Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "health care"
- Global ad spend is on track to grow 4.4% to $963.5 billion in 2023, rising 8.2% to more than $1 trillion in 2024, which will be the first year expenditures top the trillion-dollar mark, according to the World Advertising Research Center, with five companies responsible for the uptick.
- A government operated Missouri website that offers information about COVID-19 appears to have sent ad-related data about visitors to TikTok, researchers at Princeton University reported this week.
- The difficulty of opt-out procedures has not improved much in the past quarter, according to data from Neutronian. Insights into health care and data providers and health-related publishers are analyzed in the report, which also includes search and retail media companies.
- U.S. fertility rates increased slightly in 2021 for the first time since 2014, according to the Centers for Disease Control and Prevention. "The general fertility rate in 2021 was 56.3 births per 1,000 women in the 15 to 44-year-old age range, a 1% increase over 2020 numbers," according to The Hill. The increase, although slight, follows years of declines, including a recent 4% drop between 2019 and 2020.
- AdTheorent Health recently announced the launch of Predictive Audiences for the healthcare industry. It allows programmatic advertisers to target audiences in a more precise, data-driven and less opaque manner than previously possible.
- About a third of consumers worldwide use their smartphone to monitor their health or diet, though there are regional, demographic and gender differences.
- While creativity and healthcare may seem like an unlikely pair, here's how a little strategic planning, thinking outside the box, and even a little fun, can help your campaigns stand out in a crowded market. WestDerm's Senior Marketing Manager of Content Strategy, Veronica Clay, shares how their innovative approach to raising skin cancer awareness tugged at the evolving attitudes towards health, sun, and fun. Along the way, they illustrate how healthcare messaging can move beyond expert advice and get consumers to personalize it with their own memory, life, and health histories.
- Thinking more like a patient than a clinician opens a marketer's imagination to more engaging ways of depicting the healthcare experience. Few brands have been more entertaining and unconventional in focusing their patient outreach than Rodeo Dental. By focusing on outcomes and experiences, deploying jazzy editing and graphics, and shifting media spending away from TV and into social and search channels, Rodeo did more than grow brand and patient acquisitions. Rodeo Dental's Director of Growth Marketing, Dr. Richard Ly, shares how they were better able to measure the impact of their media spend and improve patients' relationship with the brand.
- Why simply drop a podcast when you can build an audio media network with sponsors, a web of social influencers, and a range of discreet shows? Providence St. Joseph Health's VP of Community Engagement, Clinical and Patient Communication, Mary Renouf, discuss's how their Providence Future of Health podcast series has become a main driver not only of brand awareness and patient acquisition but the core of its educational mission, a new revenue stream and even a source of staff retention and recruitment.
- Internet search traffic for abortion medication rose 162% after someone leaked a draft of the Supreme Court's abortion decision in May, according to new research.
- But over half of marketers expect to use cookies as identifiers in two years, and slightly less expect to use email, a study by MMA Global and Boston Consulting Group finds.
- Dstillery last week launched ID-free AI for cookieless ad targeting. The company will soon introduce a new version for health care.
- Digital will make up 49% of OTC advertising in 2023, up from 46% last year, Zenith estimated.
- Full-year data also reveals an erratic recovery in terms of various media and key advertising categories.
- Before you say "hell, no," consider: 70% in new study said they could be convinced to try health insurance offered by big tech companies.
- A massive study of political consumers explains why Conservatives are more satisfied with their choices -- because they believe they are.
- GoodRx jointly sponsored NASCAR driver Will Rodgers, with a pharma manufacturer, creating a campaign focused on racing to cure Hepatitis C.
- GoodRx launched GoodRx Health on Thursday to provide research-based answers to vital health questions.
- The findings suggest only 1 in 4 marketing organizations say they have a "very effective" CMO-CIO working relationship -- which ties directly to better performance.
- Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment, resulting in a CPC of 60% lower than the cross-channel average.
- CMOs fell into one of three personas in 2020: Traditionalists, Progressives and Disruptors. Which describes you? Findings of a global study by Designit may surprise marketers.
- Consumers crave community and social interaction. Data collected about the telehealth industry shows consumers want convenience, but also in-person personalized experiences.
- Among the top 22 market-share holders in skincare, 17 are publishers or informational websites -- capturing 62.34% of available search traffic.
- The index ranks national brands according to their environmental, social and governance impact and was developed in partnership with consumer research firm Swayable.
- Marketers supporting healthcare clients must provide accurate, relevant messaging that conveys empathy, strength and positivity despite keyword restrictions. Google enforces tight restrictions for the keywords marketers can use.
- BrightEdge, Microsoft and others have seen a renewed focus across healthcare customers using a combination of business insights and search intelligence to better understand the market and their customers.
- If you want to understand what institutions people truly trust, pose an existential threat. That, more or less, is what a year of the COVID-19 pandemic has demonstrated, and now that it is being brought under some semblance of control, some of those institutions are seeing their role as trusted information providers erode along with it -- especially media and brands.
- Consumer electronics, sporting goods, and consumer product goods saw an uptick in digital ad spend toward the end of 2020, according to data released Monday.
- Google plans to cancel posting its annual April 1 jokes out of respect for those fighting COVID-19. It might be a lead for other brands to follow in light of the pandemic.
- Amazon and Microsoft researchers separately are working to develop solutions, using their internal resources and expertise in a variety of areas to stop the spread of COVID-19, but not-for-profits are also pushing to provide those in need with quick results.
