與法規結構是什麼?
4.醫療保健行銷與傳播市場主要供應商的市場佔有率是多少?
5. 進入醫療保健行銷與傳播市場的適當型態和策略手段是什麼?
[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?