The Healthcare Industry is Going All In on Local Advertising

According to a recent report by BIA Advisory Services, there is a notable, burgeoning trend in the advertising landscape, revealing that healthcare marketers are poised to allocate a whopping $12 billion to local advertisements in 2024. The report underscores the significant impact this surge in spending will have on local media markets, reflecting the growing importance of localized strategies in the healthcare sector.

$12 billion represents a notable increase in advertising investment by healthcare marketers compared to previous years. This shift has to do with a new and stronger emphasis on community outreach, the decentralization of healthcare services, and the healthcare businesses’ desire to establish a more personalized connection with target audiences. By targeting local audiences through campaigns that speak to their sense of self and feel close to home, healthcare brands aim to resonate more effectively with consumers. Unlike national campaigns, local marketing allows healthcare providers to speak to real-world community needs, concerns, and health issues. 

How are they getting their ads out into the world? Traditional mediums such as radio, television, and print will remain significant. However, there is growing interest in going digital. Social media, SEO marketing, and healthcare-specific websites are becoming baked into how healthcare providers run their advertising campaigns, providing marketers with the tools to engage with audiences on a more interactive level.

This $12B will go far. Local media markets can expect a boost in revenue, offering new opportunities across channels and contributing to the overall vitality of local media ecosystems. If you run a healthcare brand and want to keep up with what will surely be an innovative year for healthcare marketing, lean on the team at ASTRALCOM. We have worked with an expansive portfolio of healthcare clients for decades to improve their community reach and grow their brand awareness.